Research in the Department of Marketing
The Department of Marketing stands out for the range of its research, from in-the-headlines findings on the impact of artificial intelligence on marketing to thought leadership on organizational theory. Collectively, its scholars examine how markets, organizations and consumers adapt to technological change while responsibly and effectively creating value.
In addressing AI, privacy, consumer decision making, branding, digital communication, organizational theory, sustainability and global markets, this rigorous scholarship contributes to more transparent markets, more effective communication, more sustainable business practices and a better understanding of the societal implications of emerging technologies.
Research by Department of Marketing faculty members brings cutting-edge ideas into the classroom, exposing students to current challenges that organizations face. For employers, the department provides evidence-based insights that support better strategic decision making and responsible innovation, helping organizations compete more effectively in rapidly changing markets. The research also informs government by deepening understanding of privacy regulation, sustainable development, responsible AI, global competitiveness, destination branding and institutional trust.
Research Highlights
Professor Ravi Achrol studies the fundamental theories that explain how markets and organizations function, with particular emphasis on marketing strategy, interorganizational networks, distribution systems, future trends and the evolving theory of the firm. His scholarship, published in prestigious academic journals, has been widely cited, contributing to the development of marketing theory over several decades. His recent research looks at how artificial intelligence is reshaping organizations and markets, including the implications of AI for firms and consumers. He offers an in-depth analysis of the classical theories of the firm and their evolution and relevance in the digital economy in his work, “The Tangled Theory of the Firm,” which appears in the Handbook on the Theory of the Firm (2025). His current research in progress—“Consciousness and AGI: The Future of Consumption”—focuses on the theory of the firm in an AI-dominated economy.
Professor of Marketing
Assistant Professor of Marketing
Emerging technologies, particularly artificial intelligence, anchor the research of Assistant Professor of Marketing Gil Appel, who studies how markets and consumers adopt new technologies. At the market level, he investigates how digital products spread and generate revenue; at the consumer level, he delves into the psychology behind why people embrace or abandon them, most recently AI. His most-cited paper, “The Future of Social Media in Marketing,” has drawn more than 4,000 citations. His 2025 lead article in the Journal of Marketing won the AMA AI SIG Best Paper Award for its findings showing that people who understand AI least are often the most receptive to it. Recent work in the Journal of Consumer Research looks at online cart abandonment. He has also gained attention for research on how gender surfaces in digital communication and design. His research appears in top academic journals, and he writes for managerial audiences in the Harvard Business Review. His work has also been featured in The Wall Street Journal, The New York Times, and Forbes. He also co-hosts the Droid Duo Podcast focused on AI issues.
Professor Salah S. Hassan examines how organizations, markets and societies harness emerging technologies to strengthen, rather than replace, human judgment, institutional trust and sustainable decision-making. His current research, which builds on more than three decades of internationally recognized scholarship, focuses on responsible AI, institutional trust, sustainability governance and intelligent decision systems that enhance organizational resilience and long-term societal value. He is the author or co-author of nearly 100 scholarly publications, books, book chapters, conference papers, monographs and professional publications. His well-cited research on global marketing and brand strategy has appeared in leading refereed journals, among them the Journal of Business Research, Journal of Travel Research, Journal of Consumer Marketing, Journal of Product & Brand Management, Journal of Macromarketing, and Sustainability. He holds two Literati Awards of Excellence for pioneering scholarship on global market segmentation and strategic brand positioning. His collaborations with the World Bank, USAID, the Fulbright Commission, U.S. Department of State, Smithsonian Institution, Destination Canada, the United Nations Framework Convention on Climate Change and other organizations inform policy and decision-making. As director of Global Business Sustainability at GW’s Environmental & Energy Management Institute, Professor Hassan leads interdisciplinary research at the intersection of global business sustainability, governance, and responsible artificial intelligence.
Professor of Marketing
Associate Professor of Marketing
The research of Associate Professor of Marketing Li Jiang centers on information privacy and consumer decision making. She investigates how consumers navigate privacy choices when using AI and mobile applications, the effectiveness of privacy interventions and regulations, and the balance between protecting personal data and supporting business performance. A second stream of her research examines how age, other personal characteristics and situational factors influence consumer behavior. Her work appears in top academic journals, including the Journal of Marketing Research, Journal of Consumer Research, Personality and Social Psychology Bulletin, and Management Science. She also contributes to the Harvard Business Review and is frequently interviewed for articles in consumer publication.
Professor Lynda Maddox researches advertising, branding, marketing communications and consumer behavior, focusing on how evolving media shape consumer response. Her pioneering work covers digital advertising, social media brand equity, health care communications, consumer psychology and campaign effectiveness. Currently, she is co-authoring a book and workshop series with a top Chinese marketing leader on fostering curiosity and mastering strategic inquiry. Her research appears in top journals, including the Journal of Advertising Research, Journal of Advertising, International Marketing Review, Journal of Product & Brand Management, Journal of Marketing Development and Competitiveness, Journal of Advertising Education, Advances in Economics and Business and JNCI Monographs. She authored a chapter on competing in the National Student Advertising Competition (NSAC) for a leading textbook, and she serves on the editorial boards for the Journal of Advertising Education and Journal of Interactive Advertising. She also brings extensive global experience leading qualitative research and advising organizations on marketing strategy.
Professor of Marketing