Dr. Nelson's primary research goals are directed toward consumer behavior and motivations. Specifically, she has an interest in social media and computer-related technology in relation to consumer behavior (i.e., customer loyalty, purchase intentions, word-of-mouth, etc.).

Her Master’s research (published in the Journal of Fashion Marketing and Management and presented at the Inaugural AMA/ACRA Triennial Retail Conference) examined consumers’ motivations to participate in voluntary simplicity by abstaining from routine purchasing behavior of apparel. This research was unique because it uncovered personal insights into blog entries of participants of The Great American Apparel Diet (GAAD), a community of consumers who abstained from purchasing new apparel for the period of one year. This research provided new insight into the internal and external factors that influence consumers to abstain from habitual shopping for apparel in a recessionary market. Furthermore, the research built upon marketers’ understanding of voluntary simplicity and the influence of online communities within this context. Six general categories of internal and external motivations to engage in voluntary simplicity were identified. Findings expanded upon marketers’ understanding of voluntary simplicity and the role of virtual communities inspiring behavior in the contemporary marketplace.

For her dissertation research, she investigated millennial consumers’ (MCs’) motivations for using social networking sites (SNS) from a Uses and Gratifications (U&G) perspective. Specifically, the study aimed to determine MCs’ motivations for SNS, establish the relative importance of these motivations, and determine the differences in millennial consumer (MC) motivations for using four popular SNS platforms (i.e., Facebook, Instagram, Pinterest, and Twitter). This research was unique because it incorporated and compared SNS that have not been widely studied in academia. It is imperative to examine newer SNS, as it can identify potential trends and provide various insights into the growing field of computer-mediated technology as well as provide a foundation on which marketers can base their strategic decisions regarding how to employ social media to engage and influence their customers. At the same time, it is imperative to study the MC, as this is a large generation that holds substantial buying power, directly contributing the market. This generation of consumers is coming of age along with the convergence of technology into nearly every component of their daily lives, further implicating the need to study this population and their usage of social media. Results suggested a number of implications for the textile and apparel industry. From a theoretical standpoint, the research expands empirical inquiry into a broad range of popular SNS and offers insight into the different motivations for using these SNS among the important MC generation.

In the future, she plans to expand her research on social media and computer-related technology and their effects on consumer behavior, and securing private and government funding to do so. Specifically, she is interested in exploring newer virtual communities (e.g., fashion blogs, message boards, SNS, etc.) and investigate their roles in influencing consumer behavior in the contemporary marketplace.

PUBLICATIONS & PRESENTATIONS*

Nelson, D. W., (2015). Millennial Social Networking Behavior from a Uses and Gratifications Perspective (Doctoral dissertation). Retrieved from Dissertations and Theses database. (OCLC No. 910160576)

Wu, D. E., Thomas, J. B., Moore, M., & Carroll, K. (2013). Voluntary simplicity: The Great American Apparel Diet. Journal of Fashion Marketing and Management, 17(3), 294-305.

Wu, D. E., Thomas, J. B., Moore, M., & Carroll, K. (2012, April). Trimming Down On Consumption: Voluntary Simplicity among The Great American Apparel Diet (GADD) Participants. Paper presented at the Inaugural AMA/ACRA Triennial Retail Conference, Seattle, WA.

Wu, D. E., Moore, M., Carroll, K., Thomas, J. B., & Rothenberg, L. (2012, March). Trimming Down On Consumption:  Voluntary Simplicity among The Great American Apparel Diet (GADD) Participants. Paper presented at the Seventh Annual NC State University Graduate Student Research Symposium, Raleigh, NC.

Wu, D. E. (2011). Motivations and Implications of Behavior of Participants of the Great American Apparel Diet (Master’s thesis). Retrieved from Dissertations and Theses database. (OCLC No. 743863787)

*Publications and presentations dated prior to October 2013 were published under Dr. Dorothy W. Nelson's maiden name, Dorothy E. Wu.

Email: DorothyWNelson@gmail.com