Do to others what you want them to do to you

26 Dec 2015

Top 50 Marketing Profs who Tweet 2015

UPDATE: 2 Jan 2016: Added Dirk vom Lehn

I will not delete anyone that gets pushed down the list though it is now over 50. 

Removed few on the list who are no longer academics.

Here Marketing Profs refer to academics who teach marketing and related subjects in Universities, including some professors in Psychology & PR.

These are the opinion leaders in the field of Marketing. However, it is quite surprising that a number of the "Gurus" in Marketing academia are not really active on social media including Twitter and are not represented in this list.

The ranking is based on the number of followers as of 25 December 2015.

I am proudly representing Malaysia in the list.

Note: Please let me know if you want to be added to/ removed from the list. 
  1. Mark Schaefer (@markwschaefer) - Rutgers University - 121K
  2. Dan Ariely (@danariely) - Duke University - 104K
  3. Travis Langley (@Superherologist) - Henderson State University - 94.7K 
  4. Gary R. Schirr (@ProfessorGary) - Radford University - 74.9K
  5. Nancy Richmond (@NancyRichmond) - Florida International University - 73.4K 
  6. Patrick Strother (@PatrickStrother) - University of Minnesota - 35.2K
  7. Jennifer Aaker (@aaker) - Stanford University - 24.4K
  8. David Gerzof Richard (@davidgerzof) - Emerson College - 22.7K
  9. Bang Nguyen (@ProfBangNguyen) - East China Univ. of Science and Technology - 15K
  10. Mike Johansson (@mikejny) - Rochester Institute of Technology - 14.6K
  11. Ron Strand (@stickyslogans) - Mount Royal University - 13.7K
  12. Carol Phillips (@carol_phillips) - University of Notre Dame - 12.6K
  13. David Aaker (@DavidAaker) - University of California - 11.6K
  14. Simon Chadwick (@Prof_Chadwick) - Salford University - 9609
  15. Lauri Harrison (@lharrison) - Columbia University - 9003
  16. Tracy Tuten (@brandacity) - East Carolina University - 8500
  17. Dilip Mutum (@admutum) - The University of Nottingham Malaysia Campus - 8295
  18. Jim Joseph (@JimJosephExp) - New York University - 8053
  19. Kimberly Whitler (@KimWhitler) - University of Virginia - 7215
  20. Christophe Benavent (@Benavent) - Paris Ouest University - 5920
  21. Denny McCorkle (@DennyMcCorkle) - University of Northern Colorado - 5808
  22. John Deighton (@HBSmktg) - Harvard University - 5674
  23. Karen Russell (@KarenRussell) - University of Georgia - 5142
  24. Richard Ladwein (@rladwein) - Université de Lille - 5079
  25. Byron Sharp (@ProfByron) - University of South Australia - 4864
  26. Markus Giesler (@DrGiesler) - York University - 3924
  27. Barbara Kahn (@barbarakahn) - University of Pennsylvania - 3144
  28. Robert Kozinets (@Kozinets) - York University - 3049
  29. Eric Vernette (@VernetteE) -  Toulouse University - 3001
  30. Jaideep Prabhu (@JaideepPrabhu) - University of Cambridge - 2833
  31. Philip Kotler (@kotl) - Northwestern University - 2429
  32. Miguel Guinalíu (@GUINALIU) - University of Zaragoza - 2242
  33. Steven H. Seggie (@Seggitorial) - Özyeğin University - 1974
  34. Dirk vom Lehn (@dirkvl) - King’s College London - 1882
  35. Sue Bridgewater (@SueBridgewater) - University of Liverpool - 1666
  36. Marie Taillard (@marietaillard) - ESCP Europe - 1594
  37. T. Bettina Cornwell (@BettinaCornwell) - University of Oregon - 1526
  38. Tom van Laer (@tvanlaer) - City University London - 1504
  39. Gemma Calvert (@DrGemmaCalvert) - Nanyang Technological University - 1451
  40. Janet Ward (@DrJanet_A_Ward) - University of Sunderland - 1286
  41. Michelle Weinberger (@consumerlife) - Northwestern University - 1235
  42. Steve Vargo (@SteveVargo) - The University of Hawai’i at Manoa - 1210
  43. Aric Rindfleisch (@aricrindfleisch) - The Univ. of Illinois at Urbana-Champaign - 1158 
  44. Joan Ball (@joanpball) - St. John's University - 1123
  45. Stephen Dann (@stephendann)- Australian National University - 1095
  46. Spencer M Ross (@srossmktg) - McGill University - 1055
  47. Ana Isabel Canhoto (@canhoto) - Oxford Brookes University - 1034
  48. Vincent Balusseau (@vbalusseau) - Audencia Business School - 999
  49. Finola Kerrigan (@FinolaK) - University of Birmingham - 998
  50. Laurence Dessart (@laurencedessart) - Kedge Business School - 970
  51. Hope Jensen Schau (@HopeJensenSchau) - University of Arizona - 935
  52. Anthony Patterson (@TonyPatterson) - The University of Liverpool - 922
  53. Alexa Fox (@AlexaKaye3) - Ohio University - 896
  54. Robert Lusch (@RobertLusch) - University of Arizona - 863
  55. Ekant Veer (@VeerOffTrack) - University of Canterbury - 847
  56. Linda Tuncay Zayer (@dr_tea) - Loyola Univ. Chicago - 838
  57. Tracy Harwood (@tgharwood) -  De Montfort Univ. - 812
  58. Andrew Smith (@anksmith) - Merrimack College - 797 
  59. Joonas Rokka (@jccnas) - EMLYON Business School - 775
  60. Emma K. Macdonald (@DrEmmaMacdonald) - Cranfield University - 732
  61. Joachim Scholz (@joachimscholz)  - California Polytechnic State University - 721
  62. Raymond Fisk (@RayFiskTX) - Texas State University - 699
  63. Christine Ennew (@ChrisEnnew) - The University of Nottingham Malaysia Campus - 696

