Curriculum Vitae October 2016 Mary Elizabeth Dunn

Stan Richards School of Advertising and Public Relations Moody College of Communication The University of at Phone: +1 512 680 7944; Email: [email protected] Website: maryelizabethdunn.com

EDUCATION

The University of Texas at Austin Fall 2012 – Spring 2017 Ph.D., Advertising Areas of Concentration: Advertising, Mass Communication Theory, Audience Psychology, and Quantitative Research Methods Dissertation: Native Advertising: Consumers’ Ad Evaluation & Standards of Disclosure for Social Media Influencers Committee: Dr. Matthew S. Eastin, Dr. Isabella Cunningham, Dr. Gary Wilcox, Dr. Matt Kammer-Kerwick, Lisa Dobias

The University of Texas at Austin Fall 2010 – Spring 2012 M.A., Advertising

The University of Texas at Austin Fall 2007 – Summer 2010 B.S., Advertising Business Foundations Program Certificate (McCombs School of Business) TexasMedia Sequence (Advertising Department Media Planning Specialization, Fall 2009 Cohort)

RESEARCH INTERESTS

Within the Strategic Communication context, my research includes: Native Advertising, Social Media, Social Influencers, Trust and Credibility, Persuasion Effectiveness, Media Uses and Effects, Binge Media Consumption, Mobile Media Technology, Consumer Behavior, Digital Media Analytic Attribution Modeling, Civic Engagement and Political Communication.

DISSERTATION

Native Advertising: Consumers’ Ethical Evaluation & Standards of Disclosure for Social Media Influencers Native advertising is not new, but has recently gone through a growth spurt and evolution into a wide spectrum of form and stylistic variations. The heated debate between journalists and marketers has left strategists navigating turbulent and uncharted grey waters. This dissertation starts with an examination of consumers’ motivations for following and engaging with brands and social influencers on social media, followed by an assessment of their reactions to native advertising posts on in social media. Per the timely debate being had by the United States’ Federal Trade Commission, this experiment tests the extent of advertising labeling necessary for consumers to recognize advertising placements posted by social influencers and brands. Consumers’ ethical evaluations of sources that post native advertisements, and how these evaluations effect their purchase intentions and consumer-brand relationships, are evaluated to determine how the incognito ad strategy can affect a brand’s bottom line profit potential. Several product categories are compared based on product involvement and nature of product use (hedonic verses utilitarian). Practical implications for campaign strategists are discussed, as well as implications for ethical industry standards of advertising labeling and disclosure, specifically in regards to native advertising within social media. Theoretically, contribution of a native advertising typology and an extension of the consumer advertising evaluation process is proposed.

RESEARCH FUNDING

IC2 Research Grant for $25,000 Fall 2014 – Present The Interaction between New Media and Message: The Effects of Multi-Sensory Experiences on Consumers’ Advertising Evaluations The University of Texas, Student Researchers: Kristin Stewart, Mary E. Dunn, and Hyeseung Koh Faculty Advisor: Dr. Isabella Cunningham IC2 Project Manager and Statistician: Dr. Matt Kammer-Kerwick

Graduate Research Travel Grant from UT Graduate School for $500 to attend NCA 2015 conference Fall 2015

Graduate Diversity Fellowship from UT Department of Advertising for $20,722 Fall 2012 – Spring 2013

Page 1 of 6 RESEARCH

Conference Presentations

Dunn, M.E., Stewart, K., Koh, H. E., Kammer-Kerwick, M., and Cunningham, I. (August 2016). “A Digital Buying Process: An Updated Examination of Digital Media Credibility and Message Quality on Consumers’ Attitudes, Intentions, and Choice.” American Marketing Association 2016 Annual Conference, Atlanta, Georgia.

Dunn, M.E., Brinson, N.H., and Eastin, M.S. (November 2015). “Beyond the Binge: Examining the Influence of Expectancy Outcomes and Self-Regulation.” National Communication Association 2015 Annual Conference, Las Vegas, Nevada.

