Professional Profile
- Extension Professor, applied researcher, and program director with more than two decades of leadership across three land-grant universities, focused on the economic well-being of individuals, families, and communities.
- Lead or co-investigator on competitive external funding, including $4.2M+ in recent marketing and outreach grants advancing rural entrepreneurship, digital transformation, and business education.
- Founder and director of the statewide Bricks-to-Clicks® Marketing program, which has trained more than 15,000 small business owners nationwide and earned multiple state, regional, and national Extension awards.
- Record of scholarship including 20 peer-reviewed journal articles and 30+ Extension publications, plus national leadership roles in Cooperative Extension program networks.
Education
Ph.D., Agricultural Economics — University of Missouri, Columbia, MO
M.S., Agricultural Economics — Oklahoma State University, Stillwater, OK
B.S., Agricultural Economics — Oklahoma State University, Stillwater, OK
Executive Education, Optimizing the Supply Chain — Massachusetts Institute of Technology
Leadership & Administrative Appointments
Selected Participant, Faculty Leadership Program, Mississippi State University (by senior administration).
Founder & Director, Bricks-to-Clicks® Marketing Program, Mississippi State University Extension.
Director, Delta Rural Development Center, Louisiana Center for Rural Initiatives, LSU AgCenter, Oak Grove, LA.
Director, Louisiana Center for Rural Initiatives, LSU AgCenter, Baton Rouge, LA.
State Program Leader for Community Development, LSU AgCenter, Baton Rouge, LA.
Chair, Southern Regional Program Leadership Network, Cooperative Extension Service.
Vice-Chair, Southern Regional Program Leadership Network, Cooperative Extension Service.
Secretary, Southern Regional Program Leadership Network, Cooperative Extension Service.
Southern Region Representative, National Leadership Council (Community Rural Economic Development), USDA-NIFA.
State Coordinator, Louisiana Delta Initiative, Northeast Louisiana Regional Economic Development Network.
Member, State of Louisiana Broadband Advisory Council (appointed by Gov. Bobby Jindal).
Academic Appointments
Extension Professor, Department of Agricultural Economics, Mississippi State University.
Associate Extension Professor, Department of Agricultural Economics, Mississippi State University.
Assistant Extension Professor, Department of Agricultural Economics, Mississippi State University.
Associate Professor, Department of Agricultural Economics and Agribusiness, Louisiana State University / LSU AgCenter.
Assistant Professor, Department of Agricultural Economics and Agribusiness, Louisiana State University / LSU AgCenter.
Assistant Extension Professor, Department of Agricultural Economics, Oklahoma State University.
National Needs Fellow in Agribusiness Management (EMAC), University of Missouri.
Agricultural Economist, Economic Research Service, USDA — U.S. Wheat Analyst, WASDE Committee, Washington, D.C.
Teaching
Mississippi State University
- AEC 8993, Strategic Agribusiness Marketing — Master of Agribusiness Management program (2023–2025).
- Undergraduate Tourism Marketing (first taught Spring 2026).
- AEC 6323, Applied Regional Economic Development (2012–2015).
- Invited guest lecturer, Master of Agribusiness Management program (2019–present); customer-focused messaging frameworks, AEC 6113 (2021–2022); global marketing / economics of social media, AEC 6623 (2017).
- Major Professor: Daniel Spencer, M.S. (2017). Committee member: Chris Wilhelms, M.S. (2016).
Louisiana State University
- Invited guest lecturer, AGEC 7623, Rural Development Economics (2008–2011).
- Committee member: Cristian Nedelea, Ph.D. (2012); John D. Barreca, M.S. (2010).
Oklahoma State University
- Invited guest lecturer, AGEC 7623, Rural Development Economics (2003–2005).
Grants & Contracts
Selected awards as lead or co-investigator.
Recent & Major Awards
Additional awards from USDA-AMS, SBA Boots to Business, SRDC, Entergy, and others (2006–2023). Full list available on request.
Pending
Peer-Reviewed Journal Publications
- 20Barnes, J., and K. Coatney. 2023. “Revealing the persuasive power of Facebook: Evidence from a natural field experiment in tourism destination marketing.” Southern Business Economics Journal, 45(1): 1–36.
- 19Barnes, J., and A. Myles. 2023. “Estimating the economic impacts of a digital marketing education program on U.S. entrepreneurs: A hybrid approach.” Journal of the National Association of County Agricultural Agents, 16(2): 1–16.
