Suzanne Altobello

Suzanne Altobello Ph.D.

Suzanne Altobello, Ph.D.

William Belk Distinguished Professor Chair

James A. Thomas Hall, 257



Dr. Altobello is the William H. Belk Distinguished Chair of Business Administration and Professor of Marketing at the University of North Carolina at Pembroke. With over 20 years of higher education teaching, she also owns her own consulting & real estate businesses. She serves on several startup boards and mentor groups, specializing in digital marketing and social media analytics. Current and past roles also include international faculty at Aalto University in Finland (2016-present), Director of Graduate (MBA and PhD) Programs at Southern Illinois University (2010-2013), Visiting faculty at University of Notre Dame (2017-2019) and Grenoble (France) Graduate School of Business (2006-2014). She has over 25 scholarly articles in top academic journals, such as the Journal of Consumer Research, Journal of Business Research, Psychology & Marketing, Journal of Services Marketing, and Personality and Social Psychology Bulletin. She is on the editorial and review boards of several international conferences and journals. She loves telling stories with data. She is a bit obsessed with social media, gamification, and digital analytics. Her most recent academic research is in the area of podcast marketing and sales performance.

Teaching areas

MBA: Marketing Strategy & Planning

Undergraduate: Principles of Marketing, Social Media Marketing, Marketing Research


Research areas and recent publications



1.                   Altobello, Suzanne, Daniel Parisian, and John O’Dell (2023) “Brewing More Than Beer: The Impact of Craft Breweries on Local Economic Development,” Chapter to be published in Geography of Beer (Vol. 3): Policies, Politics, Prohibition and Print.

2.                   Glackin, Caroline and Suzanne A. Altobello (2021), “A Makeover for Dudley’s Q+,” The CASE Journal17(5). DOI: 10.1108/TCJ-11-2019-0107 (Winner of Best Case award).

3.                   Hale, Dena, Thakur, Ramendra, Riggs, John and Suzanne Altobello (2021), “Consumers’ Decision-Making Self-Efficacy for Service Purchases: Construct Conceptualization and Scale,” Journal of Services Marketing. DOI: 10.1108/JSM-12-2020-0505

4.                   Bayuk, Julia and Suzanne A. Altobello (2019) "'Can Gamification Improve Financial Behavior? The Moderating Role of App Expertise," International Journal of Bank Marketing, 37(4), 951-975. DOI: 10.1108/IJBM-04-2018-0086

5.                   Coker, Kesha K. & Suzanne A. Altobello (2018) “Product Placements in Social Settings: The Impact of Coviewing on the Recall of Placed Brands,” Journal of Business Research, 87, 128-136. DOI: 10.1016/j.jbusres.2018.02.023.

6.                   Coker, Kesha K. & Suzanne A. Altobello (2016) “The role of disclosure of social shopping rewards in social buzz,” Journal of Research in Interactive Marketing, 10(4), 321 – 337. DOI: 10.1108/JRIM-06-2016-0058.

7.                   Kurthakoti, Raghu, Siva Balasubramanian, & Suzanne Altobello (2016) “Brand-Character Association and Attitude towards Brands in Movie Placements,” International Journal of Business Administration, 7(2), 43-59, DOI:10.5430/ijba.v7n2p43.

8.                   Coker, Kesha K., Denise S Smith, & Suzanne A Altobello, (2015) "Buzzing with disclosure of social shopping rewards," Journal of Research in Interactive Marketing, 9(3), 170 – 189.  DOI:10.1108/JRIM-06-2014-0030.

9.                   Coker, Kesha K., Robert E. Boostrom Jr., & Suzanne Altobello (2014) “What Makes Social Shoppers Click? The Role of Social Rewards in Social Shopping,” Marketing Management Journal, 24(1), 66-79. DOI:

10.               Coker, Kesha K., Suzanne A. Altobello, & Siva K. Balasubramanian (2013) "Message Exposure with Friends: The Role of Social Context on Attitudes toward Prominently Placed Brands," Journal of Consumer Behaviour, 12(2), 102-111.  DOI: 10.1002/cb.1423.


Professional memberships and awards

International Society of Marketing (Board member)

Direct Selling Educators Foundation (Research Fellow)

Society for Marketing Advances

Association for Consumer Research