EDUCATION
The University of Memphis Memphis, Tennessee
Doctor of Philosophy May 2015 (expected)
Concentration: Marketing
GPA: 4.0/4.0
The University of Akron Akron, Ohio
Master of Business Administration December 2010
Concentration: Strategic Marketing
GPA: 3.9/4.0
Bachelor of Science in Business Administration May 2009
Major: International Business
Magna Cum Laude
RESEARCH INTERESTS
My research is focused on digital marketing, online consumer reviews, neuromarketing, and online privacy.
DISSERTATION
Title: A Multi-Method Examination of the Effects of Online Consumer Reviews on Consumer Information Processing and Firm Performance: A Psycholinguistic Perspective
Chairs: George D. Deitz and Marla B. Royne Stafford
Abstract: Online consumer reviews (OCRs) are increasingly important to consumers’ purchase decisions, and little is known about OCRs in contractual settings, where the relationship between a company and consumer is ongoing. Thus, the purpose of this research is to offer a multi-method research approach to better understand the effect of psycholinguistic elements of OCRs on key financial performance metrics, as well as consumer perceptions and information processing. In the first portion of the research, the author identifies several key psycholinguistic properties that are suggested to affect service process satisfaction levels, as well as customer acquisition cost, customer retention, and profitability in a contractual context. To extend the results of part 1, the researcher posits a series of behavioral experiments that manipulate various psycholinguistic elements and uses eye tracking and facial expression analysis technology to assess comprehension and anger. This multi-method
approach to studying OCRs will increase the robustness of the OCR literature, highlight the importance of customer service interactions and encourage companies to pay close attention to process service failures in OCRs, and help marketers understand the impending impact of OCRs.
JOURNAL PUBLICATIONS
Royne, Marla B., Susan Myers, George Deitz, and Alexa K. Fox (forthcoming), “The Influence of DTCA and Competitive Interference on Consumer Perceptions of Health Benefits and Risks: Prescription Drugs vs. Dietary Supplements,” Journal of Current Issues & Research in Advertising.
Royne, Marla B., Jennifer Martinez, Jared Oakley, and Alexa K. Fox (2012), “The Effectiveness of Benefit Type and Price Endings in Green Advertising,” Journal of Advertising, 41 (4), 85-102.
Sullivan, Alexa K. (2010), “Piracy in the Horn of Africa and its Effects on the Global Supply Chain,”
Journal of Transportation Security. doi:10.1007/s12198-010-0049-9.
BOOK CHAPTERS
Royne, Marla B. and Alexa K. Fox (forthcoming), “Violence is in the Ads, Too: Should Television Advertisements be Rated?” in Advertising and Violence: Concepts and Perspectives, M.E. Sharpe, Nora Rifon, Marla B. Royne, and Leslie C. Carlson, eds., chapter 10.
Fox, Alexa K. and Scott Cowley, “Customer Service on Twitter: The Effect of Company-Consumer Alignment on Service Perceptions,” Maximizing Commerce and Marketing Strategies through Micro-Blogging, chapter proposal accepted—preparation for full manuscript data collection.
CONFERENCE PROCEEDINGS
Deitz, George D. and Alexa K. Fox (2014), “Affective Arousal and Recall of Social Media Call-to-Action in Motion Picture Trailers,” Society for Marketing Advances Conference, New Orleans, LA, November 4–8. Deitz, George D., Alexa K. Fox, and Emin Babakus (2014), “Frontline Employee Climate for Service Innovation, Customer Perceived Retailer Innovativeness and Store Financial Performance,” AMASummer Marketing Educators’ Conference, San Francisco, CA, August 1–3.
Kowalczyk, Christine M. and Alexa K. Fox (2014), “An Exploratory Study of Reality Television and Potential Public Policy Implications,” AMAMarketing & Public Policy Conference, Boston, MA, June 5–7.
Royne, Marla B., Stephanie S. Ivey, Marian Levy, Alexa K. Fox, and Susan L. Roakes (2014), “Parental Perspectives on Walking to School in the Inner-City: Marketing Communications and Public Policy Implications,” AMAMarketing & Public Policy Conference, Boston, MA, June 5–7.
Deitz, George, Jared Oakley, Alexa Fox, and Jeong Eun Park (2014), “Cross-Cultural Issues in Sales Behavior Research,” Academy of Marketing Science Annual Conference, Indianapolis, IN, May 21—23. Fox, Alexa K. and George D. Deitz (2014), “Toward a Scale to Measure Consumers’ Understanding of Privacy Policies on Social Networking Sites,” AMA Winter Marketing Educators’ Conference, Orlando, FL, February 21–23.
Fox, Alexa K. and Marla B. Royne (2013), “Private Information in a Social World: A Policy Perspective of Consumer Privacy on Social Networking Sites,” AMA Marketing & Public Policy Conference, Washington, D.C., May 30–June 1.
