DR. KAREN ANNE WALLACH

Social Media, Digital Wellness, Branding, Emerging Technology, CSR/Sustainability

JOURNAL PUBLICATIONS 

• Wallach, K.A, Blair, S. and Tanenbaum, J. (2025), This Paper is Not for Everyone: Message Framing and Perceived Preferences. Journal of Consumer Research  [ABDC Rating: A*]

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• Anderson, K.C., Wallach, K.A., Albinsson, P.A. and Tracy, R. (2025), From Body Positivity and Beyond: Investigating Affective Aesthetic Atmospheres of Influencers. Journal of Consumer Behaviour, 24(3),1373-1391. [ABDC Rating: A]

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• Wallach, K.A., Pham, H., Koschmann, T and Arwade, G. (2025), Analyzing the Impact of Faces on Consumer Engagement in Social Media Videos: A Machine Learning Approach. Journal of Consumer Marketing, 42(3), pp. 318-335.  [ABDC Rating: A]

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• Anderson, K.C., Wallach, K.A., & Grimes, M. (2024), The Anti-Consumption Journey: Unplugging for Improved Well-Being. Journal of Consumer Behaviour, 23(6), 3152-3174. [ABDC Rating: A] . Select Media: The Conversation (11/2024), Inc. Magazine (12/2024). (37,552 Downloads as of 7/2025), Live Radio: KCBS San Francisco, WOSU-NPR with Anna Staver. 

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• Wallach, K. A., & Popovich, D. (2023). Cause Beneficial or Cause Exploitative? Using Joint Motives to Increase Credibility of Sustainability Efforts. Journal of Public Policy & Marketing, 42(2),187–202. [ABDC rating:A]  *Best Paper Research Award for 2023, University of Alabama in Huntsville, COB​​

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• Wallach, K. A., & Popovich, D. (2023). When Big Is Less than Small: Why dominant brands lack authenticity in their sustainability initiatives. Journal of Business Research, 158, 113694. (ABDC rating: A) 

• Commoditization of Digital Wellness: Market Actor Responsibilization in an Emerging Anti-consumption Marketing System” with Kelley Cours Anderson (Preparing for 2nd round at the Journal of Consumer Research)

• “The Upside of Incompetence: When Low Brand Competence Signals Low Prices “ with Hamilton, Ryan, Kathleen Vohs and Morgan Ward (Under review at the Journal of Marketing Research)

• Bright, Laura F., and Karen-Anne Wallach (2021), “How to Turn Consumer Privacy into a Strategic Benefit for Your Brand,” An Audience of One: Drive Superior Results by Making the Radical Shift from Mass Marketing to One-to-One Marketing, eds. Jamie Turner and Chuck Moxley; McGraw Hill

RESEARCH IN PROGRESS

• Brands & Creator Effectiveness with Buffy Mosley and Hieu Pham 

• Corporate Social Responsibility with Dionne Nickerson 

• Phygital Well-being with Kelly Cours Anderson, Ashley Hass, Debbie Laverie, Markus Giesler, and Bre Mertz​

• Legitimizing Branding Practices Between Anti-Consumption and Market Mentality with Kelley Cours Anderson​​

• Marketing on Social Media Video with Anthony Koschmann, Buffy Mosley and Hieu Pham

• Artificial Intelligence & Influencers

DISSERTATION

“Three Essays on Corporate Social Responsibility & Sustainability Efforts with Brands and Consumers”

(Dissertation Approved: April 2021)

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Dissertation Chair:  Professor Jagdish Sheth

Committee:  Professor Douglas Bowman, Professor Sandy Jap, Professor Wes Longhofer, Professor Morgan Ward