Jennifer B. Barhorst, PhD: Keeping things real with virtual technologies
- Business
- Le 4 mars 2022
Dr. Jennifer Brannon Barhorst (EuroMBA 2011), is a marketing professor specialising in augmented/extended reality and other forms of digital brand experiences (e.g., brand experiences through the use of voice assistants and wearable technologies including smart glasses). She is passionate about helping brands to understand the amazing world that can be created, fostered, and managed through the use of technology and brilliantly executed experiences.
She is currently working on research projects concerning the use of Augmented Reality and its impact on brand experiences, voice assistants and engagement with brands, social media influencers (SMIs), and the factor of time and its influence on brand outcomes in the digital domain.
Her research with Dr Graeme McLean and Esta Shah is highlighted in this piece on #AR #VR and connected experiences in The Association of National Advertisers' (ANA) magazine that delves into the opportunities and challenges associated with these burgeoning forms of brand experiences.
(free access if you sign in)
In addition to her research, Dr. Barhorst teaches Digital Marketing and Brand Management at the College of Charleston. She is the Co-Founder of the Make Your Mark Series at the College of Charleston and a Project Lead for the COIL initiative, an international university programme designed to facilitate global learning experiences for students.
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