Briana M. Martinez, PhD
Assistant Professor of Apparel Merchandising
Department of Human Sciences and Design
Briana Martinez serves as an Assistant Professor of Apparel Merchandising in the Department of Human Sciences and Design. Dr. Martinez graduated from Clemson University with a BS in Textile Management and earned an MS in Merchandising and International Trade and a PhD in International Merchandising from The University of Georgia.
Dr. Martinez’s research aims to improve user experience through technology. Currently, her work focuses on enhancing the experience through mobile devices. Dr. Martinez focuses on the motivation, perception, and attitudes that may influence behavior to improve the overall experience with new channels and forms of technology and innovation. Although her current focus is on mobiles, other areas of Dr. Martinez’s research speak to the same need to improve user experience. The retail industry is constantly changing to stay competitive. Thus, Dr. Martinez believes it is important to study that change, specifically how consumers respond to it, as their loyalty and other behavioral responses determine a retailer's competitiveness.
Current Research Interests
- Mobile Commerce
- Technology Innovation and Integration in Retail
- Social Media and Social Commerce
- Consumer Behavior
Current Courses Taught
- ADM 3340 Digital Retailing Strategies
- ADM 4391 Retail Buying II