SHELLY RODGERS is an associate professor of strategic communication at the Missouri School of Journalism. She focuses on strategic communication and its relationship to health communication, and she is an expert on Internet health advertising, marketing and communication. A graduate of the Missouri School of Journalism, Rodgers received her doctorate in journalism in 2000. She earned master’s degree in journalism from the University of Arizona in 1997, a master’s in communication from the University of California-Davis in 1992, and a bachelor of arts degree from Union College in Lincoln, Neb., in 1988.

Rodgers’ research examines the effects of interactive communications on audience processing, with an emphasis on how to use the Internet to promote healthy behaviors. She has examined cancer communication, smoking cessation/prevention and tobacco control. Her research on interactive advertising has appeared in numerous journals including the Journal of Advertising, Journal of Communication, Journal of Advertising Research, Journal of Interactive Advertising, Marketing Research, Social Marketing Research and Journal of Health Communication.

Rodgers is nationally ranked as one of the most productive Internet advertising scholars and is among the top 10 most cited Internet advertising researchers. In addition, she was elected the 2010 President of the American Academy of Advertising.

Selected Publications

Related Recent Articles

• Rodgers, S., Cohen, E., Caburnay, C., Luke, D., Cameron G., & Kreuter, M. (2008). Cancer Coverage in General-Audience and Black Newspapers. Health Communication 23(5), 427-435.
• Rodgers, S. (2007). Effects of Sponsorship Congruity on e-Sponsors and e-Newspapers. Journalism & Mass Communication Quarterly 84(1), 24-39.
• Rodgers, S. & Bae, J. (2007). Stigmatizing Effects of Prosocial Alcohol and Tobacco E-sponsorships. Social Marketing Quarterly 13(1), 1-17.

Journal Article

• Mira Lee, Shelly Rodgers and Mikyoung Kim (2009). “Effects of Valence and Extremity of eWOM on Attitude toward the Brand and Website.” Journal of Current Issues & Research in Advertising, 31 (2), 1-11.

Refereed Paper Presentations

• Kate Stam, Liz Gardner, Ye Wang, Shelly Rodgers and Glen Cameron. “Health Literacy and eHealth Literacy Trends and Issues: Leader Perspectives in the U.S. and Europe.” European Conference of the American Academy of Advertising, Milan, Italy, June 4-6, 2010.
• Petya Eckler, Kyle Heim, and Shelly Rodgers. “Effects of Congruity, Sponsor Type, and News Story Valence on Psychological Processing of e-Sponsors,” Glen Nowak, Ed., Proceedings of the 2009 Conference of the American Academy of Advertising.

Book Chapters

• Shelly Rodgers, Esther Thorson and Yun Jin. (2009) “Social Science Theories of Traditional and Internet Advertising.” In D. W. Stacks and M. B. Salwen (Eds.), “An Integrated Approach to Communication Theory and Research,” 2nd ed., Chapter 14 (pp. 198-219), New York: Routledge.
• Ye Wang and Shelly Rodgers. (2010) “CGC and eWOM: Conceptual Beginnings.” In M. Eastin, T. Daugherty, and N. Burns (Eds.), “The Handbook of Research on Digital Media and Advertising.”
• Petya Eckler and Shelly Rodgers. “Viral Marketing on the Internet.” Mickey Belch, ed., Wiley “International Encyclopedia of Marketing.”

Related Book Chapters

• Rodgers, S. & Wang, Y. (2010). CGC and eWOM: “Conceptual Beginnings,” In M. Eastin, T. Daugherty, and N. Burns (Eds.), The Handbook of Research on Digital Media and Advertising (accepted for publication).
• Rodgers, S., Thorson, E., & Jin, Y. (2009). Social Science Theories of Traditional and Internet Advertising. In D. W. Stacks and M. B. Salwen (Eds.), An Integrated Approach to Communication Theory and Research, 2nd ed., Chapter 14 (pp. 198-219), New York: Routledge.
• Rodgers, S., Cannon, H., & Moore, J. (2007). Segmenting Internet Markets. In D. W. Schumann and E. Thorson (Eds.), Internet Advertising: Theory and Research, Chapter 7 (pp. 149-183), Mahwah, NJ: Lawrence Erlbaum Associates.

Selected Conference Papers

• Rodgers, S., Cohen, E., & Cabernay, C., “Pro- and Anti-Social Alcohol and Tobacco Advertising in Newspapers: Targeting with Message Features and Social Cues in Black vs. Mainstream Newspapers,” Accepted for presentation at the International Communication Association conference, Chicago. (May 21-25, 2009)
• Rodgers, S. & Wang, Y., “Cultural Values, Emotions and Information: A Comparison of Webpages of the US and China,” paper submitted to the annual conference of the American Academy of Advertising, Cincinnati. (March 25-29, 2009)
• Rodgers, S., Eckler, P., Everett, K., Bullock, L., & Zaniletti, A., “New Website Metrics for Online Health Training,” Centers for Disease Control, 2nd Annual National Conference on Health Communication, Marketing and Media, Augusta, Ga. (August 2008)
• Rodgers, S. & Heim, K., “Effects of Congruity, Sponsor Type, and News Story Valence on E-newspaper Outcomes,” Paper submitted for peer review to the 2008 Annual Convention of the Association for Education in Journalism and Mass Communication, Chicago. (2008)