Marketing Research: Publications, Papers, & Presentations
About my research
My current research focuses on the intersection of behavior and marketing strategy, particularly in the domain of professional sales. I study authenticity in buyer-seller relationships and social emotions in sales professionals.
In the past, my research stream focused on innovative marketing pedagogy, brand storytelling, influencer marketing, and marketing practitioner workbench issues.
Publications
McDougal, E. R., Syrdal, H., Gravois, R., & Kemp, A. (2021). “Telling the Tale: A Strategic Brand Storytelling Framework for STP Planning”; Journal of Strategic Marketing; doi: 10.1080/0965254X.2021.1892803
McDougal E. R., Syrdal, H., Gravois, R. & Kemp, A. (2020). “The Power of Story: Using Storytelling to Increase Students’ Confidence and Competence in Applying Marketing Concepts,” Marketing Education Review; doi: 10.1080/10528008.2020.1853573
Kemp A., McDougal E. R., & Syrdal H. (2019). “The Matchmaking Activity: An Experiential Learning Exercise on Influencer Marketing for the Digital Marketing Classroom,” Journal of Marketing Education; 41(2):141-153. doi:10.1177/0273475318803415
Conference Presentations
McDougal, E. R. & Gravois, R. (2020). Classroom Activities that Help Build Students' Consulting Skills. Association of Collegiate Marketing Educators, San Antonio, Texas.
McDougal, E. R. & Gravois, R. (2019). Creating a Consulting Mindset: Driving Students from Academic Expectations to Professional Competencies. Association of Collegiate Marketing Educators, Houston, Texas.
Syrdal, H., Field Kemp, A., & McDougal, E. R. (2019). Teaching Students to Use Twitter Activity Data for Engagement Analysis. Marketing Management Association, Santa Fe, New Mexico.
Field Kemp, A., McDougal, E. R., & Syrdal, H. (2018). Improving Students' Understanding of Core Marketing Concepts Through the Use of Buyer Persona Workshops. Marketing Management Association, Kansas City, Missouri.
Syrdal, H. A., Kemp, A., & McDougal, E. R. (2017). Experiential Learning in the Digital Classroom: Working with Clients to Gain Real World Experience. Society for Marketing Advances Annual Conference, Louisville, Kentucky.
McDougal, E. (as Elizabeth Randon). (2016). Digital Marketing Tips: Leveraging Content to Attract More Qualified Applicants. Sixth Annual International Conference on Engaged Management Scholarship, Paris, France.