Barbara Duffek
Assistant Professor of Marketing
Georgia State University
I am an Assistant Professor of Marketing at Georgia State University, J. Mack Robinson College of Business.
In my research, I explore the cooperation between different stakeholders in influencer marketing, with the goal of better understanding how influencers can be effectively leveraged. I also explore the use of AI in consumer behavior, including how it impacts pro-social behavior, interaction with influencers and virtual influencers and the metaverse.
​
I am an AACSRE Emerging Fellow and Grant Winner, and my research has been recognized with awards such as the AMA Winter Academic Conference Best in Track paper.
At Georgia State University, I teach Generative AI Applications in Marketing. Beyond the classroom, I regularly speak on how AI and branding intersect in today’s media landscape. I’ve discussed HBO’s rebranding on Straight Arrow News, explored influencer authenticity on the It’s No Fluke podcast by the Shorty Awards, and spoken at the American Marketing Association about emerging technologies in marketing. I’ve also partnered with Bambuser to share insights on how AI is reshaping consumer behavior in live video commerce.
​
My work bridges academic research with real-world impact, helping brands and educators navigate the future of AI in marketing.
Manuscripts Under Review & Selected Working Papers
Barbara Duffek, Andreas B. Eisingerich, Omar Merlo and Guan Aik Lee
“Authenticity in Influencer Marketing: How Can Influencers and Brands Work Together to Build and Maintain Influencer Authenticity?”
Status: published at the Journal of Marketing
Barbara Duffek, Omar Merlo, Wayne Hoyer and Andreas B. Eisingerich
“The Deflation Effect: How to Go from Vengeful to Helpful Customer Reviews?”
Status: under review at the Journal of Marketing
Yeyi Liu, Barbara Duffek and Andreas B. Eisingerich
“How can businesses enhance customers' resistance to brand switching?”
Status: conditional acceptance at the Journal of the Academy of Marketing Science
Barbara Duffek, Andreas B. Eisingerich and Omar Merlo
“Why so Toxic? A Framework for Exploring Customer Toxicity”
Status: published at AMS Review
Astvansh, Vivek*, Barbara Duffek* and Andreas B. Eisingerich*
“How Can Companies Recover from Liability-Invoking Failures? Exploring the Role of Uncertainty Avoidance in Facilitating Consumer Compliance Across National Cultures,”
Status: published at the Journal of International Marketing
*equal authorship. Authors listed in alphabetical order.
Projects in Development
-
"Virtual Influencer Authenticity" with Davon Holmes and Naveen Donthu
-
"Sustainable E-Commerce Shopping" with Mansur Khamitov and Andreas Eisingerich
-
"Scent Salient Digital Signage" with Dipayan Biswas
-
"Success in Video Commerce" with Nasim Mousavi and Sonia Monga
-
"Flagship Stores in the Metaverse" with Ghazal Alaviani and Sonia Monga