Larry Chiagouris

Larry Chiagouris is a Professor of Marketing at Pace University's Lubin School of Business, where he has been teaching since 2002. He serves as the faculty advisor for both the Ad Club and the Brand Marketing Team, two prominent student organizations focused on marketing and branding.

Dr. Chiagouris holds a PhD in Business from the City University of New York. His academic journey has positioned him as a respected expert in marketing theory and practice.

Dr. Chiagouris's research focuses on branding, digital marketing, and integrated marketing communications. His expertise spans how brands operate in new media environments, the effectiveness of user-generated content, and how different demographic groups interact with digital platforms. He has made significant contributions to understanding the differences between digital natives and digital immigrants in their response to online interactivity.

His work reveals trends toward increasingly sophisticated digital marketing strategies that must adapt to different consumer segments' technological familiarity. The research shows how user-generated content can significantly impact website effectiveness and customer retention, while also examining the ethical dimensions of corporate social responsibility in modern business practice.

Dr. Chiagouris has received notable recognition for his scholarly contributions:

• Selected as Co-Editor of the special 50th Anniversary Edition of the Journal of Advertising Research
• Recipient of a United States Department grant to lecture across Europe on "Branding in the New Media Environment" (2006)
• Invited to construct sections in the Wiley Encyclopedia for "Comparative Advertising" and "Marketing Functions on the Internet" (2011)

As an active member of the academic and professional marketing community, Dr. Chiagouris has served as a journal reviewer for the Journal of Advertising Research since 2002 and the Journal of Internet Commerce since 2004. He has also served on the board of directors for prominent industry organizations including the American Marketing Association and the Advertising Research Foundation. His expertise is frequently sought by major media outlets including The Wall Street Journal, CNN, and The New York Times for commentary on current marketing topics.

Dr. Chiagouris regularly teaches courses such as Principles of Marketing, Advertising & Promotion, and Media Planning & Buying, bringing his research expertise directly into the classroom and mentoring the next generation of marketing professionals.