Dr Jaylan Azer

  • Senior Lecturer (Management)

email: Jaylan.Azer@glasgow.ac.uk

Adam Smith Business School, 2 Discovery Place, Glasgow, UK, Office 231, G11 6EY

Import to contacts

ORCID iDhttps://orcid.org/0000-0002-1847-3178

Biography

Dr Jaylan Azer is a Senior Lecturer in Marketing at the Adam Smith Business School, where she also serves as the Postgraduate Research Convenor and the Quality Enhancement & Assurance Officer for the Management Subject Group. In addition, she is a member of the University Senate. She holds a PhD in Marketing from the University of Strathclyde.

Dr Azer previously held academic positions as a Lecturer in Marketing at both the Adam Smith Business School (2019–2022) and Edinburgh Napier University (2017–2019). Her academic trajectory is underpinned by over 15 years of professional experience, including senior management roles in Retail Banking—experience that continues to inform and enrich her research and teaching.

Her current research interests lie within the domain of Services Marketing, with a particular focus on actor and customer engagement in digital contexts and emerging technologies such as artificial intelligence. Her work has been published in leading journals such as the Journal of Service Research, Journal of Business Research, Journal of Service Management, Journal of Marketing Management, Journal of Service Theory and Practice, and Journal of Services Marketing.

Dr Azer is an Associate Editor of the International Journal of Quality and Service Sciences, a member of the Editorial Review Boards for the Journal of Business Research, Journal of Service Management, and Journal of Service Theory and Practice, and regularly serves as an ad-hoc reviewer for numerous high-impact journals and conferences in the fields of Services and Marketing.

Her research is characterised by strong practical relevance and impact. She has led projects in collaboration with VisitScotland and the Scottish Tourism Alliance, and she continues to work closely with the Outer Hebrides Tourism Community on initiatives informed by her research in services, engagement, and digital and social media marketing. Her expertise frequently attracts invitations to speak at national and international events, reflecting her role in advancing knowledge exchange between academia and industry.

Dr Azer is also actively involved in executive education, delivering training in social media marketing and customer relationship management to major Scottish, Egyptian, and multinational companies across a range of sectors.

In teaching, Dr Azer leads and contributes to a suite of marketing modules that are closely aligned with her research specialisms, ensuring an enriching and research-led learning experience for her students.

Research interests

Jaylan is a member of the School's Marketing research cluster.

Areas of expertise: 

  • Services Marketing
  • Actor/Customer Engagement Behavior
  • Public/Community/Societal Engagement
  • Artificial Intelligence (AI) & Robotics
  • Behavioral Science
  • Social Media Marketing
  • Marketing Analytics/Big Data
  • E-WOM

Publications

List by: Type | Date

Jump to: 2025 | 2024 | 2023 | 2022 | 2021 | 2020 | 2019 | 2018 | 2017 | 2016 | 2015
Number of items: 32.

2025

Azer, Jaylan ORCID logoORCID: https://orcid.org/0000-0002-1847-3178 and Alexander, Matthew (2025) Beyond the Algorithm: Decoding Human-Machine Engagement. In: Academy of Marketing Conference 2025 (AM2025), Cork, Ireland, 08-10 July 2025, (Accepted for Publication)

Alexander, Matthew, Azer, Jaylan ORCID logoORCID: https://orcid.org/0000-0002-1847-3178 and Conduit, Jodie (2025) Editorial: Reshaping the world through customer and actor engagement. Journal of Service Theory and Practice, 35(2), pp. 165-170. (doi: 10.1108/JSTP-03-2025-329)

Azer, Jaylan ORCID logoORCID: https://orcid.org/0000-0002-1847-3178 and Alexander, Matthew (2025) Human-machine engagement (HME): conceptualization, typology of forms, antecedents, and consequences. Journal of Service Research, 28(1), pp. 112-130. (doi: 10.1177/10946705241296782)

Azer, Jaylan ORCID logoORCID: https://orcid.org/0000-0002-1847-3178 (2025) Innovation and Tradition: Customers and GenAI in Service Recovery. 19th International Research Symposium on Service Excellence in Management (QUIS19), Rome, Italy, 03-06 June 2025. (Accepted for Publication)

2024

Azer, Jaylan ORCID logoORCID: https://orcid.org/0000-0002-1847-3178 and Alexander, Matthew (2024) Dynamics of Human-Machine Engagement in Services. 13th AMA Servsig Conference, Bordeaux, France, 5-8 June 2024. (Unpublished)

Azer, Jaylan ORCID logoORCID: https://orcid.org/0000-0002-1847-3178, Blasco-Arcas, Lorena and Alexander, Matthew (2024) Visual Modality of Engagement (VME): conceptualization, typology of forms, and outcomes. Journal of Service Research, 27(2), pp. 231-249. (doi: 10.1177/10946705231190867)

