Radford University
Luke Liska
Director, Davis College Fellows/Assistant Professor
Marketing, Dept of
- Address:
-
Kyle Hall 378
Box 6917 - Email:
- lliska@radford.edu
Biography
As an Assistant Professor of Marketing at Radford University, Director of the Davis
College Fellows, and Assistant Director of the Virginia Governor’s School for the
Visual & Performing Arts and Humanities, I am passionate about inspiring students
to innovate at the intersection of digital marketing, consumer behavior, and technology.
I teach courses such as Creativity and Innovation, Digital Marketing, Marketing in
Esports, and Creativity in Business in our MBA program. I have the privilege of directing
the Davis College Fellows, a program designed to connect high-achieving students with
leadership and industry opportunities. I strive to create hands-on, collaborative
environments—whether that means my Digital Marketing students working with local businesses,
Esports students hosting tournaments, or guiding Honors Capstone projects and Research
Rookies on their own discoveries.
I love Radford University for its commitment to empowering students to lead, create, and challenge the status quo. The best part of my job is witnessing students find their voice and develop the confidence to tackle real-world problems, especially when our Creativity and Innovation course culminates in the Wicked Festival—an interdisciplinary showcase of student solutions to pressing societal challenges. As the coach for Radford’s Esports team, I enjoy fostering a spirit of teamwork and friendly competition on campus.
My research explores digital marketing, sensory experiences, immersive virtual environments, and the use of artificial intelligence for social good. My work has been published in journals such as the Journal of Advertising, Journal of Consumer Behavior, and Journal of Research in Interactive Marketing, and I enjoy presenting on AI, innovation, and business practices to professional and community groups throughout the region. I am driven by curiosity and a desire to use research as a force for positive change.
Outside of work, I enjoy creative pursuits (and the occasional esports match), spending time outdoors, and seeking out the best local coffee shops. I believe that education should be both practical and transformative. My superpower is helping students discover the confidence to experiment and take risks, both inside and outside the classroom. The best advice I’ve ever received is to “fail forward”—and I encourage my students to embrace growth, resilience, and lifelong learning in everything they do.
I love Radford University for its commitment to empowering students to lead, create, and challenge the status quo. The best part of my job is witnessing students find their voice and develop the confidence to tackle real-world problems, especially when our Creativity and Innovation course culminates in the Wicked Festival—an interdisciplinary showcase of student solutions to pressing societal challenges. As the coach for Radford’s Esports team, I enjoy fostering a spirit of teamwork and friendly competition on campus.
My research explores digital marketing, sensory experiences, immersive virtual environments, and the use of artificial intelligence for social good. My work has been published in journals such as the Journal of Advertising, Journal of Consumer Behavior, and Journal of Research in Interactive Marketing, and I enjoy presenting on AI, innovation, and business practices to professional and community groups throughout the region. I am driven by curiosity and a desire to use research as a force for positive change.
Outside of work, I enjoy creative pursuits (and the occasional esports match), spending time outdoors, and seeking out the best local coffee shops. I believe that education should be both practical and transformative. My superpower is helping students discover the confidence to experiment and take risks, both inside and outside the classroom. The best advice I’ve ever received is to “fail forward”—and I encourage my students to embrace growth, resilience, and lifelong learning in everything they do.