Fox, Alexa K. (2013), “Private Information in a Social World: A Policy Perspective of Consumer Privacy on Social Networking Sites,” Southeast Marketing Symposium, Baton Rouge, LA, January 31–February 2. Deitz, George, Alexa Sullivan, and Robert Evans (2012), “Effects of Individual and Team Characteristics on Simulation-Enhanced Critical Thinking: A Multilevel Analysis,” AMA Summer Marketing Educators’ Conference, Chicago, IL, August 17–19.
Stafford, Marla Royne, Alexa Sullivan, George Deitz and Tyler Gibson (2012), “The Effects of Health Consciousness and Familiarity with DTCA on Perceptions of Nutritional Supplements,” AMA Marketing & Public Policy Conference, Atlanta, Georgia, June 7 – 9.
GRANTS
Deitz, George D., Marla B. Royne, and Alexa K. Fox (2014), “It’s Just Semantics: A Multi-Method Psycholinguistic Investigation of Language Effects in Online Customer Reviews,” Social Interactions and Social Media Marketing Research Competition, Marketing Science Institute: $7,500.
Fox, Alexa K. (2014), “Private Information in a Social World: An Examination of Presentational Mode in Privacy Policies on Social Networking Sites,” Summer Research Grant, University of Memphis: $5,000. Fox, Alexa K. (2014), Doctoral Student Travel Grant, Academy of Marketing Science: $235.
Fox, Alexa K. (2013), “#CallToAction: The Effectiveness of Social-Media Oriented Ad Elements in Motion Picture Trailers,” Summer Research Grant, University of Memphis: $3,000.
CONFERENCE SPECIAL SESSIONS AND POSTERS
Brocato, Deanne, Alexa K. Fox, Nora J. Rifon, Marla Royne Stafford, Akshaya Vijayalakshmi, and Douglas Walker (2014), “Perspectives on Media and Violence: Insights from Parents and Children,” Special session at American Academy of Advertising Annual Conference, Atlanta, GA, March 27–30.
Fox, Alexa K. and George Deitz (2014), “#CallToAction: The Effectiveness of Social Media-Oriented Ad Elements in Motion Picture Trailers,” AMASummer Marketing Educators Conference, San Francisco, CA, August 1–3.
Fox, Alexa K., Scott Cowley, Ethan Pew, and César Zamudio (2014), “The Changing Landscape of the Marketing Academic Job Market,” AMASummer Marketing Educators Conference, San Francisco, CA, August 1–3.
RESEARCH IN PROGRESS
Royne, Marla B., Alexa K. Fox, George Deitz and Tyler Gibson, “The Effects of Health Consciousness and Familiarity with DTCA on Perceptions of Nutritional Supplements,” Journal of Consumer Affairs,
(status: manuscript conditionally accepted).
Royne, Marla B. Marian Levy, Christine M. Kowalczyk, and Alexa K. Fox, “Can Product Placement Influence Healthy Choices among Children? An Exploratory Study,” Journal of Current Issues & Research in Advertising,(status: manuscript under first review).
Kowalczyk, Christine M. and Alexa K. Fox, “An Exploratory Study of Reality Television and Potential Public Policy Implications,” Target: Journal of Public Policy & Marketing, (status: manuscript in preparation for submission).
Deitz, George D. and Alexa K. Fox, “I Agree to the Terms and Conditions: An Event Study of Privacy Breaches on Firm Performance,” Target: Journal of Marketing, (status: data collected—analysis in progress). Fox, Alexa K. and Marla B. Royne, “Private Information in a Social World: An Examination of
Presentational Mode in Privacy Policies on Social Networking Sites,” Target: Journal of Public Policy & Marketing, (status: pretest completed—preparation for data collection for main experiment).
HONORS AND AWARDS
2014 AMA Sheth Foundation Doctoral Consortium Fellow, Northwestern University 2014 American Marketing Association Volunteer of the Month (May)
2013 Doctoral Seminar Fellow, Marketing and Public Policy Workshop 2013 Doctoral Consortium Fellow, Southeast Marketing Symposium 2011—Present Graduate Assistantship, University of Memphis
SERVICE
2013—2014 Chair, DocSIG 2012—2013 Chair Elect, DocSIG
2014 Ad Hoc Reviewer, International Journal of Advertising
2014 Reviewer, American Marketing Association Summer Educators’ Conference 2014 Reviewer, Academy of Marketing Science Annual Conference
2014 Reviewer, American Marketing Association Winter Educators’ Conference
PROFESSIONAL AND ACADEMIC AFFILIATIONS
2009—Present American Marketing Association (AMA) 2012—Present AMA Doctoral Student Special Interest Group
2013—Present AMA Innovation, Technology, and Interactivity Special Interest Group 2014—Present Academy of Marketing Science
2014—Present American Academy of Advertising 2013—Present Phi Kappa Phi Honor Society
2007—Present Beta Gamma Sigma Business Honor Society
TEACHING EXPERIENCE
Marketing in a Digital Environment University of Memphis Spring 2014
• Created M.B.A. course curriculum and materials.
