Professor Andrew Stephen is an Adjunct Professor of Marketing at Columbia Business School, Assistant Professor of Business Administration and the Katz Fellow in Marketing at the Katz School of Business, University of Pittsburgh, and Visiting Professor of Marketing at INSEAD. He has a PhD in Marketing with Distinction and MPhil in Marketing from Columbia University.
Professor Stephen's teaching focuses on digital marketing with a focus on social media strategy and using new social technologies for non-traditional advertising. At Columbia he teaches "Social Media Marketing Strategy" in the MBA program. Elsewhere he teaches on social media and related topics in undergraduate, MBA, EMBA, and executive education programs at Pitt and INSEAD. He has extensive experience working on social media marketing with companies such as American Express, Booz & Company, Dynamic Logic, Google, Publicis, Sanofi Pasteur, and WPP, and advises several digital/social media startups.
Professor Stephen's research focuses on understanding the causes, types and consequences of complex social interactions in marketplaces. Specifically, he is studying what prompts these interactions, the types of interactions that can occur, why they occur, and how they impact consumers’ behaviors and, ultimately, marketing performance outcomes for firms. This research is currently examining phenomena such as social networks, word-of-mouth, social media, user-generated content, social commerce (the combination of social networks and e-commerce), and mobile location-based advertising. Andrew’s research has appeared in leading scientific journals such as the Journal of Marketing Research, Psychological Science, the Journal of Service Research, and the Journal of Business Research. He has also appeared in Businessweek, the International Herald Tribune, the New York Times, The Economist, and the Wall Street Journal discussing social media marketing. He has won numerous awards for his research, including the Marketing Science Institute Alden G. Clayton Dissertation Award, the Google-WPP Marketing Research Award, and the American Marketing Association John A. Howard Award, and was a finalist for the Journal of Marketing Research's Paul E. Green Award.