Social Data Culture Researcher | Ethical Data Activist
Wendy K. Bendoni is an Assistant Professor of Marketing in the School of Business at Woodbury University. She is an established consumer cultural and market researcher with three decades of experience. A respected international forecaster, predicting trends in the market for such companies as WGSN and European consumer research correspondent for Bill Glazer & Associates. She has been featured in publications including Forbes, WWD, Mashable, Huffington Post, LA Business Journal, La Depeche, and Association Française du Marketing. Over the years, Bendoni has successfully projected local and global trends in the lifestyle market and has produced over 300 consumer reports for the industry. Some of her clients have included: Jefferies Global Investment Bank, Dell, IWC Schaffhausen, LACMA, CBS, NBC, Smithsonian Channel, WWDMAGIC, Nordstrom, Selfridges, Carl Benz Academy, Honda, Levi’s, Target, and the Los Angeles Mayor’s Office of Economic and Business Policy.
Leveraging her marketing acumen, Bendoni continues to explore predictive marketing. She is currently working on research in digital culture behavior, social data, A.I., analytics, and insight through the new machine age. She has presented at major international conferences and published research with her colleagues in the Jourée International du Marketing, Marketing EDGE, Academy of Marketing Science, Global Marketing Conference, Journal of Product and Brand Management – Technopocene: Technology’s Transformation of People, Products and Brands, The Marketing Educators’ Association Conference, Consumer Culture Theory Conference, GAMMA Fashion Management Conference.
Upcoming Handbook:
Marketing Intelligence Handbook 2021
Books:
Jourée International du Marketing 2020
Jourée International du Marketing 2018
Storytelling in a Digital World 2017
Research Interests
- Digital Consumption
- Influence Marketing
- Digital Tribes
- Luxury Brand Marketing
- Digital Marketing Strategies
- Virtual Communities / Netnography
- Social Listening
- Diffusion of Innovation
- Lurkers in the Digital Landscape
- Digital Storytelling
- Virtual Communities / Netnography
- Social Listening
- Diffusion of Innovation
- Lurkers in the Digital Landscape
PUBLISHED ACADEMIC RESEARCH / TEXTBOOKS
- Bendoni, W. & Adams, A. (2020, March). The Aspiration Drive & Purchasing Behavior of the Modern Luxury Watch Consumers. Journées Internationales du Marketing Horloger (JIMH). Jourée International du Marketing Horloger the Haute Ecole de Gestion Arc, Neuchâtel Switzerland. Special Issue: Direct to Consumer: À la Conuête du Client Horloger. (43-68).
- Bendoni, W. Textbook for digital marketers. Social Media for Fashion Marketing: Storytelling in a Digital World published by Bloomsbury UK. Required Reading Range. (2017).
- Bendoni, W. & Stovall, T. (2018, March). A Luxury Approach to Cognitive Computing & Adaptive Interactive Systems: The Future of Personalization. Journées Internationales du Marketing Horloger (JIMH). Jourée International du Marketing Horloger the Haute Ecole de Gestion Arc, Neuchâtel Switzerland. Special Issue: l’intelligence digitale (57-71).
- Bendoni, W. & Duma, F. (2017, March). Digital Personas in the Luxury Market Segment: Creating a Better Luxury Experience. Jourée International du Marketing Horloger the Haute Ecole de Gestion Arc, Neuchâtel Switzerland. Journées Internationales du Marketing Horloger (JIMH). Special Issue: Visions du future, (65-80).
- Awarded best paper and recognized by the JIMH scientific committee.
- Üçok Hughes, M., Bendoni, W., & Pehlivan, E. (2016). Storygiving as a co-creation tool for luxury brands in the age of the internet: A love story by Tiffany and thousands of lovers. Journal of Product and Brand Management – Special Issue: Technopocene: Technology’s Transformation of People, Products and Brands, 24 (4), 357-364.
