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Paolo Franco is an Assistant Professor of Marketing at the Nijmegen School of Management, Radboud University. He earned his PhD in Marketing from the University of Melbourne, Australia, where his dissertation received the prestigious 2020 Australian New Zealand Marketing Academy Layton Dissertation Year award. His research focuses on technology adoption and consumption through various lenses of consumer culture, particularly among families and older consumers. Franco employs methods such as consumer interviews and ethnographic/netnographic fieldwork to inform his research. His work is published in reputable journals including the Journal of Marketing, European Journal of Marketing, and Journal of Marketing Management. Current research projects explore diverse family technology consumption, sneakerhead culture, local food consumption, and portrayals of weaponized AI in video games. His research themes include Consumer Culture, Family Consumption and Technology Adoption.
Applies to Research Master's in Linguistics and Communication Sciences (Centre for Language Studies/Department of Language and Communication).