Micro-Influencers & Consumer-Brand Connections (Dissertation Essay 1)
The introduction and evolution of social media has significantly changed the way consumers interact with brands. In today’s digital environment, it is essential for marketers to understand and leverage different social media marketing tools. One tool that marketers are increasingly using is partnering with social media influencers. These influencers can range from celebrity influencers to those who have a minimal following. As such, in essay 1, I qualitatively explore how micro-influencers, who are ordinary consumers with a relatively small but more intimate following, create,verify, and maintain connections with consumers and brands.
Social Media Influencers & Digital Wellness (Dissertation Essay 2)
Additionally, as the use digital technology and social media influencers increase, it is important for marketers to understand the benefits and consequences consumers face when consuming this technology. Specifically, digital wellness is an emerging construct in both industry and the literature. Digital wellness is defined as the optimal state of well-being a consumer can achieve when using technology. In essay 2, I propose using a mixed-methods approach grounded in social comparison theory to explore the impact of influencer marketing on consumers’ digital wellness.
Social Media Influencers (MSI Grant)
With the increase in marketers using social media influencers, more research is warranted what effect this has on consumers. Specifically, with a grant awarded by the Marketing Science Institute (MSI), we are exploring how topicality impacts consumers perceptions of social media posts. Additionally, we are investigating social media influencers posts on consumers' pro-social behavior.
The Five Stages of Macromarketing
With coauthors Shelby D. Hunt and Kerry T. Manis, we trace the five distinct stages of macromarketing. In Era I (1900-1920), macromarketing was the raison d’etre of the marketing discipline. In Era II (1920-1950), macromarketing became the marketing discipline’s central focus. In Era III (1950-1980), marketing management displaced macromarketing as the discipline’s central focus, but macromarketing continued to be an important part of the discipline. In Era IV (1980-2020), macromarketing became one of four, major, institutionalized fields of study in the marketing discipline among others. We finish In Era V (2020-?), where macromarketing is well-positioned to be a field of significant promise.
Digital Brand Communities
Brand communities are also an important facet of consumer behavior today. Specifically with the increase in digital communities, it is vital for marketers to understand how these communities form and what impact this has on consumers' identities. In the context of a piece of indoor exercise equipment, we investigate qualitatively through in-depth interviews and netnographic data, how an online brand community impacts consumers identities.
Because I am very passionate about teaching, I also enjoy the scholarship of teaching and learning (SoTL). I've found that learning how to do research is done best through experience and the SoTL literature has been a great place for me to get experience in. I've had two works published in the Marketing Education Review on the use of simulations in the classroom
and how to enable autonomy with team based learning activities
. I am also collecting data on some emerging technology and how that impacts education, as well as others.