Biographical statement

Dr. Burch began her career at Indiana University-Purdue University Columbus in 2013 as a visiting assistant professor of management and interim director of the MBA Program IUPUC. She is now assistant professor of marketing and the permanent MBA Program Director. She teaches courses in business, marketing, and statistics. Burch earned her Ph.D. from Indiana University Bloomington in 2012, with concentrations in sport management and journalism. Her research interests include digital media, brand equity, and personal branding. Prior to, and concurrently with returning to academia, Burch spent four years working in industry, first as a business development analyst for Lockheed Martin Corporation, and most recently as a public relations specialist at Hirons & Company Communications.

Education

  • Ph.D. in Human Performance, School of Public Health, Indiana University, Bloomington, Indiana, 2012
  • M.S. in Sport Management, School of Health, Physical Education, and Recreation, Indiana University, Bloomington, IN, 2007.
  • B.S. in Business Management, Kelley School of Business, Indiana University, Bloomington, IN, 2005. Minors in Economics and Psychology.

Professional activities

  • Guest Co-Editor, Special Issue on Communication and Soccer for the International Journal of Sport Communication
  • Guest Co-Editor, Special Issue on Marketing of Olympic Sport via New Media for the International Journal of Sport Management and Marketing
  • Manuscript Reviewer for Journal of Sport Management, Sport Management Review, International Journal of Sport Communication, Communication & Sport, and Mass Communication and Society
  • Member of North American Society for Sport Management 
  • Member of Sport Marketing Association
  • Member of International Association for Communication and Sport
  • Member of Association for Education in Journalism and Mass Communication

Courses taught

  • BUS-M 432 Digital Marketing
  • BUS-M 490 Special Studies in Marketing
  • BUS-M 415 Advertising & Integrated Marketing Communications
  • ECON-E 270 Introduction to Statistical Theory in Business and Economics
  • ECON-E 280 Applied Statistics for Business & Economics I
  • ECON-E 281 Applied Statistics for Business & Economics II

Research activities

Marketing and branding efforts by organizations in new media and implications for consumer behavior and value propositions for organizations. Burch has been published in the Journal of Sport Management, Global Sport Business Journal, International Journal of Sport Management, International Journal of Sport Management and Marketing, International Journal of Sport Communication, and Communication and Sport. 

Awards & activities

  • Online Course Development Grant, Indiana University-Purdue University Columbus, 2017
  • Office of Student Research Grant, Indiana University-Purdue University Columbus, Faculty Advisor, 2013
  • Top Faculty Paper, Association for Education in Journalism and Mass Communication Conference, Sport Communication Interest Group, 2012
  • Janet B. Parks NASSM Research Grant, North American Society for Sport Management, Research Assistant, 2012
  • Research Fellowship for high research and academic performance, School of Health, Physical Education, and Recreation, Indiana University Bloomington, 2011
  • Global Research Network Program, Indiana University Bloomington, Research Assistant, 2010

Publications

  • Burch, L. M., Billings, A.C., & Zimmerman, M. (2017). Comparing American soccer dialogues: Social media commentary surrounding the 2014 U.S. Men’s and 2015 U.S. Women’s World Cup Teams. Sport and Society, 1-16.
  • Geurin, A. N., & Burch, L. M. (2017). User-generated branding via social media: An examination of six running brands. Sport Management Review, 20(3), 273-284.
  • Frederick, E. L., Pegoraro, A., & Burch, L. M. (2016). Echo or organic: Framing the 2014 Sochi Games. Online Information Review, 40(6), 798-813. DOI: 10.1108/OIR-02-2016-0038
  • Burch, L. M., Giannoulakis, C., & Brgoch, S. (2016). Stakeholder engagement with National Governing Bodies through social media: A case study of USA Wrestling. Case Studies in Sport Management, 5(1), 41-47. DOI: 10.1123/cssm.2015-0054
  • Eagleman, A. N., & Burch, L. M. (2016). Communicating via photographs: A gendered analysis of Olympic athletes’ visual self-presentation on Instagram. Sport Management Review, 19(2), 133-145. DOI: 10.1016/j.smr.2015.03.002.
  • Pegoraro, A., Burch, L. M., Frederick, E. L., & Vincent, C. (2015). I’m not loving it: Examining the hijacking of #CheersToSochi. International Journal of Sport Management and Marketing, 15(3-4), 163-183.
  • Burch, L. M., Frederick, E. L., & Pegoraro, A. (2015). Kissing in the carnage: An examination of framing on Twitter during the Vancouver riots. Journal of Broadcasting & Electronic Media, 59(3), 399-415. DOI:10.1080/08838151.2015.1054999
  • Burch L. M., Clavio, G. E., Eagleman, A. N., Major, L. H., Pedersen, P. M., Frederick, E. L., & Blaszka, M. (In Press). Battle of the sexes: Gender analysis of professional athlete tweets. Accepted to Global Sport Business Journal.
  • Frederick, E. L., Burch, L. M., Sanderson, J., & Hambrick, M. (In Press). To invest in the invisible: A case study of Manti Te’o’s image repair strategies during the Katie Couric interview. Accepted to Public Relations Review.
  • Eagleman, A. N., Burch, L. M., & Vooris, R. (In Press). A unified version of London 2012: New media coverage of gender, nationality, and sport for Olympic consumers in six countries. Accepted to Journal of Sport Management.
  • Frederick, E. L., Burch, L. M., & Blaszka, M. (In Press). A shift in set: Examining agenda-setting effects on Twitter during the London 2012 Olympics. Accepted October 3, 2013 to Communication & Sport.
  • Frederick, E. L., Lim, C., Clavio, G., Pedersen, P. M., & Burch, L. M. (2013). Choosing between the one-way or two-way street: Exploring relationship promotion by professional athletes on Twitter. Communication & Sport.
  • Blaszka, M., Burch, L. M., Frederick, E. L., Clavio, G., & Walsh, P.  (2012). #World Series: An empirical examination of hashtag use during a major sporting event. International Journal of Sport Communication 5, 435-453.
  • Clavio, G. E., Burch, L. M., & Frederick, E. L. (2012). Networked fandom: Applying systems theory to sport social network analysis. International Journal of Sport Communication5, 522-538.
  • Burch, L. M., Eagleman, A. N., & Pedersen, P. M. (2012). New media coverage of gender in the 2010 Winter Olympics: An examination of online media content. International Journal of Sport Management, 13, 143-160.
  • Frederick, E. L., Clavio, G. E., Burch, L. M., & Zimmerman, M. H. (2012). User characteristics of an MMA Blog: A case study. International Journal of Sport Communication, 5, 109-125.
  • Burch, L. M., Frederick, E. L., Zimmerman, M. H., & Clavio, G. E. (2011). Agenda-setting and La Copa Mundial: Marketing through agenda-setting on soccer blogs. International Journal of Sport Management and Marketing10(3/4), 213-231.