Dr. Jie Driskell
Department Head, Professor of Marketing
- PhD in Marketing
The University of Nebraska-Lincoln - MBA
The University of Nebraska-Lincoln - BA in Accounting and Finance
University of London - Certified Digital Marketing Professional
Digital Marketing Institute - Professional Certified Marketer (PCM®)
American Marketing Association
Teaching Interests:
Social Media Marketing
Marketing strategy/MBA Marketing Management
Integrated Marketing Communication and Advertising
Research Interests:
Marketing, Technology, and Consumer Well-Being:
How can marketing harness emerging technologies to improve consumer well-being, address vulnerabilities, and inform public policy in healthcare and beyond. To do so, I aim to extend Consumer Culture Theory (CCT) and Transformative Consumer Research (TCR) into digital, health, and policy contexts.
Selected Publications:
Sen, S., Sarkar, S., Watson, A., & Driskell, J. (2025). Testing the assumptions of concert sponsorship: Does the performer impact purchase intentions? Journal of Global Scholars of Marketing Science, 35(3), 240–259.
Driskell, J., Watson, A., & Royle, T. (2024). Commentary on “AI is changing the world: For better or worse” using a neo-colonialism perspective. Journal of Macromarketing, 44(4), 900–905.
Driskell, J., & Watson, A. (2024). AI and society: Tensions and opportunities. Journal of Macromarketing. 44(2), 324-327.
Driskell, J., & Watson, A. (2024). A breadth review of digital landscape and related foundational theories. Atlantic Marketing Journal, 13(2), Article 4.
Royle, T., Driskell, J., & Guo, W. (2024). Extending organizational belongingness theory: Belongingness commitment, and family support. Journal of International Management Studies, 24(1), 5–29.
Fowler, J. G., Watson, A., Sen, S., & Sinha, N. (2024). Reconceptualizing marketing: An assessment of the marketing system in an emerging economy. Journal of Business & Industrial Marketing, 39(1), 14–28.
Royle, M. T., & Fowler, J. G. (2023). Closing the gap between accountability and diversity: An explication of accountability, diversity, equity, inclusion, and belonging in organizational training. International Journal of Management and Marketing Research, 16(1), 1–20.
Reisenwitz, T., & Fowler, J. (2023). The influence of salient variables on the fear of missing out (FoMO) in younger consumers. Journal of Business Strategies, 40(1), 21–36.
Fowler, A., Das, A., & Fowler, J. G. (2022). Literary criticism in advertising and consumer research: Revisiting Barbara Stern. Journal of Advertising, 53(3), 336–351.
Fowler, J. G., & Fowler, A. R. (2022). Review: The social media age. Journal of Macromarketing, 42(2), 336–339.
Fowler, J. G., Reisenwitz, T., & Chu, R. (2022). Fashion and sustainability: Consumption and shared responsibility. Atlantic Marketing Journal, 11(2), Article 4.
Reisenwitz, T. H., & Fowler, J. G. (2021). Transitioning from face-to-face to online classes during a pandemic: Factors that may affect student satisfaction of the administration and instructors. Marketing Education Review, 31(3), 199–208.
Reisenwitz, T. H., & Fowler, J. G. (2021). An analysis on engaging "beauty work." Atlantic Marketing Journal, 10(2), Article 6.
Reisenwitz, T. H., & Fowler, J. G. (2020). The measurement of social desirability and brand equity in emerging societies. Journal of Applied Business and Economics, 22(1), 71–79.
Harkbarth, G., Fowler, J. G., & Roland, K. (2020). An interdisciplinary approach to big data analytics. Higher Education Theory and Practice, 20(2), 11–24.