2023

Alexander, Matthew and Azer, Jaylan ORCID logoORCID: https://orcid.org/0000-0002-1847-3178 (2023) Negative customer engagement behavior in online social networks: understanding the nuance. In: Rather, Raouf Ahmad and Ramkissoon, Haywantee (eds.) Handbook of Customer Engagement in Tourism Marketing: Current Issues and Challenges. Edward Elgar Publishing, pp. 43-55. ISBN 9781802203936

Chatzipanagiotou, Kalliopi ORCID logoORCID: https://orcid.org/0000-0001-5139-0625, Azer, Jaylan ORCID logoORCID: https://orcid.org/0000-0002-1847-3178 and Ranaweera, Chatura (2023) E-WOM in the B2B context: conceptual domain, forms, and implications for research. Journal of Business Research, 164, 113957. (doi: 10.1016/j.jbusres.2023.113957)

Magnadi, Rizal Hari, Chatzipanagiotou, Kalliopi ORCID logoORCID: https://orcid.org/0000-0001-5139-0625 and Azer, Jaylan ORCID logoORCID: https://orcid.org/0000-0002-1847-3178 (2023) Balancing Spotlight Between For-Profit and Non-Profit Market Orientation for the Service Sector. 18th International Research Symposium on Service Excellence in Management (QUIS 18), Hanoi, Vietnam, 20-23 June 2023.

Aboelnaga, Rana Mohamed Abdelazim Ahmed, Azer, Jaylan ORCID logoORCID: https://orcid.org/0000-0002-1847-3178 and Sandikci Turkdogan, Ozlem ORCID logoORCID: https://orcid.org/0000-0001-7153-792X (2023) A Framework for Antecedents and Consequences of Customer Engagement with Brand-Related Content on Social Media. Frontiers in Service 2023, Maastricht, Netherlands, 15-18 June 2023.

Alexander, Matthew, Azer, Jaylan ORCID logoORCID: https://orcid.org/0000-0002-1847-3178 and Blasco-Arcas, Lorena (2023) Unlocking Secrets of Images: Implications for Services Marketers. Frontiers in Service 2023, Maastricht, Netherlands, 15-18 June 2023.

Blasco-Arcas, Lorena, Azer, Jaylan ORCID logoORCID: https://orcid.org/0000-0002-1847-3178 and Alexander, Matthew (2023) What’s in an Image? Understanding Visual Modality of Engagement In Digital Service Ecosystems. 8th Naples Forum on Service, Ravello, Italy, 6-9 June 2023.

Azer, Jaylan ORCID logoORCID: https://orcid.org/0000-0002-1847-3178, Anker, Thomas, Taheri, Babak and Tinsley, Ross (2023) Consumer-driven racial stigmatization: the moderating role of race in online consumer-to-consumer reviews. Journal of Business Research, 157, 113567. (doi: 10.1016/j.jbusres.2022.113567)

2022

Azer, Jaylan ORCID logoORCID: https://orcid.org/0000-0002-1847-3178, Taheri, Babak and Gannon, Martin (2022) A critical view on mixed-method approaches to tourism and hospitality research. In: Okumus, Fevzi, Rasoolimanesh, Mostafa and Jahani, Shiva (eds.) Advanced Research Methods in Hospitality and Tourism. Emerald Publishing, pp. 5-24. ISBN 9781801175500 (doi: 10.1108/978-1-80117-550-020221002)

Azer, Jaylan ORCID logoORCID: https://orcid.org/0000-0002-1847-3178 and Ranaweera, Chatura (2022) Former customers’ E-WOM in social media platforms: an investigation of motives, network size and social ties. Journal of Business Research, 146, pp. 118-133. (doi: 10.1016/j.jbusres.2022.03.068)

Azer, Jaylan ORCID logoORCID: https://orcid.org/0000-0002-1847-3178, Blasco-Arcas, Lorena and Alexander, Matthew (2022) Engaging the eye: the role of visual modality of engagement (VME) in social media. 12th AMA SERVSIG Conference, Glasgow, UK, 16-18 June 2022.

Azer, Jaylan ORCID logoORCID: https://orcid.org/0000-0002-1847-3178 and Alexander, Matthew (2022) COVID-19 vaccination: engagement behavior patterns and implications for public health service communication. Journal of Service Theory and Practice, 32(2), pp. 323-351. (doi: 10.1108/JSTP-08-2021-0184)

Bhattacharyya, Jishnu, Balaji, M. S., Jiang, Yangyang, Azer, Jaylan ORCID logoORCID: https://orcid.org/0000-0002-1847-3178 and Hewege, Chandana (Eds.) (2022) Socially Responsible Consumption and Marketing in Practice: Collection of Case Studies. Springer: Singapore. ISBN 9789811664328