- 18Barnes, J. 2023. “Unveiling a new online marketing roadmap for Extension programs: The seven fundamental elements.” Journal of the National Association of County Agricultural Agents, 16(1).
- 17Barnes, J., and K. Coatney. 2016. “Maximizing the economic value from Facebook marketing in the agri-food system: Boosting consumer engagement through contests.” Journal of Extension, 54(1).
- 16Barnes, J. 2016. “Organizing to use Facebook marketing advertisements: A planning tool for Extension professionals, businesses, and communities.” Journal of Extension, 54(4).
- 15Barnes, J., and K. Coatney. 2015. “Progress on broadband adoption in rural America.” Choices, 30(1).
- 14Collart, A., K. Hood, and J. Barnes. 2015. “Overview and the economic impact of the Mississippi blueberry industry.” Journal of Food Distribution Research, 46(1): 63–64.
- 13Barnes, J., and P. Lachepelle. 2011. “The national board basics curriculum project: A leadership capacity building tool for boards.” Journal of Extension, 49(3).
- 12Barnes, J. 2010. “Bringing broadband to rural America.” Choices, 25(4).
- 11Barnes, J. 2010. “Strengthening rural America’s position in the global broadband adoption race.” Choices, 25(4).
- 10Fannin, J. M., and J. Barnes. 2009. “Spatial model specification for contractual arrangements between rural hospitals and physicians.” Journal of Regional Studies, 39(2): 189–211.
- 9Barnes, J., and J. M. Fannin. 2009. “Reform of physician ownership restrictions and the cost of health care in rural and urban markets.” Choices, 24(4).
- 8Barnes, J., D. Hatch, and G. Dixon. 2009. “Supporting agricultural entrepreneurship: A grant writing tool for agricultural producers.” Journal of Extension, 47(1).
- 7Barnes, J., D. Hatch, and G. Dixon. 2008. “Evaluating board leaders.” Journal of Extension, 46(5).
- 6Fannin, J. M., and J. Barnes. 2007. “Recruitment of physicians to rural America: A view through the lens of transaction cost theory.” Journal of Rural Health, 23(2): 141–149.
- 5Barnes, J., and J. M. Fannin. 2006. “Vertical integration business strategies in healthcare markets: Theory and evidence.” Southern Business and Economic Journal, 29(3&4): 69–87.
- 4Barnes, J., and S. Haynes. 2006. “Building trust in local community organizations: Where do we start and how can we make a difference?” Journal of Extension, 44(4).
- 3Barnes, J., S. Haynes, and M. Woods. 2006. “The determinants of a healthy board: A tool for Extension professionals.” Journal of Extension, 44(5).
- 2Barnes, J., and J. M. Fannin. 2006. “Vertical integration business strategies in rural areas.” Southern Business and Economic Journal.
- 1Kalaitzandonakes, N., R. Maltsburger, and J. Barnes. 2001. “The costs of identity preservation in the global food system.” Canadian Journal of Agricultural Economics, 49: 605–615.
Books & Book Chapters
- Barnes, J. “Social Media Breakthrough: Proven Steps to Finally Connect with Customers.” (In review.)
- Barnes, J. 2020. “5 Social Media Mistakes Your Business Should Avoid: A Step-by-Step Guide to Help You Grow Your Business.” MSU Extension (Amazon, Kindle, Audible).
- Barnes, J., H. James, and N. Kalaitzandonakes. 2004. “An Application of the Coasian Lens to GMO Regulation,” in New Ideas in Contracting and Organizational Economics, ed. H. S. James. Kluwer Press.
Manuscripts in Preparation
- Barnes, J., and M. Janzen. “Beyond the Brew: The Case of Umble Coffee.” Journal of Applied Case Research.
- Barnes, J. “User-Generated Content as a Strategic Growth Lever: A Case Study of Social Media Marketing Success in the Agribusiness Industry.” Journal of Business & Entrepreneurship.
Selected Extension Publications
Author or co-author of 30+ numbered Mississippi State and Oklahoma State Extension publications. Selected recent titles:
AI & Digital Marketing Series (2025)
- Nine-part MSU Extension series on AI-assisted and digital marketing for small businesses, including “Marketing Your Business Using AI: A Practical Guide,” “6 Essential Questions to Answer Before Using AI to Market Your Business,” and “Clear Messaging for Extension Professionals” (Pub. P4151).
Economic Contribution & Impact Studies
- Henderson, Barnes, et al. Economic contribution of agricultural and forestry production and processing in Mississippi: input-output analyses (Pub. P4057, P3583, P2962; Research Bulletin 1257), 2016–2025.
