Dr. Sanjukta Pookulangara receives awards at the European Institute of Retailing and Services conference in Istanbul, Turkey
July 16, 2010

Dr. Sanjukta Pookulangara, assistant professor in merchandising, received two awards for her research in the area of multi-channel retailing and social networking at the 17th international conference on Recent Advances in Retailing and Services Science in Istanbul, Turkey.  The annual conference, sponsored by the European Institute of Retailing and Services, brought together scholars from marketing, psychology, urban planning, and geography and across the globe to address strategic retailing and consumer issues. 

 

Dr. Pookulangara's study, "Explaining Consumers' Channel-Switching Behavior using the Theory of Planned Behavior," received the conference best paper award.  Using an online survey at four different research sites, Pookulangara found that utilitarian benefits such as time savings did not impact consumer's channel switching behavior.  However, consumer's self-efficacy of  seeking product information through blogs and customer-generated reviews was a significant influence across all retail channels.

 

Building on the global trend of social networking to communicate and interact with consumers, Pookulangara presented a conceptual paper, "Cultural Influence on Consumers' Usage of Social Networks and Its Impact on Online Purchase Intentions," which received the highly recommended paper award.

According to Pookulangara, retailers must harness the power of the Internet and social networking.  "Consumers now have the means to communicate their opinions about products and companies to other consumers at a critical point in the sales cycle - the beginning" says Pookulangara. 

 

These awards reflect the quality and cutting-edge research conducted by UNT's School of Merchandising and Hospitality Management faculty.  For more information on these research studies, please contact sanjukta.pookulangara@unt.edu.

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