Balaji, M.S., Jiang, Yangyang, Bhattacharyya, Jishnu, Hewege, Chandana and Azer, Jaylan ORCID logoORCID: https://orcid.org/0000-0002-1847-3178 (2022) An introduction to socially responsible sustainable consumption: issues and challenges. In: Bhattacharyya, Jishnu, Balaji, M.S., Jiang, Yangyang, Azer, Jaylan and Hewege, Chandana (eds.) Socially Responsible Consumption and Marketing in Practice: Collection of Case Studies. Springer: Singapore, pp. 3-14. ISBN 9789811664328 (doi: 10.1007/978-981-16-6433-5_1)

Gannon, Martin J., Taheri, Babak and Azer, Jaylan ORCID logoORCID: https://orcid.org/0000-0002-1847-3178 (2022) Contemporary research paradigms and philosophies. In: Okumus, Fevzi, Rasoolimanesh, S. Mostafa and Jahani, Shiva (eds.) Contemporary Research Methods in Hospitality and Tourism. Emerald: Bingley, pp. 5-19. ISBN 9781801175470 (doi: 10.1108/978-1-80117-546-320221002)

2021

Azer, Jaylan ORCID logoORCID: https://orcid.org/0000-0002-1847-3178, Blasco-Arcas, Lorena and Harrigan, Paul (2021) #COVID-19: forms and drivers of social media users’ engagement behavior toward a global crisis. Journal of Business Research, 135, pp. 99-111. (doi: 10.1016/j.jbusres.2021.06.030)

2020

Azer, Jaylan ORCID logoORCID: https://orcid.org/0000-0002-1847-3178 and Blasco-Arcas, Lorena (2020) Towards a Typology of Visual Customer Engagement Behaviors (CEBs). SERVSIG 2020 Conference - High Tech and High Touch: The Future of Human Service, Brisbane, Australia, 09-12 Jul 2020. pp. 35-37.

Azer, Jaylan ORCID logoORCID: https://orcid.org/0000-0002-1847-3178 and Alexander, Matthew (2020) Direct and indirect negatively valenced engagement behavior. Journal of Services Marketing, 34(7), pp. 967-981. (doi: 10.1108/JSM-08-2019-0296)

Azer, Jaylan ORCID logoORCID: https://orcid.org/0000-0002-1847-3178 and Alexander, Matthew (2020) Negative customer engagement behaviour: the interplay of intensity and valence in online networks. Journal of Marketing Management, 36(3-4), pp. 361-383. (doi: 10.1080/0267257X.2020.1735488)

2019

Azer, J. ORCID logoORCID: https://orcid.org/0000-0002-1847-3178 and Ranaweera, C. (2019) Identifying Customer Influencer Value in Social Media Platforms. Frontiers in Service Conference, Singapore, 18-21 Jul 2019.

Azer, J. ORCID logoORCID: https://orcid.org/0000-0002-1847-3178 and Ranaweera, C. (2019) The Impact of Non-customers with High Degrees of Influence in Social Networks. QUIS16: 16th International Research Symposium on Advancing Service Research and Practice, Karlstad, Sweden, 10-13 Jun 2019.

2018

Azer, Jaylan ORCID logoORCID: https://orcid.org/0000-0002-1847-3178 and Alexander, Matthew (2018) The Impact of Negatively-valenced Influencing Behaviour. In: 10th SERVSIG, Paris, France, 14-16 Jun 2018, pp. 845-850. ISBN 9782951660632

Azer, Jaylan ORCID logoORCID: https://orcid.org/0000-0002-1847-3178 and Alexander, Matthew J. (2018) Conceptualizing negatively valenced influencing behavior: forms and triggers. Journal of Service Management, 29(3), pp. 468-490. (doi: 10.1108/JOSM-12-2016-0326)

2017

Azer, J. ORCID logoORCID: https://orcid.org/0000-0002-1847-3178 and Alexander, M. (2017) Negatively-valenced Customer Engagement Behavior: Forms and Drivers. 5th Naples Forum on Service: Service Dominant Logic, Network and Systems Theory and Service Science: Integrating Three Perspectives for a New Service Agenda, Naples, Italy, 6-9 June 2017.

Azer, J. ORCID logoORCID: https://orcid.org/0000-0002-1847-3178 and Alexander, M. (2017) Direct and Indirect Forms of Negative Customer Engagement Behaviour. 6th International Research Conference in Marketing, Glasgow, UK, 16-17 May 2017.

2016

Azer, J. ORCID logoORCID: https://orcid.org/0000-0002-1847-3178 (2016) Negative Valence of Customer Engagement Behaviour. 5th International Research Conference in Marketing, Glasgow, UK, May 2016.

2015

Azer, Jaylan ORCID logoORCID: https://orcid.org/0000-0002-1847-3178 (2015) Facebook from socializing to advertising: an empirical study on the effect of Facebook as an advertising tool in Egypt. African Journal of Business Management, 9(24), pp. 796-813. (doi: 10.5897/AJBM2015.7866)

This list was generated on Thu Jul 3 08:26:19 2025 BST.
Jump to: Articles | Book Sections | Edited Books | Conference or Workshop Item | Conference Proceedings
Number of items: 32.

