Eric Boyd

Eric Boyd is Associate Professor of Marketing in the College of Business at the University of Central Florida. His research examines marketing strategy, business-to-business relationships, and technology's impact on marketing effectiveness.

His research explores B2B marketing dynamics, digital transformation in marketing (particularly virtual reality applications), brand management strategies, and the financial impact of marketing decisions. Recent work analyzes the design of B2B customer references and stock market reactions to firm-generated content.

Publications frequently integrate marketing strategy with finance perspectives, examining how marketing activities create shareholder value. Recent articles investigate brand app design impacts, VR applications in B2B contexts, and social media's paradoxical effects on CSR activism.