Department of Marketing and Management Sciences

Dr. Bela Florenthal

Florenthal

Office:   V3058
Phone:   973-720-3679
Email:FlorenthalB@wpunj.edu
Office Hours:   By appointment

Department: Marketing and Management
Position: Associate Professor
Area Specialization: Social media; E-learning; Interactivity; E-tailing/retailing; Culture-based behavior; Eco-friendly marketing
URL: https://www.linkedin.com/in/belaflorenthal

Education

PhD, (Marketing). Pennsylvania State University, 2004
MS, (Business Administration). Technion-Israel Institute of Technology, 1997
Bachelor of Commerce, (Business Administration). National Chengchi University, 1998

Representative Publications and Presentations

Book Chapters

Florenthal, B. (2016). In S. K. Jones & S. Kelly (Eds.), BrandCo: Development and Marketing of a Social Media Index (pp. 44 -72). Libertyville, IL: Midwest Marketing Education Foundation. http://connection.ebscohost.com/c/articles/100093359/brandco-development-marketing-social-media-index

Florenthal, B., Andreopoulos, G., Malindretos, J. (2016). In S. K. Jones & S. Kelly (Eds.), NextWaveWeb: How to Incorporate Social Media and E-Commerce into the Company’s Strategy (pp. 121-141). Libertyville, IL: Midwest Marketing Education Foundation.

Florenthal, B., Chao, C.-H. (2015). In J. N. Burkhalter & N. T. Wood (Eds.), Corporate Communicative Engagement in Micro-blogging: Cross-Cultural Analysis of Weibo and Twitter. Maximizing Commerce and Marketing Strategies through Micro-Blogging.

Florenthal, B., Shoman, A. (2009). In C. Standing (Ed.), Matching E-tailing Strategies to Customers' Behaviour: Three Levels of Interaction (pp. 11-35). Palgrave Macmillan.

Refereed Journal Articles

Chao, C.-H., Florenthal, B. (2016). A Comparison of Global Companies’ Performance on Twitter and Weibo. International Journal of Business Environment, 8(3), 242-264.

Florenthal, B., Chao, C.-H. (2016). A Cross-cultural Comparison of a Global Brand’s Strategies on Micro-blogging Sites: Sina Weibo vs. Twitter. International Journal of Online Marketing, 6(4), 54-72.

Florenthal, B. (2016). The Value of Interactive Assignments in the Online Learning Environment. Marketing Education Review, 26(3), 154-170.

Florenthal, B. (2015). Applying Uses and Gratifications Theory to Students’ LinkedIn Usage. Young Consumers, 16(1), 17-35.

Florenthal, B., Polakowski, C. (2014). Brandco: Development and Marketing of a Social Media Index. International Journal of Integrated Marketing Communications, 6(2), 53-64.

Florenthal, B., Arling, P. A., Skinner, D., King, K. W., Rondeau, P. J. (2012). Enhancing the Traditional IMC Recruitment Plan to Gauge the Impact of Vodcast Usage on Students’ Attitudes and Behavioral Intentions. International Journal of Integrated Marketing Communications, 61-77.

Florenthal, B., Tolstikov-Mast, Y. (2012). Organizational Culture: Comparing Faculty versus Staff Perspectives. Journal of Higher Education Theory and Practice, 12(6), 81-90.

Florenthal, B., Arling, P. A. (2011). Do Green Lifestyle Consumers Appreciate Low Involvement Green Products? Marketing Management Journal, 21(2), 35-45.

Florenthal, B., Shoham, A. (2010). Four-mode channel interactivity concept and channel preferences. Journal of Services Marketing, 24(1), 29-41.

Florenthal, B., Grossman, P. Z. (2009). Barriers to Adoption of Hybrid Cars in the Midwest: Focusing on Generation Y. Journal of Business and Behavioral Sciences, 21(1), 64-79.

Florenthal, B., Osland, G. E. (2009). High- versus Low-Context National Cultures: Preferences for Type of Retailer and for Human Interaction. Indian Journal of Economics and Business, March, 97-109.

Florenthal, B., Noriko, Y., Xu, H. (2009). Marketing Feng Shui to Asia: A Case Study. Korean Journal of Marketing, 11(2), 1-20.

Florenthal, B., Tolstikov-Mast, Y., Yilmazsoy, N. (2009). Understanding Organizational Culture from Multiple Perspectives: Faculty-Staff Relations Analysis. Journal of Academic Administration in Higher Education, 5(1), 29-41.

Conference Proceedings

Kunz, D., Florenthal, B., Parker, J. (2014). In D. DeLong, D. Edmiston, & B. V. Schee (Eds.), Effectively using publisher software resources (pp. 65-66). San Antonio, TX: Marketing Management Association: A Community of Learners.

Florenthal, B. (2014). In D. DeLong, D. Edmiston, & B. V. Schee (Eds.), Value of interactivity in online learning envrionment (pp. 189-190). San Antonio, TX: Marketing Management Association: A Community of Learners.

Florenthal, B., Chao, C.-H. (2013). A Cross-cultural Comparison of Micro-blogging Sites: Sina Weibo vs. Twitter. Chicago, Illinois: Proceedings of Marketing EDGE Direct/Interactive Marketing Research Summit.

Florenthal, B. (2011). College Student’s Consumption Decision Making Process for Low Involvement Products (pp. 22-27). Marketing Management Association Conference 2011 Proceedings.