Briana M. Martinez, Ph.D.

Briana M. Martinez, Ph.D.
Assistant Professor in Apparel Merchandising
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Assistant Professor in Apparel Merchandising 

Briana M. Martinez, Ph.D. Vita


Dr. Martinez’s current research program focuses on mobile commerce and consumers’ usage of mobiles to aid shopping decisions. She investigates the motivations, perceptions, and attitudes that influence consumers’ behaviors toward new channels and forms of technology and innovation. Although her focus is currently mobile commerce, other areas of Dr. Martinez’s research speak to the same concepts of new avenues of digital retail and retail integration of technology and innovation. The retail industry is constantly changing in order to stay competitive, and Dr. Martinez believes it is important to study that change, specifically how consumers respond to the changes as their loyalty and other behavioral responses, or lack thereof, is what determines the competitiveness of a retailer.

Research Interest:

  • Mobile Commerce
  • Technology Innovation and Integration in Retail
  • Social Media and Social Commerce
  • Consumer Behavior

Selected Publications:

Martinez, B & Seock, Y. K.  (2017) Crowdsourcing the design process: the influence of consumer characteristics on participation and behavioral intentions.  Journal of Marketing Management and Consumer Behavior, 2(1).

Roulston, K. & Martinez, B. (2016). Recruitment and sampling in consumer research. In Hackett, P. (Ed.).Consumer ethnography: Qualitative and cultural approaches to consumer research, (pp. 33-52). New York & London: Routledge.

Kim. S, Martinez, B, McClure, C. & Kim, S. H.  (2016).  E-Wom intentions towards social media messages.  Atlantic Marketing Journal, 5(1), 8.

Kim, S. & Martinez, B. (2013). Fashion consumer groups and online shopping at private sale sites. International Journal of Consumer Studies, 37(4), 367-372.

Martinez, B. & Kim, S. (2012). Predicting purchase intention for private sale sites. Journal of Fashion Marketing and Management: An International Journal, 16(3), 342-365.

Teaching Focus:

Dr. Martinez’s teaching experience and interests include a variety of merchandising courses for undergraduates. She has taught at West Virginia University (Morgantown, WV) and the University of Georgia (Athens, GA). 

Current Courses Taught:

  • ADM 4391 Retail Buying II
  • ADM 3340 Digital Retailing Strategies

Education and Training:

  • Ph.D., International Merchandising, The University of Georgia
  • M.S., Merchandising and International Trade, The University of Georgia
  • B.S., Textile Management, Clemson University

Professional Experience:

Assistant Professor, Baylor University (Waco, TX)

Visiting Assistant Professor, West Virginia University (Morgantown, WV)

Adjunct Professor, The University of Georgia (Athens, Ga)

Service to the Discipline:

Dr Martinez is affiliated with the International Textile and Apparel Association (ITAA) and the American Collegiate Retailing Association (ACRA).

Baylor University
Apparel Merchandising Division
Robbins College of Health & Human Sciences
One Bear Place #97343
Waco, TX 76798-7343

Office:  Goebel
Phone:  254-710-7585