Brent Coker, PhD, is an Online Consumer Psychologist. With a PhD in Electronic Commerce (“Predicting Internet Purchase Intention”), Dr. Coker's research focusses on consumer behavior within the realm of psychology, digital business models, and marketing. He currently teaches Digital Marketing and Digital Business Models at the University of Melbourne.
Dr Coker prepares scientific reports pertaining to consumer behavior, branding, and Digital Marketing and technology related topics, based on scientific findings published in academic peer reviewed journals, and other third party relevant research. Any opinions expressed by Dr Coker are supported by peer reviewed academic research, established academic theory, industry standards, and other relevant logical evidence.
Dr. Coker’s award winning research into digital marketing and consumer behavior has been published in top peer reviewed academic journals, beginning in 2004 when his research into the integration of the internet into business models won Best Paper Award at the 15th Australasian Conference on Information Systems (ACIS). In the late 1990s, Dr. Coker had a dot-com (fernland.com), and he is currently director of Deloosh Pty Ltd.., inventor of the web analytics tool Webreep., and author of the book Going Viral, and advisor to Wear Cape, Influencer Marketing Agency
Dr. Coker is available for expert witness work, consultation, and advisement in Australia and internationally.
Areas of Expertise:
- Brand Management
- Consumer Behavior
- Consumer Psychology
- Digital marketing
- Influencer Marketing
- Internet Retail
- Internet marketing strategy
- Measuring the online consumer experience
- Social Media
- Viral Marketing
View Dr. Brent Coker's Consulting Profile.
One common disgruntlement brands have against other brands is similarity. In the courts, brands argue that another brand is too similar, and that this causes confusion whereby consumers may believe there is an affiliation between the brands.
I was recently invited to provide informal pro-bono advice to a law firm organizing a class action lawsuit against JUUL – a supplier of vaping products. Part of their argument was the idea that JUUL were engaged in unlawful viral marketing – inciting peer pressure by using advanced marketing techniques.
Brent Coker, PhD
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