Bela Florenthal Professor • Management, Marketing and Professional Sales View CV Website I am a Professor of Marketing at William Paterson University, in the Cotsakos College of Business. I received my Ph.D. from the Pennsylvania State University. I have a diverse research background and have published substantially in my discipline.I received awards for outstanding pedagogical papers and first and second places in case writing competitions.I served five years as the President of the Beta Gamma Sigma WPU Chapter, an honor society of AACSB-accredited business schools. Our chapter was awarded twice the Exemplary Chapter title during my Presidency, and I received the Outstanding Chapter Advisor award.I served as the director of the business honors program, where I successfully managed students' completion of their business theses.I was also the coordinator of the AACSB Assurance of Learning for our college for five years. Professional Interests Teaching: Principals of Marketing, Consumer Behavior, Marketing Research, Marketing Management, Marketing Communication Strategy, and Social Media MarketingResearch: Social media, E-learning, Interactivity, E-tailing/retailing, Culture-based behavior, Nonprofit Marketing, and Positive Psychology. Languages (other than English) Hebrew Russian Degrees PhD Marketing, Pennsylvania State University State College, PA MS Business Administration, Technion-Israel Institute of Technology Haifa, Israel BA Economics, University of Haifa Haifa, Israel Specialization motivation theories, e-commerce/e-tailing, interactive marketing, social media marketing, e-learning, and cross-cultural consumer behavior Representative Publications A Cross-Cultural Comparison of Millennials’ Engagement with and Donation to Nonprofits: A Hybrid U&G and TAM Framework; , International Review on Public and Nonprofit Marketing; 2021 https://link.springer.com/article/10.1007/s12208-021-00292-5 Nonprofits meet millennials: a hybrid approach of uses and gratifications and TAM to identify the drivers of monetary donation intention; Young Consumers; Volume 21, 2020 https://doi.org/10.1108/yc-03-2020-1106 Young Consumers’ Motivational Drivers of Brand Engagement Behavior on Social Media Sites: A Synthesized U&G and TAM Framework ; Journal of Research in Interactive Marketing; Volume 13, 2019 https://doi.org/10.1108/JRIM-05-2018-0064 Students’ Motivation to Participate via Mobile Technology in the Classroom: A Uses and Gratifications Approach; Journal of Marketing Education; 2019 Student Perceptions of and Satisfaction with Mobile Polling Technology: An Exploratory Study; , Journal for Advancement of Marketing Education; Volume 26, 2018 Representative Presentations The Impact of Intentional Prosocial (Wellness) Behavior on College and High School Students 50th Annual ACME 2023 conference ASSOCIATION OF COLLEGIATE MARKETING EDUCATORS FEDERATION OF BUSINESS DISCIPLINES Houston, TX 2023 HIGH SCHOOL STUDENTS EARN COLLEGE CREDITS BY ENGAGING IN “SPREAD KINDNESS” PROJECT 2022 Marketing Educators’ Association (MEA) Conference Marketing Educators’ Association (MEA) Seattle, WA 2022 PROJECT “SPREAD KINDNESS" 2021 MMA Fall Educators’ Conference Marketing Management Association , 2021 How a Small Player Can Succeed in a Well-Established Offline and Online Fundraising Market: Raise Craze Case Study 2021 MMA Fall Educators’ Conference 26th Annual Jacobs & Clevenger Case Writer’s Workshop , 2021 Awards and Honors Summer Research Support 2022 Faculty Summer Research Forum (FSRF) 08/01/2022 Award 26th Annual Jacobs & Clevenger Case Writer’s Workshop 10/01/2021 Winner of the Jim Kobs Best Pedagogical Paper Award Marketing EDGE 10/08/2017 First Place in The Jacobs & Clevenger Case Writers’ Competition Marketing EDGE 10/08/2017 Media Business professor at William Paterson teaches marketing while students learn to ‘Spread Kindness’ through their brand https://www.roi-nj.com/2022/12/21/education/business-professor-at-william-paterson-teaches-marketing-while-students-learn-to-spread-kindness-through-their-brand/ William Paterson University professor of marketing and management Bela Florenthal saw a need in class beyond educating her students on the principles of marketing. She saw a generation struggling with mental health issues, and got creative with her course syllabi in trying to flip the script.In the fall of 2019, as part of her “Marketing Management” and “Marketing Research” courses in the university’s Cotsakos College of Business, Florenthal launched the “Spread Kindness” project, wherein students are required to perform acts of kindness — intentional, selfless acts toward another human, animal or nature without a foreseeable reward to the performer except for feeling good, as her syllabus describes them. Notable Courses Taught Practicum and Honor courses Email 973 720 3679 3045 Valley Road By appointment
