Todd Bacile
Associate Professor of Marketing, Area Coordinator for Marketing, Management, and International Business, and holder of the William Barnett, Stanford H. Rosenthal, and Dean Henry J. Engler, Jr. Professorships in Business
Education
Ph.D., Marketing, Florida State University
M.B.A., Mississippi State University
B.S., Management, Wayne State University
Departments
- College of Business
- Marketing
- Master of Business Administration
Expertise
- Digital Media
- Marketing
Bio
Dr. Bacile is an Associate Professor of Marketing in the College of Business at 黑料社区. He earned his Ph.D. in Marketing from Florida State University in 2013. His teaching and research focus is in the areas of marketing strategy; ethical concerns surrounding consumer privacy, how companies misuse consumers' private information, and changing privacy laws that affect marketers and organizations; services marketing topics such as service failure, complaint handling, and service recovery; and digital marketing topics including online customer complaining, online service recovery, how online incivility affects marketers, customer-to-customer interactions in digital service environments, and influencers.
His research has been published or is forthcoming in research journals and national marketing conferences, including the Journal of Service Research, Journal of Interactive Marketing, Journal of Business Research, Journal of Services Marketing, Journal of Service Management, Journal of Research in Interactive Marketing, Journal of Consumer Marketing, Marketing Education Review, American Marketing Association, Academy of Marketing Science, Frontiers in Service, Society for Marketing Advances, the Direct/Interactive Marketing Research Summit, and other outlets. He also serves on the editorial review boards for the Journal of Business Research, Journal of Services Marketing, and Marketing Education Review.
Dr. Bacile is also an accomplished teacher in the classroom. He has won two university-wide teaching awards at two different universities (Loyola and Florida State University) and received multiple College of Business teaching awards for both undergraduate and graduate classes. Part of his success is due to the use of an experiential learning approach with class projects that help support course concepts. As an example, he has successfully helped over 200 students successfully pass the Google Analytics and/or Google Ads official certification exams (offered by Google) by building course concepts into a class that prepares students to take these exams by the end of a semester. For instance, some of his students have completed consulting reports for local non-profit organizations by focusing on their use of Google Analytics and Google Ads. His teaching methods have been featured in stories by The Chronicle of Higher Education, Inside Higher Ed, U.S. News and World Report, and many other online sources.
Publications
Bacile, Todd J., A. Banu Elmadag, Mehmet Okan, Denitsa Dineva, and Ania Izabela Rynarzewska (2025), "Schadenfreude and sympathy: Observer reactions to malicious joy during social media service recovery," Journal of Interactive Marketing, 60 (1), 44-64.
Dineva, Denitsa, Kate Daunt, and Todd J. Bacile (2025), "Communication accommodation for de-escalating consumer tensions in online brand communities," Journal of Business Research, 192, 115281.
Bacile, Todd J., Harshit Parmar, and Eric Walden (2024), "Examining Neurocorrelates in Observers of Online Incivility During Service Recovery on Brands鈥 Social Media: A Proposed fMRI Study," presented at Society for Marketing Advances, Tampa, FL.
Emily Treen and Todd J. Bacile (2024), "Frontline employee competency goals, threats, and protection behaviors: A goal orientation and situational inefficiency perspective," presented at Society for Marketing Advances, Tampa, FL.
Bacile, Todd J. (2024), 鈥淥bservers鈥 complaint language perceptions: A new measure to aid social media service recovery evaluations,鈥 Journal of Marketing Theory and Practice, 32(2), 210-232.
Wolter, Jeremy S., Todd J. Bacile, and Pei Xu (2023), 鈥淗ow Online Incivility Affects Consumer Engagement on Brands鈥 Social Media Pages,鈥 Journal of Service Research, 26(1), 103鈥119.
Bacile, Todd J., Krallman, A., Wolter, J.S. and Beachum, N.D. (2020), "The value disruption of uncivil other-customers during online service recovery", Journal of Services Marketing, Vol. 34 No. 4, pp. 483-498.
Wolter, Jeremy S., Todd J. Bacile, Jeffrey S. Smith, and Michael Giebelhausen (2019), 鈥淭he Entitlement/Forgiveness Conflict of Self-Relevant and Self-Neutral Relationships During Service Failure and Recovery,鈥 Journal of Business Research, 104, 233-246.
Bacile, Todd J., Jeremy S. Wolter, Alexis M. Allen, and Pei Xu (2018), 鈥淭he Effects of Online Incivility and Consumer-to-Consumer Interactional Justice on Complainants, Observers, and Service Providers During Social Media Service Recovery,鈥 Journal of Interactive Marketing, 44, 60-81.
Fox, Alexa, Todd J. Bacile, Chinintorn Nakhata, and Aleshia Weible (2018), 鈥淪elfie-Marketing: Exploring Narcissism and Self-Concept in Visual User-Generated Content on Social Media,鈥 Journal of Consumer Marketing, 35 (1), 11-21.
Bacile, Todd J., Debra A. Laverie, Richard C. Hanna, Rebeca Perren, and Kristin Stewart (2018), 鈥淒igital Marketing Certifications for Your Students: A Panel Discussing Recommendations and Challenges for Faculty,鈥 panel discussion at the American Marketing Association鈥檚 Summer Educator鈥檚 Conference, Boston, MA.
Bacile, Todd J., Jeremy S. Wolter, Alexis M. Allen, Pei Xu, and Tara Luck Mariano (2018), 鈥淐ustomer-to-Customer Interactional Justice: A New Challenge for Service Recovery via Social Media,鈥 presented at Academy of Marketing Science, New Orleans, LA.
Min, Dong-Jun and Todd J. Bacile (2017), 鈥淎 Polyadic Customization-Engagement Paradox of Hypertargeting in Social Media: Can Exclusive Personalization be Detrimental to Consumer-to-Consumer Engagement?,鈥 presented at Marketing EDGE Summit, New Orleans, LA.
Bacile, Todd J., Christine Ye, and Esther Swilley (2014), 鈥淔rom Firm-Controlled to Consumer-Contributed: Consumer Co-Production of Personal Media Marketing Communication,鈥 Journal of Interactive Marketing, 28 (2), 117-133.