معرفی
Bobbie Rathjens serves as a Business Communications professor in the full-time MBA program at Michigan State University's Eli Broad College of Business while completing her Ph.D. in Communication. Her dissertation research examines how beauty influencers drive consumer behavior shifts through counter-normative recommendations, with defense scheduled for Spring 2025.
Her academic foundation combines a Master's degree in Marketing Research with ongoing doctoral studies in Communication. Industry experience includes Director of Marketing for a nationally recognized ski/golf resort and Corporate Social Media Strategist in healthcare, providing practical depth to her teaching.
Rathjens' research investigates social media influencers' power to reshape consumer attitudes and brand perception through digital channels, with particular focus on hospitality and tourism applications. Her work reveals how explicit endorsements can backfire across brand equity levels and how pet influencers uniquely engage audiences through message appeal strategies.
Her recent publications demonstrate consistent thematic focus on technology-mediated consumer interactions, spanning airline chatbot effectiveness, contactless service technologies, and online review dynamics within hospitality contexts. These works highlight the critical role of digital interfaces in modern consumer decision-making processes.
She teaches core MBA courses including Digital Marketing, Marketing Analytics, and Business Communication with emphasis on data-driven strategy. Rathjens actively mentors students in developing critical thinking and strategic communication competencies essential for leadership roles in contemporary business environments.
