EDUCATION RESEARCH PUBLICATIONS DISSERTATION

KEITH

MARION

SMITH

PhD Candidate, Marketing

University of Georgia, Terry College of Business

975 Robert Hardeman Rd, Winterville, GA 30683

615-585-5564

[email protected]

EDUCATION

University of Georgia, Terry College of Business

Ph.D. Marketing 2016 (expected) Athens, GA

Belmont University, Massey School of Business

MBA Nashville, TN 2011

Vanderbilt University

Master of Arts, Psychology (Cognitive) Nashville, TN 1999

Miami University

Bachelor of Arts, Psychology w/ Honors Bachelor of Arts, Sociology

Oxford, OH 1997 1997

RESEARCH

P

UBLICATIONS

Thompson, Scott A., Molan Kim, and Keith Marion Smith (2015). “Community Participation and Consumer to Consumer Helping: Does Participation in Third-Party Hosted Communities Reduce the Likelihood to Help?” Forthcoming at Journal of Marketing Research.

Hulland, John, Scott A. Thompson, and Keith Marion Smith (2015). “Exploring Uncharted Waters: Use of Psychological Ownership Theory in Marketing,” Journal of Marketing Theory and Practice, 23(2), 140-147.

York, Grady S., Mark T. Schenkel, and Keith M. Smith (2014). “Mission, Ministry, & Margin: The Case of Restore Ministries and the YMCA,” Journal of Business & Entrepreneurship, 25(2): 133-167.

Valiquette, Christine M., Timothy P. McNamara, and Keith Smith (2003). “Locomotion, Incidental Learning, and the Selection of Spatial Reference Systems,” Memory & Cognition, 31(3), 479-489.

D

ISSERTATION

Online Consumer Engagement, Online Communities, and Post Purchase Product Outcomes Proposal Defended : June 19, 2015

Entire industries have been disrupted by the transition to digital goods (and away from physical goods), including books (Kindle, Nook), music (iTunes, Spotify), movies (Netflix, Hulu), software (Apple App

Store, Windows Store), and games (Steam, EA Origin). Despite a growing trend towards digital products and online communication, we currently understand very little about how consumers consume digital products following purchase, and how they interact with other consumers in online venues established to discuss these products. To address this gap, my dissertation explores consumer involvement in the consumption, modification, and promotion of digital products following purchase. Digital products provide a unique opportunity to observe consumer purchase behavior, consumption behavior, and word of mouth behavior for millions of consumers in online venues and forums. Utilizing custom online data collection techniques, my research captures real digital product consumption behavior from public online venues, providing a window into consumer patterns of digital product use and consumer interaction.

Committee: John Hulland (Chair) Scott A. Thompson Charlotte Mason

Essay 1: Aggregate Digital Consumption, Digital Product Design, and Social Interaction

Digital products possess unique characteristics that make post-purchase product consumption an important consideration for firms managing costs, revenues, and profitability. Product features can influence digital product consumption by providing social benefits, facilitating group consumption, and impacting related online communities. Automated online data collection techniques capturing 6.8 million hours of digital product consumption and 450,000 instances of online community activity in the computer game market reveal that social product features increase digital product consumption, as do online community size and concentration, and that the online community mediates the relationship between different types of social product features and digital product consumption differently. Essay 2: Post-Purchase Customer-Driven Product Development: Segmentation and Social Influence Research in user-generated content and open source software has demonstrated that customer-created product modifications and content can produce multiple benefits for both firms and consumers. Existing literature has focused predominantly on pre-purchase development and assumed participants are essentially similar, ignoring potential differences in customer segments involved in post-purchase or post-release customer-driven product development. Utilizing automated data collection techniques to collect product modification and consumption behavior in the digital computer game market, separate segments in the customer-driven development process are identified. Further analysis examines the different community and marketing influences on customer health within each separate segment. Essay 3: Innovation and Leadership Roles in Community Participation

Marketers targeting influential consumers and community members to seed new product adoption have traditionally focused on vocal consumers well networked within the community. This paper utilizes automated online data collection techniques to examine the introduction and diffusion of new products in online brand communities. Empirical content analysis will be utilized to identify consumers more likely to introduce new products and new product ideas adopted by the community compared to consumers more likely to reinforce existing products and brands, providing insight managers can use to

R

ESEARCH

A

WARDS AND

H

ONORS

Competition on Social Interactions and Social Media Marketing Winner, Marketing Science Institute Research Agreement 4-1865

Smith, Keith and John Hulland (2014), “Creating a New Connection: Marketing Influences on Co-Creation Network Change.”

Award Amount: $5,000

Research Agreement Award, Marketing Science Institute

Research Agreement 4-1804

Smith, Keith, John Hulland, and Andrew Stephens (2013), “Post-Purchase Co-Creation: Transitioning from Customers to Co-Creators.”

