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Dan Rubin, Ph.D.

Daniel Rubin, Ph.D. is an Assistant Professor of Marketing at St. John’s University in New York City. He has published numerous scholarly papers in leading journals such as the Journal of Business Research, Journal of Consumer Psychology, and Psychology & Marketing. His areas of interest include consumer behavior, information processing, and entertainment.


Digital Engagement Isn’t New: Lessons from Academia

Thursday, September 22, 2022 11:50 AM ET

In this session, Dr. Daniel Rubin, Assistant Professor of Marketing at St. John’s University, Tobin School of Business in New York City, will share insights from his upcoming research paper, “A conceptual framework for the drivers of audience engagement” (Journal of Business Research, November 2022) alongside emerging best practices for remote learning that are in practice for undergraduate and graduate university students. 

Research tells us that engagement is a psychological state that comes from the fulfillment of goals. 

Engagement has been studied in numerous contexts, without “reinventing the wheel,” B2B Marketers can apply this knowledge for webinars and virtual events.  Instead of trying to re-emulate an in-person conference experience—which is often non-optimal, to begin with—colleges switched to the “flip classroom.” Less about lectures and more about collaboration and interaction, this method uses classroom time and space for active learning. 

Until now, academic study of engagement in areas like education, consumer marketing, management, and other areas has met with little cross-pollination. This session will dig into how presenters can be more effective at connecting with the cognitive aspects of their audience to facilitate engaged behaviors. 

Importantly, interaction is independent of the platform of engagement.  As we look to the future and advancing technologies like virtual reality, the requirements for deeply understanding an audience to engage them psychologically remain constant. And in the end, what keeps students engaged will keep any audience engaged.