Dr. Spencer Tinkham
About: Dr. Tinkham teaches advertising research methods, management and campaigns. Dr. Tinkham’s research focuses on political communication, particularly with respect to message and audience factors in persuasion.
Ph.D., Communications, University of Illinois
M.S., Advertising, University of Illinois
B.S., Mathematics, University of North Carolina
Research Interests and Activities
Dr. Tinkham’s research focuses on political communication, particularly with respect to message and audience factors in persuasion. With Dr. Ruth Ann Lariscy, he has conducted both survey and experimental studies sponsored by the Cox Institute and by the American Academy of Advertising. His research has appeared in Journal of Marketing, Journal of Advertising, Journal of Advertising Research, Journal of Broadcasting & Electronic Media, Journalism Quarterly, Journalism Educator, Political Communication, Journal of Current Issues & Research in Advertising, and Current Politics and Economics of the United States. Dr. Tinkham was listed among the top 25 academic advertising researchers in the Journal of Advertising.
Abstract: This study integrates network and content analyses to examine valence-based homophily on Twitter or the tendency for individuals to interact with those expressing similar valence. During the 2012 federal election cycle, we collected Twitter conversations about 10 controversial political topics and mapped their network ties. Using network analysis, we discovered clusters—subgroups of highly self-connected […]Read More
Advertising research methods, advertising management and advertising campaigns. He teaches advanced communication research and quantitative data analysis at the graduate level. He is a member of the Graduate Faculty and he teaches and supervises graduate student research.
Prior to joining the faculty of Grady College, Dr. Tinkham taught in the Marketing Department of Columbia University Graduate School of Business, at the University of Illinois and as a visiting professor at the University of Florida. He was employed by the American Association of Advertising Agencies to evaluate the AAAA Educational Foundation grant program. In addition to his work as a research consultant, he has served as an instructor in professional training seminars sponsored by the AAAA’s, the American Management Association and the State Legislative Leaders Foundation.