Dr. Terry Daugherty, assistant professor of marketing and associate director of the Suarez Laboratories in the CBA, recently co-authored a book with Dr. Matthew Eastin and Dr. Neal Burns from the The University of Texas at Austin.
In a time of innovative technologies, marketers are shifting from traditional means of advertising to a digital world. Instead of persuading an audience through traditional media outlets such as newspapers, magazines, radio, and television, marketers are now turning to digital technologies more than ever to build their brand.
The Handbook of Research on Digital Media and Advertising: User Generated Content Consumption provides a framework for instructors and researchers (in both academia and industry) to understand the dynamics involved with current and future media consumerism. This timely and comprehensive publication analyzes professional and academic perceptions of advertising in new media outlets by defining the evolution of consumerism within the context of media change.
Daugherty’s research, which focuses on exploring strategic, social and technological issues within consumer psychology involving the mass media, has appeared in numerous journals including the Journal of Consumer Psychology, Journal of Advertising, Psychology & Marketing, Journal of Interactive Marketing and many others.
Prior to joining UA, he was an assistant professor and director of the Media Research Lab at The University of Texas at Austin as well as conducted research at the MIND Lab at Michigan State University and for eLab at Vanderbilt University.