Education

B.A., Mass Media, Valdosta State University
M.A., Journalism and Mass Communication, University of Georgia
Ph.D., Mass Communication, University of Georgia

Background

Jameson Hayes joins the faculty at the University of South Carolina from the University of Alabama wherein he served as Ph.D. program director, founding director of the Public Opinion Lab, and founding director of the UA in the Caribbean program. He currently serves as president of the American Academy of Advertising and is associate editor for the Journal of Advertising. Prior to entering academia, Jameson held a variety of media industry and marketing research roles, and he remains active in working with clients.

Awards

• ICORIA 2025 Best Paper Award (June 2025)
• International Journal of Advertising Best Paper of 2022 Award (June 2023)
• ICORIA 2022 Best Paper Award (June 2022)
• Journal of Interactive Marketing Feature Article (October 2021)
• Broadcast Education Association 2010 Best Debut Paper Award
• Journal of Advertising 2014 Article of the year Runner-up
• College of Communication & Information Sciences Strategic Fund, $2918 awarded 2017
• 2018 International Journal of Advertising Best Reviewer Award (July 2019)
• 2019 Journal of Interactive Advertising Outstanding Reviewer Award (March 2020)
• AAA Outgoing Executive Committee Member Appreciation Award (March 2021)

Research

Hayes' research focuses on the intersection between consumer-brand relationships and consumer engagement with particular interest in the use of data science in examining these areas. His work has been published in the Journal of Advertising, the International Journal of Advertising, the Journal of Interactive Advertising, the Journal of Current Issues and Research in Advertising, the Journal of Interactive Marketing, the Journal of Computers in Human Behavior, the Journal of Health Communication, Journal of Public Relations Research, and Social Media + Society, among others.

Grants and Funded Research

“Conflict Resilience Across Scales: Theory and data to evaluate societal resilience to water and climate shocks” G03 HQ003424NFOEASD02 Minerva University Research NFO 20231211 for Topic 2: Considering Societal Resilience at Multiple Scales

“A Longitudinal Analysis of the Nigeria Farmer-Herder Conflict on Twitter” Department of Defense/Global Water Security Center

“A Biometric Analysis of Israeli Adolescents’ Responses to Influencer Advertising” Ariel University International Affairs Grant

“A Multimodal Emotion Perspective on Social Media Influencer Marketing: The Effectiveness of Influencer Emotions, Network Size, and Branding on Consumer Brand Engagement Using Facial Expression and Linguistic Analysis” Lewis Advertising Research Fund  

“3OA-Public Opinion Lab National Happiness Study” The 30A Company

Teaching

In approaching every course, regardless of level, Hayes' overall mission is to help students develop problem-solving strategies that can be used in and out of the classroom, to foster critical thinking and to instill the desire for students to facilitate acquisition of life-long learning skills that will help them navigate new challenges and opportunities in an ever changing, diverse world. Success in this endeavor prepares students to enter any environment (A+PR agency or life) and excel. He teaches courses across the undergraduate advertising curriculum and graduate advertising and mass communication courses with particular specialization in social media analytics.

Recent Publications

Hayes, J.L., Brinson, N.H., Bott, G.J., & Moeller, C.M. The Influence of Consumer-brand Relationships on the Personalized Advertising Privacy Calculus in Social Media. Journal of Interactive Marketing, 55, 16-30.

Hayes, J.L., Britt, B., Evans, W., Rush, S., Towery, N., & Adamson, A. Can Social Media Listening Platforms’ (Now Brandwatch Consumer Research’s) AI Be Trusted? Examining the Accuracy of Crimson Hexagon’s Artificial Intelligence-driven Analyses. Journal of Advertising, 50(1), 81-91.

Read, G., Holiday, S., Hayes, J.L., & Britt, B.C. Biometrics Tools in a Computational Advertising Context: An Overview of Use and Application. Journal of Advertising.

Lee, J., Walter, N., Hayes, J.L., & Golan, G.J. Do Influencers Influence? A Meta-Analytic Comparisons of Celebrities and Social Media Influencers Effects. Social Media + Society.

Holiday, S., Hayes, J.L., Park, H., & Lyu, Y. (2023). A multi-modal emotion perspective on social media influencer marketing: The effectiveness of influencer emotions, network size, and branding on consumer-brand engagement using facial expression and linguistic analysis. Journal of Interactive Marketing.

Service

Associate editor of Journal of Advertising, president-elect of AAA, orevious AAA secretary, previous AAF Tampa Bay education director, UA CC&IS graduate council, head of the Media Strategy and Analytics Graduate Concentration, multiple AAA committee chair appointments.

Personal

Having been to the Caribbean, and in particular "The Friendly Island" Sint Maarten, many times, Hayes's passion project is his study abroad trip to Sint Maarten. He enjoys introducing a new crop of students each year to his Caribbean home away from home. He looks forward to bringing this program to USC this year with a collaborative program between the University of South Carolina and the University of Alabama.