Barbara Duffek
Assistant Professor Department of Marketing- Education
- PhD Imperial College London
- Biography
Barbara Duffek is an Assistant Professor of Marketing at Georgia State University, J. Mack Robinson College of Business. Barbara holds a PhD from Imperial College London.
In her research, she explores the cooperation between different stakeholders in influencer marketing, with the goal of better understanding how influencers can be effectively leveraged. She also explores the use of AI in consumer behavior, including how it impacts pro-social behavior, interaction with influencers and virtual influencers and the metaverse.
Barbara's research has been published at leading marketing journals, including the Journal of Marketing, the Journal of International Marketing, and AMS Review.
Barbara teaches Generative AI Applications in Marketing to undergraduate students, and Customer Relationship Management to graduate students at Georgia State University
Barbara has been invited as an expert speaker at various industry and academic events to discuss how AI is shaping the future of marketing.
- Publications
- 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?”, Journal of Marketing,