Dr Jaylan Azer
- Lecturer in Marketing (Management)
Dr. Jaylan Azer is a Lecturer in Marketing at Adam Smith Business School. She holds a PhD in Marketing from the University of Strathclyde. Previously, she was a Lecturer in Marketing at Edinburgh Napier University (2017-2019). Her academic interests are complemented by her 15 years of practical experience including senior management roles in Retail Banking.
Jaylan's current research interest focuses within the services domain on the complementary concepts of actor/customer engagement, value co-creation, and Service-dominant Logic (SDL). Within this domain, Jaylan has a focus on consumer behaviour and its impact in digital contexts, especially social online networks. Her research has been published in Marketing and Service journals of high impact factor including Journal of Business Research, Journal of Service Management, Journal of Marketing Management, and Journal of Services Marketing. Jaylan is an ad-hoc reviewer for well-established Services and Marketing Journals and Conferences.
Jaylan's research has a solid practical impact exemplified in recent projects with Visit Scotland and Scottish Tourism Alliance. Currently, she is working on a project based on her research in service management, consumer behavior, and social media marketing with Outer Hebrides Tourism. This project involves food outlets and restaurants located in the Isle of Harris, Uist, and Barra. Also, her research attracts opportunities for Knowledge Exchange exhibited in several invitations to participate as a keynote speaker in public events. 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.
Jaylan teaches and leads a variety of marketing modules, which relate closely to her research interests.
Jaylan is a member of the School's Marketing research cluster.
Areas of expertise:
- Services marketing
- Actor/customer engagement
- Consumer Behavior
- Digital Marketing
- Artificial Intelligence
- Service-dominant Logic (SDL)
- Value Co-creation
PI, John Robertson Bequest, 'An investigation of racialised signifiers in online reviews', in 2021, £1000
PI, College of Social Science Research Fund on 'Racialised Semiotics in the Marketplace: Exploration of Consumers’ Implicit Ethnicity Bias', in 2021, £1250
Co-PI, Economic and Social Research Council (ESRC), Accelerating Business Collaboration on 'Reshaping engagement with a 'digital tourist' for the Scottish Tourism and Hospitality Sectors', in 2021, £9000
PI, Edinburgh Napier Business School Research Funding Competition on 'Identifying customer influencer value in Social Media platforms', in 2019, £1260.
PI, Napier’s Research Travel Grant to investigate 'The impact of negatively-valenced influencing behaviour', in 2018, £1500.
PI, British Federation of Women Graduates (BFWG) funding, to investigate Negatively-valenced influencing behaviour: forms, triggers, and impacts', in 2017, £6000.
PI, University of Strathclyde Research Travel Grant to investigate 'Negatively-valenced Customer Engagement Behaviour: Forms and Drivers', in 2017, £1400
Jaylan is interested in supervising doctoral research within the services domain around the complementary concepts of Service-Dominant Logic, value co-creation and actor/customer engagement. Within this domain, she has an interest in digital consumer behaviour, artificial intelligence and machine learning, customer experience and customer well-being.
Current PhD Students:
Rizal Magnadi - 'Market orientation & leadership style: A case study of museum marketing practice in Indonesia' - first supervisor: Kalliopi Chatzipanagiotou, second supervisor: Jaylan Azer
Gyongyver Lehn- 'Are we smart enough? How to create sustainably smart retail marketing strategies' - first supervisor: Kalliopi Chatzipanagiotou, second supervisor: Jaylan Azer
Ebunoluwa Jidonu -'Corporate Social Responsibility and its impact on New Product Development Decisions: Evidence from Manufacturing Organizations' - first supervisor: Thomas Anker, second supervisor: Jaylan Azer
PhD External Examiner:
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
Jaylan teaches and leads online and on-campus classes at the postgraduate level including marketing research, marketing management, services marketing and retail marketing. She has been nominated for an Above and Beyond award - outstanding student experience category. She co-designed the first online degree programme (MSc in Marketing) in Adam Smith Business School. She contributed to the School's framework for remote and blended learning and teaching (Programme Design and Delivery workstream). Recently, she has been appointed as Deputy Programme Convenor of the MSc in International Strategic Marketing Programme. She leads the Assurance of Learning project - AACSB reaccreditation- for the MSc programme. Also, she is an external examiner at the University of West London within the Claude Littner Business School.