Articles

Alexander, Matthew, Azer, Jaylan ORCID logoORCID: https://orcid.org/0000-0002-1847-3178 and Conduit, Jodie (2025) Editorial: Reshaping the world through customer and actor engagement. Journal of Service Theory and Practice, 35(2), pp. 165-170. (doi: 10.1108/JSTP-03-2025-329)

Azer, Jaylan ORCID logoORCID: https://orcid.org/0000-0002-1847-3178 and Alexander, Matthew (2025) Human-machine engagement (HME): conceptualization, typology of forms, antecedents, and consequences. Journal of Service Research, 28(1), pp. 112-130. (doi: 10.1177/10946705241296782)

Azer, Jaylan ORCID logoORCID: https://orcid.org/0000-0002-1847-3178, Blasco-Arcas, Lorena and Alexander, Matthew (2024) Visual Modality of Engagement (VME): conceptualization, typology of forms, and outcomes. Journal of Service Research, 27(2), pp. 231-249. (doi: 10.1177/10946705231190867)

Chatzipanagiotou, Kalliopi ORCID logoORCID: https://orcid.org/0000-0001-5139-0625, Azer, Jaylan ORCID logoORCID: https://orcid.org/0000-0002-1847-3178 and Ranaweera, Chatura (2023) E-WOM in the B2B context: conceptual domain, forms, and implications for research. Journal of Business Research, 164, 113957. (doi: 10.1016/j.jbusres.2023.113957)

Azer, Jaylan ORCID logoORCID: https://orcid.org/0000-0002-1847-3178, Anker, Thomas, Taheri, Babak and Tinsley, Ross (2023) Consumer-driven racial stigmatization: the moderating role of race in online consumer-to-consumer reviews. Journal of Business Research, 157, 113567. (doi: 10.1016/j.jbusres.2022.113567)

Azer, Jaylan ORCID logoORCID: https://orcid.org/0000-0002-1847-3178 and Ranaweera, Chatura (2022) Former customers’ E-WOM in social media platforms: an investigation of motives, network size and social ties. Journal of Business Research, 146, pp. 118-133. (doi: 10.1016/j.jbusres.2022.03.068)

Azer, Jaylan ORCID logoORCID: https://orcid.org/0000-0002-1847-3178 and Alexander, Matthew (2022) COVID-19 vaccination: engagement behavior patterns and implications for public health service communication. Journal of Service Theory and Practice, 32(2), pp. 323-351. (doi: 10.1108/JSTP-08-2021-0184)

Azer, Jaylan ORCID logoORCID: https://orcid.org/0000-0002-1847-3178, Blasco-Arcas, Lorena and Harrigan, Paul (2021) #COVID-19: forms and drivers of social media users’ engagement behavior toward a global crisis. Journal of Business Research, 135, pp. 99-111. (doi: 10.1016/j.jbusres.2021.06.030)

Azer, Jaylan ORCID logoORCID: https://orcid.org/0000-0002-1847-3178 and Alexander, Matthew (2020) Direct and indirect negatively valenced engagement behavior. Journal of Services Marketing, 34(7), pp. 967-981. (doi: 10.1108/JSM-08-2019-0296)

Azer, Jaylan ORCID logoORCID: https://orcid.org/0000-0002-1847-3178 and Alexander, Matthew (2020) Negative customer engagement behaviour: the interplay of intensity and valence in online networks. Journal of Marketing Management, 36(3-4), pp. 361-383. (doi: 10.1080/0267257X.2020.1735488)

Azer, Jaylan ORCID logoORCID: https://orcid.org/0000-0002-1847-3178 and Alexander, Matthew J. (2018) Conceptualizing negatively valenced influencing behavior: forms and triggers. Journal of Service Management, 29(3), pp. 468-490. (doi: 10.1108/JOSM-12-2016-0326)

Azer, Jaylan ORCID logoORCID: https://orcid.org/0000-0002-1847-3178 (2015) Facebook from socializing to advertising: an empirical study on the effect of Facebook as an advertising tool in Egypt. African Journal of Business Management, 9(24), pp. 796-813. (doi: 10.5897/AJBM2015.7866)

Book Sections

Alexander, Matthew and Azer, Jaylan ORCID logoORCID: https://orcid.org/0000-0002-1847-3178 (2023) Negative customer engagement behavior in online social networks: understanding the nuance. In: Rather, Raouf Ahmad and Ramkissoon, Haywantee (eds.) Handbook of Customer Engagement in Tourism Marketing: Current Issues and Challenges. Edward Elgar Publishing, pp. 43-55. ISBN 9781802203936

Azer, Jaylan ORCID logoORCID: https://orcid.org/0000-0002-1847-3178, Taheri, Babak and Gannon, Martin (2022) A critical view on mixed-method approaches to tourism and hospitality research. In: Okumus, Fevzi, Rasoolimanesh, Mostafa and Jahani, Shiva (eds.) Advanced Research Methods in Hospitality and Tourism. Emerald Publishing, pp. 5-24. ISBN 9781801175500 (doi: 10.1108/978-1-80117-550-020221002)

