Dr. Barhorst's research is primarily concerned with the digital brand experience domain. She collaborates with researchers around the world to understand the success factors for the provision of brand experiences that build brand equity.
Javornik, A. Marder, B., Barhorst, J., McLean, G., Rogers, Y., Marshall, P., Warlop, L. (2022), 'What Lies Behind the Filter' Uncovering the Motivations for Using Augmented Reality (AR) Face Filters on Social Media and their Effect on Wellbeing, Computers in Human Behavior
McLean, G., Barhorst, J. (2021), "Living the Experience Before You Go...but Did it Meet Expectations?" Journal of Travel Research
McLean, G., Osei-Frimprong, K., Barhorst, J., (2021) "Alexa, Do Voice Assistants Influence Consumer Brand Engagement? - Examining the Role of AI Powered Voice Assistants in Influencing Consumer Brand Engagement," Journal of Business Research
Barhorst J., McLean, G. Shah, E. & Mack, R. (2021), “Blending the Real World and the Virtual World: Exploring the Role of Flow in Augmented Reality Experiences,” Journal of Business Research
Barhorst, J., Wilson, A., & Brooks, J. (2020) "Negative Tweets about Airlines and the Factors that Influence a Change in Likelihood to Recommend,” Journal of Business Research.
Barhorst, J., Wilson, A., Brooks, J. & McLean, G. (2020), “Service Encounter Microblog Word of Mouth and its Impact on Reputation,” Journal of Services Marketing
Barhorst, J. (2015). “Brand Psychology: Consumer Perceptions, Corporate Reputations – Book Review, ”International Journal of Market Research