Dr Jaylan Azer
- Senior Lecturer (Management)
Dr. Jaylan Azer is a Senior Lecturer in Marketing at Adam Smith Business School. She is the Postgraduate Research 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 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. Jaylan is an ad-hoc reviewer for international Services and Marketing Journals and Conferences. She is a member of the editorial review board of the Journal of Business Research and the Journal of Service Theory & Practice.
Jaylan's research has a solid practical impact, exemplified in recent projects with Visit Scotland and the 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
- Digital Marketing
- Artificial Intelligence (AI)
- Service-dominant Logic (SDL)
PI, ASBS Pump-Priming funding on 'The role of Generative AI in Services', in 2023, £2000
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.
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
Leslie Thompson - 'Service Quality, competitive advantage, customer loyalty, and global dominance within the Search Engine industry' - 1st supervisor: Jaylan Azer, 2nd supervisor: Ozlem Sandikci
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
2022 - Xinyu Dong - 'Negative Brand Engagement in the Online Context'.
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) at 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 was an external examiner at the University of West London and now at University College London.
Professional activities & recognition
Prizes, awards & distinctions
- 2023: Best Use of Technology in a Culinary Tourism Experience (Global Culinary Travel Awards)
- 2023: Best Program to Promote Culinary Culture to Visitors (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 (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
- 2022 - -: Journal of Service Theory and Practice
- 2023 - -: Journal of Business Research
Professional & learned societies
- 2023 - 2027: External Examiner, University College London
- 2020 - 2023: External Examiner, University of West London
- 2019 - -: Fellow, The Higher Education Academy
- 2019 - -: Corporate Member, The Marketing Society
- 2018 - -: Member, American Marketing Association (SERVSIG AMA)
- 2008 - 2010: Member, International Training Institute of Credit Agricole, S.A.
- 2001 - 2008: Member, Chartered Accountants Syndicate, Egypt
Selected international presentations
- 2023: Frontiers in Service AMA (Maastricht University)
- 2023: The International Faculty Development Program (Chandigarh University)
- 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, 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
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 Webinar - Vignette: Netnography (Oct. 2023)
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)
Interview with Brand Calibre Media Producers- Glasgow, Case study on Business Collaboration (Apr. 2023)
The University of Strathclyde, Research Methods Webinar for PhD students - Vignette: Netnography (Oct. 2022)
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)
The University of Strathclyde, Research Methods Webinar for PhD students - Vignette: Netnography (Oct. 2021)
Leeds Trinity University, A nuanced view of negative customer engagement behavior in online social networks (May 2021)
Texas State University - American Marketing Association Speakers Event, Marketing in Practice (Apr. 2021)
Herald Business Magazine - Interview, The Future of Hotel Services Post COVID19 (2 Mar. 2021)
The University of Strathclyde, Research Methods Webinar for PhD students - Vignette: Netnography (22 Oct. 2020)
Vodafone Egypt, Social Media Engagement Behavior in the times of Global Crises (Aug. 2020)
Wiley Education Services, Promotional event of ASBS ODL Programme - MSc in Marketing (Jul. 2020) & (Oct. 2020)
The Scottish Holyrood Magazine, Influence value in social media networks - SM Communication event (Feb. 2019)
The Scottish Holyrood Magazine, Negative customer engagement behaviour - Digital Communication event (Oct. 2018)
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
Editorial review board member of the Journal of Business 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, International Journal of Hospitality Management, International Journal of Consumer Studies, Consumption, Markets and Culture, Journal of Consumer Marketing, Computers in Human Behavior, and Electronic Commerce Research and Applications.
Journal of Service Theory and Practice - Special Issue 2023/2024
Industrial Marketing Management - Special Issue 2023/2024