Akon E. Ekpo, Ph.D.
Assistant Professor of Marketing
Office: BSB 233
Phone: (856) 225-2742
Email: akon.ekpo@rutgers.edu
CV: Download the PDF

Ph.D. University of Illinois at Chicago

As an Assistant Professor of Marketing at Rutgers University in Camden, New Jersey, Dr. Ekpo’s research focuses on consumers’ use of information technologies (i.e., mobile, social media, the Internet) to navigate the marketplace. Her research has appeared in the Journal of Public Policy & Marketing & Journal of Business Research; Marketing Theory, and, has been presented at the Association of Consumer Research, Consumer Culture Research, Transformative Consumer Research, Cross Cultural Consumer Research, and Marketing & Public Policy conferences. Using her knowledge of marketing strategy, she teaches undergrad & graduate students how to cultivate their personal brands in this 2.0 world.

Research Interests: Technology consumption in marginalizing contexts; Coping responses to marketplace marginalization; Social influences of information technology; Assessment of diversity and discrimination in the marketplace; Interplay of consumer sociocultural conditioning and marketplace navigation; Consumer-initiated channel migration.

Courses Taught: Digital Marketing Strategy, Consumer Analysis; Digital Marketing Analysis

Professional Affiliations: Association for Consumer Research; American Marketing Association; Consumer Culture Theory Consortium; Philly Ad Club; KPMG PhD Project; National Black MBA Association

Representative Publications:

  • Ekpo, Akon E., Benét DeBerry-Spence, Geraldine Rosa Henderson, and Joseph Cherian (2018), “Narratives of Technology Consumption in the Face of Marketplace Discrimination,” Marketing Letters, 29(4), 451-463.
  • DeBerry-Spence, Benét, Akon E. Ekpo, and Dan Hogan (2018), “Mobile Phone Visual Ethnography: Bridging Transformative Photography and Mobile Phone Ethnography,” Journal of Public Policy & Marketing, 38(1), 81-95.
  • Ozanne, Julie L., Brennan Davis, Jeff B. Murray, Sonya Grier, Ahmed Benmecheddal, Hilary Downey, Akon E. Ekpo, Marion Garnier, Joel Hietanen, Marine Le Gall-Ely, Anastasia Seregina, Kevin D. Thomas, and Ekant Veer (2017), “Assessing the Societal Impact of Research: The Relational Engagement Approach,” Journal of Public Policy & Marketing, 36(1), 1-14. **LEAD ARTICLE; Finalist for the Thomas C. Kinnear/Journal of Marketing & Public Policy Award.
  • Bennett, Aronté Marie, Stacey Menzel Baker, Samantha Cross, J.P. James, Gregory Bartholomew, Akon E. Ekpo, Geraldine Rosa Henderson, Martina Hutton, Aporov Khare, Abhijit Roy, Tony Stovall, and Charles Ray Taylor (2016), “Omission and Commission as Marketplace Trauma,” Journal of Public Policy & Marketing, 35(2), 280-291.
  • Lindridge, Andrew, Geraldine R. Henderson, and Akon E. Ekpo (2015), “(Virtual) Ethnicity, the Internet, and Well-Being,” Marketing Theory, 15(2), 279-285.
  • Ekpo, Akon E., Breagin Riley, Kevin Thomas, Geraldine Rosa Henderson, Zachary Haller, and Isaac Muñoz (2015), “As Worlds Collide: A Phenomenological Inquiry into the Role of Relationship Management in Customer-to-Customer Interactions,” Journal of Business Research, 68(1), 119-126.
  • DeBerry-Spence, B., A. Ekpo, M. Adelakun, & H. Gunay (2013), “Towards Marketplace Diversity: A Multi-measure, Multi-dimensional Study of the Journal of Public Policy and Marketing,” Journal Public Policy & Marketing, 32(Special Issue), 6-15.
Media Guide
Dr. Akon Ekpo is an assistant professor of marketing at the Rutgers School of Business – Camden. She can discuss:

Digital Consumer Behavior:

  • Social influences of information technology
  • Consumer participation in social media
  • Virtual ethnicity

Marketplace Diversity & Inclusion:

  • Marginalized habitus
  • Coping with marketplace discrimination
  • Bicultural consumption