Brandon Holle

Michigan State University

Brandon Holle is a marketing Ph.D. candidate at Michigan State University’s Broad College of Business. His research interests lie primarily in the areas of social media, brand strategy, innovation, and sports marketing. His current research is focused on examining how electronic word of mouth and social media impact the stock market performance of firms and how firms can leverage information from social media to impact their innovation strategies. In addition, he examines how firm brand strategies and electronic word of mouth impact product and firm performance. Being a huge sports fan, he also has interests in sports marketing, where he examines how illicit consumption impacts sports brands and how they can leverage social media and brand building strategies to impact these effects.