معرفی
Barbara Bickart is an Associate Professor of Marketing at the Questrom School of Business, Boston University, where she also serves as Senior Associate Dean of Programs. Her career includes leadership roles such as Senior Associate Dean of Graduate Programs, Faculty Director of the MBA program, and Chair of the Marketing Department.
- Education: PhD in Business Administration (University of Illinois at Urbana-Champaign, 1990), MS (University of Cincinnati, 1984), BA (Wittenberg University, 1982)
Her research focuses on consumer-generated content, social media's persuasive impact, and digital marketing dynamics. She has contributed to journals like Journal of Marketing Research and Journal of Consumer Psychology, addressing topics such as consumer behavior, electronic word-of-mouth, and brand equity. Notably, she co-designed an edX course on Strategic Social Media Marketing.
Her publications from 1990–2018 span proxy reporting, consumer reviews, eco-seals, and social media's role in advertising. Collaborative works with authors like Brunel, Kim, and Fournier highlight interdisciplinary engagement in digital marketing and consumer psychology.
Leadership and Teaching: She leads undergraduate and graduate programs at Questrom, including the Full-Time MBA, Part-Time MBA, and PhD program. Courses on marketing and leadership communications reflect her expertise in bridging theory and practice.
