Davon Holmes
PhD Candidate in Marketing
Georgia State University
I am a PhD Candidate in Marketing at Georgia State University, J. Mack Robinson College of Business.
My research delves into the intersection of Influencer Marketing, Consumer Well-Being, Decision-Making, and Consumer-Based Strategy—unpacking what drives choices and connections in today’s dynamic marketplace.
Whether it’s exploring the impact of virtual influencers or the nuances of authenticity in consumer behavior, my work aims to generate actionable insights that bridge the gap between theory and practice.
I teach Marketing Management to undergraduate students at Georgia State University.
Manuscripts Under Review & Selected Working Papers
Barbara Duffek*, Davon Holmes* and Naveen Donthu “The Role of Integrity in Driving Virtual Influencer Authenticity.” Status: Under review at the Journal of the Academy of Marketing Science
*equal authorship. Authors listed in alphabetical order.
Davon Holmes, Priscilla Peña, and Seth Ketron “How Virtual vs. Human Influencers Affect Authenticity in Brand Activism” Status: Data collection in progress
Davon Holmes, Naveen Donthu, and Lane Fronczek “Virtual Influencers and Status: How Status Changes with Influencer Partnerships.” Status: Data collection in progress