- Local food system economies for Mississippi and its 82 counties (Pub. P3164, P3165), 2017.
Small Business & Community Development
- Bricks-to-Clicks®: Online marketing and economic education for businesses (Pub. P3150); Online business education to help your food business grow (Pub. P3475); Six strategies to strengthen your business during COVID-19 (Pub. P3444); Economic and community development programming in Mississippi (Pub. P3998); The state of broadband access in Mississippi (Pub. P3653).
Courses & Curricula Created
- Master Your Marketing — interactive online course building a 4-part marketing plan (MSU Extension).
- Mini-Masterclass series: Website, Google Business, Email Marketing, Content Marketing 101, Social Media Blueprint (MSU Extension).
- Make Marketing Easier for Extension Professionals — national in-service online course with NACAA.
- 5 Marketing Strategies to Grow Your Business — SBA Boots to Business Revenue Readiness curriculum.
Selected Presentations & Outreach
Delivered 200+ invited workshops, webinars, and one-on-one coaching sessions nationally and regionally (2016–2025); cumulative direct attendance exceeds 3,400, with the Bricks-to-Clicks program reaching 15,000+ participants. Selected refereed and invited presentations:
- “Beyond the Brew: Balancing Retail, Wholesale, and Brand Identity at Umble Coffee.” Southwest Case Research Association Annual Meeting, Tulsa, OK, 2025.
- “How to Clarify Your Marketing Message So Customers Listen, Engage, and Buy.” National Agricultural Marketing Summit, Pensacola, FL, 2022.
- “The Value of Using Social Media Advertising Well.” Invited presentation, Agricultural & Applied Economics Association Annual Meeting, Boston, MA, 2016.
- “The Problem of the Rural Digital Asset Divide.” Association of Public and Land-Grant Universities Annual Conference, San Diego, CA, 2019.
- “5 Digital Marketing Secrets That Will Help Grow Your Extension Program.” Invited national in-service, NACAA, 2023.
- Numerous Southern Agricultural Economics Association selected-paper presentations (2005–2022) on social media marketing, rural health organization, and broadband adoption.
Selected Media & Public Scholarship
- Featured for the Bricks-to-Clicks program in Economic Insider, California Business Journal, MSN, and Boston Herald (2025).
- Host, The Bricks-to-Clicks Marketing Podcast (2022–present) and co-host, Building a Vibrant Community Podcast (2020–present), MSU Extension.
- Traction Newsletter: marketing tips for small businesses, Bricks-to-Clicks Marketing Program.
- Contributor, Southern Ag Today and The Daily Yonder; national and regional course-launch coverage across AP News, Magnolia Tribune, and other outlets.
Honors, Awards & Leadership Recognition
Awards & Honors
- U.S. Small Business Administration — Mississippi Small Business Champion, 2026.
- U.S. Small Business Administration National Team Award, Mississippi Veterans Business Outreach Center Team, 2024.
- Creative Research Works Award, “5 Social Media Mistakes Your Business Should Avoid,” Office of Technology Management Annual Celebration, Division of Agriculture, Food, and Veterinary Medicine, Mississippi State University, 2022.
- Epsilon Sigma Phi Distinguished Team Award, Mississippi State University, 2021.
- Geoff Guyton Innovation in Extension Technology Award, Bricks-to-Clicks Marketing Extension Program, Department of Agricultural Economics, MSU Extension, 2020.
- National Extension Team Award, “Building Resilient Communities,” National Association of Community Development Extension Professionals (NACDEP), 2010.
- Outstanding Extension Program Award Nominee, Southern Agricultural Economics Association, 2016.
- Outstanding Extension Program Award Nominee, Southern Agricultural Economics Association, 2015.
- Extension Spirit of Excellence Award Nominee, “Bricks to Clicks Extension Program,” College of Agricultural and Life Sciences, MSU Extension Service, 2014 (with K. Coatney, A. Collins, C. McDavid, C. Walker, A. Davis, M. Myers).
- Excellence in Commodity Agriculture Research, Economic Research Service, U.S. Department of Agriculture, Washington, D.C., 1997.
Leadership Programs & Gubernatorial / Institutional Appointments
- Selected Participant (by senior university administration), Faculty Leadership Program, Mississippi State University, 2026–2027.
- Graduate, LEAD 21 Land-Grant University Institutional Leadership Program, Fanning Institute, University of Georgia (recommended by LSU AgCenter Extension Administration), 2008–2009.
