Beth Fossen

Assistant Professor of Marketing, Kelley School of Business, Indiana University

My primary research interests lie in investigating advertising, online word-of-mouth (WOM), branding, and political marketing. My work broadly focuses on (1) exploring media multitasking behavior of television viewers, (2) investigating the relationship between television media and marketing outcomes, and (3) examining the drivers of online WOM and how it impacts consumer behavior. 

My research has explored the prominent media multitasking activity social TV - the joint viewing of television programming alongside the production and/or consumption of social media chatter about the programming - and how this activity impacts television viewers' ad response and online shopping behavior. This body of work broadly investigates ad effectiveness in the age of media multitasking television viewers. My research also has explored political marketing, including how political television ads impact viewers' responses to subsequent ads and issues of modeling brand value of political candidates.

I teach Marketing Strategy at the Kelley School of Business at Indiana University in Bloomington.