Sara Hanson

Assistant Professor of Marketing at Robins School of Business

Schools

  • Robins School of Business

Expertise

Links

Biography

Robins School of Business

Sara Hanson is an Assistant Professor of Marketing at the University of Richmond's Robins School of Business. She received her Ph.D. in Marketing from the University of Oregon in 2016 after working as an account manager in advertising and software development. Sara's research interests include online social influence, brand communities, and consumer behavior. Her current research projects focus on how marketers' understanding of consumer psychology can result in more effective marketing strategy. Sara's research has been published in the Journal of the Academy of Marketing Science, the Journal of the Association of Consumer Research, the Journal of Brand Management, and Electronic Markets. Her work has been selected for the Marketing Science Institute Working Paper Series and she received the Best Paper Award at the Academy of Marketing Science Conference in 2016 and 2017.

Grants and Fellowships

Virginia Foundation for Independent Colleges Mednick Fellowship Award grant recipient, 2017

Awards

  • Best Paper Award, 2017 Academy of Marketing Science Conference
  • Best Paper Award, 2016 Academy of Marketing Science Conference
  • Robert Mittelstaedt Doctoral Symposium Fellow, 2015
  • AMA-Sheth Doctoral Consortium Fellow, 2014 2015
  • UO John and Emiko Kageyama Endowment Fund grant recipient 2014
  • UO Robin & Roger Best Research Award, Spring 2015
  • UO Robin & Roger Best Research Award, Winter 2015
  • UO Robin & Roger Best Research Award, Spring 2014
  • UO Robin & Roger Best Research Award, Fall 2014

Professional Experience

  • Account Manager, Balihoo Local Marketing Automation (2010-2011)
  • Advertising Account Executive, Oliver Russell & Associates (2008-2010)

Publications

Articles

  • Hanson, S., Jiang, L. & Dahl, D. (2018). "Enhancing Consumer Engagement in an Online Brand Community via User Reputation Signals: A Multi-Method Analysis," Journal of the Academy of Marketing Science, https://doi.org/10.1007/s11747-018-0617-2
  • Hanson, S., Jiang, L., Ye, J. & Murthy, N. (2018). "Society or the Environment? Understanding How Consumers Evaluate Brand Messages about Corporate Social Responsibility Activities," Journal of Brand Management, https://doi.org/10.1057/s41262-018-0110-8
  • Armstrong Soule, C., & Hanson, S. (2018). "Buying Unicorns: The Impact of Consumer-to-Consumer Branded Buy/Sell/Trade Groups on Traditional Retail Buying Behavior," Journal of the Association of Consumer Research, 3(3), 260-276.
  • Hanson, S. & Yuan, H. (2017). "Friends with Benefits: Social Coupons as a Strategy to Enhance Customers' Social Empowerment," Journal of the Academy of Marketing Science, 46(4), 768-787.
  • Hanson, S. & Jiang, L. (2016). "The Low Status Advantage: The Effect of Status Structure on Participation in an Online Community," Electronic Markets, 26(3), 233-244.

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