Donna Smith

Donna Smith’s research has two streams: B2B and B2C. Her most recent survey examines inter-organizational trust between social media platforms and their business partners in the US. From a consumer perspective, she recently conducted a study on Millennials and their purchase intention in a social media-marketing context. A new research stream explores the operationalization and testing of employee brand equity on Instagram in the fitness and health industry.

Donna Smith uses both quantitative and qualitative methods in her research. For example, when examining the factors that impact purchase intention or inter-organizational trust, she builds and tests structural models using SmartPLS. In her research on employee brand equity on Instagram, she collects large data sets and analyzes them using multiple software programs. She enjoys problem-solving and working with graduate students.