Russell Casey, assistant professor of marketing at Penn State Worthington Scranton, has co-authored a paper for the International Journal of Integrated Marketing Communications.
Titled "Brand Consistency in Social Media: WVU's Eberly College Works Toward a Conceptual Framework of Integrated Marketing Communications," Casey and his co-author, Lauren Peretti, stipulate that as social media use has skyrocketed, many colleges and universities are adding social media to their marketing strategies. The problem with social media, according to their research, is that many traditional marketers lack the experience in social media venues such as Twitter, Facebook, etc.
Casey and Peretti's project explored the need for brand consistency among all facets of advertising and promotion at West Virginia University, focusing on one college at the University -- Penn State's Eberly College of Science. Their paper demonstrates that following the branding principles of brand consistency are important throughout all facets of media in reducing brand confusion and building brand equity.
Casey has taught at Penn State Worthington Scranton since 2007. He earned his master of business administration at Delaware State University and has a doctorate in business administration with a double concentration in management and marketing from Nova Southeastern University. He lives in Lake Ariel, Pa.