Award Amount: $3,020

Best Paper Award, Consumer Brand Relationships Conference

Smith, Keith M., Scott A. Thompson, and John Hulland (2013), “The Impact of Socially-Derived Network Effects on Product Consumption.” Boston, MA.

Dissertation Completion Award, University of Georgia Graduate School, 2015-2016

“Online Consumer Engagement, Online Communities, and Post Purchase Product Outcomes.”

C

ONFERENCE

P

RESENTATIONS

Smith, Keith Marion, John Hulland, and Andrew Stephen. (2015). Post-Purchase Digital Product

Development: Co-Creation Segmentation and Social Influence. American Marketing Association Winter Educator’s Conference. San Antonio, TX. Special Session Organizer.

Smith, Keith, John Hulland, and Andrew Stephen. (2014). Post-Purchase Creation: The Value of Co-Creation Creators, Co-Co-Creation Consumers, and Core Product Users. Brands and Brand Relationships. Boston, MA.

Smith, Keith, Scott Thompson, and John Hulland. (2014). Social-Cue Relevant Product Features & Consumption: The Mediating Role of Brand Communities. American Marketing Association Winter Educator’s Conference. Orlando, FL.

Smith, Keith, Scott Thompson, and John Hulland. (2013). The Impact of Socially-Derived Network Effects on Product Consumption. Consumer Brand Relationships. Boston, MA. Awarded Best Paper Award. Schenkel, Mark T., Grady S. York, and Keith M. Smith. (2012). Mission, Ministry, & Margin: The Case of Restore Ministries and the YMCA. United States Association for Small Business and Entrepreneurship Conference. New Orleans, LA.

Schreiner, Chris S., Keith M. Smith, and Itiel E. Dror. (1997). Visual-spatial processing of objects presented from canonical and non-canonical viewpoints. Cognitive Neuroscience Society Meeting Abstracts, 25. Boston, MA.

R

ESEARCH

I

NTERESTS

- Online consumer communities - Customer innovation

- Technological and digital product design/development

- Post-purchase online consumer engagement in product development, advertising, and sales - Automated online data collection techniques to capture online consumer behavior

W

ORK IN

P

ROGRESS

Smith, Keith Marion, Scott A. Thompson, and John Hulland. Game On: Aggregate Consumption, Game Product Design, and Social Interaction. Anticipated submission: July 2015. Data collected, draft written. Smith, Keith Marion, John Hulland, and Andrew Stephen. Post-Purchase Digital Product Development: Co-Creation Segmentation and Social Influence. Anticipated submission: December 2015. Data collected, draft written.

Smith, Keith Marion, Scott A. Thompson, and John Hulland. Innovation and Leadership Roles in Community Participation. Anticipated submission: May 2016. Data partially collected.

Thompson, Scott A., Keith Marion Smith, and John Hulland. Found Money: Firm Influences on Customer Self-Gift Spending. Anticipated submission: July 2016. Data collected.

S

CHOLARSHIP AND

H

ONORS

Dissertation Completion Award, Graduate School, University of Georgia, 2015-2016 AMA-Sheth Doctoral Consortium Student Fellow, 2015

E.T. Comer Scholarship, Terry College of Business, University of Georgia, 2011-present Graduate Assistantship Award, Terry College of Business, University of Georgia, 2011-2015 Graduate Assistantship Award, Massey School of Business, Belmont University, 2010-2011 Beta Gamma Sigma Business Honor Society, 2010

Graduate School Assistantship Award, Vanderbilt University, 1997-1999 Psychology Honors Program, Miami University, 1996-1997

Psi Chi Psychology Honor Society, 1996

S

ELECTED

D

OCTORAL

C

OURSEWORK

Marketing Seminars

Marketing Strategy Sundar Bharadwaj

Marketing Implementation Son K. Lam

Social Media Scott Thompson

Consumer Behavior Piyush Kumar

Advanced Consumer Behavior Marcus Cunha Jr.

Sociology Seminars

Social Psychology Jody Clay-Warner

Social Network Analysis Itai Himelboim

Advanced Social Network Analysis Dawn Robinson Stochastic Social Network Models (LINKS Workshop) Filip Agneessens Psychology Seminars

Cognitive Psychology Timothy McNamara

Evolutionary Psychology Jon Kaas

Neuroscience Jon Kaas

Developmental Neuroscience Ford Ebner

Methodology Seminars

Philosophy of Science Elena Karahanna

Statistics Scott Atkinson

Econometrics William Vogt

Multivariate Statistics John Hulland

Bayesian Analysis Ryan Bakker

Time Series Analysis T.N. Sriram

Categorical Data Analysis Ryan Bakker

Survival Analysis Kevin Dobbin

Marketing Models Anindita Chakravarty & Guiyang Xiong

Hidden Markov & Pareto/NBD Models John Hulland

TEACHING

T

EACHING

I

NTERESTS

- Marketing Strategy - Services Marketing - Social Media Marketing - Marketing Research/Analytics - Undergraduate and MBA Levels

