Faculty Profile for Dr. Holly Atwood Syrdal

profile photo for Dr. Holly Atwood Syrdal
Dr. Holly Atwood Syrdal
Associate Professor — Department of Marketing
MCOY 424
phone: (512) 245-7428
Scholarly/Creative Work
Awards
Grants
Service

Biography Section

Biography and Education

 Ph.D. in Marketing from University of Texas at Arlington, MBA from Southeastern Louisiana University, and B.S. in Marketing from University of New Orleans | 5 years industry experience working for national service provider and regional hospital | 12 years of experience teaching a variety of courses, including digital marketing, social media marketing, marketing research, marketing management (strategy), IMC/promotion strategy, services marketing, public relations, principles of marketing, and advertising | Research interests in digital marketing, especially social media engagement and influencer marketing, as well as strategic storytelling and marketing pedagogy | Established record of research with numerous high-quality journal publications

Teaching Interests

 Digital marketing, social media marketing, marketing research, promotion strategy

Research Interests

 Dr. Syrdal's research interests fall under the umbrella of digital marketing. She is currently working on several research projects in the domain of social media, with focuses such as influencer marketing and engagement with content.

Selected Scholarly/Creative Work

  • Syrdal, H. A., Myers, S., Sen, S., Woodroof, P., & McDowell, W. C. (2023). Influencer Marketing and the Growth of Affiliates: The Effects of Language Features on Engagement Behavior. Journal of Business Research, 163, (Quality indicators: ABDC “A,” CABS “3,” Impact Factor: 11.3, CiteScore: 16). https://doi.org/https://doi.org/10.1016/j.jbusres.2023.113875
  • Myers, S., Syrdal, H. A., Mahto, R. V., & Sen, S. (2023). Social Religion: A Cross-platform Examination of the Impact of Religious Influencer Message Cues on Engagement – the Christian Context. Technological Forecasting & Social Change, 191, (Quality Indicators: ABDC “A,” CABS “3,” Impact Factor: 12, CiteScore: 17.2).
  • McDougal, E. R., Syrdal, H. A., Gravois, R., & Kemp, A. F. (2021). Telling the Tale: Applying a Strategic Brand Storytelling Process for STP Planning. Journal of Strategic Marketing, (Quality Indicators: ABDC “A,” CABS “2,” Impact Factor: 4.1, CiteScore: 8.2). https://doi.org/10.1080/0965254X.2021.1892803
  • VanMeter, R., Syrdal, H. A., Powell-Mantel, S., Grisaffe, D. B., & Nesson, E. T. (2018). Don’t Just “Like” Me, Promote Me: How Attachment and Attitude Influence Brand-related Behaviors on Social Media. Journal of Interactive Marketing, 43(1), 83-97 (Quality Indicators: ABDC "A", CABS "3", Impact Factor: 11.8, CiteScore: 17.4). https://doi.org/doi.org/10.1016/j.intmar.2018.03.003
  • Janakiraman, N., Syrdal, H. A., & Freling, R. (2016, August). How to Design a Return Policy. Harvard Business Review. Retrieved from https://hbr.org/2016/08/how-to-design-a-return-policy

Selected Awards

  • Award / Honor Recipient: MEA Conference Best Refereed Paper Award, Marketing Educators' Association. April 2021
  • Award / Honor Recipient: ACME AxcessCapon Teaching Innovation Award, Association of Collegiate Marketing Educators. March 19, 2021
  • Award / Honor Recipient: Foundations of Excellence Award, Texas State University Student Foundation. November 2020
  • Award / Honor Recipient: Business Advisory Council Research Award in the College of Business, The University of Southern Mississippi. 2018
  • Award / Honor Recipient: Best Paper in Social Media & Marketing Technology Track, Society for Marketing Advances. 2016

Selected Grants

  • Syrdal, Holly Atwood. Prolific and Qualtrics data collection, McCoy College of Business, Texas State University, $6307. (Funded: September 28, 2022 - Present). Grant.
  • Syrdal, Holly Atwood. McCoy College Dean’s Summer Research Stipend Program, McCoy College of Business, $8000. (Submitted: February 5, 2021). Grant.
  • Syrdal, Holly Atwood. The Value of Digital Marketing Certifications, McCoy College of Business, Texas State University, $5000. (Funded: October 10, 2019 - Present). Grant.

Selected Service Activities

Co-Chair
Digital and Social Media Marketing Track, 2025 Winter AMA Conference
April 2024-Present
Co-Chair
Influencer Marketing Track, Society for Marketing Advances Conference 2024
January 2024-Present
Editor
Special Issue of Journal of Marketing Theory and Practice
January 2024-Present
Editorial Review Board Member
Journal of Marketing Theory and Practice
June 2023-Present
Social Media Marketing Coordinator
Social Media Marketing Coordinator - Department of Marketing
November 2020-Present