New research is evaluating how wearable technology companies can better engage with their customers and humanize relationships in machine-mediated environments built to promote healthy behavior.
For more than four years, Duygu Akdevelioglu, an assistant professor in Rochester Institute of Technology’s Saunders College of Business, has been gathering data on brand engagement in the wearable technology space, a $34 billion industry according to Forbes, and its impact on motivation. Her goal is to lead companies such as Fitbit, Garmin, and Apple to discover new ways of engaging with consumers that will ultimately improve health-related outcomes by encouraging people to focus on their physical and psychological wellbeing.
“Wearables are an increasingly evolving market,” said Akdevelioglu, who has expertise in marketing, consumer communities, and social media. “Tracking our bodies, movements and emotions, wearable devices have been incorporated into homes, workplaces, and even insurance plans. But there are fundamental questions when it comes