Antoinette Okono, PhD Profile and Contact Information

Education

• PhD, Business Administration with Specialization is Marketing and Statistical Analysis, University of South Alabama, Alabama
• MBA, Business Administration, Global Business, University of Houston-Victoria, Texas
• MBA, Business Administration, General, University of Houston-Victoria, Texas
• MS, Economic Development & Entrepreneurship, University of Houston-Victoria, Texas
• BBA, Marketing, University of Houston-Victoria, Texas
• Graduate Certificate in Marketing Management, University-Victoria, Texas

Courses Taught

• MTKG 4360 – Marketing Strategy
• MKTG 4350 – Marketing Research
• MKTG 4330 – Global Marketing
• MKTG 3313 – Social Media Marketing
• MKTG 3310 – Consumer Behavior
• MKTG 3301 – Principles of Marketing
• BUSA 2315 – Business Statistics
• BUSA 2301 – Business Math

Teaching Focus

Dr. Okono specializes in consumer behavior, marketing strategy, digital marketing, and marketing research, with additional expertise in global marketing. She teaches a full spectrum of marketing courses, drawing on nearly 20 years of professional experience in both corporate and agency settings. Over her career, she has worked with major brands such as Microsoft, Samsung, Kroger Corporate, and Henkel, building an extensive portfolio of more than 15 global, national, regional, and local companies.

In the classroom, Dr. Okono integrates her real-world background into teaching, connecting theory with practical applications through scenarios and case examples that resonate with students. She emphasizes evolving areas of the field, including the professional use of AI, analytics, and creative strategy, to ensure her students are prepared for today’s fast-changing marketing landscape. She believes that combining industry experience, current marketing trends, and academic foundations creates a richer and more engaging learning environment.

Research Interest and Publications

Dr. Okono actively serves as a member of the American Marketing Association, Society of Marketing Advances, Association of Marketing Theory and Practice, Academy of Marketing Science, Society for Consumer Behavior, Marketing Management Association, Association of Consumer Research, Digital Marketing Institute, Product Marketing Alliance, CMO Alliance, and Association for National Advertisers. Through these academically focused organizations, she publishes research on digital consumer behavior, influencer marketing, creator marketing, consumer-brand relationships, and various marketing phenomena, especially parasocial relationships. Her research interests include applications of symbolic interactionism, stimulus-organism-response theory, attachment theory, and parasocial theory.

Okono, A.J., Leggett, B.R., & Merkle A.C. “Comparative Analysis of Parasocial Relationships and Their Influence on Online Impulse Buying: Examining the Mediating Role of Consumer Behavior Pathways.” Desired publication outlet is the Journal of Consumer Marketing. (2025-2026)

Okono, A. (2025). Digital Badging & Salesforce-Marketing Education Integration. Manuscript presented at the Marketing Management Association, Las Vegas, NV.

Hair, J, Ortinau, D, & Harrison, D. (2025). Essentials of Marketing Research. How Effective Are Social Media Influencers?. McGraw-Hill Global Education Holdings, LLC. Dubuque, IA.

Okono, A. (2023). A Comparative Examination of Influencer Parasocial Relationships and Consumer-Brand Relationships on Impulse Buying: A Moderated Mediation Model. Manuscript to be presented at the Society of Marketing Advances, Fort Worth, TX.

Okono, A. (2022). Talk is Not Cheap! Social Media Influencers. Manuscript presented at the Association of Marketing and Theory, Destin, FL.

Hair, J, Ortinau, D, & Harrison, D. (2022). Essentials of Marketing Research. Social Media Influencers and Purchase Likelihood. McGraw-Hill Global Education Holdings, LLC. Dubuque, IA.

Committee Services/Offices Held

Archie W. Dunham College of Business Curriculum Committee

SACSCOC Academic Assessor/Writer, Marketing, BBA

Advisory Member, Women in Leadership Program

Additional Information

Dr. Okono is the Executive Director of the Bethel-Mansfield Foundation, a nonprofit organization serving schools in Acres Homes, Houston, Texas. Under her leadership, the foundation provides disadvantaged children with essential school supplies, including uniforms and personal apparel. Her work reflects a deep passion for raising awareness around child maltreatment, restorative practices, and educational empowerment for children. She also serves as Managing Editor of Ella Wheatley, the Foundation’s e-magazine, and conducts research on child maltreatment through a developing community research hub. For Dr. Okono, child advocacy is both a mission and a mantle.

With nearly 20 years of marketing experience—and close to a decade in senior leadership roles—Dr. Okono has managed marketing portfolios exceeding $10 million across multiple corporations and agencies. She has directed marketing and operational teams in Chile, Singapore, London, Korea, Spain, Bahrain, Belgium, and Iran, focusing on consumer electronics. Over her career, she has managed a cumulative $34 billion client portfolio across industries including CPG, SaaS, energy, high-tech, retail, restaurant, and finance. She has led global teams of content strategists, copywriters, and designers in Italy, China, Brazil, Israel, and North America, leveraging client insights to strengthen digital market share.

Currently, she advises clients as a network council member at GLG (Gerson Lehrman Group, New York) and AlphaSights (London). Her notable clients include Microsoft, Samsung, Kroger, Portwest (UK, US, New Zealand, Australia), Schneider Electric (France), Citizen Watch (North America), Grammarly Business (Australia, Canada, New Zealand, UK, US, India, Philippines, Indonesia), ATB Financial (Canada), and Ethos Life Insurance (US).

Her previous roles include serving as Brand Advisor for One Bread Foundation, Inc.; Marketing Director for The Foundation for Black Heritage and Culture, which organizes weekly food pantry services; Marketing Mentor at Houston SCORE; Advisory Council Member at Harvard Business Review; and Vice President at the African-American Marketing Association. Dr. Okono taught marketing courses at University of Houston-Victoria and University of South Alabama.

Outside of her professional work, Dr. Okono enjoys traveling with her family, volunteering, fitness, and attending Living Word Fellowship Church. She also loves spending time with her two terrier mixes, Pyke and Junior.