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Colin Campbell

Assistant Professor

Colin Campbell (PhD, Simon Fraser University, Marketing) joined Kent State in 2013. He previously held a tenure-track position at Monash University in Melbourne, Australia and has also also lectured at the University of Mannheim in Germany and Simon Fraser University in Canada.

Colin is interested in how the internet and mobile devices are evolving marketing theory and practice. His thesis was one of the first set of studies to explore the causes and effects of consumer generated advertising. His current research examines the impact of social media on advertising and marketing strategy, specifically looking at native advertising and online brand-engagement.

In 2011 Colin was honored to receive a Dean's Commendation for Excellence in Research by an Early Career Researcher from Monash University. Earlier that year he was also awarded the Dean of Graduate Studies Convocation Medal for Academic Excellence during his PhD graduation from Simon Fraser University.

Scholarly, Creative & Professional Activities

Campbell, C., Cohen, J., and Ma, J. (2014). “Advertisements Just Aren’t Advertisements Anymore: A New Typology for Evolving Forms of Online ‘Advertising’,” Journal of Advertising Research, 54(1), 7-10.

Campbell, C., Sands, S., Ferraro, C. (2014). “Segmenting Consumer Reactions to Social Network Marketing,” European Journal of Marketing, 48(3/4).

Hampel, S., Heinrich, D., and Campbell, C. (2012). “Is An Advertisement Worth The Paper It’s Printed on? The Impact of Premium Print Advertising on Consumer Perceptions,” Journal of Advertising Research, March, 41-50.

Payne, N., Campbell, C., Bal, A., and Piercy, N. (2011). “Placing a Hand in the Fire: Assessing the Impact of a YouTube Experiential Learning Project on Viral Marketing Knowledge Acquisition,” Journal of Marketing Education, 33(2), 204-216.

Campbell, C., Parent, M., and Plangger, K. (2011). “Instant Innovation: From Zero to Full Speed in Fifteen Years. How Online Offerings Have Reshaped Marketing Research,” Journal of Advertising Research, 51, 72-86.

Campbell, C., Pitt, L., Parent, M., and Berthon, P. (2011). “Tracking Back-Talk in Consumer Generated Advertising: An Analysis of Two Interpretive Approaches,” Journal of Advertising Research, 51(1), 224-238.

Campbell, C., Pitt, L., Parent, M., and Berthon, P. (2010). “Understanding Consumer Conversations Around Ads in a Web 2.0 World,” Journal of Advertising, 40 (1), 85-100.

Campbell, C., Papania, L, Parent, M., and Cyr, D. (2010). “An Exploratory Study into Brand Alignment in B2B relationships,” Industrial Marketing Management, 39(5), 712-720.

Berthon, P., Pitt, L.F., and Campbell, C. (2009). “Does Brand Meaning Exist in Similarity or Singularity?” Journal of Business Research, 62(3), 356-361. 

Berthon, P., Pitt, L.F., and Campbell, C. (2008). “Ad Lib: When Customers Create the Ad,” California Management Review, 50(4), 6-30.

For a full list of Colin's articles please see his ResearchGate profile or Google Scholar profile

Research Areas
  • Social media
  • Online brand-engagement
  • Online marketing
  • Native advertising

American Marketing Association - Member and Faculty Advisor to the Kent State AMA Chapter

Academy of Marketing Science - Member and Director of Social Media

Editorial Review Board Member:

Journal of Advertising Research

The Services Industries Journal

Colin Campbell
Department of Marketing and Entrepreneurship
Room 524
Please email for an appointment
Phone: 216-647-2003
Spring 2015
  • MKTG 35056 - 001 Social Media Marketing
  • MMTG 45039 - 001 Promotion Management
  • MKTG 85057 - 001 Marketing Research
Fall 2015
  • MKTG 35056 - 001 Social Media Marketing