Join us for a conversation with Su Jung Kim, Ph.D., associate professor, Greenlee School of Journalism and Communication, Iowa State University on “Emerging power of new advertising: The impact of social media engagement on consumer behaviors.”

The digitalization and convergence of media have enabled consumers to interact not only with organizations but with other consumers. These technological advancements, combined with the growth of mobile and social media, have empowered consumers by providing them with channels to express their opinions and participate in brand-related activities. In this talk, I will discuss a series of studies that examine the effects of mobile and social media engagement on consumer behaviors with the use of large-scale behavioral data. These studies demonstrate how scholars can use insights developed from digital traces to test theories, predict financial outcomes, and design strategic messages. They also show how organizations should be ready to embrace the emerging power of new advertising and find ways to create meaningful dialogues with consumers via digital media.

Light breakfast will be served.

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This program is open to all eligible individuals. USC Annenberg operates all of its programs and activities consistent with the University’s Notice of Non-Discrimination. Eligibility is not determined based on race, sex, ethnicity, sexual orientation, or any other prohibited factor.