Welcome back to Your University: The FGCU Podcast. Today our host Katie Cribbs sits down with Gina Tran, Associate Professor of Marketing at Florida Gulf Coast University, where she specializes in consumer behavior, digital marketing and celebrity endorsements.

Gina shares her fascinating career path, as she details how she transitioned from a background in chemical and bioengineering to a deep expertise in marketing and consumer behavior. They talk about the scientific foundations of marketing, Gina’s work with multiple industries including oil and gas, and corporate merchandising with companies like Neiman Marcus and Michaels.

Gina shares her best insights on consumer behavior, the current overlay of engineering skills in business academia, and the rising trend of 'de-influencing' on social media. Katie also digs into Gina’s teaching methodologies, the importance of real-world experience in academia, and Gina shares valuable advice on becoming a smarter consumer.

Your University: The FGCU Podcast is produced by University FM.

• 01:01 Journey from Engineering to Business
• 02:47 The Science Behind Marketing
• 03:28 Early Career and Industry Experience
• 07:01 Transition to Academia
• 10:58 Consumer Behavior and Influencer Trends
• 19:07 Research and Student Engagement
• 20:05 Community Involvement and Social Media Insights
• 28:41 The Role of AI in Marketing
• 30:00 Final Thoughts and Conclusion

On the de-influencer movement

11:53: You're not an influencer. Is this really in your budget? Maybe you should save your money. And then there's some de-influencers that tell you, like, ″Stop and think about things before you purchase it." Do you have enough shirts? Do you have enough shoes? Do you have enough Stanley Cups already? And if you do, then maybe you don't need to purchase this, save your money.

Social media can be used for good

13:00: Social media gets a lot of flak for encouraging bullying, negative behaviors, and over-materialism. And so, I think that social media can be used for good things as well.

What are the top questions consumers should be asking before they make purchases?

​​13:43: Okay, so there's a couple things that you can ask yourself. First, you can start with "Do you really need this? Do you have things at home that you can already use instead of buying a new thing? And if you decide that you do need this because it's replacing something that has worn out, then consider this, like the company that you're purchasing it from, are they sustainably producing their goods? Are they doing the repair, replace, and do they stand by their products?” Because if they do, then likely, they're going to be higher quality items. And so, you can keep it for a longer time and use it for many seasons.

• Gina Tran | FGCU Profile
• Gina Tran | Google Scholar Research
• Gina Tran | LinkedIn
• Too Many Streaming Services? | Gulf Coast News
• FGCU | Website

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