Barbara Bickart is an Associate Professor of  Marketing and Senior Associate Dean for MBA Programs.

Barb’s research examines 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.

She serves on the Editorial Board of the Journal of Public Policy and Marketing, where she was previously an Associate Editor. She has also served on the Journal of Consumer Research Policy Board, the Association for Consumer Research Board of Directors, and the Editorial Boards of the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, and Journal of the Academy of Marketing Science.

Barb is particularly interested in using digital technology to enhance management education. Over 39,000 people have enrolled in her Strategic Social Media Marketing MOOC, which is part of the BU Questrom Digital Product Management MicroMasters Program on edX. 

Barb holds a BA in Business and Psychology from Wittenberg University, an MS in Marketing from the University of Cincinnati, and a PhD in Business Administration from the University of Illinois at Urbana-Champaign. She is a graduate of the HERS Leadership Institute. She served as the chair of the Questrom Marketing Department from 2013 to 2018. Prior to joining Questrom, Barb was a faculty member at the University of Florida, the Wharton School, and Rutgers University-Camden.

    Education
  • PhD, University of Illinois at Urbana Champaign, 1990
  • MS, University of Cincinnati, 1984
  • BA, Wittenberg University, 1982
    Publications
  • Lieshman, S., Brunel, F., Bickart, B. (2018). Dimensions of Voice in Social Media. In John, Branch., Marcus, Collins., Eldad, Sotnick-Yogev. (Eds.), "Contemporary Issues in Digital Marketing: New Paradigms, Perspectives, and Practices", Libri Publishing 145-160
  • Nisenholtz, M., Bickart, B., Fournier, S. (2017). "What Trump Understands About Using Social Media to Drive Attention", Harvard Business Review
  • Bickart, B., Morrin, M., Ratneshwar, S. (2015). "Does it pay to beat around the bush? The case of the obfuscating salesperson", Journal of Consumer Psychology, 25 (4), 596-608
  • Sogut, C., Bickart, B., Brunel, F. (2015). Now or Later: Synchrony Effects on Electronic Word-of-Mouth Content."Consumer Psychology in a Social Media World", Routledge 53-68
  • Sekhon, T., Bickart, B., Trudel, R., Fournier, S. (2015). Being a Likable Braggart: How Consumers Use Brand Mentions for Self-presentation on Social Media."Consumer Psychology in a Social Media World", M. E. Sharpe 23-39
  • Sogut, C., Brunel, F., Bickart, B. (2015). Now or Later: Synchrony Effects on Electronic Word-of-Mouth Content."Consumer Psychology in a Social Media World", Routledge Publishers 53
  • Sekhon, T., Bickart, B., Trudel, R., Fournier, S. (2015). Being a Likable Braggart: How Consumers Use Brand Mentions for Self-Presentation on Social Media."Consumer Psychology in a Social Media World", M.E. Sharpe 23-39
  • Kim, S., Pai, S., Bickart, B., Brunel, F. (2015). How Social Media Influencers Build a Brand Following by Sharing Secrets."Strong Brands, Strong Relationships", Routledge 126-152
  • Bickart, B., Kim, S., Brunel, F., Pai, S. (2013). Can Your Business Have 1 Million Friends? Understanding and Using Blogs as One-to-One Mass Media."Organizations and Social Networking: Utilizing Social Media to Engage Consumers Utilizing Social Media to Engage Consumers", IGI Global 126-152
  • Bickart, B., Ruth, J. (2012). "Green Eco-seals And Advertising Persuasion", Journal of Advertising, 41 (4), 51-67
  • Schindler, R., Bickart, B. (2012). "Perceived helpfulness of online consumer reviews: The role of message content and style", Journal of Consumer Behaviour, 11 (3), 234-243
  • Brunel, F., Kim, S., Bickart, B. (2012). "Too Much Information: How Expertise Disclosures Affect the Persuasiveness of Online Consumer Reviews", Advances in Consumer Research
  • Bickart, B., Phillips, J., Blair, J. (2006). "The effects of discussion and question wording on self and proxy reports of behavioral frequencies", Marketing Letters, 17 (3), 167-180
  • Buchanan, L., Simmons, C., Bickart, B. (1999). "Brand equity dilution: Retailer display and context brand effects", Journal of Marketing Research, 36 (3), 345-355
  • Simmons, C., Bickart, B., Lynch, J. (1993). "Capturing and Creating Public-Opinion in Survey-Research", Journal of Consumer Research, 20 (2), 316-329
  • Bickart, B. (1993). "Carryover and Backfire Effects in Marketing Research", Journal of Marketing Research, 30 (1), 52-62
  • Bickart, B., Blair, J., Menon, G., Sudman, S. (1990). "Cognitive Aspects of Proxy Reporting of Behavior", Advances in Consumer Research, Vol. 17 198-206
  • Bickart, B., Blair, J., Menon, G., Sudman, S. (1990). "Cognitive Aspects of Proxy Reporting of Behavior", Advances in Consumer Research, 17 198-206