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 Marketing
Research: Social media, E-learning, Interactivity, E-tailing/retailing, Culture-based behavior, Nonprofit Marketing, and Positive Psychology.
Languages (other than English)
Hebrew RussianDegrees
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 U&G and TAM to Identify the Drivers of Donation Behavior;
Young Consumers;
Volume
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
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
Representative Presentations
The Impact of Intentional Prosocial (Wellness) Behavior on College and High School Students
HIGH SCHOOL STUDENTS EARN COLLEGE CREDITS BY ENGAGING IN “SPREAD KINDNESS” PROJECT
PROJECT “SPREAD KINDNESS"
How a Small Player Can Succeed in a Well-Established Offline and Online Fundraising Market: Raise Craze Case Study
Awards and Honors
08/01/2022
10/01/2021
10/08/2017
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