Balaji, M.S., Jiang, Yangyang, Bhattacharyya, Jishnu, Hewege, Chandana and Azer, Jaylan ORCID logoORCID: https://orcid.org/0000-0002-1847-3178 (2022) An introduction to socially responsible sustainable consumption: issues and challenges. In: Bhattacharyya, Jishnu, Balaji, M.S., Jiang, Yangyang, Azer, Jaylan and Hewege, Chandana (eds.) Socially Responsible Consumption and Marketing in Practice: Collection of Case Studies. Springer: Singapore, pp. 3-14. ISBN 9789811664328 (doi: 10.1007/978-981-16-6433-5_1)

Gannon, Martin J., Taheri, Babak and Azer, Jaylan ORCID logoORCID: https://orcid.org/0000-0002-1847-3178 (2022) Contemporary research paradigms and philosophies. In: Okumus, Fevzi, Rasoolimanesh, S. Mostafa and Jahani, Shiva (eds.) Contemporary Research Methods in Hospitality and Tourism. Emerald: Bingley, pp. 5-19. ISBN 9781801175470 (doi: 10.1108/978-1-80117-546-320221002)

Edited Books

Bhattacharyya, Jishnu, Balaji, M. S., Jiang, Yangyang, Azer, Jaylan ORCID logoORCID: https://orcid.org/0000-0002-1847-3178 and Hewege, Chandana (Eds.) (2022) Socially Responsible Consumption and Marketing in Practice: Collection of Case Studies. Springer: Singapore. ISBN 9789811664328

Conference or Workshop Item

Azer, Jaylan ORCID logoORCID: https://orcid.org/0000-0002-1847-3178 (2025) Innovation and Tradition: Customers and GenAI in Service Recovery. 19th International Research Symposium on Service Excellence in Management (QUIS19), Rome, Italy, 03-06 June 2025. (Accepted for Publication)

Azer, Jaylan ORCID logoORCID: https://orcid.org/0000-0002-1847-3178 and Alexander, Matthew (2024) Dynamics of Human-Machine Engagement in Services. 13th AMA Servsig Conference, Bordeaux, France, 5-8 June 2024. (Unpublished)

Magnadi, Rizal Hari, Chatzipanagiotou, Kalliopi ORCID logoORCID: https://orcid.org/0000-0001-5139-0625 and Azer, Jaylan ORCID logoORCID: https://orcid.org/0000-0002-1847-3178 (2023) Balancing Spotlight Between For-Profit and Non-Profit Market Orientation for the Service Sector. 18th International Research Symposium on Service Excellence in Management (QUIS 18), Hanoi, Vietnam, 20-23 June 2023.

Aboelnaga, Rana Mohamed Abdelazim Ahmed, Azer, Jaylan ORCID logoORCID: https://orcid.org/0000-0002-1847-3178 and Sandikci Turkdogan, Ozlem ORCID logoORCID: https://orcid.org/0000-0001-7153-792X (2023) A Framework for Antecedents and Consequences of Customer Engagement with Brand-Related Content on Social Media. Frontiers in Service 2023, Maastricht, Netherlands, 15-18 June 2023.

Alexander, Matthew, Azer, Jaylan ORCID logoORCID: https://orcid.org/0000-0002-1847-3178 and Blasco-Arcas, Lorena (2023) Unlocking Secrets of Images: Implications for Services Marketers. Frontiers in Service 2023, Maastricht, Netherlands, 15-18 June 2023.

Blasco-Arcas, Lorena, Azer, Jaylan ORCID logoORCID: https://orcid.org/0000-0002-1847-3178 and Alexander, Matthew (2023) What’s in an Image? Understanding Visual Modality of Engagement In Digital Service Ecosystems. 8th Naples Forum on Service, Ravello, Italy, 6-9 June 2023.

Azer, Jaylan ORCID logoORCID: https://orcid.org/0000-0002-1847-3178, Blasco-Arcas, Lorena and Alexander, Matthew (2022) Engaging the eye: the role of visual modality of engagement (VME) in social media. 12th AMA SERVSIG Conference, Glasgow, UK, 16-18 June 2022.

Azer, Jaylan ORCID logoORCID: https://orcid.org/0000-0002-1847-3178 and Blasco-Arcas, Lorena (2020) Towards a Typology of Visual Customer Engagement Behaviors (CEBs). SERVSIG 2020 Conference - High Tech and High Touch: The Future of Human Service, Brisbane, Australia, 09-12 Jul 2020. pp. 35-37.

Azer, J. ORCID logoORCID: https://orcid.org/0000-0002-1847-3178 and Ranaweera, C. (2019) Identifying Customer Influencer Value in Social Media Platforms. Frontiers in Service Conference, Singapore, 18-21 Jul 2019.

