Keith A. Quesenberry, M.S. IMC

Professor Quesenberry has given presentations at many professional conferences, and he has been published in academic journals that include the Journal of Interactive Marketing, Journal of Current Issues & Research in Advertising, Journal of Marketing Theory and Practice, International Journal of Integrated Marketing Communications, International Journal of Advertising, Journal of International Business Disciplines, Journal of Biblical Issues in Business, Journalism and Mass Communication Educator, Journal of Advertising Education, and Journal of Public Relations Education. His research has also been published through Advertising Age, and he has been quoted in the press for his research such as on MSNBC TV, NPR radio and in the New York Times, Entrepreneur, Harvard Business Review, The New Yorker, International Business Times, Fox Business, MSMoney, Variety, and Forbes.

He has published the book Social Media Strategy: Marketing, Advertising and Public Relations in the Consumer Revolution, now in its Fourth Edition, and co-authored Brand Storytelling: Integrated Marketing for the Digital Media Landscape both with Rowman & Littlefield Publishers. He also has published articles as a contributing author to Harvard Business Review, European Business Review, Entrepreneur, Time Magazine, PR Week, Marketing Profs, Social Media Today, and Social Media Examiner.

Professor Quesenberry’s professional affiliations include the American Marketing Association (AMA), and the American Academy of Advertising (AAA), and he serves on the executive committee of the Advertising Division of the Association for Education in Journalism and Mass Communication (AEJMC). He also volunteers as a junior and senior high teacher in the youth program at West Shore Evangelical Church in Mechanicsburg.

Visit his blog Post Control Marketing at (PostControlMarketing.com) or follow him on LinkedIn (linkedin.com/in/keithquesenberry)

Publications

Quesenberry, K. A. (2024). Social Media Strategy: Marketing, Advertising and Public Relations in the Consumer Revolution. Fourth Edition. Rowman & Littlefield Publishers, Lanham, MD. (

Quesenberry, K. A. and Coolsen, M, K (2023). Brand Storytelling: Integrated Marketing for the Digital Media Landscape. Rowman & Littlefield Publishers, Lanham, MD.

Quesenberry, K. A. (February 2019). “Understanding the Creative Process and What That Means Operationally” Chapter Sidebar in Leadership in the Creative Industries: Principles and Practice by Mallia, K, John Wiley & Sons, Inc., New York, NY.

Quesenberry, K. A. (March 2017). “Account Planning in the Social Media Revolution.” Chapter in Readings in Account Planning. 2nd Edition. Edited by Weichselbaum, The Copyworkshop, Chicago, IL.

Quesenberry, K. A. (September 2016). “Consumer Information Overload Shift to Consumer-Centric Advertising.” Chapter in The New Advertising: Branding, Content and Consumer Relationships in the Data-Driven Social Media Era. Edited by Brown and Jones, Praeger/ABC-CLIO Publishers, Santa Barbara CA.

Quesenberry, K. A. (January 2013). “Briefcase: Yuengling Brings Lord Chesterfield Back to Life.” Chapter Case Study in Creative Strategy in Advertising. 11^th Edition by Drewniany & Jewler, Cengage Learning, Boston, MA.

Quesenberry, K.A, Coolsen, M.K. (November 2024) “Engagement on Twitter: Connecting Consumer Social Media Gratifications and Forms of Interactivity to Brand Goals as a Model for Social Media Engagement.” Quarterly Review of Business Disciplines 10(4)

Wallace, A. A, Quesenberry, K. A, and Coolsen, M.K. (September 2024) “A Basecamp for Student Group Projects: Analysis of the Use of Project Management Software in the Advertising, Public Relations, and Marketing Classroom.” Journalism & Mass Communication Educator 79(4)

Quesenberry, K.A. (September 2022) “Engaging the Disengaged: Implementing a No-Tech Policy After Years of Adding Tech to the Classroom” Journalism & Mass Communication Educator 77(3)

Kim, C., Quesenberry, K. A., Sutherland, K, and Freberg, K. (Fall 2021) “Digital Learning: Standards and Best Practices for Public Relations Education in Undergraduate Programs” Journal of Public Relations Education, 7(2), 77-105. Chuck Lubbers Most Viewed Article Award Journal of Public Relations Education

Quesenberry, K. A., (Fall 2019) “Storytelling, the Bible, and Marketing: An Ancient Framework for Modern Practice.” Journal of Biblical Issues in Business, 22(1), 5-17.

Kim, C., Quesenberry, K. A., Craig, D., Remund, D., Guale, H., Moche, I., Freberg, K., Sutherland, K., and Morejon, L (December 2019) “Online Education: Standards and Best Practices.” Commission on Public Relations Education

Quesenberry, K. A., Coolsen, M. K. (November 2019) “Drama Goes Viral: Effects of Story Development on Shares and Views of Online Advertising Videos.” Journal of Interactive Marketing, 48, 1-16.

Quesenberry, K. A., Coolsen, M. K. (2018) “What Makes Facebook Brand Posts Engaging? A Content Analysis of Facebook Brand Post Text That Increase Shares, Likes and Comments to Influence Organic Viral Reach.” Journal of Current Issues & Research in Advertising, 39(2). Most Influential American Academy of Advertising Articles 2019

Quesenberry, K. A. (2016). “The Times Are Changing. Is It Time to Change Your Major?” Journal of Advertising Education, 20(1/2), 97-101.

Quesenberry, K. A., Coolsen, M. K., & Wilkerson, K. (2015). “Current Trends in Communication Graduate Degrees: Survey of Communications, Advertising, PR, and IMC Graduate Programs.” Journalism and Mass Communication Educator, 70(4), 407-427.

Quesenberry, K. A., Coolsen, M. K. (2014) “What Makes A Super Bowl Ad Super for Word-of-Mouth Buzz?: Five-Act Dramatic Form Impacts Super Bowl Ad Ratings.” Journal of Marketing Theory and Practice, 22(4), 437-454.

Quesenberry, K. A., Saewitz, D., Kantrowitz, S. (2014). “Blogging In The Classroom: Using WordPress Blogs With Buddy Press Plugin As A Learning Tool.” Journal of Advertising Education, 18(2). Best Paper (Tied) Journal of Advertising Education 2014. (L2 Publication)

Quesenberry, K. A., Coolsen, M. K. (2013) “How To Integrate Social Media Into Your Marketing Strategy: Best Practices For Social Media Management.” Advertising Age Research Report.

Quesenberry, K. A., Coolsen, M. K., & Wilkerson, K. (2012). “IMC and The Effies: Use of Integrated Marketing Communications Touchpoints Among Effie Award Winners.” International Journal of Integrated Marketing Communications, 4(2), 60-72.

Quesenberry, K. A. (2012). “How We Decide.” International Journal of Advertising, 31(2), 446-448.

Coolsen, M. K., Kumashiro, M., & Quesenberry, K. A. (2010). “Not Just The Best Years of My Life: Personal Growth in Higher Education.” Journal of International Business Disciplines, 4(2), 1-15.             

 Coolsen, M. K., Kumashiro, M., & Quesenberry, K. A. (2009). “Product Affirmation in Higher Education: 'College Made Me the Person I Am Today!'.” Business Research Yearbook, 16 (2), 549-557.

• Marketing Principles
• Integrated Marketing Communications
• Social Media Marketing
• Digital Marketing
• Marketing Strategy

Social media marketing, digital marketing, marketing strategy, advertising, brand storytelling, integrated marketing communications, AI in education