BETH L. FOSSEN. Goizueta Business School Emory University 1300 Clifton Road

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1 BETH L. FOSSEN June 2015 Goizueta Business School Emory University 1300 Clifton Road Atlanta, GA Web: E D U C A T I O N Ph.D., Marketing, 2011-May 2016 (Expected) Goizueta Business School, Emory University, Atlanta, GA Bachelor of Business Administration in Business and Studio Art, Else School of Management, Millsaps College, Jackson, MS R E S E A R C H I N T E R E S T S Online Word-of-Mouth and Social Media, Advertising, Brand Strategy, Human Brands M A N U S C R I P T S U N D E R R E V I E W (see Appendix for abstracts) Fossen, Beth L. and David A. Schweidel, Television Advertising and Online Word-of-Mouth: An Empirical Investigation of Social TV Activity, revising for invited 2 nd -round review at Marketing Science - Featured in Marketing Science Institute Working Paper Series (2015), Report No. [15-106] Fossen, Beth L., David A. Schweidel, and Michael Lewis, Performance Premiums and Advertising: An Application to Human Brands in Political Races, revising for invited resubmission to Marketing Science Fossen, Beth L., David A. Schweidel, and Ning Zhong, Geographic and Social Proximities in the Diffusion of Online Word-of-Mouth, under review at Journal of Marketing Research W O R K I N G P A P E R S & W O R K I N P R O G R E S S Fossen, Beth L., Social TV, Advertising, and Sales: Impact of Television Viewer Engagement on Online Shopping Behavior, analysis in progress Fossen, Beth L., David A. Schweidel, and Manish Tripathi, Spillover Effects in Social Media: When Does Negative Brand Publicity Cause Positive Competitive Spillover?, analysis in progress Lewis, Michael, JoAndrea Hoegg, and Beth L. Fossen, The Face of a Winner: Impacts of Coach Appearance in NCAA College Football, data collection in progress D I S S E R T A T I O N R E S E A R C H Chair: David A. Schweidel Committee Members: Michael Lewis, Wendy W. Moe (University of Maryland), Gregory J. Martin (Political Science)

2 The Role of Online Word-of-Mouth in Brand Strategy Proposal Defended May 2015 Online word-of-mouth (WOM) is playing an increasingly important role in the dissemination of brand information and marketing messages. In my dissertation work, I study online WOM in two broad contexts. First, I investigate online WOM in multi-screen media consumption environments. Consumer media consumption is rapidly evolving due to the rise of media multitasking. This changing media consumption landscape is creating new challenges and opportunities for marketers who aim to understand how such multi-screen activities influence consumers responses to marketing messages. In the first two essays of my dissertation, I address several of these key challenges, focusing on the emerging, important role of online WOM in brand strategies. These essays explore a new consumer behavior that has emerged in the multi-screen media consumption environment, social TV, which is the interaction of consumer social media participation and television viewing. In this work, I explore the relationship between social TV, television advertising, and online shopping behavior and provide insights into how consumer responses to marketing messages are evolving in multi-screen environments. Second, I explore online WOM in the context of brand publicity. I investigate the dynamic impact of brand publicity on the volume and valence of online conversations about the brand and its competitors and, specifically, explore under what circumstances negative brand publicity is likely to generate positive spillover to competing brands. This work considers the dynamics of consumer generation and consumption of online WOM about brands and sheds light on how brand managers can use online WOM to assess the potential spillover effects from brand publicity. Overall, my dissertation work provides insights into how online WOM can be productively incorporated into brand strategies, the media planning and buying process, and advertisement design strategies. Essay 1: Television Advertising and Online Word-of-Mouth: An Empirical Investigation of Social TV Activity (Job market paper, revising for invited 2 nd -round review at Marketing Science) In this research, we investigate how television advertising drives online word-of-mouth (WOM). We first explore if television advertising (1) affects online WOM about the brand advertised and (2) associates with changes in online WOM about the program in which the advertisement airs. We further examine if the media context in which the advertisement appears the television program impacts the relationship between television advertising and online WOM. Using data containing television advertising instances and the volume of minute-by-minute social media mentions, our analyses reveal that television advertising impacts online WOM for both the brand advertised and the program in which the advertisement airs. Moreover, the program affects the extent of online WOM for both the brand and program following television advertising. We additionally find that the programs that receive the most online WOM aren t necessarily the best programs for advertisers in terms of online engagement. Overall, the findings shed light on how marketers, television networks, and program creators can (1) increase online WOM for their respective brands and programs through media planning and advertisement design strategies and (2) incorporate online WOM into the media planning and buying process. Essay 2: Social TV, Advertising, and Sales: Impact of Television Viewer Engagement on Online Shopping Behavior The rapid growth of consumer participation in social TV has outpaced the field s understanding of the behavior and how marketers can extract value out of such activities. In this research, I explore 2

