Ph.D. (Mass Communication), University of Georgia, 2012
M.A., Journalism and Mass Communication, University of Georgia
B.F.A., Mass Media, Valdosta State University
JOURNAL ARTICLES (REFEREED):
Ham, C.D., Lee, J., Hayes, J.L., & Bae, Y.H. (2018). Exploring Sharing Behaviors across Social Media Platforms. International Journal of Market Research. journals.sagepub.com/doi/full/10.1177/1470785318782790.
Hayes, J.L., Shan, Y., & King, K.W. (2018). The Interconnected Role of Strength of Brand and Interpersonal Relationships and User Comment Valence on Brand Video Sharing Behaviour. International Journal of Advertising, 37 (1), 142-164. http://dx.doi.org/10.1080/02650487.2017.1360576.
Hayes, J.L., Graybeal, G.M., & Friedman, A. (2017). Resurrecting zombie brands: Lessons from analyses of “The Walking Dead” social TV conversation. Proceedings of the 2017 Conference of the American Academy of Advertising, 86-94.
Avant, A., Kim, K., & Hayes, J.L. (2017). Thirty Years of Advertising Research in Leading Communication and Marketing Journals: Learning from the Parent Disciplines. Journal of Current Issues and Research in Advertising, 38 (1), 44-64: http://www.tandfonline.com/doi/abs/10.1080/10641734.2016.1233154
Hayes, J.L., King, K.W., & Ramirez, A. (2016) Brands, Friends, & Viral Advertising: A Social Exchange Perspective on the Ad Referral Process. Journal of Interactive Marketing, 36 (November), 31-45: http://www.sciencedirect.com/science/article/pii/S1094996816300263.
Wirtz, J., Hayes, J.L., & Shan Y. (2016). Looking back; looking forward: A systematic review of 20 years of research and commentary published by Journal of Advertising Education. Journal of Advertising Education, 20 (summer), 5-17. https://www.questia.com/library/journal/1P3-4149058601/looking-backward-looking-forward-a-systematic-review
Ramirez, A., Bryant, E., & Hayes, J.L. (2016). Decisions to Reconnect on Facebook: The Role of Information Seeking Behavior and Individual- and Relationship-Level Factors. Cyberpsychology, Behavior, and Social Networking: http://online.liebertpub.com/doi/abs/10.1089/cyber.2015.0630.
Hayes, J.L., & King, K.W. (2014) The Social Exchange of Viral Ads: Referral and Co-Referral of Ads Among College Students. Journal of Interactive Advertising, 14(2), 98-109. https://www.tandfonline.com/doi/abs/10.1080/15252019.2014.942473?journalCode=ujia20
Kim, K., Hayes, J.L., Avant, A., & Reid, L.N. (2014). Trends in Advertising Research: A Longitudinal Analysis of Leading Advertising, Marketing, and Communication Journals, 1980 to 2010. Journal of Advertising, 43(3), 296-316. https://www.tandfonline.com/doi/abs/10.1080/00913367.2013.857620
Graybeal, G.M. & Hayes, J.L. (2011). A modified news micropayment model for newspapers on the Social Web. International Journal on Media Management, 13, 129-148. https://www.tandfonline.com/doi/abs/10.1080/14241277.2011.568808
Hayes, J.L. & Graybeal, G.M. (Summer 2011). Synergizing traditional media and the Social Web for monetization: A modified media micropayment model. Journal of Media Business Studies, 8(2), 19-44. https://www.tandfonline.com/doi/abs/10.1080/16522354.2011.11073521
Hayes, J.L., & Krugman, D. (2018, in press). Brand Concepts and Advertising. In S. Rodgers & E. Thorson (Eds.), Advertising Theory. New York: Routledge.
Hayes, J.L. (2016). Building Relationships with Empowered Consumers. In R.E. Brown, V.K. Jones, & B.W. Wang (Eds.), The New Advertising: Branding, Content and Consumer Relationships in a Data-Driven, Social Media Era. Santa Barbara, CA: Praeger/ABC Clio.
Krugman, D. & Hayes, J.L. (2012). Brand Concepts and Advertising. In S. Rodgers & E. Thorson (Eds.), Advertising Theory. New York: Routledge.
