Bobbie Rathjens

Bobbie is a doctoral student in the Department of Communication, specializing in hospitality business research at The School of Hospitality Business at Michigan State University. She earned her Master of Science in Marketing Research from the Eli Broad College of Business at Michigan State University. 

With over 15 years of industry experience in marketing and social media communication, she most recently worked as a director of marketing at a nationally recognized golf and ski resort. Prior to working in hospitality, she worked as the corporate social media strategist for a multi-state health system. In this role, she was instrumental in planning and executing the first Twitter surgery event in the health system's history, featuring a TAVR (transcatheter aortic valve replacement). The video documentary of the surgery event still lives on YouTube and has obtained over 92 thousand views and counting. In addition, she authored and executed a social media-based fundraising strategy for a school in Salt Lake City that generated over $75k for autistic students.

Bobbie's research all comes down to three distinct areas: (1) hospitality business, (2) social media, and (3) marketing. Her specific research topics of interest in these domains are negative online reviews, manager response, social media influencers, and technology. 

Rathjens, B., Van Der Heide, B., Pham, D., Earle, K., Ulusoy, E., Mason, A. J., Zhang, Y., & Bredland, A. (2022). Title withheld. Manuscript revised and resubmitted to Communication Reports.
Yang, W., Zhang, L., Wei, W., Yoo, M., & Rathjens, B. (2022). Title withheld. Manuscript submitted for publication to International Journal of Hospitality Management.
Pham, D., Van Der Heide, B., Zhang, Y., Earle, K., Rathjens, B., Ulusoy, E., Mason, A. J., & Bredland, A. (2022). Title withheld. Manuscript submitted for publication to Media Psychology.
Wei, W., Zhang, L., Rathjens, B., & McGinley, S. (2022). Title withheld. Manuscript revised and resubmitted to Journal of Hospitality & Tourism Research.Zhang, L., Wei, W., Rathjens, B., & Zheng, Y. (2022). Title withheld. Manuscript revised and resubmitted to International Journal of Hospitality Management.