Dr. Kevin P. Giang Barrera, a marketing researcher and instructor at Georgia State University’s J. Mack Robinson College of Business, is making significant contributions to the field of marketing through his research on emerging technologies for marketing practices. Barrera’s work explores the interconnection of technology and marketing strategy, focusing on how companies can enhance their capabilities in a rapidly evolving digital landscape.
Dr. Giang Barrera brings a unique mixture of academic rigor and industry experience to his research. Prior to entering academia, he worked in the automotive industry, transitioning from technical roles to strategic responsibilities. He also holds an MBA from Fundação Getúlio Vargas (FGV, Brazil) and a Master’s in Marketing from GSU.
Giang Barrera’s ongoing research explains the intricate effects of dynamic pricing in high-demand service environments. In collaboration with a major U.S. attraction, he studies dynamic pricing’s impact on customer experience, utilizing econometric modeling, text analysis, and machine learning methodologies to assess consumer responses. This work has garnered attention, earning him recognition as a finalist for the Academy of Marketing Science-Mary Kay Doctoral Dissertation Proposal Award and a competitive research grant from GSU.
Beyond his research, Giang Barrera is a dedicated educator known for his exceptional teaching abilities. He has been acknowledged for his outstanding teaching performance in Business Analysis and has independently taught the Marketing Research and Social Media Intelligence courses, earning high student evaluations. His commitment to teaching excellence earned him a Ph.D. Teaching Fellowship from the Dean’s Office at GSU and the 2024 Graduate Teaching Award. He creates an inclusive, engaging, and supportive environment for his students. Recently, he was also chosen as a panelist for the 2025 AMA Winter Academic Conference, where he shared his insights on navigating the academic job market.
Barrera also serves as an ad hoc reviewer for esteemed journals such as the Journal of Product Innovation Management, Journal of Business Research, Journal of Consumer Behaviour, and California Management Review, and he has been interviewed in Forbes and MSN. He speaks to Business News This Week about marketing tips for small businesses and the “magic formula” of mobile advertising.
What can you say about marketing for independent brands and companies? What trends are we seeing? What is changing in the marketing industry?
Dr. Kevin P. Giang Barrera: Independent brands are shaking up the marketing game with bold, direct-to-consumer strategies that put creativity and authenticity front and center. Unlike big corporations churning out mass-market products, indie brands thrive by offering unique, niche-focused designs that resonate with consumers looking for something different, something unique. What’s driving their success? A deep emphasis on social media and e-commerce.
How is AI changing the game?
The marketing landscape for indie brands is evolving fast. AI-powered tools are playing a huge role in helping brands streamline everything from customer interactions to hyper-personalized recommendations, making marketing more efficient and targeted. Meanwhile, micro-influencers – both human and AI-generated – are becoming go-to partners, offering highly engaged and loyal audiences at a fraction of the cost of big-name influencers.
How is trust a major factor for online shopping?
Most importantly, today’s consumers demand more than just eye-catching products – they want brands they can trust. Authenticity, transparency, and ethical practices aren’t just buzzwords; they’re make-or-break factors for any brand looking to build a long-term form of loyalty. In a market where trust is king, indie brands that embrace these values will stand out and attract consumers in an effective way.
How is mobile advertising changing the game?
Mobile advertising is revolutionizing the industry, especially for indie brands that largely rely heavily on social media commerce. With smartphones now in the hands of nearly 90% of the global population, brands have an unprecedented opportunity to reach consumers in real time, wherever they are.
What is the “magic formula” for mobile advertising? If there is one?
What is the magic formula, you ask? It is hyper-targeted, data-driven marketing, of course! Social media platforms nowadays contain advanced profiling to deliver ultra-personalized ads to their preferences while increasing engagement and popularity. Meanwhile, search engines and voice search optimization are making brands more discoverable, ensuring that they show up exactly when and where consumers are looking. In a mobile-first world, brands that master the art of instant, relevant, and seamless advertising will stay ahead of the game.
What is a key example of a successful marketing strategy?
A winning marketing strategy highlights its target audience, delivers unique value, selects the right channels, builds a strong brand image, and constantly adapts. A standout example? Hims & Hers Health Inc., a digital-only health firm that has mastered branding and marketing to support its rapid growth. Founded in 2017, Hims & Hers tapped themselves into a rising demand for telemedicine and at-home healthcare, making wellness a more accessible and convenient approach. Its success lies in its stigma-free, customer-first approach, addressing traditionally taboo health issues with ease and discretion – something its audience values. The company’s marketing mix is a perfect blend of digital savviness and brand authenticity. From high-production mobile ads to influencer partnerships and user-generated content, it leverages TikTok, Instagram, and Facebook to create a seamless, engaging brand presence. The results? Going public in 2021 and surpassing 2 million subscribers by Q3 2024.
How can marketing successfully funnel sales? Can you give an example?
Sure. I’ll refer to the AIDA model – Awareness, Interest, Desire, and Action.
Awareness: At the top of the funnel, marketers must put their brand at the forefront. If consumers don’t know that you exist, how could they engage? Smart marketers ensure that consumers become aware of the brand’s offerings through different styles of marketing communications and promotional campaigns, sparking curiosity and creating ‘needs’ and ‘wants’ that they had not even realized they had.
Interest: Once on their radar, it’s time to hook them in. At this stage, consumers’ interest in the brand increases, leading potential customers to further expand their information search about the brand and its offerings. Through engaging content and compelling storytelling, brands can keep consumers digging for more.
Desire: Now that they are interested, it’s time to “reel them in”. Now it is when marketing and sales join forces to put the brand at the top of consumers’ consideration set, by providing additional valuable information, detailed product comparisons, testimonials, etc., to help consumers decide in your favor.
Action: At the bottom of the funnel, it’s the final push. This is where marketing and sales employ tools and strategies to ultimately lead the prospective consumer to ‘convert’ (act). But it just doesn’t simply stop there! After the conversion has been made, brands’ focus must be on taking action to further convince the consumer to be a long-time loyal customer, bridging the gap between customer service and customer relationships.