Dr Jaylan Azer

  • Senior Lecturer (Management)

Biography

Dr. Jaylan Azer is a Senior 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 the same School (2019-2022) and 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 online social 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, Journal of Service Theory and Practice, 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.

Research interests

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

Areas of expertise: 

  • Services marketing
  • Actor/customer engagement
  • Consumer Behavior
  • E-WOM
  • Digital Marketing
  • Artificial Intelligence
  • Service-dominant Logic (SDL)
  • Value Co-creation

Publications

List by: Type | Date

Jump to: 2022 | 2021 | 2020 | 2019 | 2018 | 2017 | 2016 | 2015
Number of items: 20.

2022

Azer, J. and Ranaweera, C. (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, J. , Blasco-Arcas, L. and Alexander, M. (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.

Alexander, M. and Azer, J. (2022) Negative customer engagement behavior in online social networks: understanding the nuance. In: Rather, R. and Ramkissoon, H. (eds.) Customer Engagement in Tourism Marketing: Current Issues and Challenges. Edward Elgar Publishing. (Accepted for Publication)

Azer, J. and Alexander, M. (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, J., Balaji, M. S., Jiang, Y., Azer, J. and Hewege, C. (Eds.) (2022) Socially Responsible Consumption and Marketing in Practice: Collection of Case Studies. Springer: Singapore. ISBN 9789811664328

Balaji, M.S., Jiang, Y., Bhattacharyya, J., Hewege, C. and Azer, J. (2022) An introduction to socially responsible sustainable consumption: issues and challenges. In: Bhattacharyya, J., Balaji, M.S., Jiang, Y., Azer, J. and Hewege, C. (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)

2021

Azer, J. , Blasco-Arcas, L. and Harrigan, P. (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, J. , Taheri, B. and Gannon, M. (2021) Critical view on mixed-method approaches to tourism and hospitality research. In: Okumus, F., Rasoolimanesh, M. and Jahani, S. (eds.) Advanced Research Methods in Hospitality and Tourism. Emerald Publishing. (In Press)

Gannon, M., Taheri, B. and Azer, J. (2021) Contemporary research paradigms & philosophies. In: Okumus, F., Rasoolimanesh, M. and Jahani, S. (eds.) The Contemporary Research Methodology in Hospitality and Tourism. Emerald Publishing. (In Press)

2020

Azer, J. and Blasco-Arcas, L. (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. and Alexander, M. (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, J. and Alexander, M. (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. and Ranaweera, C. (2019) Identifying Customer Influencer Value in Social Media Platforms. Frontiers in Service Conference, Singapore, 18-21 Jul 2019.

Azer, J. 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, J. and Alexander, M. (2018) The Impact of Negatively-valenced Influencing Behaviour. In: 10th SERVSIG, Paris, France, 14-16 Jun 2018, pp. 845-850. ISBN 9782951660632

Azer, J. and Alexander, M. 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. 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. 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. (2016) Negative Valence of Customer Engagement Behaviour. 5th International Research Conference in Marketing, Glasgow, UK, May 2016.

2015

Azer, J. (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 Tue Aug 16 17:13:41 2022 BST.
Number of items: 20.

Articles

Azer, J. and Ranaweera, C. (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, J. and Alexander, M. (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, J. , Blasco-Arcas, L. and Harrigan, P. (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, J. and Alexander, M. (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, J. and Alexander, M. (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, J. and Alexander, M. 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, J. (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, M. and Azer, J. (2022) Negative customer engagement behavior in online social networks: understanding the nuance. In: Rather, R. and Ramkissoon, H. (eds.) Customer Engagement in Tourism Marketing: Current Issues and Challenges. Edward Elgar Publishing. (Accepted for Publication)

Balaji, M.S., Jiang, Y., Bhattacharyya, J., Hewege, C. and Azer, J. (2022) An introduction to socially responsible sustainable consumption: issues and challenges. In: Bhattacharyya, J., Balaji, M.S., Jiang, Y., Azer, J. and Hewege, C. (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)

Azer, J. , Taheri, B. and Gannon, M. (2021) Critical view on mixed-method approaches to tourism and hospitality research. In: Okumus, F., Rasoolimanesh, M. and Jahani, S. (eds.) Advanced Research Methods in Hospitality and Tourism. Emerald Publishing. (In Press)