Stewart, K.J., Dunn, M.E., and Cunningham, I. (March 2015). “How Media Influence Trust in Advertising for Baby Boomers: A Consumer-Media Relationship Model of TV.” American Academy of Advertising 2015 Annual Conference, Chicago, Illinois.

Rashidian, P., Dunn, M.E., and M.S. Eastin (expected March 2017). “Motivations for Online Content Creation: YouTube and Facebook.” AAA Annual Conference March 2017, Boston, Massachusetts (submitted September 29).

Published Works

Dunn, M.E. (2013). Censorship of Violent Content. In Matthew S. Eastin (Ed.) Encyclopedia of Media Violence. SAGE Publications.

Dunn, M.E. (2013). Fear Reactions to Violent Content. In Matthew S. Eastin (Ed.) Encyclopedia of Media Violence. SAGE Publications.

Dunn, M.E. (2013). Federal Communications Commission. In Matthew Eastin (Ed.) Encyclopedia of Media Violence. SAGE Publications.

Dunn, M.E. (2012). “The Effect of Narrative Involvement within Video Games: Localized Setting and Character Motivation on Audience Arousal.” (Master’s Thesis, The University of Texas at Austin, Advisor: Dr. Matthew S. Eastin; Reader: Dr. Vincent Cicchirillo)

Working Papers

Dunn, M.E. (Dissertation, completed May 2017). “Native Advertising: Consumers’ Ethical Evaluation & Standards of Disclosure for Social Media Influencers.”

Dunn, M.E., Brinson, N.H., and M.S. Eastin (expected 2017). “Beyond the Binge: Examining the Influence of Expectancy Outcomes and Self-Regulation.” Journal of Broadcasting & Electronic Media (expected submission Fall 2016).

Dunn, M.E., Cunningham, N., and M.S. Eastin (expected 2017). “The Binge Effect.” (expected submission Spring 2016).

Dunn, M.E., Choi, J., Li, X., Li, D., and M.S. Eastin (expected 2017). “Narrative Experience of Binge Media Consumption.”

Dunn, M.E., Stewart, K.S., Koh, H.E, Kammer-Kerwick, M. and I.C. Cunningham (expected 2017). “Mobile Motivations: The Uses and Gratifications of Smartphones, Tablets, and Laptops.” Telematics & Informatics (expected submission October 2016).

Stewart, K.S., Dunn, M.E., Kammer-Kerwick, M., Koh, H.E, and I.C. Cunningham, (expected 2017). “A Dual Digital Advertising Process: Extending the Affect Transfer Hypothesis to Include Consumers’ Search Intentions and Click-Through Likelihood.” (expected submission December 2016).

Stewart, K.S., Koh, H.E, Dunn, M.E., Kammer-Kerwick, M. and I.C. Cunningham, (expected 2017). “Examining Digital Video Advertising Effectiveness: The Role of Product Type, Product Involvement, and Product Type.” Journal of Advertising Research (expected submission November 2016).

Stewart, K.S., Kammer-Kerwick, M., Dunn, M.E., Koh, H.E, and I.C. Cunningham, (expected 2017). “Cognitive Dissonance and Product Positioning: Examine the Influence of Advertising on Product Judgement Distortions and Subsequent Purchase Intentions.” Journal of Business Research (expected submission Spring 2017).

Dunn, M.E. and G. Wilcox (expected 2017). “Consumption of Journalism through Social Media: Applying the Social Media Performance Model to Digital Journalism Analytics.” (in data collection phase).

Page 2 of 6 TEACHING INTERESTS

Media Planning, Strategic Communications, Integrated Communication Campaigns, Digital Media & Emerging Technologies, Social Media Strategies, Analytics & Big Data, History & Development of Communications Industries, Media Psychology, Consumer Behavior, Foundations of Advertising, Social Science Research Methods, Mass Communication Theory, and Professional Development Skills

TEACHING EXPERIENCE

The University of Texas, Instructor ADV 315 The History and Development of Advertising (undergraduate elective, 185 students) Fall 2016

The University of Texas, Texas AdGrad Social Media Class Lead Manager ADV 391K Social Media Strategies (undergraduate & graduate students, 30 students) Fall 2016

