Dr P.J. Franco (Paolo)

Assistant professor - Marketing

Dr P.J. Franco (Paolo)
Visiting address

Heyendaalseweg 141

Postal address

Postbus 9108

Paolo (Pao) Franco is Assistant Professor of Marketing at the Nijmegen School of Management at Radboud University. Pao received his PhD in Marketing from The University of Melbourne, Australia. His PhD dissertation received the 2020 Australian and New Zealand Marketing Academy (ANZMAC) Layton Dissertation of the Year award.

Pao's research investigates technology adoption and consumption as part of everyday life through lenses of consumer culture, with a focus on families and older consumers. Informing his research are theories of assemblage, Object-Oriented Ontology, and critical perspectives on consumption, markets, and marketing. Pao primarily draws on consumer and family interviews, and ethnographic/netnographic fieldwork in his research.

Pao's current research spans projects investigating consumption and market contexts as diverse as family technology consumption, 'sneakerhead' consumer culture, professional wrestling fandom, and portrayals of weaponized-AI in videogames.

Research theme
  • Consumer Culture, Family Consumption, Older Consumers, Technology Adoption, Technology Consumption
Research group
  • Marketing


Research grants and prizes


Curriculum Vitae

Ancillary activities