Andrew Smith

Suffolk University · Sawyer Business School

Ethno-racial minorities are often racialized and consequently excluded from various consumption contexts. Racialized market actors strive to overcome exclusion and gain participation in markets; however, these efforts are often insufficient because they cannot create equitable access to market resources, fair opportunities for voice, and empowermen...

Sponsored videos have rapidly emerged as an important marketing tool as video sharing platforms and the popularity of video influencers have grown. However, little research explores how sponsored videos' design strategies affect viewer engagement. Using field data, this study highlights influencers' authenticity dilemma in sponsored video design an...

The sports industry has eagerly embraced digital technologies that have the potential to create and nurture compelling fan experiences. In this study, we investigate how and why complementary digital experiences (CDXs)—touchpoints in the customer journey that affect the value of a core brand experience, transforming it into a technology-enhanced ex...

Student engagement is regarded as a critical educational outcome. However, it has proven to be elusive to educators within technical domains, such as marketing research and analytics, which has inspired the exploration of experiential course design elements. Client-sponsored projects (CSPs) have become a popular tactic to meet this objective in suc...

The relationship between trust and outcome-related responses to electronic word-of-mouth (eWOM) is well-established in research. However, researchers’ consideration and measurement of trust are rooted in, and limited by, the field’s origins in studying offline, interpersonal word-of-mouth, a perspective that does not align with the reality of the e...

Individuals increasingly seek to establish person brands on digital platforms that create organized online attention economies, which bring together attention seekers and audiences. While prior research has taught us much about how individuals develop person brands, there is limited guidance on how they attract and retain engaged attention (that is...

Leading research on social media firestorms typically advises managers to quickly quell the backlash by appeasing brand critics. Drawing on crisis communications and branding research, we offer a radically different perspective and argue that brands can benefit from fighting back online. Through a netnography of a moral-based firestorm, we contribu...

This study examines academic isolation – an involuntary perceived separation from the academic field to which one aspires to belong, associated with a perceived lack of agency in terms of one’s engagement with the field – as a key challenge for researchers in increasingly globalized academic careers. While prior research describes early career rese...

This research examines data gathered from 22 depth-interviews through the lens of the Persuasion Knowledge Models to understand consumers’ development of persuasion knowledge and coping behaviors in the context of online reviews, not only at the review level but also at the platform and system-wide level.

Mixed reality media, which blend digital content with aspects of the physical world (e.g., IKEA’s AR-enabled catalogue, Snapchat filters, etc.), provides new opportunities for marketers to tell brand stories. While previous research on narrative transportation theory explains how consumers are immersed into and persuaded by brand stories (van Laer...

This paper investigates isolation in an emerging academic marketing field. Previous research has looked at isolation in various markets and organizational contexts. However, it is not clear what form isolation takes in academic fields and how it can be addressed. We draw on the concepts of polycentric governance and institutional bricolage from ins...

Innovative marketers can now leverage augmented reality to craft immersive brand experiences, create more interactive advertising, and enable consumers to experience products and spaces in novel ways. Augmented reality (AR) is the practice of displaying digital information over people’s real-time view of objects, people, or spaces in the physical w...

This study tests hypotheses regarding differences in brand-related user-generated content (UGC) between Twitter (a microblogging site), Facebook (a social network) and YouTube (a content community). It tests them using data from a content analysis of 600 UGC posts for two retail-apparel brands (Lululemon and American Apparel), which differ in the e...