Texas Tech University

Darima Fotheringham

Darima Fotheringham

Assistant Professor

Marketing and Supply Chain Management

Room Number: W336


Research Expertise

  • Digital Marketing Strategy
  • Consumer Behavior
  • Transformative Consumer and Service Research.


  • PhD, Arizona State University MBA, Arizona State University


Darima Fotheringham is an assistant professor of marketing at Rawls College of Business. She received her PhD from the W. P. Carey School of Business at Arizona State University.

Her research examines how emergent technologies, such as artificial intelligence, influence consumer experience, market behavior and firm outcomes. The second stream of research is within the transformative service research, exploring the intersection of technology and human well-being. Her work has appeared in the Journal of the Academy of Marketing Science and the Journal of Service Research. In her teaching, she draws on her industry experience of working with such brands as P&G, Citibank, Avis, Gap, Sephora, CVS Caremark and many others.