PhD, Marketing, University of Georgia
MBA, Belmont University
MA, Psychology, Vanderbilt University
BA, Psychology & Sociology, Miami University
Research & Teaching Interests
Keith's research and teaching interests are focused on conducting marketing research to understand the impact of digital products, social media, and online environments on key outcomes of importance to managers and marketers, including purchase, consumption, consumer helping, and product co-creation, among others. Keith leverages over ten years of industry experience in information technology and digital marketing to collect and analyze large-scale social media datasets that capture real customer behavior in online settings, and utilizes a social science theory driven approach to large-scale dataset research.
Industry & Academic Experience
Prior to joining the faculty at Northeastern, Keith spent over ten years in industry, in a number of positions in technology management, digital marketing, and software development. His industry experience ranges from small business, to agile startups, to Fortune 500 firms including Bridgestone, VF Corporation, Dollar General, and MTD, among others.
Services to the Profession
Keith is an active member of the American Marketing Association, the Marketing Science Institute, and the Institute of Brands and Brand Relationships.
Awards & Recognition
Dissertation Completion Award, University of Georgia Graduate School, 2015-2016. "Online Consumer Engagement, Online Communities, and Post Purchase Product Outcomes."
Competition on Social Interactions and Social Media Marketing Winner, Marketing Science Institute. Smith, Keith and John Hulland (2014), "Creating a New Connection: Marketing Influences on Co-Creation Network Change."
Best Paper Award, Consumer Brand Relationships Conference. Smith, Keith M., Scott A. Thompson, and John Hulland (2013), "The Impact of Socially-Derived Network Effects on Product Consumption." Boston, MA.