- Üçok Hughes, M., Kaigler-Walker, K. & Bendoni, W. (2012). Young children as parents’ extended selves. In L. Robinson (Ed.), Marketing Dynamism & Sustainability: Things Change, Things Stay the Same. Proceedings of the Academy of Marketing Science [CD-ROM]. Ruston, LA: Academy of Marketing Science.
CONFERENCES & PRESENTATIONS
- Bendoni, W. & Duma, F. (2016, December). Digital Personas in the Luxury Market Segment: Creating a Better Luxury Experience. Jourée International du Marketing Horloger the Haute Ecole de Gestion Arc, Neuchâtel Switzerland. Journées Internationales du Marketing Horloger. (full paper accepted)
Awarded best paper and recognized by the JIMH scientific committee.
- Bendoni, W. & Stovall, T. (2017, December). A Luxury Approach to Cognitive Computing & Adaptive Interactive Systems: The Future of Personalization. Journées Internationales du Marketing Horloger. (accepted full paper). Jourée International du Marketing Horloger the Haute Ecole de Gestion Arc, Neuchâtel Switzerland. (full paper accepted)
- Bendoni, W. & Bashutkina, M. (2018, July). Cognitive Computing and Dynamic Marketing Capabilities to Personalize the Next Generation of Luxury Swiss Watch Customers. Global Alliance of Marketing & Management Associations (GAMMA) Global Marketing Conference at Tokyo.
- Bendoni, W. & Stovall, T. (2016, Oct). The (not so) Secret Life of Lurkers: Contextualizing Consumer Data to Provide Insights for Content Marketing. Marketing Edge; Marketing Research Summit.
- Bendoni, W., Üçok Hughes, M., & Nagel, A. (2015, June). Fashion Disruption in the Digital Age. Paper presented at GAMMA Fashion Management Conference, Florence, Italy. Journal of Global Fashion Marketing (JGFM)
- Bendoni, W., Pehlivan, E. & Üçok Hughes, M. (2014, October). Digital curation in the context of fashion marketing. Paper presented at Marketing EDGE Direct/Interactive Marketing Research Summit, San Diego, CA.
- Bendoni, W. & Üçok Hughes, M., (2014), “Story Giving as a Co-Creation Tool: A Love Story by Tiffany & Co. and Thousands of Lovers”, ‘2014 Global Fashion Management Conference in London, Growing Together: Collaboration and Co-creation in Fashion Management’ London College of Fashion and ESCP Europe Business School Proceedings.
- Bendoni, W. & Üçok Hughes, M., (2013), “An Application of a Social Media Campaign in a Marketing Field Experience Course”, Marketing Educators’ Association Conference Proceedings, April 18-20, Portland, OR. This was in the area of new teaching innovations in marketing pedagogy.
- Bendoni, W., Pehlivan, E., & Üçok Hughes, M. (2014, October). Digital Curation in the Context of Fashion Marketing. Paper presented at Marketing EDGE Direct/Interactive Marketing Research Summit, San Diego, CA.
- Bendoni, W., & Üçok Hughes, M. (2013), “An Application of a Social Media Campaign in a Marketing Field Experience Course,” Marketing Educators’ Association Conference Proceedings, April 18-20, Portland, OR. This was in the area of new teaching innovations in marketing pedagogy.
- Üçok Hughes, M., Kaigler-Walker, K., & Bendoni, W. (2012). Young Children as Parents’ Extended Selves. In L. Robinson (Ed.), Marketing Dynamism & Sustainability: Things Change, Things Stay the Same. Proceedings of the Academy of Marketing Science. Ruston, LA: Academy of Marketing Science.
- Üçok Hughes, M., Kaigler-Walker, K., and Bendoni, W. (2011), “Mom’s Little Fashionista and Dad’s Little Surfer Dude: Young Children as Parents’ Extended Selves”, Consumer Culture Theory Conference, July 5-7, Chicago, IL.
- Kaigler-Walker, K., Gilbert, Z, and Bendoni, W. (2010), “Impact of Media Celebrities on Fashion Among Gen Y Fashionistas in China”, Academy of Marketing Science Conference on Cultural Perspectives in Marketing, Lille, France.
