Recent Media Strategy Research
Daugherty, Terry, Harsha Gangadharbatla and Matthew S. Eastin. (in press). Impact of Internet Self-Efficacy on e-Service Brands. In Contemporary Research in eBranding, Subir Bandyopadhyay (ed.), Idea Group Inc.
Choi, Sejung Marina and Wei-Na Lee. (in press). The Impact of Direct-to-Consumer (DTC) Pharmaceutical Advertising on Patient-Doctor Interactions: Adding the Web to the Mix, Journal of Advertising, 36 (3), 291-304.
John Dimmick, Osei Appiah and Matthew S. Eastin. (forthcoming). Media Competition for National Advertising in the Era of Newer Media, 1997-2006, working paper to be presented at the 2008 American Marketing Association Winter Educators’ Conference, Austin, TX, February 15 – 18.
Daugherty, Terry, Harsha Gangadharbatla, Yeo Jung Kim and Kelty Logan. (2007). Assessing the Value of Product Placement from the Consumer’s Perspective, working paper presented at the American Academy of Advertising Conference, Burlington, VT, April 12 – 15.
Gangadharbatla, Harsha. (2007). Active Versus Passive Gamers: A Comparison Of Recall, Attitudes And Purchase Intentions Of Brands Placed in Video Games, working paper presented at the American Academy of Advertising Conference, Burlington, VT, April 12 – 15.
Daugherty, Terry, Hairong Li and Frank Biocca. (2007). Consumer Learning and the Effects of Virtual Experience Relative to Indirect and Direct Product Experience, working paper currently under review at Psychology & Marketing.
de Gregorio, Federico and Yongjun Sung. (2007). The Influence of Consumer Socialization Variables on Attitude toward Product Placement, working paper currently under review at the Journal of Advertising.
Daugherty, Terry, Shu Chuan Chu, Kelty Logan, Szu-Chi Huang and Mike Craig. (2007). Understanding Consumer Perceptions of Advertising: A Theoretical Framework of Attitude and Confidence, working paper to be submitted to the 2008 American Academy of Advertising Conference, San Mateo, CA, March 27 – 30th.
Love, Brad. (2007). News Media, Individual-Level Traits, and Behavior Change in Fear Appeal Research. Unpublished doctoral dissertation, Michigan State University, MI.
Gangadharbatla, Harsha. (2006). Alternative Media Strategies: Measuring Product Placement Effectiveness in Video Games. Unpublished doctoral dissertation, University of Texas, Austin.
Kim, Kihan. (2006). Managing Corporate Brand Image Through Sports Sponsorship: Impacts of Sponsorship on Building Consumer Perceptions of Corporate Ability and Social Responsibility. Unpublished doctoral dissertation, University of Texas, Austin.
Daugherty, Terry, Matthew S. Eastin and Harsha Gangadharbatla. (2005). eCRM: Understanding Internet Confidence and the Implications on Customer Relationship Management. Advances in Electronic Marketing. Irvine Clarke and Theresa B. Flaherty (eds.), Idea Group Publishing.
Daugherty, Terry, Hairong Li and Frank Biocca. (2005). Experiential Ecommerce: A Summary of Research Investigating the Impact of Virtual Experience on Consumer Learning. Online Consumer Psychology: Understanding and Influencing Consumer Behavior in the Virtual World, Curt Haugtvedt, Karen Machleit and Richard Yalch (eds.), Lawrence Erlbaum Associates.
Daugherty, Terry, Harsha Gangadharbatla and Kihan Kim. (2005). Polychronic Media Consumption: Exploring Attitudes Toward Simultaneous Media Use, working paper presented at the American Academy of Advertising Conference, Houston, TX, March 31 – April 3.
Daugherty, Terry and Harsha Gangadharbatla. (2005). A Comparison of Consumers' Responses to Traditional Advertising and Product Placement Strategies: Implications for Advertisers, working paper presented at the American Marketing Association Winter Educators’ Conference, San Antonio, TX, February 11 – 14.