Dr Jaylan Azer

  • Lecturer in Marketing (Management)

Biography

Dr Jaylan Azer is a Lecturer in Marketing at Adam Smith Business School. She holds a PhD in Marketing from the University of Strathclyde. Her current research interest is focused within the services domain around the complementary concepts of Service Dominant Logic, value co-creation and actor/customer engagement. Within this domain, Jaylan has a focus on digital consumer behaviours and their impact in social networks. She has an emerging record of nationally and internationally leading quantitative and qualitative research in customer engagement, consumer behavior, digital and services marketing. Her research has been published in academic journals of high impact factor including Journal of Service Management, Journal of Marketing Management and Journal of Services Marketing. 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
  • Consumer Behavior
  • Digital Marketing
  • Artificial Intelligence
  • Service-dominant Logic (SDL)
  • Actor/customer engagement
  • Value Co-creation

Publications

List by: Type | Date

Jump to: 2020 | 2019 | 2018 | 2017 | 2016 | 2015
Number of items: 11.

2020

Azer, J. and Alexander, M. (2020) Direct and indirect negatively valenced engagement behavior. Journal of Services Marketing, (Accepted for Publication)

Azer, J. and Ranaweera, C. (2020) Actor Engagement: Former Customers’ Role in Online Social Networks. 16th International Research Conference in Service Management, La Londe-les-Maures, France, 02-05 Jun 2020 [Event cancelled].

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 Mon May 25 05:53:25 2020 BST.
Number of items: 11.

Articles

Azer, J. and Alexander, M. (2020) Direct and indirect negatively valenced engagement behavior. Journal of Services Marketing, (Accepted for Publication)

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)

Conference or Workshop Item

Azer, J. and Ranaweera, C. (2020) Actor Engagement: Former Customers’ Role in Online Social Networks. 16th International Research Conference in Service Management, La Londe-les-Maures, France, 02-05 Jun 2020 [Event cancelled].

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 Mon May 25 05:53:25 2020 BST.

Grants

  • £1260 Edinburgh Napier Business School Research Funding Competition - awarded 2019
  • £6000 British Federation of Women Graduates (BFWG)- awarded 2018
  • £1500 Napier’s Research Travel Grant- awarded 2018
  • £1400 University of Strathclyde Research Travel Grant – awarded 2017

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 and their impact in social networks, artificial intelligence and machine learning, customer experience and customer well-being. 


Teaching

Jaylan teaches and leads a variety of marketing modules, which relate closely to her research interests.

- Marketing Communication (UG)

- Marketing Management (PG)

- Marketing Research (PG - MSc Programme)

- Retail Marketing (PG - MSc Programme)


Professional activities & recognition

Prizes, awards & distinctions

  • 2019: Reviewer Recognition Award (Electronic Commerce Research and Applications)
  • 2019: Above & Beyond Award (Edinburgh Napier Business School)
  • 2017: Best Research Presentation Award (Strathclyde Business School)

Research fellowships

  • 2019: Edinburgh Napier Business School Research Funding Competition
  • 2018 - 2019: British Federation of Women Graduates (BFWG)

Professional & learned societies

  • 2020 - 2023: External Examiner, University of West London
  • 2020 - 2021: 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 le 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)

Additional information

Knowledge exchange

Azer, J. (2019) ‘Customers’ influencer value in social networks’, Social Media Communication/Holyrood Magazine, Edinburgh, UK 

Azer, J. (2018) 'Forms and triggers of negative customer engagement behaviour in digital contexts', Digital Communication public event/Holyrood Magazine, Edinburgh, UK

Keynote presentations

2019 The Scottish Holyrood Magazine

  • Social Media Communication public event, Edinburgh, UK (27 Feb. 2019)
  • Paper: Customers’ influencer value in social 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.

Conferences organised and/or sessions chaired.

  • Chair, ‘Influence in digital services session’, QUIS16, Karlstad, Sweden, June 10-13, 2019
  • Chair, ‘customer experience session’, Frontiers in Services, Singapore, July 18-21, 2019
  • Conferences organised: European Marketing Academy, Glasgow, UK, May 29 - Jun 1, 2018
  • Conferences organised: European Academy of Management, Glasgow, UK June 21-24, 2017

Reviewer and editorial duties

Ad hoc reviewer of Electronic Commerce Research and Applications, Journal of Marketing Management, Journal of Services Marketing, Journal of Product and Brand Management, Journal of Service Theory and Practice, Journal of Hospitality and Society & Journal of Service Management