Assistant professor of marketing Ryan Cruz has received the best paper award in the digital and social marketing track at the American Marketing Association (AMA) Summer Educator’s Conference in Boston.
His research, “Language and Brand Personality on Social Media: An Exploration of Brand Communication on Facebook,” focused on the linguistic features of social media communications. The work highlights the use of psycholinguistics (the relationship between psychology and language) applied in marketing contexts to optimize language use in conveying brand personality, emotionality and sentiment resulting in enhanced consumer engagement with brands.
Cruz teaches courses in digital marketing, marketing strategy and integrated marketing communications at Jefferson (Philadelphia University + Thomas Jefferson University) and loves sharing industry insights and research findings with students.
The paper co-authors were James Leonhardt, assistant professor of marketing at the University of Nevada, Reno, and Nina Krey, assistant professor of marketing at Rowan University.
AMA is the largest professional marketing association in the world.