Student Research Spotlight – Nana Harrison
Nana Harrison won third place in the oral presentation category, University-Wide Graduate Student Winners in Human Sciences, Social Sciences, Creative Arts, Nursing and Humanities, during the virtual 2021 Auburn Research: Student Symposium. His related paper won the overall Best Paper Award for the American Marketing Association/American Collegiate Retailing Association triennial conference in March.
Name: Ebenezer Nana Banyin Harrison
Hometown: Accra, Ghana
Major and degree: Doctorate in Consumer and Design Science
College: Human Sciences
Department: Consumer and Design Sciences
Class year: Third-year Doctoral Student
Faculty mentor: Wi-Suk Kwon
Brand Personification Strategies in Real-Time Marketing on Twitter: Drivers of Consumer Engagement
What are you researching?
The research explored the linkages between personification strategies used by brands on social media and consumers’ engagement with brand posts during real-time events, and how congruence between the brand and the event moderates this relationship.
How could the results benefit individuals, agencies or companies?
The findings of the research revealed that brands can use both text-based and graphic-based personification strategies to elicit engagement from consumers during a real-time event, but, depending on whether the brand is congruent (or not) with the event, the combination of strategies should be different. The research also serves as a foundation for exploring processing fluency theory and elaboration likelihood model.
Tell us why you enjoy research.
I have learned from my marketing background that success is a product of finding answers to the most important questions. Companies need to coevolve with the ever-changing behaviors of their consumers, and this will not be possible without proper research. The aforementioned, together with my innate curiosity and inclination to think outside the box, are the force behind my passion for research.
What advice would you give to other students considering doing a research project?
Every problem we are faced with in the world is a question awaiting a curious and daring mind to find an answer. You do not need to build a rocket to make a difference. Identify a small fraction of a problem that strikes a chord in you, and find answers. You will be surprised by the difference it will make.
Tell us about any hobbies or activities you enjoy.
I enjoy listening to the experiences of people who are making a difference, playing piano, reading a book or simply spending time with God.