Dr. Kevin P. Giang Barrera
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Welcome to my online space!
I am Kevin Giang Barrera, an Assistant Professor of Marketing in the Department of Marketing, Management, and Supply Chain at the Woody L. Hunt College of Business, The University of Texas at El Paso (UTEP). I earned my Ph.D. from Georgia State University in Spring 2025.
My broad research interests lie at the intersection of marketing strategy, marketing and technology interface, digital and social media marketing, innovation, and customer experience. My most recent work explores the implications of novel technology-mediated drivers for marketing research and practice. Do we share common interests? Please don't be shy and reach out to me.
I’m excited to share some recent highlights from my academic and professional journey.
My paper, "Marketing in the Metaverse" published in the Journal of Business Research has garnered significant recognition. It received the Best Paper Award at the 2022 Marketing Strategy and Policy Conference, as well as the Best Paper in Conference and Best Paper in the Digital and Social Media Track at the 2023 AMA Winter Academic Conference.
Currently, I’m working on a second dissertation essay that explores how dynamic pricing interacts with customer experience and how to address crowding perceptions in hedonic service environments. I’m thrilled to announce that this essay has been selected as a finalist for the 2024 AMS-Mary Kay Doctoral Dissertation Proposal Competition.
In terms of teaching, I hold a Ph.D. Teaching Fellow position at the College of Business, where I’ve been leading Marketing Research for undergraduates since Fall 2022. I’ve also recently taught Social Media Intelligence at the graduate level. I’m honored to have received the 2024 GTA Teaching Excellence Award, reflecting my commitment to high-quality education. Additionally, I’ve served as a TA for courses in Marketing Management, Business Analysis, Digital & Social Media Marketing, and Strategic Digital Transformation for both undergraduate and graduate students.
I’m actively involved in the AMA community as the Vice Chair of Marketing communications for the AMA Marketing for Higher Education Special Interest Group, after 2 years serving as the Vice Chair of Special Events. I also completed my term as Chair of the AMA Doctoral Special Interest Group (DocSIG) during 2022-2023. I’ve also contributed as an Ad-Hoc Reviewer for the Journal of Business Research (JBR), California Management Review, and Journal of Product Innovation Management (JPIM).
Before pursuing my Ph.D., I gained valuable experience in the automotive industry, working on new product development and managing programs and projects for leading brands.
Thank you for taking the time to learn about my work and achievements. I look forward to continuing to contribute to the field and engage with the academic and professional community.
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