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.
- Continuing Education, HERS Institute, 2017
- PhD, University of Illinois at Urbana Champaign, 1990
- MS, University of Cincinnati, 1984
- BA, Wittenberg University, 1982
- Lieshman, S., Brunel, F., Bickart, B. (In Press). 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
- Bickart, B., Fournier, S., Nisenholtz, M. (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
- Sekhon, T., Bickart, B., Trudel, R., Fournier, S. (2015). Being a Likable Braggart: How Consumers Use Brand Mentions for Self-presentation on Social Media. In Dimoft, Haugtvedt, and Yalch (Eds.), "Consumer Psychology in a Social Media World", M. E. Sharpe 23-39
- Bickart, B., Kim, S., Pai, S., Brunel, F. (2015). How Social Media Influencers Build a Brand Following by Sharing Secrets. In Susan Fournier, Michael Breazeale, and Jill Avery (Eds.), "Strong Brands, Strong Relationships", Routledge Publishers, 2 126-152
- Sogut, C., Brunel, F., Bickart, B. (2015). Now or Later: Synchrony Effects on Electronic Word-of-Mouth Content. In Claudiu V. Dimofte, Curtis P. Haugtvedt, and Richard F. Yalch (Eds.), "Consumer Psychology in a Social Media World", Routledge Publishers 53
- Kim, S., Bickart, B., Brunel, F., Pai, S. (2013). Can Your Business Have One Million Friends? Understanding and Using Blogs as One-to-One Mass Media. In Eldon Y. Li, Stanley Loh, Cain Evans, and Fabiana Lorenzi (Eds.), "Organizations and Social Networking: Utilizing Social Media to Engage Consumers", IGI Global 125-152
- Bickart, B., Schindler, R. (2012). "Perceived Helpfulness of Online Consumer Reviews: The Role of Message Content and Style", Journal of Consumer Behaviour, 11 (3), 234-243
- Bickart, B., Ruth, J. (2012). "Green Eco-seals and Advertising Persuasion", Journal of Advertising, 41 (4), 53-69
- 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 (Spring), 167-180
- Bickart, B., Schindler, R. (2005). "Published "Word of Mouth:: Referable, Consumer-Generated Information on the Internet", Lawrence Erlbaum Associates 35-61
- Bickart, B., Schindler, R. (2001). "Internet Forums as Influential Sources of Consumer Information", Journal of Interactive Marketing, 15 (3), 31-52
- Bickart, B., Schwarz, N. (2001). "Service Experiences and Satisfaction Judgments: The Use of Affect and Beliefs in Judgment Formation", Journal of Consumer Psychology, 11 (1), 29-41
- Simmons, C., Bickart, B., Buchanan, L. (2000). "Leveraging Equity Across the Brand Portfolio", Marketing Letters, 11 (3), 210-220
- Buchanan, L., Simmons, C., Bickart, B. (1999). "Brand Equity Dilution: Retailer Display and Context Brand Effects", Journal of Marketing Research, 36 (3), 345-355
- Bickart, B., Schmittlein, D. (1999). "The Distribution of Survey Contact and Participation in America: Constructing a Survey-Based Estimate", Journal of Marketing Research, 36 (2), 286-294
- Menon, G., Bickart, B., Sudman, S., Blair, J. (1995). "How Well Do You Know Your Partner? Strategies for Formulating Proxy-Reports and Their Effects on Convergence to Self-Reports", Journal of Marketing Research, 32 (1), 75-84
- Czaja, R., Blair, J., Bickart, B., Eastman, E. (1994). "Respondent Strategies for Recall of Crime Victimization Incidents", Journal of Official Statistics, 10 (3), 257-276
- Bickart, B., Menon, G., Schwarz, N., Blair, J. (1994). "The Use of Anchoring Strategies in Constructing Proxy Reports of Attitudes", International Journal of Public Opinion Research, 6 (4), 375-379
- 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
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