Azer, J. ORCID logoORCID: https://orcid.org/0000-0002-1847-3178 and Ranaweera, C. (2019) The Impact of Non-customers with High Degrees of Influence in Social Networks. QUIS16: 16th International Research Symposium on Advancing Service Research and Practice, Karlstad, Sweden, 10-13 Jun 2019.

Azer, J. ORCID logoORCID: https://orcid.org/0000-0002-1847-3178 and Alexander, M. (2017) Negatively-valenced Customer Engagement Behavior: Forms and Drivers. 5th Naples Forum on Service: Service Dominant Logic, Network and Systems Theory and Service Science: Integrating Three Perspectives for a New Service Agenda, Naples, Italy, 6-9 June 2017.

Azer, J. ORCID logoORCID: https://orcid.org/0000-0002-1847-3178 and Alexander, M. (2017) Direct and Indirect Forms of Negative Customer Engagement Behaviour. 6th International Research Conference in Marketing, Glasgow, UK, 16-17 May 2017.

Azer, J. ORCID logoORCID: https://orcid.org/0000-0002-1847-3178 (2016) Negative Valence of Customer Engagement Behaviour. 5th International Research Conference in Marketing, Glasgow, UK, May 2016.

Conference Proceedings

Azer, Jaylan ORCID logoORCID: https://orcid.org/0000-0002-1847-3178 and Alexander, Matthew (2025) Beyond the Algorithm: Decoding Human-Machine Engagement. In: Academy of Marketing Conference 2025 (AM2025), Cork, Ireland, 08-10 July 2025, (Accepted for Publication)

Azer, Jaylan ORCID logoORCID: https://orcid.org/0000-0002-1847-3178 and Alexander, Matthew (2018) The Impact of Negatively-valenced Influencing Behaviour. In: 10th SERVSIG, Paris, France, 14-16 Jun 2018, pp. 845-850. ISBN 9782951660632

This list was generated on Thu Jul 3 08:26:19 2025 BST.

Grants

Chancellor’s Fund (PI): Towards Sustainability and Long-term Growth: Digitization of Culinary Offerings of the Outer Hebrides Community (£1,500), 2024.

ASBS Pump-Priming fund (PI): The role of Generative AI in Services (£2,000), 2023.

Economic and Social Research Council (ESRC) Impact Acceleration follow-on fund (PI): Advancing engagement with a ‘digital tourist’ for the Scottish Tourism and Hospitality Sectors (£15,400), 2022.

John Robertson Bequest (PI): An investigation of racialised signifiers in online reviews (£1,000), 2021.

College of Social Science Research Fund (PI): Racialised Semiotics in the Marketplace: Exploration of Consumers’ Implicit Ethnicity Bias (£1,250), 2021.

Economic and Social Research Council (ESRC) Accelerating Business Collaboration (PI): Reshaping engagement with a 'digital tourist' for the Scottish Tourism and Hospitality Sectors (£9,050), 2021.

Edinburgh Napier Research Funding Competition (PI): Identifying customer influencer value in Social Media platforms (£1,260), 2019.

British Federation of Women Graduates (BFWG) Fund (PI): PhD - Investigating Negatively-valenced influencing behaviour: forms, triggers, and impacts (£6,000), 2017.

 

Supervision

Current PhD Students:

Gyongyver Lehn- 'Are we smart enough? How to create sustainably smart retail marketing strategies' - 1st supervisor: Kalliopi Chatzipanagiotou, 2nd supervisor: Jaylan Azer

Rana Aboelnaga - 'A Framework for Antecedents and Consequences of Consumer Engagement with Brand-Related Content on Social Media' - 1st supervisor: Jaylan Azer, 2nd supervisor: Ozlem Sandikci

  • Aboelnaga, Rana
    A Framework for Antecedents and Consequences of Consumer Engagement with Brand-Related Content on Social Media

PhD Completion: 

Rizal Magnadi - 'Market orientation & leadership style: A case study of museum marketing practice in Indonesia' - 1st supervisor: Kalliopi Chatzipanagiotou, 2nd supervisor: Jaylan Azer

PhD Examination:

External Examiner

2023 - Ankita Sharma - 'A Study of Adoption of Digital Marketing by Small Travel Agencies' - Department of Humanities and Social Sciences, Jaypee Institute of Information Technology, India

2021- Muhammad Yasir - 'Measuring the influence of Business Intelligence Maturity and its Determinants on Organizational Agility using the Mixed Methods Research Design' - Department of Management, College of Business Management, Institute of Business Management, Pakistan. 

2021 - Sushmita Guha - 'Absorbing and adapting to new technologies: Social CRM implementation in SMEs' - Department of Marketing, The University of Western Australia, Perth, Australia

Internal Examiner

2024 - Liu Haoran - 'Conceptualising Corporate Philanthropy and Measuring its Effects on Employee-based Brand Equity'

2022 - Xinyu Dong - 'Negative Brand Engagement in the Online Context'.

