Dr. Ashlee Humphreys, Medill School of Journalism, Media, and Integrated Marketing Communication, Kellogg School of Management, Northwestern University, will be presenting her recent paper:
“All the News That’s Fit to Capitalize: Online News, Person-brands and the Dynamics of Market Shaping in Early Markets”
Abstract: How do person-brands shape early markets? In an ethnographic study of the early online news market, the authors find that person-brands shape norms, values, and practices in early markets by crafting a unique organizational identity, cultivating founding myths, and building resonance with early followers. While prior research in marketing has noted the social embeddedness of person-brands, the authors show person-brands mobilize their social and cultural capital across the field to structure norms, values, and practices in a market, yielding valuable resources that benefit their firms. These findings yield insights to managers as to how to manage the organizational identity, founding myths, and audience resonance built by person-brands at an early stage in order to carry it forward as the market further develops.
Bio: Professor Ashlee Humphreys is a sociologist who examines core topics in consumer behavior and marketing strategy. She studies the role of institutions in markets and the influence of language on both consumer judgments of legitimacy and the broader process of legitimation. She is the author of Social Media: Enduring Principles, and her work has been published in the Journal of Marketing, the Journal of Consumer Research, and the Journal of Marketing Research. She serves as an Associate Editor for the Journal of Marketing and the Journal of Consumer Research.
Details:
Type: In-person
Time: Friday March 15, 2024 from 1:00PM to 2:30PM
Location: Classroom 2125 (Ivey Business School)
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