Daniel Zweifach is an assistant professor of advertising who brings together extensive professional experience in global digital advertising and a robust academic foundation in media studies. His research centers on the evolving relationship between advertising, media, and technology, with a focus on how transmedia storytelling in film and television expands narratives across platforms and deepens audience engagement. His work critically examines the role of digital platforms in shaping how stories are told and experienced by audiences, and how emerging technologies like AI are transforming advertising strategies and consumer engagement.
Daniel’s recent research explores global marketing strategies of major entertainment franchises, focusing on how social-media-driven campaigns appeal to diverse, global audiences while navigating cultural boundaries. His work critically engages with the ways advertising mediates representation and corporate social responsibility, particularly within fan cultures and media consumption.
Before joining the University of Oregon, Daniel served as a visiting assistant professor at the University of Rhode Island, where he taught courses in media advertising, entertainment marketing, and media theory. Prior to academia, Daniel led global advertising and marketing teams at Google, where he worked with industry giants like Amazon and Disney to design and execute large-scale digital campaigns. His professional background in managing cross-platform campaigns, coupled with his academic expertise, provides his students with a unique and practical perspective on the fast-changing world of advertising.
Daniel has also consulted for leading entertainment and consumer technology companies in developing innovative and inclusive digital strategies, and he has published research in peer-reviewed journals. His current monograph, Social Media Marquee: Marketing and Film (under development), examines how Hollywood uses digital platforms to create immersive advertising campaigns that blur the lines between marketing and storytelling.
