Leila Samii, Ph.D.

Leila Samii, Ph.D.

Manchester, New Hampshire, United States
3K followers 500+ connections

Join to view profile

About

Leveraging a strategic leadership role, my focus at Southern New Hampshire University has…

Activity

Join now to see all activity

Experience

  • Southern New Hampshire University Graphic

    Southern New Hampshire University

  • -

    Manchester, New Hampshire, United States

  • -

    Manchester, New Hampshire, United States

  • -

    Manchester, New Hampshire, United States

  • -

    Manchester, New Hampshire, United States

  • -

  • -

  • -

  • -

  • -

    Aurora, IL

  • -

    Cambridge, MA

  • -

    Cambridge, MA

  • -

    Manchester, New Hampshire

  • -

    New Hampshire

  • -

    Manchester, NH

  • -

  • -

  • -

    New York, New York, United States

  • -

  • -

    Cary, NC

Education

  • Southern New Hampshire University Graphic

    Southern New Hampshire University

    -

    My Ph. D. is in International Business with a focus in Marketing. My dissertation focused on "The Disruption of Social Media: Branding in a Cultural Context". The dissertation examined social media, cross cultural factors and brand image to define theoretical concepts. The methodology was heavily statistical based with a qualitative component to analyze global social media at a deeper level.

  • -

Licenses & Certifications

Volunteer Experience

  • Marketing Management Association Graphic

    Director of Communications

    Marketing Management Association

    - 3 years 2 months

    Education

  • World Affairs Council of New Hampshire Graphic

    Board Member

    World Affairs Council of New Hampshire

    - 3 years 1 month

    Politics

    Supporting the marketing efforts and brand awareness of the organization. Worked with a team for the rebranding efforts.

  • City Year Graphic

    Marketing and Development Working Group

    City Year

    - 11 months

    Education

  • Board of Trustees

    The Nature Conservancy of New Hampshire

    - Present 4 years

    Environment

Publications

  • Co-Communication and Brand Reflection in Higher Education: Perceptions of Enrollment Intention and Recommending

    THE JOURNAL OF ECONOMIC SCIENCES: THEORY AND PRACTICE

    In this study, enrollment intention of international students was observed by testing
    university created communication (UCC), user generated content (UGC), brand image
    (BI) and brand attitude (BA). To examine higher education institution level and
    enrollment intentions, the model by Schivinski & Dabrowski (2016) firm created
    communication, brand equity, user generated content (UGC), brand attitude
    predicting purchase decision was extended. It is proved that BI and BA…

    In this study, enrollment intention of international students was observed by testing
    university created communication (UCC), user generated content (UGC), brand image
    (BI) and brand attitude (BA). To examine higher education institution level and
    enrollment intentions, the model by Schivinski & Dabrowski (2016) firm created
    communication, brand equity, user generated content (UGC), brand attitude
    predicting purchase decision was extended. It is proved that BI and BA affects
    enrollment intention in the same level. It is not important for international students
    where the communication comes from when they go online and search different
    contents. Brand reflection (BI &BA) and Co-communication (UGC &UCC) have
    strong relationship with enrollment intentions.

    See publication

  • Engaging your Global Social Media Audience: A Framework for E-Retailers

    E-Retailing Challenges and Opportunities in the Global Marketplace/ IGI Global

    The global reach of social media provides opportunities for e-Retailers to execute an efficient strategy. Implementing a global social media strategy maximizes the efficiency of the exchange of information between the target audience and the brand. Information acquisition provides e-Retailers with knowledge about their target audience, while information dissemination spreads awareness about the brand to the target audience. As a result, e-Retailers leveraging user content on social media enable…

    The global reach of social media provides opportunities for e-Retailers to execute an efficient strategy. Implementing a global social media strategy maximizes the efficiency of the exchange of information between the target audience and the brand. Information acquisition provides e-Retailers with knowledge about their target audience, while information dissemination spreads awareness about the brand to the target audience. As a result, e-Retailers leveraging user content on social media enable the development of strategic global engagement to reduce cultural complexities. The REALLY framework develops a foundation to leverage user-generated content using standardization for multilayered social media campaigns for e-Retailers. Roxy’s global social media campaign is used as a case example to analyze global social media strategy and internationalization.

