Britton R. Leggett, Ph.D
.
Professor. Researcher. Thinker.
As an assistant professor of marketing at the University of Arkansas at Monticello, my research interests include marketing analytics, social media influencers, sports marketing, and artificial intelligence.
COURSES TAUGHT:
2024
University of
Mississippi
Supply Chain
2022 - present
University of
Arkansas at Monticello
Consumer Behavior
Channels of Distribution
Marketing Communications
Marketing Management
Marketing Research
Principles of Marketing
Selling & Sales Administration
Social Media Marketing
Sports Marketing
2020 - 2022
University of
South Alabama
Business Analytics I & II
Consumer Behavior
2019 - 2020
University of
Louisiana at Monroe
Principles of Marketing
Services Marketing
Lifelong LearninG.
PhDone? PhinisheD? Not so fast, my friend. Learning is a lifelong task. Continuing my education is an important vehicle to teach parts of it to current and future students. Whether analytics, social media, or A.I., all subjects continually evolve and beckon exploration.
Presentations Given:
"He consistently demonstrates a high level of professionalism, dedication, and reliability in everything he does, which has made him an invaluable member of our UAM family."
-Coworker
"Excellent teacher, advocates for students, is deep into his own reasearch and remains a student at heart! He is willing to make sure everyone is up to speed and sets us up for success."
-Student
"I enjoyed the flexibility and how easy he made it to understand marketing."
-Student
research pUBLISHED:
Abstract
Ticket sales for Major League Baseball (MLB) games are decreasing annually, yet baseball fans have increased team interest and following in other ways. Instead of following from the stands or on television fans are choosing to follow, for example, via social media. The emerging unified theory of brand equity offers a framework to examine the mediating role of attendance and local television and the moderating role of Twitter followers on the relationships between MLB marketing assets (MA) and team financial performance. Publicly available secondary data are analyzed with PLS-SEM. The results indicate attendance and local TV partially mediate the relationship between non-seasonal MA and team financial performance, whereas attendance and local TV fully mediate the relationship between in-season MA and team financial performance. Furthermore, the number of Twitter followers for each MLB team moderates various relationships within the MLB brand equity research model. Findings suggest MLB sales and marketing professionals should design ticket sales initiatives that not only promote attendance in the short-term but, more importantly, build upon non-seasonal sources of team brand equity for the long-term.
Abstract
The internet has changed marketing education and disrupted the traditional approach to teaching marketing. Digital marketing as a field of study is a dynamic discipline that requires educators to evaluate their curricula and teaching methods constantly. This research reviews the digital marketing education research over the past 25 years to gauge the current standing of the extant literature. A multi-step process with specific research goals was implemented to assess the current state. First, a thematic review of the literature based on the modules of capabilities developed by the Digital Marketing Institute and the American Marketing Association contributed to identifying four eras of digital marketing education research. Next, the authors assess areas of research coinciding with the topical review to assess relevant research in each area. We conclude with recommendations for research to fill the gaps, including calls for work in search engine optimization, analytics, and email marketing, as well as greater attention when submitting article keywords, as finding papers when searching EBSCO or Web of Science depends on relevant keywords.
Abstract
Social media influencers (SMI) expanded exponentially in both numbers and credibility shortly after the widespread emergence of social media platforms like Facebook and Instagram. Firms have noticed this increase and as a result, diverted billions of dollars in their marketing budgets toward SMI endorsements and campaigns, and away from traditional media. As often happens with quickly occurring phenomena, academic research is subsequently racing to understand the integral roles SMIs now command in social media marketing, and in marketing in general. Much of the latest research designed to understand and measure the effects of SMIs relies on previous research into traditional celebrity endorsers. SMI attributes and approaches have been researched like previous traditional celebrity studies. Another emerging and relevant topic is para-social relationships – in which followers feel as if they know the influencer like a friend though the SMI likely does not feel the same way. While there are similarities, major differences exist between traditional celebrities and SMIs. Examples include the delivery via social media platforms, increased engagement through the platforms, and uploadable user-generated content (UGC). Unlike musicians, athletes, and actresses, SMIs are generating their stardom and followings on social media platforms with their UGC. Though the traditional xiii celebrity concept is still quite relevant regarding endorsements, younger consumers have been opting for less traditional media for entertainment purposes. Businesses have realized reaching Generation Z is effective and efficient through SMIs. This study advances the SMI literature in understanding the differences in para-social relationships formed with SMIs and their role throughout selected components of the customer journey rather than individual parts of it.