3 the relationship between social TV activity, television advertising, and online shopping behavior. Specifically, I investigate how online consumer engagement with brands and programs during social TV activity impacts online shopping behavior following television advertisements. This work aims to address (1) if online engagement with the brand following television advertisements spurs online shopping behavior for the brand and (2) whether television programs with engaged online audiences are more beneficial to marketers. Preliminary results suggest that online brand word-ofmouth (WOM) following an ad s airing is positively correlated with new website traffic for the brand. Additionally, I find preliminary evidence that ads that air in programs with highly engaged online audiences generate more online traffic for the brand. However, variation exists across brands. Overall, this research aims to shed light on the relationship between social TV, television advertising, and sales and provide insight into the potential value of social TV behavior for marketers. Essay 3: Spillover Effects in Social Media: When Does Negative Brand Publicity Cause Positive Competitive Spillover? Negative brand publicity can have damaging impacts on consumer-brand relationships. Additionally, such brand publicity also may generate spillover effects to other brands. In this research, we investigate under what circumstances negative brand publicity is likely to generate positive spillover to competing brands. Specifically, we explore the evolution of competitive spillover effects from negative brand publicity across several contexts using the sentiment expressed in social media conversations. This research aims to shed light on how brand managers can use social media metrics to assess the potential spillover effects from brand publicity concerning their competitors and provide insights into when brand managers can benefit from the missteps of their competitors. A W A R D S & H O N O R S ISMS Doctoral Consortium Fellow, Johns Hopkins University, 2015 AMA-Sheth Doctoral Consortium Fellow, Northwestern University, 2014 ISMS Doctoral Consortium Fellow, Emory University, 2014 Sheth Fellowship, Emory University, 2014 Goizueta Business School Doctoral Fellowship, Emory University, Else School of Management Scholar, Academic Scholarship, Millsaps College, Presidential Scholar, Millsaps College, ESPN The Magazine All-American Academic Team, NCAA Tennis, Millsaps College, 2008 C O N F E R E N C E P R E S E N T A T I O N S Television Advertising and Online Word-of-Mouth: An Empirical Investigation of Social TV Activity, INFORMS Marketing Science Conference, Johns Hopkins University, Baltimore, MD, June 2015 Reputational Spillover in Social Media: Collateral Damage or Construction?, INFORMS Marketing Science Conference, Emory University, Atlanta, GA, June 2014 T E A C H I N G I N T E R E S T S Social Media Strategy, Digital Marketing, Advertising, Marketing Research, Marketing Strategy 3