CONFERENCE PRESENTATIONS (REFEREED):
Hayes, J.L., Golan, G.J., Applequist, J.A., & Rush, S. (2018). How Advertising Relevance and Brand Relationship Strength Limits Disclosure Effects of Native Ads on Twitter. Accepted for presentation at the 2018 Association for Education in Journalism and Mass Communication Annual Conference, August 6-9, Washington, D.C.
Huh, J., Lim, J.S., Hayes, J.L., Mukherjee, S., Hollenbeck, C.R., & Hung, K. (2018). Consumer Anti-Brand Activism and Advertising Implications. Special Topics Panel presented at the 2018 Annual Conference of the American Academy of Advertising, March 22-25, New York, NY.
Hayes, J.L., Graybeal, G.M., & Friedman, A. (2017). Zombie Brands: Learning How to Resurrect Brands Social TV Impact from “The Walking Dead.” Presented at the Annual Conference of the American Academy of Advertising, March 24-26, Boston, MA.
Jones, V., Schultz, D.E., Kim, S.J., Hayes, J.L., Ahn, S.J., Quesensberry, K, & Evans, N.E. (2016). The New Advertising: What is it and how can we teach it? Special Topics Panel presented at the Annual Conference of the American Academy of Advertising, March 24-26, Boston, MA.
Ramirez, A., Bryant, E., & Hayes, J.L. (2016). Relational Reconnection on Facebook: The Role of Information Seeking Behavior and Individual- and Relationship-Level Factors. Presented at the National Communication Association 102nd Annual Convention, November 10-13, Philadelphia, PA.
Hayes, J.L., Shan, Y., & Applequist, J. (2016). Interpersonal, Brand, & Social Network Trust in Viral Advertising Referral & Referral Acceptance. Accepted for presentation at the Annual Conference of the American Academy of Advertising, March 17-20, Seattle, WA.
Kim, K., Hayes, J.L., & Avant, A. (2015). Thirty Years of Advertising Research in Leading Communication and Marketing Journals: Learning from the Parent Disciplines. Presented at the Annual Conference of the American Academy of Advertising, March 26, 29. 2015.
Hayes, J.L. (2014). The Social Exchange of Social Ads: Sharing Motivations, Brand Relationships, and Trust in Viral Advertising. Accepted to the American Academy of Advertising 2014 Annual Conference in Atlanta, Georgia March 27-30, 2014.
Kim, K., Hayes, J.L., & Avant, A. (2012). A longitudinal analysis of theory in advertising research from 1980 to 2010: The architecture of the field. Presented at the Annual Conference of the American Academy of Advertising, March 15-18, Myrtle Beach, SC.
Burton, R., Hayes, J.L., & Hollifield, C.A. (2011). Avoiding the future: Local advertisers and the challenge of the changing media placement market. Presented at the Annual Conference of the American Academy of Advertising, April 7-10, Mesa, AZ.
Hayes, J.L., Reichert, T., & Ayrault, J. (2010). Reconsidering the Presence and Prominence of Sexual Content in Prime-Time Network Promos: An Extension and Update. Presented at the annual conference of the Broadcast Educators Association, Las Vegas, NV.
Graybeal, G.M. & Hayes, J.L. (2010). All the news that’s fit to pay for online: The Case of a Modified News Micropayment Model. Presented at the 11th annual International Symposium on Online Journalism, Austin, TX.
Advertising + Public Relations Management (APR 423)
This course examines the managerial role in advertising and public relations practice. Key dimensions in communication management, including leadership, professional and business ethics, strategic planning, business and financial literacy, media relations, crisis management, organizational culture and communications, resource management and decision making in diverse organizations, are covered. A variety of teaching/learning approaches—case studies, team projects, debates, simulations, student presentations, readings and lectures—are used to enhance understanding and increase student responsibility for learning. Writing proficiency within this discipline is required for a passing grade in this course.
Insights & Investigations (APR 280)
Investigations & Insights focuses on the planning, execution and application of research (as an insight tool; not merely an information gathering tool) in the strategic communication process. The course introduces you to a range of sound, effective social science methods commonly used by marketing communication practitioners to inspire brand innovation, analyze, and segment audiences, inform strategic planning and message development, and evaluate communication plans and campaigns. You will also learn how to effectively analyze, map, and present research findings, as well as draw insightful conclusions to drive strategic decisions for your clients or employers. Remember this: Solid creative strategies leverage insights.