• Instructed graduate students on a variety of topics related to digital marketing, including strategies,
trends, and tools.
• Overall evaluation: 4.75 / 5.00 (“In general, the instructor was an effective teacher.”). Principles of Marketing University of Memphis Summer 2014
• Implemented a variety of unique and cutting-edge teaching methodologies, including interactive
assignments and an adaptive learning system.
• Instructed undergraduate students on a variety of topics related to the introductory principles of
marketing.
Invited Guest Lectures for the University of Memphis
Social Communication Strategies• September 2013: Private Information in a Social World
• October 2013: Search Engine Optimization and Social Media Marketing
Principles of Social Media Commerce
• October 2013: The Importance of Online Branding • April 2014: Social Media Metrics
Management of Marketing Strategies
Teaching Assistance
Fall 2013: Principles of Social Media Commerce The University of Memphis
• Evaluated corporate social media monitoring presentations. • Evaluated exams.
Spring 2013: Advertising/Sales Promotion The University of Memphis
• Evaluated essay-format assignments and exams.
Fall 2010: International Business Practices The University of Akron
• Delivered course content about regional economic integration, international trade theory, and
manufacturing technology.
• Evaluated essay-format assignments and exams.
Spring 2010: Integrated Marketing Communications The University of Akron
• Assisted students in creating public service announcement films. • Evaluated essay-format assignments and exams.
Fall 2009: Multichannel Marketing The University of Akron
• Delivered course content about cross-cultural marketing.
ACADEMIC EXPERIENCE
Marketing Department, The University of Memphis August 2011 – Present
Graduate Research Assistant
• Conduct academic research on a variety of topics related to marketing and advertising, including
consumer privacy, public policy, and consumer and company use of technology.
• Assist in the development and implementation of the Customer NeuroInsights Research Laboratory
by acquiring a deep understanding of and training doctoral students and faculty on eye tracking and facial expression analysis technology.
Marketing Department, The University of Akron August 2009 – December 2010
Graduate Research Assistant
• Conduct research on supply chain security and its implications on the international business
environment under the guidance of Founding Editor-in-Chief of Journal of Transportation Security
and 2010 Winner of Berry-AMA Book Prize.
o Research used to author academic publications and assist in writing textbook.
• Co-authored academic publication on relationship between advertising avoidance and consumer
socialization.
• Provide teaching assistance in the form of lectures and grading.
DOCTORAL COURSEWORK
Marketing
Advanced Consumer Behavior Dan L. Sherrell, Ph.D. Advanced Marketing Management I Alan J. Bush, Ph.D. Advanced Marketing Management II Alan J. Bush, Ph.D. Theory Construction & Evaluation Dan L. Sherrell, Ph.D.
Research Core
Statistical Techniques in Business Research Mehdi Amini, Ph.D. Multivariate Analysis for Business Research Dan L. Sherrell, Ph.D. Measurement and Structural Equation Modeling Emin Babakus, Ph.D. Seminar in Research Methods David G. Allen, Ph.D., SPHR Advanced Research Methodology Dan L. Sherrell, Ph.D.
Supporting Courses
Seminar in Strategic Management Peter Wright, Ph.D. Trends in Mass Communication: New Media & Society Kris M. Markman, Ph.D. Independent Study Marla Royne Stafford, Ph.D. Seminar in Experimental Psychology: Cognition & Emotion Roger Kreuz, Ph.D.
PROFESSIONAL EXPERIENCE
The Entrepreneurs EDGE Independence, Ohio January 2011 – August 2011
Program Consultant
• Developed branding and marketing strategies and implemented social media strategy and
communication.
• Planned and promoted the 2011 Leading EDGE Awards, which honors mid-sized companies in Ohio. Fathom Online Marketing Valley City, Ohio January 2011 – April 2011
Search Engine Marketing Copywriter
• Researched relevant topics to create compelling, online content for clients.
Synergy Marketing Strategy & Research, Inc. Fairlawn, Ohio June 2010 – August 2011
Project Assistant
• Performed market research focused on community engagement and brand retention in existing target
markets for a Fortune 100 conglomerate.
• Researched and evaluated government contracts for potential bid opportunities.
• Actively involved in focus group management, including promotion, communication, and execution. • Analyzed and interpreted quantitative customer survey results for local transportation authority.
Parker Hannifin Ravenna, Ohio May 2009 – August 2009
Independent Consultant/Intern, Entrepreneurs EDGE
• Assessed feasibility of Parker Hannifin entering global alternative energy marketplace. • Delivered feasibility analysis and presented findings to senior executive leadership team .
Megalight, Inc. Hudson, Ohio March 2008 – August 2009
Marketing Assistant/Intern
• Analyzed current market dynamics and developed new strategies to market “green” products. • Researched new market opportunities and delivered presentations to Marketing Management team.
INTERNATIONAL EXPERIENCE
Institute for Global Business Greece Study Abroad Trip Summer 2007
• Experienced every aspect of Greek culture firsthand, studied with Greek professors, experienced and
