Colin Campbell

Colin Campbell
Phone: (619) 260-4879

Assistant Professor of Marketing

  • PhD, Simon Fraser University, Marketing
  • MA, University of British Columbia, Economics
  • BBA, Simon Fraser University, Marketing/Economics

Assistant Professor Colin Campbell’s research focuses on the innovations and resulting challenges that the internet presents for marketers. He is an expert on digital and social media advertising, with a particular focus on online video advertising and native advertising. His research has been published in journals such as the Journal of Public Policy & Marketing, Journal of Advertising, Journal of Advertising Research, California Management Review, and Business Horizons. In addition to presenting at academic conferences, he has also presented at the FTC, New York Advertising Week, and at advertising agencies in both New York and London.

Colin serves on the editorial review board of several journals, including the Journal of Advertising and Journal of Advertising Research. He is also an Adjunct Associate Professor at Swinburne University of Technology in Melbourne, Australia and a fellow of the Consumer and Organization Data Analytics (CODA) research center at King’s College London.

Areas of Expertise

Social Media Advertising, Online Advertising, Native Advertising, Advertising, Consumer Psychology

Awards

  • Best Reviewer, Journal of Advertising Research, 2017

Selected Publications

  • Campbell, C., Evans, N. (2018) The Role of a Companion Banner and Sponsorship Transparency in Recognizing and Evaluating Article-Style Native Advertising, Journal of Interactive Marketing, 43(August), 17-32.
  • Campbell, C., Mattison Thompson, F., Grimm, P., Robson, K. (2017) Understanding Why Consumers Don’t Skip Pre-Roll Video Ads, Journal of Advertising, 46(3), 411-423.
  • Campbell, C., Heinrich, D., Schoenmuller, V. (2015) Consumers’ Reaction to Fair Trade Motivated Price Increase, Journal of Retailing and Consumer Services, 24(May), 79-84.
  • Campbell, C., Marks, L. (2015) Good Native Advertising Isn’t a Secret, Business Horizons, 58(6), 599-606.
  • Tsao, H., Campbell, C., Ma, J., Pitt, L. (2014) Budget Allocation to Grow Market Share and Maximize Customer Equity: The Effect of Inertial Segment Size, Journal of Marketing Analytics, 2, 205-217.