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 teach Generative AI Applications in Marketing to undergraduate students at Georgia State University.
I have been invited as an expert speaker at various industry and academic events to discuss how AI is shaping the future of 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
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.