I study how the context of communication influences consumers’ inference and judgment processes. My research was one of the first to demonstrate the persuasive impact of consumer-generated content on social media relative to marketer-generated content. Current projects explore how social media influencers strategically use disclosure of personal information in an online setting to create connections with their audience, how brand-related bragging on social media affects perceptions of both the communicator and the brand, and how engaging in social TV affects consumers’ enjoyment of the experience.
I serve on the Editorial Board of the Journal of Public Policy and Marketing, where I was previously an Associate Editor. I have also served on the Journal of Consumer Research Policy Board, the Association for Consumer Research Board of Directors, and the Editorial Boards of the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, and Journal of the Academy of Marketing Science.
I am particularly interested in using digital technology to enhance management education. Over 50,000 learners have enrolled in the Strategic Social Media Marketing MOOC, which is part of the BU Questrom Digital Product Management MicroMasters Program on edX.
I earned my PhD in Business Administration at the University of Illinois at Urbana-Champaign. Prior to joining Questrom, I served on the faculties at the University of Florida, the Wharton School, and Rutgers University-School of Business, Camden. I am an alum of the HERS Leadership Institute (Wellesley 2017).