Ted Matherly

Dr. Ted Matherly is an Assistant Professor of Marketing at the University of Oklahoma's Price College of Business, joining in Fall 2024. He previously held academic positions at Northeastern University, Tulane University, and Oklahoma State University. His research focuses on the interplay between digital communication platforms (e.g., Twitter, e-commerce sites) and marketing dynamics, exploring how these platforms shape consumer behavior, brand strategies, and societal outcomes. Matherly employs advanced methodologies, including econometric analyses of large datasets and experimental methods, to address critical questions in consumer research and market governance.

His educational background includes a PhD in Marketing from the University of Maryland and a B.S. in Communications from the University of Michigan. Matherly's work bridges marketing with broader societal issues, such as political activism, inequality in peer-to-peer transactions, and the erosion of traditional media's role in governance.

Publications highlight trends in digital media's dual role as both a driver and reflection of marketing practices. His research often uncovers counterintuitive findings, such as how positivity bias in crowdsourced data (e.g., MTurk) distorts market insights or how socially unacceptable brand behaviors lead to consumer disengagement. Matherly's articles span prestigious journals like Journal of Marketing, Journal of Marketing Research, and Management Information Systems Quarterly.

While no specific awards are listed, his prolific publication record and institutional appointments reflect scholarly recognition. His research agenda includes future investigations into the ethical implications of algorithmic marketing and the impact of digital platforms on democratic processes.