Biography

Dr. Kapriatta Jenkins is an Assistant Professor of Marketing at Howard University. A native of Clinton, Mississippi, she earned a Bachelor of Arts in Advertising and a Master of Science in Sport Management from The University of Southern Mississippi. She then earned a Ph.D. in Communication, Culture, and Media Studies from Howard University.

Before entering academia, Dr. Jenkins worked as a graphic designer and videographer, a marketing associate and a brand analyst. In those roles she managed brand voice, digital strategy and social media for organizations in athletics, aerospace and technology.

Her research sits where marketing meets communication. She studies how media and marketing messages shape the behavior of consumers in underrepresented communities, how race and gender play out in sport marketing and communication, and how digital media and design affect the way consumers interpret brands. Her work has appeared in the International Journal of Sport Communication and The International Journal of the History of Sport, among other outlets.

Research Expertise

• Consumer Behavior in Underrepresented Communities
• Race and Gender in Sport Marketing and Communication
• Social Media and Consumer Identity
• Digital Media, Design, and Brand Interpretation
• Customer Experience
• Media Framing and Content Analysis