, associate professor of marketing at the at 麻豆视频, has been named a recipient of for 2025.
According to the submitted proposal, the awarded project鈥攅ntitled 鈥淏ridging the Digital Divide: The Paradox of Sales and Marketing Collaboration on Social Media鈥濃斺渨ill contribute to both academic research and industry best practices, guiding B2B firms toward more effective digital engagement strategies.鈥
The Academy of Marketing鈥檚 research sub-committee chooses a mere handful of recipients each year for grants of up to 拢5,000. Funding is offered in collaboration with , an independent charity dedicated to supporting marketing projects serving the public good.
Hoppner鈥檚 co-PI on this project is Severina Cartwright, senior lecturer (associate professor) in marketing at University of Liverpool.
Hoppner and Cartwright plan to use the grant money to carry out an in-depth practitioner survey leading to the creation of a unique and granular data-set. Anticipated final output will include an academic article submitted to a top marketing journal, as well as a whitepaper and other translational content for a practitioner audience.
As per the proposal, the project will unfold in three phases: survey development and pre-testing, data collection and analysis, and dissemination and knowledge transfer. Hoppner and Cartwright aim to complete their project within a twelve-month timeframe.
鈥Congratulations to Prof. Hoppner on this well-deserved funding award鈥攁n achievement that underscores the excellence of her work and exemplifies the innovative and managerially meaningful research being conducted within the marketing area in Costello.鈥
鈥 , marketing area chair