Dr. Donna Smith
Donna Smith’s research has two streams: B2B and B2C. Her most recent survey examines inter-organizational trust between social media platforms and their business partners in the US. From a consumer perspective, she recently conducted a study on Millennials and their purchase intention in a social media-marketing context. A new research stream explores the operationalization and testing of employee brand equity on Instagram in the fitness and health industry.
In the classroom, Professor Smith enjoys lots of action and challenges with elements of discovery along the way. She brings in leading retailers to work with students on “live” case study competitions - with Louis Vuitton, external link, opens in new window, McDonald's, TOPSHOP, Buffalo Jeans, and Nordstrom as examples of retailers that have collectively challenged hundreds of TRSRM students to develop innovative ideas for their businesses.
Donna Smith uses both quantitative and qualitative methods in her research. For example, when examining the factors that impact purchase intention or inter-organizational trust, she builds and tests structural models using SmartPLS. In her research on employee brand equity on Instagram, she collects large data sets and analyzes them using multiple software programs. She enjoys problem-solving and working with graduate students.
|Smith, D. and Neiborg, D.B., “An exploration of interorganizational trust in social media platform partnerships”, 10th International Conference on Social Media & Society, Toronto, Canada, July 19-21, 2019.|
|Smith, D., Jacobson, J., and Rudkowski, J., “An Exploration of Employee Brand Equity on Instagram”, 10th International Conference on Social Media & Society, Toronto, Canada, July 19-21, 2019.|
|Emily Raymond, Smith, D. (co-authors), and Hair, Joseph F. (2017). “Marketing a Luxury Brand Through Digital Storytelling: An Analysis of Campaign Diffusion Through YouTube and Instagram, external link.” 2017 Global Fashion Marketing Conference. Vienna, Austria, July 6-9, 2017.|
|Smith, D., Hernández-García, Á., Agudo Peregrina, Á.F., and Hair, J.F. “Social Network Marketing: A Segmentation Approach to Understanding Purchase Intention, external link.” Accepted for the International Conference on Social Media & Society, London, UK, July 11-13, 2016.|
|Lee, Seung Hwan (Mark), Smith, D., Sergueeva, Ksenia (2016). What do students think about group work in business education?, external link An investigation into the benefits, challenges, and student suggested solutions. Journal of Education for Business, 91(7): 380-386.|
|Smith, D., Hair Jr, J. F., & Ferguson, K. (2014). An investigation of the effect of family influence on Commitment–Trust in retailer–vendor strategic partnerships, external link. Journal of Family Business Strategy, 5(3), 252-263.|
|Sarstedt, M., Ringle, C. M., Smith, D., Reams, R., & Hair Jr., J. F. (2014). Partial least squares structural equation modelling (PLS-SEM): A useful tool for family business researchers, external link. Journal of Family Business Strategy, 5(1), 105-115.|
|Teaching in 2019-2020:|
|RMG 917||Experiential Learning: International Study|
|RMG 922||Retail 2.0 Social Media Marketing|
|Prior Courses Taught:|
||Retail Consumer Insight|
|RMG 500||Retail Strategy|
|RMG 821||Research and Analytics in Social Media|
|RMG 907||Relationship Marketing|
|RMG 914||Sector Studies, Fashion|