Colin Campbell

Colin Campbell
Phone: (619) 260-4879
Office: University Modular Offices #2 220

Assistant Professor of Marketing

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

Colin Campbell is an assistant professor of marketing whose 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, influencer and native advertising, and deal collectives.

His research appears in journals such as the Journal of Marketing, 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 is an associate editor of the Journal of Advertising Research and also serves on the editorial review board of five other journals including the Journal of Advertising and Business Horizons. 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, Social Media Marketing, Video Advertising, Influencer and Native Advertising, Subversive Collectives, Consumer Psychology

Awards

  • Best Reviewer, Journal of Advertising Research, 2017

Selected Publications

  • Plangger, K., Campbell, C., Robson, K., Montecchi, M. (2021) Little Rewards, Big Changes: Using Exercise Analytics to Motivate Sustainable Changes in Physical Activity, Information and Management , In Pre.
  • Farrell, J., Campbell, C., Sands, S. (2021) Deconstructing Desire: Segmenting Consumer Response to Social Media Influencers, Journal of Advertising Research.
  • Sands, S., Ferraro, C., Campbell, C., Tsao, H. (2020) Managing the human–chatbot divide: how service scripts influence service experience, Journal of Service Management.
  • Tsao, H., Chen, M., Campbell, C., Sands, S. (2020) Estimating numerical scale ratings from text-based service reviews, Journal of Service Management, 31(2), 187-202.
  • Sands, S., Ferraro, C., Campbell, C., Kietzmann, J., Andonopoulos, V. (2020) Who Shares? Profiling Consumers in the Sharing Economy, Australasian Marketing Journal, 28(3), 22-33.
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