Barbara Bickart is Senior Associate Dean of Programs and Associate Professor of Marketing at the Questrom School of Business at Boston University. She oversees the Questrom undergraduate program and all residential graduate programs, including the Full-Time MBA, Part-Time MBA, specialty MS programs, the PhD program, and Graduate Admissions. She previously served as Senior Associate Dean of Graduate Programs, Faculty Director of the MBA program and chair of the Marketing Department. Her research was one of the first to demonstrate the persuasive impact of consumer-generated content on social media relative to marketer-generated content. Her work has appeared in journals such as the Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, and Journal of Interactive Marketing. She has served on the Editorial Review Boards of top marketing journals, as an Associate Editor of the Journal of Marketing and Public Policy, and as President of the Journal of Consumer Research Policy Board. She teaches courses on marketing and leadership communications and designed a popular open online course on Strategic Social Media Marketing, which was offered on the edX platform. Barb earned her PhD in Business Administration from the University of Illinois at Urbana-Champaign. She is a graduate of the HERS Leadership Institute.

    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