Teaching

Jaylan teaches and leads both online and on-campus postgraduate classes. Her commitment to enriching the student experience has been recognised through a nomination for the Above and Beyond Award in the Outstanding Student Experience category (2019).

She co-designed the School’s first fully online degree programme, the MSc in Marketing, and played a key role in shaping the School’s framework for remote and blended learning as part of the Programme Design and Delivery workstream during COVID-19. 

Jaylan also served as Deputy Programme Convenor for the MSc in International Strategic Marketing and led the Assurance of Learning project for the programme, contributing to the School’s successful AACSB reaccreditation.

Her contributions to academic quality extend beyond her institution; she was an External Examiner at the University of West London (2020–2023) and currently serves in the same role at University College London (UCL; 2023–2027).

Professional activities & recognition

Prizes, awards & distinctions

  • 2025: Excellence Award in Culinary Preservation & Promotion (Global Culinary Travel Awards)
  • 2025: Reviewer Recognition Award (Wiley Awards - International Journal of Consumer Studies)
  • 2025: Outstanding Mentor (University of Glasgow)
  • 2024: Outstanding Reviewer Award (Emerald Awards Literati - Journal of Service Management)
  • 2024: Best Program to Promote Culinary Culture to Visitors (Finalist) (Global Culinary Travel Awards)
  • 2024: Highly Commended Food & Drink Tourism Experience (Highlands & Islands Food & Drink Awards)
  • 2024: Reviewer Recognition Award (Wiley Awards - International Journal of Consumer Studies)
  • 2023: Best Use of Technology in a Culinary Tourism Experience (Finalist) (Global Culinary Travel Awards)
  • 2023: Best Program to Promote Culinary Culture to Visitors (Finalist) (Global Culinary Travel Awards)
  • 2023: Regional Food and Drink Excellence Award (Scotland Food and Drink)
  • 2023: Reviewer Recognition Award (Journal of Service Management)
  • 2023: Reviewer Recognition Award (Psychology & Marketing)
  • 2022: Regional Food and Drink Excellence Award (Finalist) (Scotland Food and Drink)
  • 2022: Reviewer Recognition Award (Wiley Awards - International Journal of Consumer Studies)
  • 2020: Reviewer Recognition Award (Journal of Business Research)
  • 2021: Reviewer Recognition Award (Wiley Awards - International Journal of Consumer Studies)
  • 2019: Reviewer Recognition Award (Electronic Commerce Research and Applications)
  • 2019: Above & Beyond Award (Nominated) (Edinburgh Napier Business School)
  • 2019: Fellowship (Higher Education Academy)
  • 2017: Best Research Award (6th International Marketing Conference, Glasgow, UK)

Grant committees & research advisory boards

  • 2024 - -: The University of Glasgow's Academic Journal, Academic Advisory Board (AAB)
  • 2021 - -: UK Research and Innovation, Future Leader Fellowship Peer Review College
  • 2023 - -: American Marketing Association - SERVSIG, Emerging Service Scholar Award Committee
  • 2021 - -: Academy of Marketing Science (AMS), Sheth Foundation Doctoral Competition for Conceptual Articles

Editorial boards

  • 2025 - -: AE - International Journal of Quality and Service Sciences
  • 2024 - -: ERB - Journal of Service Management
  • 2023 - -: ERB - Journal of Business Research
  • 2022 - -: ERB - Journal of Service Theory and Practice

Professional & learned societies

  • 2025 - -: Member, Academy of Marketing
  • 2023 - 2027: External Examiner, University College London
  • 2023 - 2026: Senate Member, University of Glasgow's Senate
  • 2020 - 2023: External Examiner, University of West London
  • 2019 - -: Fellow, The Higher Education Academy
  • 2019 - -: Corporate Member, The Marketing Society
  • 2008 - 2010: Member, International Training Institute of Credit Agricole, S.A.
  • 2018 - -: Member, American Marketing Association (SERVSIG AMA)

Selected international presentations

  • 2025: 19th International Research Symposium on Service Excellence in Management (QUIS19) (Roma Tre University, Italy)
  • 2025: Academy of Marketing Conference (University College Cork)
  • 2024: Collaborative Online International Learning (COIL) Program (Chandigarh University, India)
  • 2024: Frontiers in Service Conference (Florida State University, USA)
  • 2024: 13th SERVSIG - AMA Conference (KEDG Business School, France)
  • 2023: Frontiers in Service AMA (Maastricht University, The Netherlands)
  • 2023: The International Faculty Development Program (Chandigarh University, India)
  • 2022: 12th SERVSIG - AMA conference (Glasgow, UK)
  • 2019: Frontiers in Service AMA conference (National University of Singapore, Singapore)
  • 2019: 16th QUIS symposium on advancing service research and practice (Karlstad University, Sweden)
  • 2018: 10th SERVSIG-AMA conference (IESEG School of Management, France)
  • 2017: 5th Naples forum on Service (University of Naples, Italy)

Supplementary

  • PhD in Marketing. Awarding Body: University of Strathclyde, 2018 Monograph: https://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.814006

Additional information

Knowledge exchange

Jaylan has been actively involved in executive training in Social Media Marketing and Customer Relationship Management with leading Scottish, Egyptian, and multinational companies from various sectors, including the Scottish Government, Lloyds Bank, Unilever, Glaxo-Smith Kline, Vodafone, Nissan, Credit Agricole, and National Bank of Egypt. 

