With 92% of young Americans believing consumers should be given a say in a product’s creation, people’s relationships with brands are changing. Canvas8 spoke to Mujde Yuksel, a professor at Suffolk University, to find out how crowdsourcing impacts people’s connections to products and each other.
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- Location Global
Dr. Mujde Yuksel is an associate professor of marketing and the director of graduate programmes in marketing at Suffolk University in Boston. She is a consumer behaviour researcher with a special focus on digital consumption and sports and entertainment marketing. She is specifically interested in how digital technologies impact consumer experiences including (but not limited to) sports fandom, media consumption, and physical activity. She is participating in a think tank to raise visibility and inclusion of women in sports. She also sits on the board of directors of the Merrimack Valley YMCA. Previously, she was a professional basketball player and an official Nike athlete during her sports career.
