Dr Jaylan Azer
- Senior Lecturer (Management)
telephone:
0141 330 0889
email:
Jaylan.Azer@glasgow.ac.uk
Biography
Dr. Jaylan Azer is a Senior Lecturer in Marketing at Adam Smith Business School. She is the PGR Convenor of the Management Subject Group. 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 and a member of the editorial board of the Journal of Service Theory & Practice.
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
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 2022, £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). She was the Deputy Programme Convenor of the MSc in International Strategic Marketing Programme. She led the Assurance of Learning project - AACSB reaccreditation- for the MSc programme. Currently, she is the Quality & Assessment Officer of the Management Subject Group, ASBS. Also, she is an external examiner at the University of West London within the Claude Littner Business School.
Professional activities & recognition
Prizes, awards & distinctions
- 2023: Reviewer Recognition Award (Journal of Service Management)
- 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
- 2023 - -: American Marketing Association - SERVSIG, Emerging Service Scholar Award Committee
- 2021 - -: UK Research and Innovation, Future Leader Fellowship Peer Review College
- 2021 - -: Academy of Marketing Science (AMS), Sheth Foundation Doctoral Competition for Conceptual Articles
Editorial boards
- 2022 - 2024: Journal of Service Theory and Practice
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
2022 The University of Strathclyde, Research Methods Webinar for PhD students - Vignette: Netnography (Oct. 2022)
2022 Scottish Community Tourism (SCOTO), Visual Engagement on Social Media (Oct. 2022)
2022 BBC Interview, Point of View on 'Industry' show from a managerial perspective (Oct. 2022)
2021 Outer Hebrides Food and Drinks Event, Fostering Visual Engagement on Social Media Platforms (Dec. 2021)
2021 The University of Strathclyde, Research Methods Webinar for PhD students - Vignette: Netnography (Oct. 2021)
2021 Leeds Trinity University, A nuanced view of negative customer engagement behavior in online social networks (May 2021)
2021 Texas State University - American Marketing Association Speakers Event, Marketing in Practice (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 (Aug. 2020)
2020 Wiley Education Services, Promotional event of ASBS Online degree Programme - MSc in Marketing (Jul. 2020) & (Oct. 2020)
2019 The Scottish Holyrood Magazine, Influence value in social media networks - Social Media Communication public event, Edinburgh, UK (Feb. 2019)
2018 The Scottish Holyrood Magazine, Forms and triggers of negative customer engagement behaviour in digital contexts - Digital Communication public event, Edinburgh, UK (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
Editorial review board member of the Journal of Service Theory & Practice
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