4 4 T E A C H I N G E X P E R I E N C E Teaching Associate Digital and Social Media Strategy (MBA and BBA), Guest Lecturer for Professor David A. Schweidel, Fall 2014, Goizueta Business School, Emory University Teaching Assistant Marketing Analytics Consultancy (MBA), TA for Professor Manish Tripathi, Spring 2015, Goizueta Business School, Emory University Predictive Sports Analytics (MBA and BBA), TA for Professors Manish Tripathi and Michael Lewis, Fall 2014, Goizueta Business School, Emory University Digital and Social Media Strategy (MBA and BBA), TA for Professor David A. Schweidel, Fall 2013, Goizueta Business School, Emory University Marketing Strategy and Customer Relationship Management (MBA and BBA), TA for Professor Michael Lewis, Fall 2012, Goizueta Business School, Emory University I N D U S T R Y E X P E R I E N C E Senior Political Consulting Associate and New Media Director, Chism Strategies (formerly Zata 3 Consulting), Jackson, MS, and Washington, D.C. G R A D U A T E C O U R S E W O R K Marketing Marketing Strategy Consumer Behavior Empirical Models in Marketing Marketing Topics I Marketing Topics II Survey of Business Research Methods Marketing and Bayesian Methods (GSU) Economics Microeconomic Theory Quantitative Methods Econometric Methods Game Theory Generalized Linear Models Statistics Probability and Statistics for Economists Bayesian Analysis Hierarchical Linear Models Categorical Data Analysis Survival Analysis Methods Modern Regression Analysis Bayesian & Empirical Bayes Methods Sandy Jap Ryan Hamilton Douglas Bowman Sandy Jap Michael Lewis and David Schweidel Michael Lewis Yi Zhao Andrew Francis-Tan Daniel Levy David Jacho-Chavez Jeffrey Staton Qi Long Elena Pesavento Drew Linzer Yuk Fai Cheong Michael Haber Brent Johnson Howard Chang Zhaohui Qin

5 5 R E F E R E N C E S David Schweidel (Chair) Michael Lewis Associate Professor of Marketing Associate Professor of Marketing Goizueta Business School Goizueta Business School Emory University Emory University 1300 Clifton Road, Atlanta, GA Clifton Road, Atlanta, GA (404) (404) Wendy Moe Professor of Marketing Director of MS in Marketing Analytics Robert H. Smith School of Business University of Maryland 3469 Van Munching Hall, College Park, MD (301)

6 6 A P P E N D I X S E L E C T E D A B S T R A C T S Fossen, Beth L., David A. Schweidel, and Michael Lewis, Performance Premiums and Advertising: An Application to Human Brands in Political Races, revising for invited resubmission to Marketing Science Abstract: Human brands, including movie stars, athletes, and politicians, are playing an increasingly important role in marketing activities. Yet, fundamental questions in human brands research concerning brand value and its relationship with marketing mix activities remain unanswered. This research extends premium-based brand valuation methods to the human brand context by presenting a performance premium approach to assessing the strength of human brands and exploring the relationship between human brand strength and advertising. We develop a joint hierarchical Bayesian model of brand performance and marketing activity to achieve these objectives. Contributing to the growing body of literature on political marketing, we estimate our model using data on the election performance and advertising expenditures of political candidates from U.S. House of Representatives elections. Our findings suggest that while individuals who possess a strong human brand perform better than expected, competitive advertising by their opponents has a stronger negative impact on their performance compared to the effect of competitive advertising against weaker human brands. We discuss the implications of our findings for political advertising, as well as the implications for marketing human brands in other contexts. Keywords: Human brands, brand equity, advertising, competitive advertising, Fossen, Beth L., David A. Schweidel, and Ning Zhong, Geographic and Social Proximities in the Diffusion of Online Word-of-Mouth, under review at Journal of Marketing Research Abstract: In this research, we explore how geographic proximity and social proximity, defined as sociodemographic similarity, impact the diffusion of online word-of-mouth (WOM). Using social media conversations pertaining to two distinct contexts new product announcements and U.S. Supreme Court decisions we employ a spatiotemporal model for the spread of online conversations. In contrast to other consumer behaviors, after accounting for social proximity, we find that geographic proximity often does not play a meaningful role in the spread of online WOM. We identify four sociodemographic factors that affect the spread of online WOM, the importance of which varies both over time and across the empirical contexts we consider. These findings provide insight into how consumers spread WOM online and how marketers can leverage social contagion. Keywords: Online word-of-mouth, social media, proximity, social contagion

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