Professor Stephen’s research answers questions such as how should companies use social media as part of their marketing strategies, how does using social media psychologically impact consumers, how do online networks impact profitability in ecommerce markets, how can companies encourage and optimise word of mouth between customers, how can crowdsourcing product ideas from customers be improved, and what types of products are best suited to mobile advertising.
This research has been published in leading journals such as Harvard Business Review, Journal of Marketing Research, Journal of Consumer Research, Marketing Science, and Psychological Science, and has received press coverage in outlets such as Businessweek, CNN, Financial Times, Forbes, Fortune, Huffington Post, New York Times, NPR, The Economist, Wall Street Journal, Washington Post, and WIRED. Professor Stephen has received numerous prestigious awards and recognition for this research, including being named a rising star “Young Scholar” by the Marketing Science Institute and one of the 40 best business school professors under 40 by Poets and Quants, winning awards such as the Marketing Science Institute’s Alden G. Clayton award and the American Marketing Association’s John A. Howard and Donald R. Lehmann awards, being a finalist for annual best paper and long-term impact awards in the premier marketing journals, and, finally, in 2015 Andrew was ranked as one of the top-20 most productive marketing academic researchers in the world by the American Marketing Association.
Andrew earned MPhil and PhD degrees in marketing (with distinction) from Columbia University, and completed his undergraduate studies in engineering and business at the University of Queensland in his hometown of Brisbane, Australia. Prior to joining Oxford, he was most recently a member of the marketing faculty at the Katz Graduate School of Business at the University of Pittsburgh, and before that he was on the faculty at INSEAD. At Oxford, Andrew is a fellow of Worcester College.
Professor Stephen’s research on how companies should use new technology platforms, particularly social media, for marketing purposes has been largely conducted with help from companies ranging from small, innovative startups to major global brands. His research programme aims to be at the cutting edge of both academics and practice, with the goal of making important theoretical advances that can also inform how marketing managers and executives think and, ultimately, what they do.
Professor Stephen has extensive experience teaching social media marketing and digital marketing analytics to a wide variety of audiences, ranging from undergraduates to MBAs and executives. He is regarded as one of the pioneers of teaching social media marketing, having created the first standalone MBA elective on social media marketing strategy in 2010 when he was at INSEAD, and he has been evolving this course and teaching it ever since to MBA and EMBA students at the University of Pittsburgh, Columbia University, and other institutions in Europe and Asia. He has also developed executive training programs related to digital marketing and customer satisfaction. Professor Stephen is also the author of a number of case studies on social media marketing, and has recently authored a textbook, Social Media Marketing: Principles and Strategies.
At Oxford Saïd, Professor Stephen leads the core marketing course in the MBA programme, and offers two electives: Digital and Social Media Strategy and Marketing for Entrepreneurial Ventures.
Saïd Business School
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