Josh Coleman

Dr. Josh Coleman is an Associate Professor of Marketing at Missouri State University, specializing in cause-related marketing, social enterprises, and corporate social responsibility. He has taught advertising since 2017 and holds a PhD in Marketing from the University of Memphis (2017), MBA and BS from Western Kentucky University (2012 and 2009). His research focuses on consumer perceptions of socially conscious businesses and authentic advertising strategies. Key publications include studies on pride/guilt appeals in cause marketing and social enterprise advertising authenticity. He has consulted for over two dozen clients and contributed to international publications. Awards include the Provost Academy Leadership Program (2021) and the Bestselling Case Study Award (2021). Dr. Coleman emphasizes teaching ethical advertising practices and collaborates with students on real-world projects, such as social enterprise advertising campaigns. He is affiliated with the American Academy of Advertising and the Society for Marketing Advances.

Education:

• PhD in Marketing, University of Memphis (2017)
• MBA, Western Kentucky University (2012)
• BS in Marketing, Western Kentucky University (2009)

Research Interests: Dr. Coleman’s work explores how businesses use social causes to build authenticity, particularly through advertising. He investigates emotional appeals (pride vs. guilt), consumer skepticism, and the balance between profit and purpose in social enterprises. His research combines surveys, eye-tracking studies, and global case studies to understand consumer behavior.

Notable Articles and Trends: His recent work highlights that ‘giving-focused’ messaging enhances perceived authenticity in social enterprise ads, while mixing giving and selling cues may reduce trust. He also examines the dual impact of CSR hypocrisy on consumer trust and the role of social media addiction in communication.

Awards and Honors:

• Provost Academy Leadership Program (2021–present)
• Bestselling Case Study Award, The Case Centre (2021)
• Excellence in Teaching Award, University of Memphis (2017)
• American Academy of Advertising Doctoral Dissertation Grant (2017)

Advising and Grants: Dr. Coleman teaches MKT 354 (Principles of Advertising) and MKT 515/615 (Contemporary Issues in Advertising), integrating his research into curricula. He actively involves students in consulting projects and case studies. Grants include support from the American Academy of Advertising for his doctoral research.

Labs and Teams: Collaborates with the Marketing Department at Missouri State and external partners like the University of Minnesota Duluth. His work often involves cross-disciplinary teams focusing on ethical marketing practices and social impact initiatives.