Advanced Advertising Media Planning
The purpose of the course is to prepare students to enter media planning departments at agencies. Students are trained to think strategically about the media-brand-consumer relationship in developing media plans than accomplish meaningful media objectives for the brand. Research and mathematical skills necessary to develop and implement innovative media plans are also gained.
Digital media is creating a revolution within the advertising environment creating multitudes of new media options to be integrated with traditional media in 360-degree campaigns. In this course, students will learn about the types and practices of digital advertising, including online and mobile advertising, social media marketing, SEO/SEM and viral/eWOM. Through lecture, discussion, and case studies, students will come to understand how digital advertising can be integrated into traditional communication campaigns, or used as a stand-alone campaign. Attention will be given to evaluating these forms of digital advertising, their role and uses, audience targeting, message design and creation, and evaluation. Students will put this knowledge to work in a team environment by conceptualizing, developing, and pitching a strategic digital media campaign to a client.
Graduate Strategic Communications Media
The purpose of this course is to provide students with an extensive background in designing media strategy for brands with particular interest in advertising media planning. You will become acquainting with the practices, tools, and theory of media planning, media relations, and how they fit into the marketing process. We will largely focus on how to connect with consumers via the mass media and emerging media.
Graduate Introduction to Strategic Communications Theory & Research
In order to understand how to research (and practice) what is now referred to as “strategic communications,” three things are necessary. First, a broad understanding of advertising and public relations fields and why integration is needed. Second, it is necessary for the prospective researcher to develop a strong sense of what a good theory is. Third, an understanding of advertising and public relations research and theory is needed. This course seeks to provide students with each of these criteria in route to guiding them in the development of their own research proposal in the area of strategic communications/IMC.
Introduction to Mass Communications
Educate students on the ins and outs of mass media from a business, operational and critical perspective. In teaching a 4/4 course load, the class focused on preparing students to think critically about media rather than simply consuming it. Other activities included serving as a consultant for the university television station and student newspaper.
“Social Media Marketing U,” University of Alabama Department of Advertising & Public Relations (Tuscaloosa, AL). MC 495: Social Media. April 9, 2011.
“Modified Micropayment Models for Media in the Social Web,” Grady Research Colloquium (Athens,GA). February 18, 2011.
“Business Models for Traditional Media & Web 2.0,” The University of Georgia Department of Telecommunications (Athens, GA). Guest lecture: TELE 3310: Media Programming and Management. November 11, 2010.
“Three Sixty Brand Strategy,” The University of Georgia Department of Advertising & Public Relations (Athens, GA). Guest Lecture: ADPR 5740: Advertising and Communications Campaigns. July 12, 2010.
“Sex Appeal in Advertising,” The University of Georgia Department of Journalism (Athens, GA). JOUR 3310: Introduction to Print Media. Spring 2008-Spring 2011.
INDUSTRY RESEARCH & PRESENTATIONS:
“Corporate Brand Advertising” (with Dean M. Krugman) Grady College/LG Corporation Global Public Relations Certificate Program,
August 25, 2010.
“Online Advertising and Community Newspapers” Community Newspapers Inc., April 29, 2010.
“Minority Coverage in Local Television News” WNEG TV Executive Board, May 3, 2010.
“Georgia Scholastic Press Association Qualitative Analysis” Georgia Scholastic Press Association, July 2009.
“AGCO Corporation Brand Valuation Qualitative Analysis” AGCO Corporation, May 30, 2008.
“The Red & Black: New Online Product Development Market Analysis”. The Red & Black, April 30, 2008.
“Grady College at Gwinnett Market Analysis” Market analysis prepared for the Grady College of Journalism and Mass Communication.
MARKETING COMMUNICATIONS EXPERIENCE:
Social MediaMarketing Senior Strategist (2010-2011)
Lede, L.L.C. Athens, Georgia
Marketing Strategy and Research Associate (2007-2009)
Snowden-Tatarski Athens, Georgia