Professional activities & recognition
Prizes, awards & distinctions
- 2021: Reviewer Recognition Award (International Journal of Consumer Studies)
- 2020: Reviewer Recognition Award (Journal of Business Research)
- 2019: Above & Beyond Award (Edinburgh Napier Business School)
- 2019: Reviewer Recognition Award (Electronic Commerce Research and Applications)
- 2019: Fellowship (Higher Education Academy)
- 2018: PhD in Marketing (University of Strathclyde)
- 2017: Best Research Presentation Award (Strathclyde Business School)
- 2015: MBA in Marketing Management (Cardiff Metropolitan University)
- 2001: BSc in Accounting & Finance (Alexandria University)
Grant committees & research advisory boards
- 2021 - -: Academy of Marketing Science (AMS), Sheth Foundation Doctoral Competition for Conceptual Articles
- 2021: UK Research and Innovation, Future Leader Fellowship Peer Review College
Professional & learned societies
- 2020 - 2023: External Examiner, University of West London
- 2020 - -: Member, Academy of Marketing Science (AMS)
- 2019 - -: Fellow, The Higher Education Academy
- 2019 - -: Corporate Member, The Marketing Society
- 2018 - -: Alumni, The University of Strathclyde
- 2015 - -: Alumni, Cardiff Metropolitan University
- 2008 - 2010: Member, International Training Institute of Credit Agricole, S.A.
- 2001 - -: Member, Chartered Accountants Syndicate, Egypt
Selected international presentations
- 2020: 11th SERVSIG-AMA conference (Brisbane, Australia)
- 2020: 23rd AMS World Marketing Congress (Brisbane, Australia)
- 2020: 16th International Research Conference in Service Management (La Londe les Maures, France)
- 2019: Frontiers in Service AMA conference (National University of Singapore, Singapore)
- 2019: 16th QUIS symposium on advancing service research and practice (Karlstad, Sweden)
- 2018: 10th SERVSIG-AMA conference (Paris, France)
- 2017: 5th Naples forum on Service (Sorrento, Italy)
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.
Keynote Speaker - External/International Events
2021 University of Strathclyde
Research Methods Webinar for PhD students - Vignette: Netnography (21 Oct. 2021)
2021 Leeds Trinity University
A nuanced view of negative customer engagement behavior in online social networks (12 May 2021)
2021 Texas State University - American Marketing Association Speakers Event
Marketing in Practice (7 Apr. 2021)
2021 Herald Business Magazine - Interview
The Future of Hotel Services Post COVID19 (2 Mar. 2021)
2020 University of Strathclyde
Research Methods Webinar for PhD students - Vignette: Netnography (22 Oct. 2020)
2020 Vodafone Egypt
Social Media Communication Event (14 Aug. 2020)
Paper: Social Media Engagement Behavior in the times of Global Crises
2020 Wiley Education Services
Promotional event of ASBS Online degree Programme - MSc in Marketing (29 Jul. 2020) & (23 Oct. 2020)
2019 The Scottish Holyrood Magazine
Social Media Communication public event, Edinburgh, UK (27 Feb. 2019)
Paper: Influence value in social media networks
2018 The Scottish Holyrood Magazine
Digital Communication public event, Edinburgh, UK (24 Oct. 2018)
Paper: Forms and triggers of negative customer engagement behaviour in digital contexts.
2021: Research seminar, Marketing Cluster's reading group, ASBS, University of Glasgow
Paper: Negative customer engagement behaviour: the interplay of intensity and valence in online networks.
2020: Experimental Research Orientation, Adam Smith Business School, Marketing cluster
2020: Interactive and Co-creative Moodle tools, Adam Smith Business School, Marketing cluster
2019: Research Seminar, Napier Business School
Paper: The impact of direct and indirect NVIB in social online networks
2018: Research Seminar, Napier Business School
Paper: Conceptualising forms and triggers of NVIB
2018: Pragmatism Research Philosophy, Napier Business School, PhD Research Vignette
Track &/or session chair in International Conferences
Track Chair, 'Customer/Actor Engagement', AMA SERVSIG, Glasgow, June 16-18, 20222
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
Reviewer and editorial duties
Ad hoc reviewer of Journal of Business Research, Journal of Marketing Management, Journal of Services Marketing, Journal of Product and Brand Management, Journal of Service Theory and Practice, Journal of Service Management, International Journal of Hospitality Management, International Journal of Consumer Studies, Journal of Consumer Marketing, International Journal of Contemporary Hospitality Management, Computers in Human Behavior, and Electronic Commerce Research and Applications.