Steven Edwards

Background

About Steven Edwards

Dr. Edwards delivers undergraduate, graduate and executive education at the Temerlin Advertising Institute at SMU, in Dallas, TX. He is a recognized scholar on persuasive communication in new media environments and teaches classes on analytics, social media marketing, consumer engagement, and brand loyalty using gamification. Dr. Edwards’ research explores feelings of intrusiveness and reactions of consumers to 3D interactive experiences online. Edwards believes that, “virtual reality holds the future to online sales by giving people a sense of what they are buying.” His research has appeared in numerous journals and books. He is past editor of the Journal of Interactive Advertising, Vice-President of the American Academy of Advertising, and serves on the Editorial Review Boards of the premier journals in the field. Other research explores product placements, motivations for using the internet, and the impact of negative information on the effectiveness of celebrity endorsers. Technology-related articles have examined 1) psychological reactance in response to pop-up ads, 2) Internet adoption in the United States and Japan, 3) teens’ use of the Internet and traditional media, 4) the use of URL's in television advertising, 5) the novelty of 3D product presentations online, 6) using role-taking to enhance online experiences, and 7) the impact of computers on creativity. Prior to work in academia, Edwards was a marketing research analyst at the Press Enterprise newspaper in Southern California. Specialties: Consumer Behavior, Information Processing, Research Methods, Analytics, Social Media Marketing, Interactive Advertising