Darima Fotheringham

Darima Fotheringham is an Assistant Professor of Marketing at the Rawls College of Business, Texas Tech University. She holds a PhD and MBA from Arizona State University's W. P. Carey School of Business. Her research focuses on the impact of emergent technologies (e.g., AI) on consumer experiences, market behavior, and firm outcomes, with a secondary focus on transformative service research linking technology to human well-being. Her work appears in journals like the Journal of the Academy of Marketing Science and Journal of Service Research.

Education:

• PhD in Marketing, Arizona State University
• MBA, Arizona State University

Research interests prioritize digital marketing strategy, consumer behavior, and transformative service ecosystems. Her recent studies analyze chatbots' stock market effects, advertising's societal impact, and humanoid robots' customer satisfaction dynamics. She advises students and collaborates with brands like P&G, Citibank, and Sephora in teaching.

Labs/Teams: No specific labs mentioned, but her research involves cross-disciplinary collaborations in tech-driven consumer studies.