I approach marketing research from a strategic perspective, always thinking about how organizations may be able to utilize findings from my work to further their missions. My primary research interests lie in digital marketing, especially in social media marketing. My interest in social media marketing began early in my academic career. Through collaboration with local non-profit organizations on service-learning projects for the public relations classes I taught, I was exposed to the unique challenges faced by many of these organizations, including the predicament of having an extremely small marketing budget. As usage of social media among consumers grew more pervasive, many of the non-profits with which I worked began to use the with the new medium as a promotional tool. I observed that while some organizations experienced tremendous success in their social media marketing efforts, others seemed to struggle to leverage it effectively. These observations sparked many research questions that I seek to address.
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