CofC Logo

Jennifer B. Barhorst, Ph.D.

Assistant Professor of Marketing

Address: Beatty Center, Room 434
Office Hours: W-F: 8:00-10:00 am; and by appointment
Phone: 843.953.4810
Curriculum Vitae: Download

Dr. Jennifer B. Barhorst is an Assistant Professor of Marketing at the School of Business, Department of Management and Marketing.  She obtained her Ph.D. in Marketing from the University of Strathclyde in Glasgow, Scotland and her M.B.A. from a consortium of European universities.  Dr. Barhorst’s research focuses on digital brand management in today’s fast paced, mobile-empowered environment.  She collaborates with researchers around the world in order to better understand how brands can be formed, developed and protected in digital environments. 

Prior to her transition to academia, Dr. Barhorst owned a brand and communications consultancy in the U.K. and worked for global tech and financial services firms.  

Dr. Barhorst has taught courses on digital marketing, branding, services marketing and international business.  She is a member of the American Marketing Association (where she served as Vice Chair of Social Media for DocSIG), the Academy of Marketing and the Academy of Marketing Science.


  • Ph.D.   University of Strathclyde, Glasgow, Scotland, Marketing, 2018
  • M.B.A.   Euro MBA Consortium, 2011
  • University of Strathclyde, Glasgow, Scotland, Postgraduate Certificate in Research Methodology in Business and Management, 2013
  • B.B.A.   University of Southern Mississippi, Hattiesburg, MS, International Business, 2002

Research Interests

  • Digital Brand Management
  • eWOM 
  • Services Marketing

Courses Taught

  • Marketing Management
  • Services Marketing
  • Digital Marketing
  • International Business
  • Global Business (Honors College)
  • Brand Management

Honors and Awards

  • 2017 -  Donald Sawyer Best Paper in Branding, Strategy & Research Award, Marketing Management Association.
    Awarded the Donald Sawyer Best Paper in Branding, Strategy & Research Award at the Spring Marketing Management Association Conference for the paper titled "Retweeting Brand Experiences: Factors Motivating Receivers to Proliferate Brand Image Disruptions".


Barhorst, J., Wilson, A & Brooks, J. (2018). "Negative Tweets about Airlines and the Factors that Influence a Change in Corporate Reputation.” Journal of Business Research. Revise and resubmit, May 2018.

Barhorst, J., Wilson, A., McLean, G., & Brooks, J. (2018), “Negative Tweets and their Impact on Reputation – A Receiver Perspective”. Submitted to the Journal of Interactive Marketing, July 2018.

Barhorst, J. (2015). “Brand Psychology: Consumer Perceptions, Corporate Reputations – Book Review”.   International Journal of Market Research.

Conference Proceedings

Barhorst, J. (2017). Negative Tweets about Airlines and the Factors that Influence a Change in Corporate Reputation. 3rd International Colloquium on Corporate Branding, Identity, Image and Reputation, London, England.

Barhorst, J. B. & Peters, M. (in press, 2017). Factors Motivating Receivers to Follow the Story of Negative Brand Experiences Shared on Twitter. South Carolina Upstate Research Symposium, Spartanburg, SC.

Barhorst, J. (in press, 2016). Retweeting Brand Experiences: Factors Motivating Receivers to Proliferate Brand Image Disruptions. Marketing Management Association, Chicago, IL.

Barhorst, J. (2016). “Image Interrupted: Purveyors, Interceptors and Receivers in a Shareworthy World”. Marketing Management Association, Chicago, Illinois.

For a comprehensive list of Dr. Barhorst's research, please see her CV.