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Barbara Bickart

Barbara Bickart

Barbara Bickart is an Associate Professor of Marketing. She studies how the context of communication influences consumers’ inference and judgment processes. Her research was one of the first to demonstrate the persuasive impact of consumer-generated content on social media relative to marketer-generated content. Current projects explore how social media influencers strategically use disclosure of personal information in an online setting to create connections with their audience, how brand-related bragging on social media affects perceptions of both the communicator and the brand, and how engaging in social TV affects consumers’ enjoyment of the experience.

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