Social influence, word of mouth, social media, experiential consumption
Dr. Hall's research focuses on how consumers' interactions with others shape their perceptions of themselves and their marketplace experiences. He is especially interested in how consumers share about their consumption experiences online, and how the feedback and attention that sharing facilitates influences consumer perception and behavior. He is also interested in how viewers' evaluations of digital content are affected by various content characteristics, and how those content evaluations shape viewer perceptions of both the content and the sharer.
