Kesha Coker

Kesha Coker is Assistant Professor of Marketing at Ball State University's Miller College of Business. Her research investigates how empathetic AI transforms customer service interactions, demonstrating that users perceive voice assistants as more trustworthy when they exhibit emotional intelligence. Published in the Journal of Services Marketing, her work shows empathetic AI increases usage frequency and customer loyalty.

She explores advertising effectiveness through storytelling and social context influences. Her current projects examine AI's role in consumer vulnerability during crises.