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Outputs (16)

Employability attributes: Meeting deadlines, time management (2024)
Presentation / Conference Contribution
Cameron, J., Gutu, M., & Kurtzke, S. (2024, June). Employability attributes: Meeting deadlines, time management. Presented at Marketing Professional Advisory Group Meeting, Edinburgh Napier University, UK

This talk aims to excavate marketing practitioner insights on whether meeting deadlines and time management are important graduate attributes that should be carefully considered in an employability-focused curriculum. The presentation sets out debat... Read More about Employability attributes: Meeting deadlines, time management.

AI Literacy Framework for Marketing Education and Assessment Design. (2024)
Presentation / Conference Contribution
Kurtzke, S. (2024, June). AI Literacy Framework for Marketing Education and Assessment Design. Presented at Marketing Professional Advisory Group Meeting, Edinburgh Napier University, UK

This talk aims to collect feedback from marketing practitioners on an evidence-based AI Literacy Framework that shows how higher-order human and applied AI skills can be embedded in marketing curricula and through assessment. It sets out debates on A... Read More about AI Literacy Framework for Marketing Education and Assessment Design..

#Chavcheck: Does TikTok facilitate the pornification of social class struggles? (2023)
Presentation / Conference Contribution
Logan-McFarlane, A. (2023, July). #Chavcheck: Does TikTok facilitate the pornification of social class struggles?. Paper presented at Netnocon 2023, University of Salford, Manchester, UK

In 2020, the ‘chav’ trope resurfaced globally on TikTok. The trend featured individuals performing ““chav checks”, heavy makeup tutorials, and showing off the UK’s “chavviest places” with the sound check “Hey yo, chav check” employed to mock “puffa j... Read More about #Chavcheck: Does TikTok facilitate the pornification of social class struggles?.

Consumer Preferences for the Attributes of Plant-Based Meat Substitutes: A segmentation study based on best-worst scaling (2023)
Presentation / Conference Contribution
Naughton, P. (2023, July). Consumer Preferences for the Attributes of Plant-Based Meat Substitutes: A segmentation study based on best-worst scaling. Paper presented at 24TH AMS World Marketing Congress 2023, University of Kent - Canterbury, UK

The aim of this study is to identify consumer segments based on the importance attributed to labelling information on the health, environmental and ethical, and sensory attributes of PBMS. The research builds on previous attitudinal studies by using... Read More about Consumer Preferences for the Attributes of Plant-Based Meat Substitutes: A segmentation study based on best-worst scaling.

What It Feels Like For A Girl: Teenage Girls' Lived Experiences On Social Media (2023)
Presentation / Conference Contribution
Rezai, K., Mercer-Jones, E., Thompson, J., Tjandra, N., Igarashi, R., & Naughton, P. (2023, July). What It Feels Like For A Girl: Teenage Girls' Lived Experiences On Social Media. Presented at 2023 Academy of Marketing Conference, Birmingham, UK

With concerns growing regarding the impact of social media on teenage girls, this paper explores teenage girls’ lived experiences of using social media. This research was co-created with an educational Community Interest Company (CIC) consisting of i... Read More about What It Feels Like For A Girl: Teenage Girls' Lived Experiences On Social Media.

Changing Public Opinion on Fashion and Age: Unpacking Narrative Strategy in Instagram Message Posts of 50+ Fashion Influencers (2023)
Presentation / Conference Contribution
Logan-McFarlane, A., & Samsioe, E. (2023, June). Changing Public Opinion on Fashion and Age: Unpacking Narrative Strategy in Instagram Message Posts of 50+ Fashion Influencers. Paper presented at Consumer Culture Theory (CCT), Lund University, Sweden

Our study aims to investigate how narrative strategy can be employed to change public opinion on age in the Western beauty and fashion market. Our unique contribution lies in the interpretation of Instagram message post content to reveal how composit... Read More about Changing Public Opinion on Fashion and Age: Unpacking Narrative Strategy in Instagram Message Posts of 50+ Fashion Influencers.