Update History:

  • 29 Dec. 2015 : Added Aric Rindfleisch
  • 28 Dec. 2015 : Added Vincent Balusseau, Eric Vernette, Barbara Kahn, Richard Ladwein, Spencer M Ross, Linda Tuncay Zayer, Michelle Weinberger and Joan Ball. The list now has 60 Marketing Professors. Maybe I should rename the list.
  • 27 Dec. 2015 : I have added Tom van Laer, Simon Chadwick, Andrew Smith and Markus Giesler. 

      10 Dec 2015

      Virtual worlds, social media gaming, celebrity branding and personal branding

      I recently attended the ANZMAC (The Australian and New Zealand Marketing Academy) 2015 conference which was hosted by the University of New South Wales in Sydney, Australia. It ran from the 30th of November to the 2nd of December.

      I presented a paper titled "Lady Gaga goes virtual: Social network gaming communities’ response towards virtual branding efforts" which I co-wrote with Dr. Ezlika Ghazali, The University of Malaya and Dr. Bang Nguyen, East China University of Science and Technology.

      Here is the abstract of the paper:
      "This study examines community members' response towards a one-off online personal branding campaign of Lady Gaga. Using a qualitative content analysis approach, the study critically examines forum messages from the official Zynga forums of the social game, Farmville. The findings reveal that in the context of social network games, the marketers' role is, to some extent, reduced, while the roles of consumers, especially opinion leaders, become paramount. Theoretical and managerial implications are also discussed."
      The background of how I thought about doing a research on this topic is quite interesting (at least to me). While doing my PhD a few years back, I was introduced to Farmville, a game on Facebook. I think that this game as well as other social games helped me through some of the most stressful times during my PhD journey. It was around the time I was writing up my thesis that American
      singer and songwriter Stefani Joanne Angelina Germanotta, who brands herself as Lady Gaga, partnered with Zynga, the creators of Farmville to launch and promote her album 'Born this way'. As far as I know, she was the first artist to ever launch an album on a social media game.

      I did a bit of preliminary research and realised that this campaign presented several research opportunities to examine the response of members of an online community towards a branding campaign.

      Most studies on virtual worlds have focused on World of Warcraft and Second Life and no one has actually looked at games on Facebook. The gaming communities are different from the Brand communities on Facebook and present a totally different context. I also discovered that studies on celebrity branding mostly examined their role as a brand ambassador and specifically how the brand image fits with the personality of the celebrity. There was a lack of studies on the celebrity as a brand - which I feel is linked to concept of personal branding. To my surprise, when I looked at pesonal branding literature and how I could link to celebrity branding, I discovered that most of the papers were in human resource journals and linked to personal development.

      There is of course the question of methodology. I could have used the increasingly popular Netnographic techniques made popular by Robert Kozinets. However, in the end I used content analysis method for this research.

      I would love to hear from and to collaborate with other researchers who are researching in any of the areas listed here.