Jacob Almaguer

Jacob Almaguer is an Assistant Professor in the Marketing Department at Salisbury University. He holds a PhD in Marketing from the University of Texas Rio Grande Valley (2022). His research focuses on the intersection of language, emojis, and marketing communication, exploring how these elements influence brand perceptions, consumer behavior, and strategic marketing decisions. He also investigates topics such as materialism, pro-environmental behaviors, and access-based consumption patterns.

Education:

• PhD in Marketing, University of Texas Rio Grande Valley, 2022

Research Interests:

• Emoji usage in brand communication
• Consumer processing of digital symbols
• Psychological ownership and sustainability
• Gaming culture and marketization
• Access-based consumption trends

Publications: Recent work includes theoretical frameworks for brand paralinguistics, consumer resistance to marketization of play, and pro-environmental behavioral intentions linked to materialism. His research bridges marketing strategy with consumer psychology, emphasizing digital communication dynamics.

Affiliations: Located in Perdue Hall 311, Salisbury University. Contact: jcalmaguer@salisbury.edu