Exploding the Archives: lost histories of advertising the atom (2023)
Presentation / Conference Contribution
Mercer-Jones, E. (2023, June). Exploding the Archives: lost histories of advertising the atom. Paper presented at Shaking the Archive, Queen Margaret University

Recent years have seen a growing interest in what is left out of an archive as much as what is put in: the silences and the absences. Why is information we might expect to find in an archive sometimes not there at all, the questions we might have abo... Read More about Exploding the Archives: lost histories of advertising the atom.

Employability perspectives from Scotland on content marketing capability building: How have journalism graduates been equipped for content marketing jobs? (2022)
Presentation / Conference Contribution
Cameron, J. . C. (2022, July). Employability perspectives from Scotland on content marketing capability building: How have journalism graduates been equipped for content marketing jobs?. Paper presented at 2022 Academy of Marketing Conference, Huddersfield

In 2012, content marketing luminary Jay Baer observed that every business is in the business of publishing (Baer, 2012). Echoing this point, Lieb (2012, p.xiii) stated: "Marketers are buying less and less media. They're becoming the media, and the be... Read More about Employability perspectives from Scotland on content marketing capability building: How have journalism graduates been equipped for content marketing jobs?.

The Impact of Non-customers with High Influencer Value in Social Networks (2019)
Presentation / Conference Contribution
Azer, J., & Ranaweera, C. (2019, June). The Impact of Non-customers with High Influencer Value in Social Networks. Paper presented at QUIS16, The 16th International Research Symposium on Advancing Service Research and Practice!, Karlstad, Sweden

This paper provides new insights about customer influencer value in social networks. Thereby, identifying customers with high degrees of influence, not only by their network size but also the type of online social ties they have within their networks... Read More about The Impact of Non-customers with High Influencer Value in Social Networks.

The Impact of Negatively-valenced Influencing Behaviour (2018)
Presentation / Conference Contribution
Azer, J., & Alexander, M. (2018, June). The Impact of Negatively-valenced Influencing Behaviour. Presented at 10th SERVSIG

Influencing behavior as a form of Customer Engagement Behavior (CEB) has the potential to affect other customers’ attitude and behavioral outcomes and likewise the value and performance of firms in different ways depending on its valence. However, de... Read More about The Impact of Negatively-valenced Influencing Behaviour.

Exploring the Impact of Brexit on UK City Brand Perception - The Case of Edinburgh (2018)
Presentation / Conference Contribution
Osei, C., & Weigert, A. M. (2018, May). Exploring the Impact of Brexit on UK City Brand Perception - The Case of Edinburgh. Paper presented at 47th European Marketing Academy (EMAC) Conference, University of Strathclyde, Glasgow, UK

This exploratory research uncovers the current perception of brand Edinburgh among the residents of Munich, and explores potential attitudes, feelings and emotions of the participants towards Edinburgh and its city regions post-Brexit. It essentially... Read More about Exploring the Impact of Brexit on UK City Brand Perception - The Case of Edinburgh.

Imaging Edinburgh as the ‘festival city’ (2017)
Presentation / Conference Contribution
Todd, L., & Logan-McFarlane, A. (2017, June). Imaging Edinburgh as the ‘festival city’. Presented at Critical Tourism Studies: Understand Tourism- Change Tourism, Understand Ourselves - Change Ourselves, Palma de Mallorca, Spain

We will present initial findings and emerging themes from our study into the imaging of a ‘festival city’, as it is represented and elicited by city stakeholders through shared online images. Our research aims to develop an understanding of how Edinb... Read More about Imaging Edinburgh as the ‘festival city’.

Negatively-valenced customer engagement behavior: forms and drivers (2017)
Presentation / Conference Contribution
Azer, J., & Alexander, M. (2017, June). Negatively-valenced customer engagement behavior: forms and drivers. Presented at 5th The Naples forum on Service, Sorrento, Italy

Purpose – This study aims at conceptualising forms and drivers of negatively-valenced Customer Engagement Behavior (CEB). Despite a growing portfolio of conceptual and empirical work on engagement, understanding its negative form remains relatively u... Read More about Negatively-valenced customer engagement behavior: forms and drivers.