David G. Taylor, Ph.D. joined the John F. Welch College of Business in 2010. Dr.
Taylor's expertise and scholarly interests include e-commerce, online word-of-mouth,
consumer self-expression through online social networks, and consumer/brand

Prior to his academic career, Dr. Taylor worked for more than 13 years in a variety of
marketing roles in the corporate and not-for-profit world, including marketing manager,
product manager and marketing/communications manager. His most recent position involved
managing e-mail newsletters for American Airlines that reached a combined opt-in
subscriber base of nearly 8 million customers every month. 

Degrees: Ph.D. and MBA in Marketing, University of North Texas; Bachelor of Business
Administration, LeTourneau University; Bachelor of Science in Journalism, University of

Teaching responsibilities: Dr. Taylor regularly teaches Marketing Research, Marketing
Management and the E-Marketing course as well as the graduate Services Marketing class.
He views teaching as a two-way process between him and his students, based on
discussions, real-world case studies and the hands-on application of concepts. 



Predicting Mobile App Usage for Purchasing and Information-Sharing (with Michael Levin), WCOB Faculty Publications (2014)

Purpose: Mobile applications, or apps, are an increasingly important part of omnichannel retailing. While the...


Fighting Dragons with Dragons: Approaches for Negotiating With Chinese Partners (with David Strutton and Gina A. Tran), Business Faculty Publications (2013)

For many American firms engaging with Chinese business partners, patterns of negotiated promises made but...



Regulatory Focus and Daily-Deal Message Framing: Are We Saving or Gaining With Groupon? (with Iryna Pentina), Business Faculty Publications (2013)

Daily-deal sites such as Groupon and Living Social have seen explosive growth over the past...



Do Microblog Postings Influence Consumer Perceptions of Retailers' E-Servicescapes? (with Gina A. Tran and David Strutton), Business Faculty Publications (2012)

Purpose - Consumers are increasingly connected to each other through electronic devices. Consequently, the potential...



Self-Enhancement as a Motivation for Sharing Online Advertising (with David Strutton and Kenneth Thompson), Business Faculty Publications (2012)

Marketers have long understood that consumers' self-concepts influence the products they purchase; conversely, products purchased...