Education
Ph.D. in Business Administration, University of South Florida, Tampa, FL
M.S. in Marketing, University of Denver, Denver, CO
B.S.B.A. in Accounting, University of Tennessee, Knoxville, TN
Recent Research and Engagement
Selected Speaking Engagements and Conference Presentations
Speaker, “NextGen with Luke Liska: How AI is Changing Digital Marketing,” Salem-Roanoke
County Chamber of Commerce (April 2025)
Inaugural Speaker, “Navigating the AI Revolution,” Provost Speaker Series, Radford
University (January 2025)
Guest, “AI in Real Estate: A Game-Changer for Property Investment and Analysis,” Real
Estate Tax Playbook podcast (February 2025)
Keynote Speaker, “Discover the Future of AI in Business,” Winter Investor Luncheon,
Onward New River Valley (December 2024)
Presenter, “I know I am ugly, but please listen to my story first: An examination
of how storytelling can impact consumers’ valuation of unattractive produce,” Society
for Marketing Advances Conference, Tampa, FL (November 2024)
Presenter, “Exploring the Interaction of Product Type and Contextual Backgrounds on
Advertising Effectiveness,” Society for Marketing Advances Conference, Tampa, FL (November
2024)
Presenter, “Walking in stigmatized shoes: Confronting mental health stigma through
virtual reality,” Lt Governor event at Radford University (September 2024)
Presenter, “The impact of artificial intelligence (AI) on business practices,” The
Business Council, Roanoke Regional Chamber (September 2024)
Presenter, “Managing Negative Social Media Posts: Keeping Online Reputation Management
in Check,” Breakfast with Leaders, Pulaski Chamber of Commerce (April 2024)
Presenter, “Personality predictors of consumer behavior in virtual reality shopping
mall,” Appalachian Research in Business Symposium, Huntington, WV (April 2024)
Presenter, “The influence of AI and cuteness on social marketing effectiveness,” Appalachian
Research in Business Symposium, Huntington, WV (April 2024)
Presenter, “Imagined experiences with nature: How sensory marketing can increase conservation
efforts,” Davis Activities in Research & Teaching Seminars, Radford University (March
2024)
Presenter, “Artificial intelligence in higher education,” Davis Activities in Research
& Teaching Seminars, Radford University (November 2023)
Presenter, “Touch it, buy it: Stimulating animal product sales through tactile imagery,”
Society for Marketing Advances, Fort Worth, TX (November 2023)
Presenter, “The magic of imagined touch: How online retailers can use haptic imagery
to encourage consumption,” AMA Winter Academic Conference, Nashville, TN (February
2023)
Presenter, “How to allocate white space in ad design?” AMA Winter Academic Conference,
Nashville, TN (February 2023)
Media Coverage and Appearances
Featured in Radford University News:
“Academic awards ceremony celebrates the achievements of ‘a community of scholars’”
(May 2025): Read More
“Wicked Festival creates ‘confident, empowered and savvy’ students” (April 2025): Read More
“Provost’s Speaker Series to bring relevant topics, perspectives to wider audience” (January 2025): Read More
“Radford students research, offer solutions to world’s wicked problems” (December 2024): Read More
“Esports marketing students learn about the hard work that goes into having a good time” (June 2023): Read More
Research featured in the Marketing Science Lab Podcast: “The Beauty of Ugly Produce: How Storytelling Can Reduce Food Waste This Holiday Season” (Listen)
Research featured on Science Says: “Keep empty space around your products in online ads” (Read)
Guest, Real Estate Tax Playbook podcast: “AI in Real Estate: A Game-Changer for Property Investment and Analysis” (Listen)
Courses Taught
MKTG 101, Creativity and Innovation
MKTG 601, Creativity in Business (MBA)
MKTG 342, Digital Marketing Strategy
MKTG 220, Marketing in Esports
Publications - Journals
Yim, A., Liska, L., Mu, Y., & Thakkar, M. (2025). I feel no empathy toward AI: The
effects of AI vs. human spokespersons on advertisement effectiveness. Journal of Research
in Interactive Marketing.
Pai, C. Y., Young, K. Y., Liska, L. I., & Laverie, D. (2024). I know I am ugly, but
please listen to my story first: An examination of how storytelling can impact consumers'
valuation of unattractive produce. Journal of Consumer Behaviour.
Yu, Z., Ponomarenko, V., & Liska, L. I. (2023). How to allocate white space in ad
design? The impact of product layouts on perceived entitativity and advertising performance.
Journal of Advertising.
Liska, L. I., Anitsal, M. M., & Anitsal, I. (2015). Ollie Otter booster seat safety
program in Tennessee: Impact of statewide implementation. Journal of Legal, Ethical
and Regulatory Issues, 18(1), 130-137.
Publications - Proceedings
Yu, Z., Ponomarenko, V., & Liska, L. (2023). How to allocate white space in ad design?
In Proceedings of the AMA Winter Academic Conference (pp. 443-446). Nashville, TN.
Pai, C.-Y., Liska, L., & Laverie, D. (2023). The magic of imagined touch: How online
retailers can use haptic imagery to encourage consumption. In Proceedings of the AMA
Winter Academic Conference (pp. 782-784). Nashville, TN.
Liska, L., & Varki, S. (2022). Improving environmental protection: One imagined touch
at a time. In Proceedings of the AMA Winter Academic Conference (pp. 946-949). Las
Vegas, NV
Honors and Awards
Distinguished Service Award, Radford University, 2025
Best Paper in Branding and IMC, Society for Marketing Advances, 2024
Elevate Research Faculty Fellow, Office of Undergraduate Research and Scholarship,
Radford University, 2021–2022, 2025–2026