Description -- Duties for Class Lead Manager of this course includes:  I manage and council a team of three team leads: Content Team, Media Management Team, and Analytics Team  Weekly class meetings are run by me and function as collective reporting of previous week’s work, strategy brainstorming discussions for upcoming weeks, and update on current news on social media and digital advertising  Coordination with student organizations of Stan Richards School of Advertising and Public Relations regarding events and coordination with Communications Director of the Moody College of Communication  I’m responsible for setting the semester goals for the team, including audience growth, engagement, and overall strategy  Launching Snapchat for Stan Richards School and continued management of social media portfolio (Facebook Page, Instagram, Twitter, LinkedIn Page, and Tumblr Page), as well as main website for Stan Richards School  Coordinating launch of rebranding project for social media team including full awareness campaign

The University of Texas, Teaching Assistant for Lisa Dobias, Senior Lecturer ADV 345J Foundations of Media Planning (undergraduate upper-division, 250 students) Spring 2016 ADV 345J Foundations of Media Planning (undergraduate upper-division, 215 students) Fall 2015 ADV 345J Foundations of Media Planning (undergraduate upper-division, 190 students) Spring 2015 ADV 345J Foundations of Media Planning (undergraduate upper-division, 180 students) Fall 2014 ADV 345J Foundations of Media Planning (undergraduate upper-division, 220 students) Spring 2014 ADV 345J Foundations of Media Planning (undergraduate upper-division, 240 students) Fall 2013

Description -- Duties for TAs of this course included:  Creation of course lab syllabus and schedule for the semester; focus on professional development lessons and assignments  Taught weekly labs (three to four sections per week); five semesters online classrooms and one semester in person on campus  Hand grading of all exams; mathematic equations on media budgeting and campaign audience estimations  Lead exam review sessions after grades were released to walk class through answers and address any student questions

The University of Texas, Teaching Assistant for Dr. Matthew S. Eastin, Associate Professor Psychology of Video Game Advertising (undergraduate upper-division open elective, 120 students) Spring 2012 Advanced Media Research (undergraduate upper-division advertising elective, 35 students) Fall 2011 Psychology of Video Game Advertising (undergraduate upper-division open elective, 75 students) Summer 2011 Psychology of Video Game Advertising (undergraduate upper-division open elective, 120 students) Spring 2011

Description -- Duties for TAs of these courses included:  Grading of all exams &participation essays (2 per semester, per student) & Management of all grades in online course system  Assisted students with semester research projects; answered questions and helped with references

Bridging Disciplines Program Research Mentor Spring 2015 Mentor for Jessie Neuendorff, Advertising Undergraduate Senior  Mentorship through assistantship on research pertaining to native advertising, trust in advertising, and perceived credibility.  Student worked on stimuli development and data collect for study on native advertising in Instagram

Intellectual Entrepreneurship (IE) Graduate Student Mentor Fall 2014 Mentor for Tori Thompson, Corporate Communications Undergraduate Senior  Professional development mentorship including resume building, industry understanding, communications career fair, and facilitator of various advertising industry professional informational interviews with agencies, vendors, and corporations.

Page 3 of 6 GUEST LECTURES & INVITED TALKS

“Digital Strategy & Metrics” February 22, 2016 Guest Lecture for Foundation of Advertising taught by Jiyoon Karen Han, Assistant Instructor

“The Medium is the Message” November 11, 2015 Guest Lecture for Introduction to Advertising taught by Eun Yeon Kang, Assistant Instructor

“Native Advertising” April 14, 2015 Guest Lecture for Internet Advertising taught by Sara Champlin, Assistant Instructor

“How to use Qualtrics: A Research Tool” September 17, 2015 Guest Lecture for Advanced Research I taught by Dr. Matthew S. Eastin, Associate Professor

“Media Planning Strategy: Persuasion in Practice” April 2, 2015 Guest Lecture for Integrated Communication Management taught by Kristin Stewart, Assistant Instructor

“Media Planning Strategy: Persuasion in Practice” November 19, 2014 Guest Lecture for Integrated Communication Management taught by Kristin Stewart, Assistant Instructor

