Jameson L. Hayes, Ph.D., has built a career at the intersection of advertising, data science and human behavior. As a professor in the School of Journalism and Mass Communications and director of the college’s Social Media Insights Lab, Hayes leads research exploring how people form and maintain relationships with brands — and how data can help us understand those connections more deeply.
Hayes joins the University of South Carolina from the University of Alabama, where he served as Ph.D. program director, founding director of the Public Opinion Lab and creator of the UA in the Caribbean program. He now brings that same energy for innovation and mentorship to the College of Information and Communications, while also serving as president of the American Academy of Advertising and associate editor of the Journal of Advertising.
His research has appeared in leading journals, including the Journal of Advertising, International Journal of Advertising, Journal of Interactive Marketing, and Social Media + Society.
Hayes’ work often blends traditional advertising theory with emerging data tools to explore topics like influencer marketing, personalized advertising and the trustworthiness of artificial intelligence in social media analytics. His recent studies, funded by agencies including the Department of Defense and Ariel University, apply data science to global challenges — from climate-related social discourse to emotional responses in influencer marketing.
Beyond his research, Hayes is known for his teaching philosophy: fostering critical thinking, problem-solving and lifelong learning skills that prepare students for the fast-changing media world. He teaches across both undergraduate and graduate advertising courses, specializing in social media analytics and data-driven strategy.
Outside the classroom, Hayes finds inspiration in his passion project — a study abroad program in Sint Maarten, “The Friendly Island,” where he introduces students to international perspectives on media and culture.
From his leadership in academic research to his dedication to student growth, Hayes embodies the college’s mission to connect data, storytelling and purpose in today’s communication landscape.