    See publication

  • The Brand in the Mirror: Toward Brand Identity-Image Congruence in Social Media Marketing

    Marketing Management Association Spring 2015 Conference- Paper Session- Best Paper in Promotions and Digital Marketing Track

    Brand image and brand identity has created a complexity with the many voices of user generated content on social media (Nandan, 2005). Brand’s that have a brand evolution strategy with the increase of user generated content manage their brands through a user generated branding strategy (Burmann, 2010; Rindell and Strandvik, 2010). Positioning a brand as functional, symbolic and experiential brand concept enables more users to participate in user generated branding to move toward brand identity-…

    Brand image and brand identity has created a complexity with the many voices of user generated content on social media (Nandan, 2005). Brand’s that have a brand evolution strategy with the increase of user generated content manage their brands through a user generated branding strategy (Burmann, 2010; Rindell and Strandvik, 2010). Positioning a brand as functional, symbolic and experiential brand concept enables more users to participate in user generated branding to move toward brand identity- image congruence (Park, Jaworski and MacInnis, 1986). The conceptual model explored three propositions to manage the brand identity-image congruence to reduce brand complexity. Future research is proposed to examine social media so brands can develop proactive movements towards their favorable brand image.

    Other authors
    See publication

  • Global Market Segments on Social Media: Clustering Country Specific Factors and Social Technographic Profiles

    MarketingEDGE- paper session

    Social media has created limited barriers to enter for global marketing strategies with the decrease of psychic distance (Johanson & Vahlne, 1977). There is limited research on global social media marketing. This study aimed to explore global market segments on social media to increase efficiency in delivering messages on social media. Country specific factors (Berthon et al., 2012) and Social Technographic Profile (Li & Bernoff, 2010) were used as clustering variables. Five clusters emerged:…

    Social media has created limited barriers to enter for global marketing strategies with the decrease of psychic distance (Johanson & Vahlne, 1977). There is limited research on global social media marketing. This study aimed to explore global market segments on social media to increase efficiency in delivering messages on social media. Country specific factors (Berthon et al., 2012) and Social Technographic Profile (Li & Bernoff, 2010) were used as clustering variables. Five clusters emerged: Creator Functional-Innovation, Consumer Functional-Innovation, Creator Social-Imitation, Consumer Social-Imitation and an Abnormal Cluster. A one- way ANOVA determined that most clusters were significantly different from one another. Managerial implications were proposed based on parallels of cluster with brand image (Roth, 1995) literature and social media motivations (Muntinga et al., 2011).

    Other authors
    See publication

  • The Social Media Marketing Literature Coalesces In 2013

    The International Academy of Business and Public Administration Disciplines

    Other authors

  • Country Characteristics for a Successful Social Media Strategy: A Cluster Analysis Approach

    Direct/Interactive Marketing Research Summit- paper session

    Global social media has challenged marketers to change their strategic approach (Piskorski, 2011). Global social media represents many cultures that encode messages differently due to their perception and social norms. To understand and overcome challenges within global social media strategies there is a need for social media to be analyzed globally. This paper conducts cluster analysis based on country factors including culture, technology, population, social media usage and target audience…

    Global social media has challenged marketers to change their strategic approach (Piskorski, 2011). Global social media represents many cultures that encode messages differently due to their perception and social norms. To understand and overcome challenges within global social media strategies there is a need for social media to be analyzed globally. This paper conducts cluster analysis based on country factors including culture, technology, population, social media usage and target audience. It was found that 4 clusters were the optimal clusters. Interestingly, countries that clustered together were the Netherlands, Canada, Sweden and Australia in cluster 1. Cluster 2 included France, Germany, Italy, Japan and Spain, while China and the US were each on their own. The clusters can be used to localize promotional strategies of social media for each culture.

