Dr. Emory Stephen Daniel Jr.

Contact and Overview

Email Address


Office Hours

Monday: Noon-3:00 p.m.
Wednesday: Noon-3:00 p.m.
Friday: By appointment

Schedule an Appointment


Ph.D., North Dakota State University (2017)
M.A., Virginia Tech (2009)
B.S., Appalachian State University (2007)


Currently Teaching (Spring 2024)

COM 3640 Media Planning
COM 3936 Consumer Insights
COM 4400 Advertising Campaigns

Teaching and Research Specialties

Media Planning
Social Media

Professional Affiliations

Cratis D. Williams School of Graduate Studies (Affiliate Member)
International Communication Association (ICA)
American Advertising Federation (AAF)
National Communication Association (NCA)
American Academy of Advertising (AAA)

Peer-Reviewed Journal Articles

Ferchaud, A., Orme, S., & Daniel, E.S. (2022). Morality inside the matrix: A qualitative exploration of gamers’ moral considerations within virtual game space. Journal of Gaming and Virtual Worlds, https://doi.org/10.1386/jgvw_00056_1

Ferchaud, A., Yan, Z., & Daniel, E.S. (2022) Binging on the Heartbreak: The Effect of Binge Watching on Narrative Engagement and Parasocial Breakups. Psychology of Popular Media. https://doi.org/10.1037/ppm0000414 

Kowert, R. & Daniel, E.S. (2021). The one-and-a-half sided parasocial relationship: The curious case of live-streaming. Computers in Human Behavior. 

Perreault, G., Daniel, E.S., & Tham, S. (2021). The Social Identity of ‘Loot Box’ gamers: A case study of the Final Fantasy Brave Exvius. Game Studies

Crawford, E. & Daniel, E.S., & Yakubova, M. Kodagoda-Peiris, I. (2020). Connecting without connection: Using Social Media to Analyze Problematic Drinking Among Mothers. Journal of Current Issues and Research in Advertising

Daniel, E.S., Crawford, E., & Westerman, D. (2018). Understanding the influence of Social Media Influencers: Using the Lens of Taylor’s Strategy Wheel and Parasocial Interaction to Understand Online Vaping Communities. The Journal of Interactive Advertising (JIAD Finalist: “Best Paper” of 2018) 

Daniel E.S. & Westerman, D. (2017). Valar Morghulis (All Parasocial Men Must Die): Having nonfictional responses to a fictional character. Communication Research Reports. 34(2), 143-152

Book Chapters

Daniel E.S. (2022). Too Important for Bill’s PC: Attachment, Identification, and Parasocial Relationships with our Favorite Pokémon. The Psychology of Pokémon. Fort Worth, TX. Leyline

Daniel E.S. (2020). When Heroes become Villains: Developing Parasocial Relationships with Characters and the Expectancy Violation Meeting the ActorsIn A. Bean, E. Daniel, S. Stewart, Integrating Geek Culture into Therapeutic Practice: A Clinician's Guide to Geek Therapy. Fort Worth, TX, Leyline 

Daniel, E.S., (2020) Drinking the Magika: The Struggle of Overcoming Parasocial Relationships with Genocidal Regimes in Final Fantasy X. Submitted to Surpassing your Limit Breaks: The Psychology of Final Fantasy. Forth Worth, TX, Leyline

Daniel, E.S., Perreault, G., & Blight, M. (2020) Is the news cycle “real?”: A Case Stud of Media Fandom and Diffusion of Innovation in Persona 5. In A. Dunn (Ed.) Multidisciplinary Perspectives on Media Fandom. Hershey, PA: IGI Global

Daniel, E.S. (2020). Follow the trails of our enemies: Overcoming cognitive dissonance to achieve our goals. In R. Kowert (Ed.) Press Start: How Video Games Cultivate Happiness. Basingstoke, UK: Palgrave

Garski, L., Shepard, C., & Daniel, E.S. (2019). Unmasking grief: Applying the Kubler-Ross Stages of Grief Model to The Legend of Zelda: Majora’s Mask. In T. Bean (Ed.) The Psychology of Zelda. Dallas, TX: Benbella

Daniel E.S. (2017). Tapping into identity: Social Balance explained through Newcomers Identity and Organizational Identification in Craft Breweries. In A. Tyma (Ed.), Beer Culture in Theory and Practice. Lanham, MD: Rowman & Littlefield


Bean, A., Daniel, E.S., & Hays, S. (2020). A Clinician's Guide to Geek Culture. Fort Worth, TX, Leyline.

Title: Associate Professor, Advertising
Department: Department of Communication

Email address: Email me

Phone: (828) 262-2407

Office address
Walker Hall 129