The College of Charleston School of Business is celebrating a new publication in the Journal of Marketing Theory & Practice that grew out of a student’s bachelor’s essay. Assistant Professor of Marketing Kelley Anderson co-authored the article with former student Kiley Pettit ’24, along with Breanne A. Mertz and Ashley Hass.
The piece, “Behind the Screens: An Exploration of Social Media Marketer Burnout,” began as Pettit’s undergraduate research project. She played a major role in the revision process that led to publication, showcasing the impact of close faculty–student collaboration.
The study sheds light on the unique pressures social media marketers face in an “always-on” digital world. Drawing on Work Design theory and the Job Demands–Resources model, the authors introduce the SMM Work-Life Design Model, which highlights individual, technological, and systemic challenges that contribute to burnout. Importantly, the research offers practical solutions to support this rapidly growing but often under-recognized workforce.
“This project began with a bachelor’s essay, and it has been a joy working with Kiley as the research evolved into a peer-reviewed publication,” Anderson shared. “We are thrilled to see her contributions recognized at this level.”
This accomplishment underscores the School of Business’s commitment to fostering faculty–student research partnerships that prepare students to contribute meaningfully to their fields—even before graduation.
Read the full article here: doi.org/10.1080/10696679.2025.2563367