“Native Advertising and Original Content Marketing by Sports Brands” November 3, 2014 Guest Lecture for Sport and Media: Sports Audiences taught by Nicole Cunningham, Assistant Instructor

“How to use Qualtrics: A Research Tool” October 30, 2014 Guest Lecture for Research Methods 344K taught by Dr. Matthew S. Eastin, Associate Professor

“Current Student Panel: Welcome to the Advertising Ph.D. Program” August 2014, 2015, & 2016 Invited Panel Talk hosted by UT Advertising & PR Department with Advertising Doctoral Society “Tejas Coffee: Advertising and Media Today” given with Lisa Dobias, Senior Lecturer Fall 2013 Hosted by The House (a men’s student organization)

“Analytics in the Age of Information and Big Data” September 2013 Guest Lecture for Advanced Media Planning taught by Lisa Dobias, Senior Lecturer

“Psycho-Physiological Research Methods: Measuring the Mind and Body” Fall 2011 Guest Lecture for Advanced Media Research taught by Dr. Matthew S. Eastin, Associate Professor

“Introducing the TexasMedia Sequence: Hard Work and Opportunities” Spring 2010, Fall 2010, Spring 2011, Invited Panel Talk with TexasMedia Sequence Alumni Fall 2011, Spring 2012, Fall 2012, Hosted by Lisa Dobias, Senior Lecturer, Foundations of Media Planning 345J Spring 2013, Fall 2013, Spring 2014, Fall 2014, Spring 2015, & Fall 2015

PROFESSIONAL EXPERIENCE

Texas AdGrad – Stan Richards School Social Media Team August 2016 – Present Social Media Team Lead Manager  Working with a team of 30 (undergraduate and graduate students), managing day to day original content creation, media placement, and analytic analysis for the UT Stan Richards School’s social media portfolio including Facebook, Instagram, Twitter, LinkedIn, Tumblr, Weibo (China), and Department Website. Launching Snapchat Fall 2016.  Management software experience with Google Analytics, Spredfast, and NUVI social listening software  Coordinating Social Media and PR strategies with Moody College of Communication Communications Director

UT Graduate Student Assembly April 2016 – July 2016 Branding Strategist & Trademark Liaison  Completed a full rebranding and strategic communication campaign development for the Graduate Student Assembly of The University of Texas at Austin. Worked closely with the UT Communications Office and the Office of Trademarking. With a limited budget of $5000, a full campaign was planned for rejuvenation of this Legislative Student Organization. A full website redesign and social media awareness campaign was launched in May resulting in a 450% increase in audience engagement by August 2016.

Page 4 of 6 Encyclopedia of Media Violence Fall 2011 – Spring 2013 Editorial Assistant for Dr. Matthew S. Eastin Austin, Texas Eastin, M.S. (Ed.) (2013). The Encyclopedia of Media Violence. New York, NY: SAGE Publishing.  Managed Encyclopedia author recruitment, communication, and submission assistance.

Media Science; The Media Panel January 2011 – July 2011 Research Assistant/ Lab Technician Austin, Texas  Managed research data collection set up and collection of psycho-physiological and quantitative survey studies for Disney  Experience with projects pertaining to cable network advertising content, second screen experiential tactics, mobile app optimization testing, national sporting event television sponsorships and broadcasting, website design and development optimization testing, online game development optimization testing, and online information search behavior research  Eye tracking technology data collection and analysis; BioPac heart rate and skin conductivity technology data collection and analysis; Qualtrics online survey building software data collection, set up, and analysis

Time Inc. May 2009 – August 2009 Advertising Research Intern Birmingham, Alabama Southern Progress Corporation (publisher of) Southern Living, Cooking Light, Coastal Living, Southern Accents and Entre Magazine  Issue advertising engagement reports for all advertising clients in each publication based on circulation data and readership panel research including quantitative and qualitative data analysis

Spiceworks, INC. May 2008 – February 2009 Digital Advertising Analytics Analyst Austin, TX  International, business management software company, in-house advertising department; digital advertisement performance optimization and analytics management; client ad performance reporting, and perspective client research.

