Beth Fossen

Fossen joined the Marketing Department at the Kelley School of Business in July 2016. She earned her Ph.D. in Marketing at Emory University. Fossen is an empirical modeler, and her primary research areas include advertising, online word-of-mouth, social media, and political marketing. Her research has been published in Marketing Science, Customer Needs and Solutions, and Journal of the Association for Consumer Research. She was also awarded the ISMS Doctoral Dissertation Proposal Competition Award and the MSI Alden G. Clayton Doctoral Dissertation Proposal Competition Award and was a finalist for the John D. C. Little Award (awarded annually for the best marketing paper published in an INFORMS journal). Prior to joining academia, Fossen worked as a political consultant and campaign manager.

Areas of Expertise

• Advertising, Online Word-of-Mouth and Social Media, Brand Strategy, Political Marketing

Academic Degrees

• Ph.D., Marketing, Emory University, 2016
• B.B.A., Business and Studio Art, Millsaps College, 2010

Professional Experience

• Assistant Professor of Marketing, Kelley School of Business, Indiana University, 2016-present
• Senior Political Consulting Associate and New Media Director, Chism Strategies, Jackson, MS and Washington, D.C., 2009-2011

Awards, Honors & Certificates

• AMA-Sheth Foundation Doctoral Consortium Faculty Fellow, Indiana University, 2021
• Harry C. Sauvain Undergraduate Teaching Award, Indiana University, Nominee, 2020
• Early-Career Faculty Consortium Fellow, Marketing Strategy Consortium, Indiana University, 2019
• John D. C. Little Award, Finalist, 2018 ( Awarded annually for the best marketing paper published in an INFORMS journal)
• MSI Research Grant, 2018
• Trustee Teaching Award, Kelley School of Business, Indiana University, Winner
• MSI Research Grant, 2016
• Goizueta Business School Doctoral Fellowship, Emory University, 2011-2016
• MSI Alden G. Clayton Doctoral Dissertation Proposal Competition, 2015
• ISMS Doctoral Dissertation Proposal Competition Award, 2015
• ISMS Doctoral Consortium Fellow, Johns Hopkins University, 2015
• AMA-Sheth Doctoral Consortium Fellow, Northwestern University, 2014
• ISMS Doctoral Consortium Fellow, Emory University, 2014
• Sheth Fellowship, Emory University, 2014
• Else School of Management Scholar, Academic Scholarship, Millsaps College, 2009-2010
• Presidential Scholar, Millsaps College, 2006-2010
• ESPN The Magazine All-American Academic Team, NCAA Tennis, Millsaps College, 2008

Selected Publications

• Fossen, B., Mallapragada, G., and De, A. (2021). Impact of Political Television Advertisements on Viewers’ Response to Subsequent Advertisements. Marketing Science, 40(2), 305-324.
• Fossen, B., and Bleier, A. (2021). Online Program Engagement and Audience Size during Television Ads. Journal of the Academy of Marketing Science, 49, 743-761.
• Fossen, B. L., and Schweidel, D. A. (2019). Measuring the Impact of Product Placement with Brand-related Social Media Conversations and Website Traffic. Marketing Science, 38(3), 481-499.
• Fossen, B. L., and Schweidel, D. A. (2019). Social TV, Advertising, and Sales: Are Social Shows Good for Advertisers? Marketing Science, 38(2), 274-295.
• Fossen, B. L., and Schweidel, D. A. (2017). Television Advertising and Online Word-of-Mouth: An Empirical Investigation of Social TV Activity. Marketing Science, 36(1), 105-123.
• Fossen, B. L., Andrews, M., and Schweidel, D. A. (2017). Sociodemographic versus Geographic Proximity in the Diffusion of Online Conversations. Journal of the Association for Consumer Research, 2(2), 246-266.