BUFFY MOSLEY

Buffy Mosley
Assistant Professor
Mays Business School, Texas A & M University

Research Area
Quantitative Marketing

Research Interest:
Online Word of Mouth (WOM), Digital Marketing, Advertising, Social Media

Email:
buffy.mosley@emory.edu

I am a quantitative marketing researcher interested in online WOM, social media and digital marketing research. I have experience with a variety of rigorous empirical modeling methods and employ different methodological approaches appropriate for the data and managerial questions being investigated.

My research focuses on examining the emotionality of user and firm generated content, examining how content influences consumer responses (e.g., commenting, liking, and content of consumer responses), and investigating the influence of visual content within online WOM. My dissertation, “Measuring Consumers’ Emotional Responses to Brands,” examines both user generated content (UGC) and firm generated content (FGC). Essay 1 focuses on user generated content to explore how UGC can be used to understand consumers’ responses to brands after a brand crisis. Essay 2 focuses on the firm generated content, particularly the (in)congruence within FGC, to understand how text and visual content jointly impact consumer engagement.