Dr. Bryan McLeod

Research

Research Philosophy

My research focuses on understanding the intricate dynamics between firm and consumer characteristics, such as personality traits, social comparisons, and media consumption habits. By exploring these interactions, I aim to enhance the effectiveness and efficiency of marketing communications strategies. My work delves into topics ranging from brand messaging and consumer behavior to societal impacts.

In recent years, my research has expanded to explore the integration of artificial intelligence (AI) in higher education and practical applications, particularly its influence on virtual influencers. This exciting area examines how AI-powered virtual personalities are shaping consumer trust, brand credibility, and engagement in digital marketing. By studying this intersection, I aim to uncover actionable insights into how AI can redefine traditional marketing and educational approaches.

Publications

  • Houghton, David M., Edward L. Nowlin, Doug Walker, and Bryan T. McLeod, “Which Fantasy Sports Players Will Bet on Sports?: A Trait-Based Predictive Model of Fantasy Sports Players Engaging in Sports Betting.” Sport Marketing Quarterly (2023): 32(2): 105-123.
  • McLeod, Bryan T., David M. Houghton, and Jose L. Saavedra, “Developing a Sense of Humor: Congruence Between Humor Type and Brand Personality.” Journal of Marketing Development and Competitiveness (2022): 16(4): 34-47.
  • Saavedra Torres, Jose, Bryan T. McLeod, and David M. Houghton, “Personal Relevance Matters: Reducing Racial Priming on Discussion Boards about Racial Issues in Marketing Courses.” Marketing Education Review (2022): 1-18.
  • McLeod, Bryan T., and Caroliniana Padgett, “No Money, Mo’ Problems: Advertising and Promotion with no Budget.” Southeast Case Research Association Journal (2021): 18(2): 73-79.

Works in Progress

  • “The Ties that Bind: Social Comparison’s Influence on Consumer Attitudes and Behavioral Intentions” (Targeting Journal of Consumer Psychology).
  • “Digital Charisma: Decoding the Effects of Virtual Influencers on Credibility and Clicks” (Data collection phase).
  • “Tell Us How You Really Feel: Investigating How to Increase Positive Online Reviews for Firms” (Developing conceptual model).
  • “Buy Now Pay Later Services and their Effects on Underprivileged Students” (Data collection phase).
  • “Conspicuous Giving: Social Comparison’s Influence on Gift Giving” (Conceptual development phase).
  • “Reaching the Youngsters: Political Ad Spend on Snapchat” (Conceptualization phase).
  • “Vaping Away: Vaping Company’s Spending on Social Media” (Conceptualization phase).

Presentations

  • “Trust, Like, and Purchase: The Role of Disclosure in Consumer Perceptions of Human and Virtual Influencers.” Society for Marketing Advances Conference, Tampa, FL (2024).
  • “Digital Charisma: Decoding the Effects of Virtual Influencers on Credibility and Clicks.” MBAA Conference, Chicago, IL (2024).
  • “Promoting Humor: Harmony Between Brand Personality and Humor Type.” Society for Marketing Advances Conference, Charlotte, NC (2022).
  • “Using Competition to Increase Student Motivation and Participation in Group Projects.” Society for Marketing Advances Annual Conference, West Palm Beach, FL (2018).
  • “The Effects of Social Comparison on Consumer Attitudes and Behavioral Intentions.” Society for Marketing Advances Annual Conference, West Palm Beach, FL (2018).

I continue to explore how innovative technologies like AI can shape the future of marketing and education, pushing boundaries and offering fresh perspectives on the evolving digital landscape. My work is a blend of academic rigor and real-world application, designed to drive impactful change in both theory and practice.