SERVICE

Graduate Student Assembly Legislative Affairs Director April 2016 – March 2017  As the student government organization of graduate students at the University of Texas at Austin, GSA consists of representatives from every graduate department and program. GSA works with UT administrators and the public on all things related to graduate students and higher education. As Legislative Affairs Director, I lead a committee of graduate students to lobby Texas Capital in Austin and Congress in Washington, DC on higher education issues specific to graduate students.  My internal responsibilities consist of overseeing all legislation passed by the Assembly through the Legislative Affairs Committee, composed of assembly representatives.  I coordinate with the Communications Director in regards to implementation and campus community outreach.  Summer 2016, I worked directly with the Communications Director, Vice President, and President to completely rebrand the organization, rebuild our website (utgsa.net), and update all social media efforts.

Graduate Communications Council Founding Member, Vice President August 2016 – May 2017  GCC is a collective group of representative from each graduate program in the Moody College of Communications that meet with the Dean of the college to discuss graduate student issues and initiatives.  Each semester, one social event and one cross-departmental research symposium is organized and hosted by the GCC.  I founded this organization with Elizabeth Glowacki and Dean Jay Bernhardt in the Summer of 2017 in order to address concerns and opportunities I believed existed for the Moody College of Communication, having be a student there for all of my higher education.

Advertising Doctoral Society Found Member, President April 2015 – August 2016 Administrative Director April 2014 – April 2015  ADS was founded in 2014 with the purpose of coordinating events that help doctoral students propel their careers, foster research collaborations, and enjoy social events with their peers. The ADS is also a resource for doctoral students to interact with administration for problem solving or potential innovations. Each semester one or two symposiums are scheduled and coordinated for the students and faculty of the program.

Page 5 of 6 Board of Operating Trustees President and Executive Committee Chairperson August 2014 – May 2015 Vice President August 2013 – July 2014, August 2009 – July 2011 Elected by UT student body in campus wide election, College of Communication Student Representative, 2009 and 2013  Texas Student Media Board of Operating Trustees are entrusted by The University of Texas Board of Regents to financially and operationally manage the independent student media organization entities, including (campus newspaper), The Cactus (UT yearbook), TSTV (student television station and video production studio), KVRX (student radio station and audio production studio), and The (student humor magazine). TSM provides a hands on educational experience for roughly 350 students per semester from all over the University as the largest and oldest, independent student media organization in the nation and with over 120 years of tradition.

AFFILIATIONS

Field Level American Marketing Association (AMA), member February 2016 – Present National Communication Association (NCA), member July 2015 – Present American Academy of Advertising (AAA), member November 2012 – Present America Advertising Federation (AAF), member August 2007 – Present

University Level Graduate Student Assembly, Legislative Affairs Director April 2016 – Present Graduate Communication Council, Vice President, founding member July 2016 – Present Advertising Doctoral Society, President, Administrative Director, founding member February 2013 – August 2016 Texas Student Media Board of Operating Trustees, Student Voting Member (2nd term) August 2013 – May 2015 Texas Student Media Board of Operating Trustees, Student Voting Member (1st term) August 2009 – July 2011 Advertising Graduate Council, member August 2010 – May 2012 Texas Advertising Group, member August 2007 – December 2015 Alpha Delta Pi Panhellenic Sorority, member August 2007 – May 2011

SPECIAL TRAINING & SKILLS

Research Tools: Qualtrics, SPSS, AMOS, & SAS Secondary Research: SRDS, Nielsen Audience Reports, & eMarketer Insights Analytics: Google Analytics Social Media Strategies & Management: Snapchat, Instagram, Twitter, Facebook, LinkedIn, & Tumblr Publishing Spredfast (Social Media Management Software) Slack (Team Management Application) Hootsuite (Social Media Management Software) NUVI (Social Listening Software) Building & Management of Websites: Wix & Squarespace Microsoft Office Suite: Word, Excel, & PowerPoint Production: Adobe Photoshop (Basic Skills)

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