- Graduate, Delta Leadership Institute, Delta Regional Authority (appointed by Louisiana Gov. Bobby Jindal), 2008–2009.
- Member, State of Louisiana Broadband Advisory Council (appointed by Louisiana Gov. Bobby Jindal), 2009–2012; Rural Business Enterprises Representative to the Council, 2009–2012.
- State Coordinator, Louisiana Delta Initiative, Northeast Louisiana Regional Economic Development Network, 2008–2012.
- Agribusiness Management National Needs Fellow, Agribusiness Research Institute, University of Missouri, 1998–2002.
Professional Service
Editorial & Peer Review
Associate Editor, Journal of Extension.
Reviewer, Journal of Extension.
Reviewer, Journal of the National Association of County Agricultural Agents.
Journal reviewer: Journal of Agricultural and Applied Economics, Journal of Regional Studies, Choices, Agribusiness: An International Journal, Agricultural and Human Values, Journal of Rural Health, International Food and Agribusiness Review, Rural and Remote Health.
Guest Editor, Choices theme: Rural Broadband.
Editor / proceedings editor, SERA-19 Rural Health conferences.
Grant Reviewer, Small and Medium-Sized Farms, USDA-NIFA.
Reviewer, selected papers and posters, Southern Agricultural Economics Association Annual Conference.
Case study judge, American Agricultural Economics Association Annual Conference.
National & Regional Extension Leadership
President, Mississippi Association of Community Development Extension Professionals.
Member, Finance Committee, National Association of Community Development Extension Professionals (NACDEP).
Appointed Member Representative for NACDEP, Joint Council of Extension Professionals.
Member, Publicity & Marketing Committee, and Annual Conference Planning Committee, NACDEP.
Co-chair, Economic Development Track, and Member, Communications Committee, NACDEP Annual Conference.
Selected Presentation Reviewer, NACDEP Annual Conference.
Reviewer, conference presentations, posters, and papers, NACDEP.
Member, SERA-47: Local & Regional Foods Leadership Working Group.
Board Member, National Rural E-Commerce Extension Initiative, Southern Rural Development Center, MSU.
Chair, Southern Regional Program Leadership Network, Cooperative Extension Service.
Vice-Chair, Southern Regional Program Leadership Network, Cooperative Extension Service.
Secretary, Southern Regional Program Leadership Network, Cooperative Extension Service.
Member, Southern Regional Program Leadership Network; State Representative for Louisiana (2007–2011) and Mississippi (2013).
Southern Region Representative, National Leadership Council, Community Rural Economic Development, USDA-NIFA.
Chair, Community Development Committee, Southern Region Program Leadership Network, USDA-NIFA.
Vice-Chair, Community Development Committee, Southern Region Program Leadership Network, USDA-NIFA.
Chair, SERA-19 Southern Extension and Research Activities Group, Rural Health, USDA-NIFA.
Vice-Chair, SERA-19 Southern Extension and Research Activities Group, USDA-NIFA.
Session moderator, Southern Agricultural Economics Association Annual Conference.
Symposia Organizer, Southern Regional Science Association Annual Conference.
University & Departmental Service — Mississippi State University
Search Committee, Extension Director, Mississippi State University.
Search committees, Assistant Professor positions, Department of Agricultural Economics (chair, 2021, Delta REC).
Search Committee, Associate/Professor & Director, Southern Rural Development Center.
Promotion Committee, Department of Agricultural Economics.
Promotion and Tenure Committee, Department of Agricultural Economics.
Faculty Senator, Division of Agriculture, Forestry, and Veterinary Medicine.
Member, Graduate School Faculty, Mississippi State University.
Member, Master of Agribusiness Management committees (Brown, Milton, Dyksterhouse).
Website Committee; and Copywriting/Advertising support, MABM Program, Department of Agricultural Economics.
Judge, Marketing Plan Competition, State FFA Convention, Mississippi State University.
University & Departmental Service — Louisiana State University
Member, Faculty Recruitment Committee, Department of Agricultural Economics and Agribusiness.
Graduate Committee Member; Member, ACE Group (Community Rural Development); Member, LSU AgCenter Advisory Council, Northeast Region and West Carroll Parish.
Community Service — Starkville, Mississippi
AAU Boys Basketball Coach; Ganon Baker Master-Level Certified Basketball Trainer.
Counseling Mentor, local church.
Professional Associations
National Association of Community Development Extension Professionals · Southern Agricultural Economics Association · National Association of County Agricultural Agents · Mississippi Association of County Agricultural Agents · Southern Regional Science Association · Food Distribution Research Society.