T

EACHING

E

XPERIENCE

Instructor, University of Georgia, 2014-2015

Services Marketing (undergraduate), Department of Marketing

Spring 2015 (45 students) Overall effectiveness of instructor: 4.9 / 5.0 Spring 2015 (24 students) Overall effectiveness of instructor: 4.8 / 5.0 Spring 2014 (37 students) Overall effectiveness of instructor: 4.9 / 5.0 Teaching Assistant, University of Georgia, 2014

Services Marketing (undergraduate), Department of Marketing Teaching Assistant, Vanderbilt University, 1998-1999

Drugs and Human Behavior (undergraduate), Department of Psychology Quantitative Methods (undergraduate), Department of Psychology

SERVICE AND AFFILIATIONS

N

ATIONAL

S

ERVICE

Vice Chair of Membership Insights, American Marketing Association DocSIG, 2013-2015 Reviewer, American Marketing Association Winter Educator’s Conference, 2014

Ad hoc Reviewer, Brands and Brand Relationships Conference, 2013-2014

U

NIVERSITY

S

ERVICE

Student Score Input & Analysis, Terry College of Business Sales Competition, 2012-present Graduate Council Technology Chair, Massey School of Business, Belmont University, 2009-2010

P

ROFESSIONAL

A

FFILIATION

American Marketing Association, 2013-Present

Beta Gamma Sigma Business Honor Society, 2010-Present

INDUSTRY

EXPERIENCE

C

OMMUNICATION

C

OMPONENTS

,

N

ASHVILLE

,

T

ENNESSEE

,

2005

–

2011

Marketing services provider with expertise in channel marketing, distributor co-branding, and marketing implementation for Fortune 500 companies, including Bridgestone, VF Corporation, Dollar General, and Cub Cadet.

Project Manager/Consultant

- Managed implementation of online software applications that enabled over 1,700 distributors to customize printed marketing materials and custom websites to create co-branded marketing campaigns.

-

Managed product development of an online marketing promotion tool and shopping storefront for marketing materials, including both customized and pre-designed materials.

- Coordinated multiple third party vendors to manage a multi-facility application hosting environment for enterprise level applications.

K

REDO

T

EKNOLOGIES

,

N

ASHVILLE

,

T

ENNESSEE

,

2002

–

2005

Technology consulting provider specialized in application development, online software solutions, and small business hardware architecture design.

Project Manager/Analyst

- Managed application development of online software product that permitted customer distributors to build custom marketing brochures, leveraging the marketing design and product data of the parent company.

- Managed development of an online advertisement tracking system for a nationally distributed magazine, empowering management to coordinate ad placement and contracts for each issue. - Developed various online applications, including product and marketing material storefronts, and a

truck transport auction exchange.

A

LLIANCE

S

OFTWARE

,

N

ASHVILLE

,

T

ENNESSEE

,

1999-2002

Technology consulting provider specialized in application development, online software solutions, and social network community tools.

Project Manager/Analyst

- Managed implementation of a website product that enabled over 50 university departments to create custom content, yet still maintain design consistency driven by the marketing department. - Managed development of an online K-12 school management interface, empowering teachers,

students, and parents to more seamlessly communicate class details and student performance. - Developed various online applications, including an online community for homeschooling and a

REFERENCES

John Hulland

Emily H. and Charles M. Tanner, Jr. Chair in Sales Management University of Georgia, Terry College of Business

104 Brooks Hall, 310 Herty Drive Athens, GA 30602

Phone: 706-542-3764 Email: [email protected] Scott A. Thompson

Assistant Professor of Marketing

University of Georgia, Terry College of Business 116 Brooks Hall, 310 Herty Drive

Athens, GA 30602 Phone: 706-542-3540 Email: [email protected] Charlotte Mason Department Head

C. Herman & Mary Virginia Terry Chair of Business Administration University of Georgia, Terry College of Business

138 Brooks Hall, 310 Herty Drive Athens, GA 30602

Phone: 706-542-3776 Email: [email protected] Andrew T. Stephen Before June 30:

Assistant Professor of Business Administration and Katz Fellow in Marketing University of Pittsburgh, Joseph M. Katz Graduate School of Business 318 Mervis, Pittsburgh PA 15260

Phone: 412-648-1517

Email: [email protected] After June 30:

L’Oréal Professor of Marketing

University of Oxford, Saïd Business School

Park End Street, Oxford OX1 1HP, United Kingdom Email: [email protected]