Luke Hopkins

Associate Lecturer and Director, James M. Seneff Honors Program
Luke Hopkins
307 RBA
Academic Specialty

DBA, Marketing, Kennesaw State University, Michael J. Coles College of Business
MBA, Marketing, Georgia College and State University
B.S., Marketing

Areas of Expertise

Services Marketing
Social Media Marketing
Marketing Research

Luke Hopkins is the assistant department chair for the Marketing Department at Florida State University. Luke’s research interests focus on the management of customer relationships, specifically in situations that require delivering bad news to the customer. He has published articles in Journal of Service Research, European Business ReviewJournal of Public Affairs, and Journal of Family Business Strategy. Luke’s research on Partial least squares structural equations modeling received the Outstanding Paper in the 2015 Emerald Literati Network Awards for Excellence and the 2017 Emerald Citations of Excellence Award.

Given the nature of his research interests, Luke consults with businesses in the financial services and retail industries, while also teaching workshops on customer service and the management of service quality.  Additionally, Luke is the faculty advisor for Alpha Kappa Psi and the American Marketing Association and was awarded the 2016 – 2017 University Teaching Award and the 2016 Burning Spear’s Guardian of the Flame award.

Selected Published Research

Pugh, H. B., Brady, M. K., & Hopkins, L. M. (2018). A Customer Scorned: Effects of Employee Reprimands in Frontline Service Encounters. Journal of Service Research, 21 (2), 219 – 234.

Crittenden, V. L., Hopkins, L. M., & Simmons, J. M. (2011). "Satirists as opinion leaders: is social media redefining roles?". Journal of Public Affairs, 11(3), 174-180.

Hair Jr, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106-121.

Hopkins, L., & Ferguson, K. E. (2014). Looking forward: The role of multiple regression in family business research. Journal of Family Business Strategy, 5(1), 52-62.