Barbara Bickart

Barbara Bickart serves as Senior Associate Dean of Graduate Programs and Associate Professor of Marketing at Boston University's Questrom School of Business, where she oversees the undergraduate program and all residential graduate programs, including MBA, specialty MS programs, and PhD programs. Her groundbreaking research was among the first to demonstrate the persuasive impact of consumer-generated content on social media compared to marketer-generated content. With a PhD in Marketing from the University of Illinois at Urbana-Champaign, she has made significant contributions to marketing research through publications in prestigious journals such as the Journal of Marketing Research, Journal of Consumer Research, and Journal of Interactive Marketing. Her expertise spans social media marketing, consumer behavior, and marketing communications, with particular focus on how communication context influences consumer judgment. She has held leadership roles as Faculty Director of the MBA program and Marketing Department Chair, while also serving as President of the Journal of Consumer Research Policy Board and Associate Editor of the Journal of Marketing and Public Policy. Her recent work examines how consumers use brand mentions for self-presentation on social media and the effectiveness of online consumer reviews.