Dr P.J. Franco (Paolo)
Assistant professor - Marketing
6525 AJ NIJMEGEN
6500 HK NIJMEGEN
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.
- Consumer Culture, Family Consumption, Older Consumers, Technology Adoption, Technology Consumption
- Franco, P., Canniford, R., & Phipps, M. (2022). Object-Oriented Marketing Theory. Marketing Theory. Advanced Online Publication. https://doi.org/10.1177/14705931221079407
- Franco, P. (2022, forthcoming). The Consumer Culture Theory (CCT) Research Tradition and Digital Marketing. In A. Hanlon & T. Tuten (Eds.), SAGE Handbook of Digital and Social Media Marketing. London: Sage Publications Ltd.
- Franco, P., & Yang, Y. (2021). Exiting Fieldwork 'with Grace': Reflections on the Unintended Consequences of Participant Observation and Researcher-Participant Relationships. Qualitative Market Research: An International Journal, 24(3), 358-374. https://doi.org/10.1108/QMR-07-2020-0094
- Franco, P. (2020). Empowering the Independence of Older People with Everyday Technologies. In SA Churchill, L. Farrell & S. Appau (Eds.), Measuring, Understanding and Improving Wellbeing Among Older People (pp. 15-39). Singapore: Palgrave MacMillan. https://doi.org/10.1007/978-981-15-2353-3_2
Research grants and prizes
- 2021 - Australian and New Zealand Marketing Academy (ANZMAC) Conference – Best Overall Paper: “Older Consumer Stereotypes and Technology: A Review”
- 2021 - Australian and New Zealand Marketing Academy (ANZMAC) Conference – Best Paper: Transformative Consumer Research & Public Policy Track, “Older Consumer Stereotypes and Technology: A Review”
- 2020 - Australian and New Zealand Marketing Academy (ANZMAC) – Layton PhD Dissertation of the Year Award, “The Storied (Not) Relationships of Tech-Products: Consumer Experiences of Technology Adoption”
- 2015 - Forethought Management & Marketing Prize – Best Marketing Masters Thesis at The University of Melbourne, “Assembling Collections: Reconceptualising Consumer Culture Theories of Physical and Digital Collecting”