Gannon, M., Taheri, B. and Azer, J. (2021) Contemporary research paradigms & philosophies. In: Okumus, F., Rasoolimanesh, M. and Jahani, S. (eds.) The Contemporary Research Methodology in Hospitality and Tourism. Emerald Publishing. (In Press)

Edited Books

Bhattacharyya, J., Balaji, M. S., Jiang, Y., Azer, J. and Hewege, C. (Eds.) (2022) Socially Responsible Consumption and Marketing in Practice: Collection of Case Studies. Springer: Singapore. ISBN 9789811664328

Conference or Workshop Item

Azer, J. , Blasco-Arcas, L. and Alexander, M. (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, J. and Blasco-Arcas, L. (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. and Ranaweera, C. (2019) Identifying Customer Influencer Value in Social Media Platforms. Frontiers in Service Conference, Singapore, 18-21 Jul 2019.

Azer, J. 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. 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. 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. (2016) Negative Valence of Customer Engagement Behaviour. 5th International Research Conference in Marketing, Glasgow, UK, May 2016.

Conference Proceedings

Azer, J. and Alexander, M. (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 Tue Aug 16 17:13:41 2022 BST.

Grants

Co-PI, Economic and Social Research Council (ESRC), Impact Acceleration follow-on fund on 'Advancing engagement with a ‘digital tourist’ for the Scottish Tourism and Hospitality Sectors', in 2021, £15400

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, £9050

PI, Edinburgh Napier Business School Research Funding Competition on 'Identifying customer influencer value in Social Media platforms', in 2019, £1260.

PI, British Federation of Women Graduates (BFWG) funding, to investigate Negatively-valenced influencing behaviour: forms, triggers, and impacts', in 2017, £6000.

 

Supervision

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' - 1st supervisor: Kalliopi Chatzipanagiotou, 2nd supervisor: Jaylan Azer

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

PhD Examination:

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

Internal Examiner

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

Teaching

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

  • 2022: Regional Food and Drink Excellence Award (Scotland Food and Drink)
  • 2022: Reviewer Recognition Award (International Journal of Consumer Studies)
  • 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)
  • 2017: Best Research Award (6th International Marketing Conference, Glasgow, UK)

Grant committees & research advisory boards

  • 2021 - 2022: 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
  • 2008 - 2010: Member, International Training Institute of Credit Agricole, S.A.
  • 2001 - 2008: Member, Chartered Accountants Syndicate, Egypt

Selected international presentations

  • 2022: 12th SERVSIG - AMA conference (Glasgow, UK)
  • 2020: 11th SERVSIG-AMA conference (Brisbane, Australia)
  • 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)

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. 

Keynote Speaker - External/International Events

2021 Outer Hebrides Food and Drinks Event, Fostering Visual Engagement on Social Media Platforms (1 Dec. 2021)

2021 The 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 The University of Strathclyde, Research Methods Webinar for PhD students - Vignette: Netnography (22 Oct. 2020)

2020 Vodafone Egypt: ), Social Media Engagement Behavior in the times of Global Crises - Social Media Communication Event (14 Aug. 2020)

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, Influence value in social media networks - Social Media Communication public event, Edinburgh, UK (27 Feb. 2019)

2018 The Scottish Holyrood Magazine, Forms and triggers of negative customer engagement behaviour in digital contexts - Digital Communication public event, Edinburgh, UK (24 Oct. 2018).

Internal Seminars

2021: Research seminar, Negative customer engagement behaviour: the interplay of intensity and valence in online networks - Marketing Cluster, ASBS.

2020: Experimental Research Orientation, Marketing Cluster, ASBS

2020: Interactive and Co-creative Moodle tools, Marketing cluster, 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: Pragmatism Research Philosophy, Napier Business School, PhD Research Vignette 

Track &/or session chair in International Conferences 

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

Reviewer and editorial duties

Reviewer:

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, Consumption, Markets and Culture, Journal of Consumer Marketing, International Journal of Contemporary Hospitality Management, Computers in Human Behavior, and Electronic Commerce Research and Applications.

Guest Editor:

Journal of Service Theory and Practice - Special Issue 2022/2023

Industrial Marketing Management - Special Issue 2023/2024