Jennifer B. Barhorst, Ph.D.

Assistant Professor of Marketing

Address: Beatty Center, Room 434
Office Hours: Contact for appointment
Phone: 843.953.4810
Personal Website:
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

  • 2019 - Best Conference Paper – Managerial Contribution. Awarded Best Conference Paper at the 5th International Augmented and Virtual Reality Conference in Munich, Germany for the paper “Exploring the Antecedents and Consequences of Augmented Reality on Brand Experiences – A Longitudinal Perspective”.

  • 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".


Mclean, G., Osei-Frimpong, K., & Barhorst, J. (2021), "Driving Brand Engagement through Voice Assistants," Journal of Business Research,

Barhorst J., McLean, G. Shah, E. & Mack, R. (2021), "Blending the Real World and the Virtual World: Exploring the Role of Flow in Augmented Reality Experiences," Journal of Business Research,

Barhorst, J., Wilson, A., McLean, G., & Brooks, J. (2020). “Service Encounter Microblog Word of Mouth and its Impact on Firm Reputation,” Journal of Services Marketing

Barhorst, J., Wilson, A., & Brooks, J. (2020). "Negative Tweets about Airlines and the Factors that Influence a Change in Likelihood to Recommend,” Journal of Business Research.    

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

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