Donna Hoffman

Donna Hoffman
Professor of Marketing; Louis Rosenfeld Distinguished Scholar; Co-Director, The Center for the Connected Consumer
Funger Hall
2201 G Street NW
Suite 304
Washington, District Of Columbia 20052
[email protected]
Center for the Connected Consumer

Donna L. Hoffman is the Louis Rosenfeld Distinguished Scholar and Professor of Marketing at The George Washington School of Business in Washington, D.C. Professor Hoffman is an internationally recognized academic expert and sought after industry speaker in the areas of social media, online consumer behavior, and digital marketing trends and has worked with major corporations on the topic of digital marketing strategy, including Procter & Gamble, Intel, Microsoft,, Land’s End/Sears,, and many others. She also serves as an Academic Trustee of the Marketing Science Institute and is a member of the Procter & Gamble Digital Advisory Board.

She co-founded and co-directed the first academic center for electronic commerce in the United States. The New York Times calls her pioneering effort “one of the premiere research centers in the world for the study of electronic commerce” and the Wall Street Journal recognizes the effort as the “electronic commerce pioneer among business schools.”

Professor Hoffman’s research has been funded by the Alfred P. Sloan Foundation, the National Science Foundation and the Marketing Science Institute. She has been awarded many of the field’s most prestigious research awards, including the Robert B. Clarke Educator of the Year Award from the DMEF, the Sheth Foundation/Journal of Marketing Award for long-term contributions to the discipline of marketing, the Stellner Distinguished Scholar Award from the University of Illinois, the William O’Dell/Journal of Marketing Research Award for long-term research impact and the Robert D. Buzzell Marketing Science Institute Best Paper Award Honorable Mention. She is also an MSI “Challenges of Communications and Branding in a Digital Era” research proposal competition winner and was recently named a finalist for the Paul D. Converse Award, for her lasting contributions to the marketing field.

Professor Hoffman publishes widely on the topics of consumer behavior in online environments and Internet marketing strategy in many of the top academic and managerial journals. Her PhD is from the L.L. Thurstone Psychometric Laboratory at the University of North Carolina at Chapel Hill and she was a faculty member at Columbia University, the University of Texas, Vanderbilt University and the University of California before joining George Washington University. She has also served as a visiting professor at UCLA, Stanford and USC. She was named a Distinguished Graduate Alumnus of UNC in 2002.

  • White, T., T. P, Novak and D. L. Hoffman “No Strings Attached: When Giving It Away Versus Making Them Pay Leads to Negative Net Benefit Perceptions in Online Exchanges,” conditionally accepted, Journal of Interactive Marketing.
  • Yadav, M. K. De Valck, M. Spann, D.L. Hoffman and T. Hennig-Thurau (2013), “Social Commerce,” in press, Journal of Interactive Marketing.
  • Hoffman, D.L. and T.P. Novak (2012), “Toward a Deeper Understanding of Social Media,” Journal of Interactive Marketing. (Editorial, Co-Editor, Special Issue on “Social Media”), 26(May), 69-70.
  • Hoffman, D. L. (2011), “Web 2.0 for B2Bs: Strategic Brief,” European Business Review, November-December, 72-73.
  • Hoffman, D.L. and Novak. T.P (2011), “Marketing Communication in a Digital Era,” Marketing Management, Fall, 20(3), 37-42, American Marketing Association. Cover article. (Invited article to commemorate the 50th Anniversary of the Marketing Science Institute.)
  • Hoffman, D.L. and M. Fodor (2010), “Can You Measure the ROI of Your Social Media Marketing?” Sloan Management Review, 52(1), Fall, 41-49.
  • Hoffman, D., Kopalle, P., Novak, T. (2010) The “Right” Consumers for Better Concepts: Identifying Consumers High in Emergent Nature to Develop New Product Concepts,” Journal of Marketing Research, 47 (October). Honorable Mention: 2011 Robert D. Buzzell MSI Best Paper Award for significant contribution to marketing practice and thought.
  • Hoffman, D.L. (2009), “Managing Beyond Web 2.0,” McKinsey Quarterly, July.
  • Hoffman, D.L., Novak, T.P. (2009), “Flow Online: Lessons Learned and Future Prospects,” Journal of Interactive Marketing, 23(1), February, Anniversary Issue, 23-34. Most cited article during the period 2007-2011.
  • Novak, T.P., Hoffman, D.L. (2009), “The Fit of Thinking Style and Situation: New Measures of Situation-Specific Experiential and Rational Cognition,” Journal of Consumer Research, 36(1), December, 56-72.11. Neslin, S., Novak, T., Baker, K., Hoffman, D. (2009), “An Optimal Contact Model for Maximizing Online Panel Response Rates,” Management Science, 55(5), May, 727-737.
  • Hoffman, Donna L., Thomas P. Novak, and Alladi Venkatesh (2004), “Has the Internet Become Indispensable?” Communications of the ACM, 47(7), July, 37-42.
  • Hoffman, Donna and Thomas P. Novak (2005), “A Conceptual Framework for Considering Web-Based Business Models and Potential Revenue Streams” International Journal of Marketing Education, 1(1).
  • Consumer Behavior
  • Digital Marketing
  • Social Media

Ph.D., University of North Carolina at Chapel Hill
M.A., University of North Carolina at Chapel Hill
A.B., University of California at Davis