brands & consumers in a changing media world

I'm a professor and director of media consumer research at the University of Florida. I am curious about how and why people use emerging media, means of measuring these behaviors, and strategies for firms to deliver such media successfully.

I teach brand management, consumer and audience analytics, media research, and media management at both graduate and undergraduate level. My research areas include digital/mobile media consumption, media/audience engagement, branding, and strategic competition in emerging media/communications industries. My current studies involve the development and marketing of mobile media content, cross-platform media strategy and audience behavior, branded content, audience engagement, sports sponsorship on digital platforms, and branding via social/mobile media, especially in the context of young adult consumers.


I have conducted consumer research and consulted for Google, Nielsen, Twitter (Germany), G+J ems, DIE ZEIT, IQ Media, S20 (German sport sponsors consortium), BVDW, OWM, National Association of Broadcasters, the Cable Center, and the Center for International Business Education and Research. Recipient of over 20 national and international research awards, I currently hold the Research Foundation Professorship and the Al and Effie Flanagan Professorship at the University of Florida and is the recipient of the 2014 Media Economics Award of Honor presented by the Journal of Media Economics for scholarly contribution to the field.  


I am the author of the book, Competitive Strategy for Media Firms, and co-editor of two books, Global Media Economics and Media Management and Economics Handbook (winner of the Most Significant Contribution to Media Management and Economics Award from the U.S. Association for Education in Journalism and Mass Communication). I have published over 80 refereed articles in the Journal of Broadcasting and Electronic Media, Journalism & Mass Communication Quarterly, Telecommunications Policy, Mobile Media & Communication, New Media and Society, Journal of Marketing Communications, Journal of Media Economics, International Journal on Media Management, and others. 


You may find my CV here.