Napatsorn (Pom) Jiraporn

Classes taught

Fall 2024: 
MKT 250 - Marketing Principles
MKT 465 - T:Digital Marketing

Winter 2025: 
MKT 250 - Marketing Principles
MKT 390 - Global Marketing

Napatsorn (Pom) Jiraporn received her Ph.D. in Marketing from SUNY Binghamton and MBA from Virginia Tech.  She is dually certified by the American Marketing Association and the Digital Marketing Institute with two credentials: PCM® Digital Marketing and Certified Digital Marketing Professional.  Her extensive academic research portfolio encompasses a broad range of topics within consumer behavior, including judgment and decision-making, the adoption of new technologies, and goal pursuit. Pom also delves into cross-cultural marketing, branding, food consumption patterns, consumer spending habits, savings, and investment behaviors. Her scholarly contributions have been published in top journals such as Journal of Business Research and European Journal of Marketing. Moreover, she is actively engaged in interdisciplinary research that bridges psychology with finance and leadership.

Before transitioning to academia, she gained valuable industry experience as a product planner at Nissan Motor ASEAN Office. In that capacity, she conducted large-scale car clinic studies and focus groups to ensure the forthcoming models aligned well with market demands.

Pom strives to provide a rich learning environment that bridges theory with practical insights from her industry background. Her continuous engagement with emerging digital tools and platforms ensures that her students receive cutting-edge knowledge and skills, preparing them to excel in the rapidly evolving digital marketing landscape.

Prior to joining SUNY Oswego. Pom has taught at SUNY Binghamton, and SUNY New Paltz.

Specialty areas

• Consumer Behavior
• Judgement and Decision Making
• Integrated Marketing Communications and Digital Marketing
• Product Planning Strategies

Publications

• Rai, D., Lin, CW, Jiraporn, N., and Juntongjin, P. (2022) Brand as a leader or a servant? The effect of anthropomorphized brand roles and goal types on consumer responses. Management & Marketing, 17(4), 471-484. (Leading Article)
• Chatjuthamard, P., Treepongkaruna, S., Jiraporn, P., and Jiraporn, N. (2021). Does firm‐level political risk influence corporate social responsibility (CSR)? Evidence from earnings conference calls. Financial Review, 56(4), 721-741.
• Rai, D., Lin, CW, and Jiraporn, N. (2021). The impact of scheduling styles on time-limited promotions: the moderating role of redemption frames. Journal of Business Research, 135, 774-786.
• Ongsakul, V., Jiraporn, P., and Jiraporn, N. (2021). Exploring how independent directors view CSR inequality using a quasi-natural experiment. Corporate Governance.
• Gordon, T & Jiraporn, N. (2018). Time management and food consumption: a pilot study of American vs. Chinese college students. The BRC Journal of Advances in Business, 3(1), 35-49 (Undergraduate Student Research Project)
• Jiraporn N., Vora, D., & Casper, W. (2017). Do multicultural Hispanic Americans choose more culturally appropriate persuasive arguments than monocultural Americans? Journal of Cultural Marketing Strategy, 2(2), 141-157
• Chintrakarn, P., Jiraporn, P., Jiraporn, N., & Davidson, T. (2017). Estimating the effect of corporate social responsibility on firm value using geographic identification. Asia‐Pacific Journal of Financial Studies, 2(46), 276-304.
• Jiraporn, N., Charinsarn, A. R., & Sheridan, M. (2016). Sugar in disguise or healthy indulgence: A cross-cultural comparison of the perceptions of dietary vice/virtue bundles. Management & Marketing, 11(2), 410-430.
• Jiraporn, P., Jumreornvong, S., Jiraporn, N., & Singh, S. (2016). How do independent directors view powerful CEOs? Evidence from a quasi-natural experiment. Finance Research Letters, 16, 268-274.
• Chatterjee, S., Jiraporn, N., B. Heath, T., Ierlan, M., & A. Pitman, G. (2014). How consumers value transactions that entail using windfall money to offset missed price discounts. European Journal of Marketing, 48(5/6), 1113-1132.
• Jiraporn, P., Jiraporn, N., Boeprasert, A., & Chang, K. (2014). Does corporate social responsibility (CSR) improve credit ratings? Evidence from geographic identification. Financial Management, 43(3), 505-531.
• Chintrakarn, P., Jiraporn, P., & Jiraporn, N. (2014). The effect of CEO luck on the informativeness of stock prices: Do lucky CEOs improve stock price informativeness? Finance Research Letters, 11(3), 289-294.
• Chintrakarn, P., Jiraporn, N., & Jiraporn, P. (2014). Geography and CEO luck: where do CEOs tend to be lucky?. Applied Economics Letters, 21(2), 125-128.
• Palanski, M., Avey, J. B., & Jiraporn, N. (2014). The effects of ethical leadership and abusive supervision on job search behaviors in the turnover process. Journal of Business Ethics, 121(1), 135-146.

Education

2011  Ph.D., Marketing with a Distinguished Dissertation Award 
          Minor: Organizational Behavior
          School of Management, State University of New York (SUNY) at Binghamton

2006 M.B.A., Marketing 
          Pamplin School of Business, Virginia Polytechnic Institute and State University

2001  B.B.A., International Business Management (Magna Cum Laude)
          Chulalongkorn University, Thailand (AACSB-Accredited Business School)