Invited Speaker / Keynote Speaker Engagements:

Panelist on the Doctoral Consortium, Università Roma Tre (Jun. 2025)

Collaborative Online International Learning (COIL) Program, Chandigarh University, India: 'Techcraft: Service Interactions in the GPT Age' (Mar. 2024).

Outer Hebrides Community Conference- Benbecula: 'New Approaches to Marketing' (Nov. 2023).

The International Faculty Development Program - Chandigarh University, India: 'Visual Modality of Engagement' (Oct. 2023).

The University of Strathclyde, Research Methods Seminar for PhD students: 'Netnography' (Oct. 2023, 2022, 2021, 2020)

The International Faculty Development Program - Chandigarh University, India: 'Contemporary Service Theories: Service-Dominant Logic' (Jul. 2023).

Practitioners' Public Event - Egypt: 'Negative customer engagement behavior and how to deal with it' (Jul. 2023).

Social Media for Business Public Event - Egypt: 'Social Media engagement strategies' (May 2023).

Scottish Community Tourism (SCOTO): 'Visual Engagement on Social Media' (Oct. 2022).

BBC Interview: Point of View on 'Industry' show from a managerial perspective (Oct. 2022).

Outer Hebrides Food and Drinks Event: 'Fostering Visual Engagement on Social Media Platforms' (Dec. 2021).

Leeds Trinity University: 'A nuanced view of negative customer engagement behavior in online social networks' (May 2021).

Texas State University's American Marketing Association Speakers Event: 'Marketing in Practice' (Apr. 2021).

Herald Business Magazine - Interview: 'The Future of Hotel Services Post COVID-19' (2 Mar. 2021).

Vodafone Egypt: 'Social Media Engagement Behavior in the times of Global Crises' (Aug. 2020).

The Scottish Holyrood Magazine - SM Communication event: 'Influence value in social media networks' (Feb. 2019).

The Scottish Holyrood Magazine - Digital Communication event: 'Negative customer engagement behaviour' (Oct. 2018).

Internal Seminars & Workshops

2025: Doctoral Training Program: Mixed-Methods Research

2024: Doctoral Training Program: Experimental Research 

2023: Doctoral Training Program: Time Management

2021: Research seminar: Negative CEB: the interplay of intensity and valence in online networks - ASBS.

2020: Experimental Research Orientation - ASBS

2020: Interactive and Co-creative Moodle tools - ASBS

2019: Research Seminar: The impact of direct and indirect NVIB, Napier Business School

2018: Research Seminar: Conceptualising forms and triggers of NVIB, Napier Business School

2018: Doctoral Training Program: Pragmatism Research Philosophy, Napier Business School

Track &/or session chair in International Conferences 

Penalist, 'Doctoral Consortium' Università Roma Tre, Rome, Italy, QUIS19, June 3-6, 2025

Track Chair, 'Exploring Engagement in B2B', CBIM, Georgia State University, Atlanta, USA, June 21-23, 2022

Track Chair, 'Customer/Actor Engagement', AMA SERVSIG, Glasgow, June 16-18, 2022

Session Chair, 'Customer engagement', SERVSIG, Glasgow, June 16-18, 2022

Session Chair, ‘customer experience session’, Frontiers in Services, Singapore, July 18-21, 2019

Session Chair, ‘Influence in digital services session’, QUIS16, Karlstad, Sweden, June 10-13, 2019

Review & Editorial duties

Associate Editor of the International Journal of Quality and Service Sciences.

Editorial review board member of the Journal of Service Management, Journal of Business Research, and Journal of Service Theory & Practice.

Reviewer for:

Journal of Service Research, Journal of Business Research, Journal of Business Ethics, Journal of Marketing Management, Journal of Services Marketing, Journal of Product and Brand Management, Journal of Service Theory and Practice, Psychology & Marketing, Journal of Service Management, Academy of Marketing Science, International Journal of Consumer Studies, Consumption, Markets and Culture, Journal of Consumer Marketing, Computers in Human Behavior, and Electronic Commerce Research and Applications.

Guest Editor:

Journal of Service Theory and Practice - Special Issue 2023/2024

Industrial Marketing Management - Special Issue 2023/2024


Photograph of Dr Jaylan Azer

Dr Jaylan Azer on Twitter