  • Dynamic Factors for Marketing with Social Media

    Academy of International Business- New England Chapter- paper session

    Traditional marketing practices are becoming less prominent being replaced by contemporary marketing practices such as e-Marketing. The various mediums in which people communicate is evolving with Web2.0 relying on user generated content to create a sense of community on social media sites. Though the common social media site in developed countries is Facebook this is not the case in some of the BRIC countries for various reasons. Comparing the US and Brazil as examples this research aims to…

    Traditional marketing practices are becoming less prominent being replaced by contemporary marketing practices such as e-Marketing. The various mediums in which people communicate is evolving with Web2.0 relying on user generated content to create a sense of community on social media sites. Though the common social media site in developed countries is Facebook this is not the case in some of the BRIC countries for various reasons. Comparing the US and Brazil as examples this research aims to illustrate the factors involved in a dynamic model of social media for marketing practices.

    Other authors
    See publication

  • Psychopathic- like traits, the behavioral inhibition system, the behavioral activation system, and anxiety

    American Psychology and Law Society- paper session

    Gray's (1981) neurobehavioral motivation model explains the BAS activates during reward cues and the BIS inhibited behaviors responding to cues of punishment. Lykken (1995) postulated primary psychopathy is linked to nominal BIS, a lack of anxiety, and average BAS, while secondary psychopathy is connected to elevated BAS and anxiety, and normal BIS. The current study extended downward into a juvenile sample, correlations between the BIS/BAS scale (Carver & White, 1994), the STAI (Speilberger et…

    Gray's (1981) neurobehavioral motivation model explains the BAS activates during reward cues and the BIS inhibited behaviors responding to cues of punishment. Lykken (1995) postulated primary psychopathy is linked to nominal BIS, a lack of anxiety, and average BAS, while secondary psychopathy is connected to elevated BAS and anxiety, and normal BIS. The current study extended downward into a juvenile sample, correlations between the BIS/BAS scale (Carver & White, 1994), the STAI (Speilberger et al., 1970) measuring anxiety, and the YPI (Andershed et al., 2002) measuring psychopathic-like traits. Investigated further was the BIS mediating the relationships between anxiety and psychopathic-like traits.

    Other authors
    • Diana Falkenbach
    See publication

  • The Mating Game: The Extension of the Umwelt in the 21st Centrury

    Relating to Environments: A New Look at the Umwelt

    An examination of ways in which media alters a person's Umwelt, particularly aspects related to social status, body image, and mental health. While humans have faced specific selection pressures related to psychological phenomena thousands of years ago, the current environment offers challenges not present in the ancient environment. Thus, our Umwelten face changes based on current problems as well as past.

    Other authors
    • Sarah Strout- First Author
    See publication

Courses

  • Advertising and Public Relations

    -

  • Corporate Communications

    -

  • Foreign Direct Investment

    -

  • Globalization Seminar

    -

  • Integrated Marketing Communications

    -

  • International Business Strategy Seminar

    -

  • International Marketing Seminar

    -

  • International Negotiations

    -

  • International Trade and Competitiveness

    -

  • Introduction to International Business & Information Technology

    -

  • Multinational Corporate Environment

    -

  • Multinational Finance Seminar

    -

  • Privatization, Economic Reform and Globalization in Emerging Markets

    -

  • Quantitative Analysis (SPSS/EViews)

    -

  • Understanding Emerging Markets

    -

Projects

  • Google Inc - Risks in International Growth

    Other creators
    • Daragh Gleeson
    • Eli Kaldany

Honors & Awards

  • Student Affairs Faculty Partner

    Southern New Hampshire University

    This award is given to a faculty member that has developed meaningful partnerships with Student Affairs. It is specific to those that are open to collaboration across their typical role.

Languages

  • English

    Native or bilingual proficiency

  • Farsi

    Full professional proficiency

Recommendations received

1 person has recommended Leila

Join now to view

More activity by Leila

View Leila’s full profile

  • See who you know in common
  • Get introduced
  • Contact Leila directly
Join to view full profile

Other similar profiles

Explore more posts

Explore collaborative articles

We’re unlocking community knowledge in a new way. Experts add insights directly into each article, started with the help of AI.

Explore More

Add new skills with these courses

See all courses