Curriculum Vitae October 2016 Mary Elizabeth Dunn Stan Richards School of Advertising and Public Relations Moody College of Communication The University of Texas at Austin 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