Dr Jaylan Azer

  • Lecturer in Marketing (Management)

telephone: 0141 330 0889
email: Jaylan.Azer@glasgow.ac.uk

Main Building, East Quad., Room 614 A, University Avenue, Glasgow, G12 8QQ

ORCID iDhttps://orcid.org/0000-0002-1847-3178

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. Previously, she was a Lecturer in Marketing at Edinburgh Napier University (2017-2019). Her academic interests are complimented by her 15 years 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 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 the Outer Hebrides Tourism. This project involves nineteen independent food outlets 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 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: 2020 | 2019 | 2018 | 2017 | 2016 | 2015
Number of items: 12.

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, (doi: 10.1108/JSM-08-2019-0296) (Early Online 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 Sat Oct 24 03:06:43 2020 BST.
Number of items: 12.

Articles

Azer, J. and Alexander, M. (2020) Direct and indirect negatively valenced engagement behavior. Journal of Services Marketing, (doi: 10.1108/JSM-08-2019-0296) (Early Online 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 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. (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 Sat Oct 24 03:06:43 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 its impact in social networks, artificial intelligence and machine learning, customer experience and customer well-being. 

 

 

 

Teaching

Jaylan teaches and leads online and on-campus classes at 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 codesigned 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 an external examiner at University of West London within the Claude Littner Business School. 

Professional activities & recognition

Prizes, awards & distinctions

  • 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 Presentation Award (Strathclyde Business School)

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 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)

Additional information

Knowledge exchange

Jaylan has actively involved in executive training in Social Media Marketing and Customer Relationship Management with leading Scottish, Egyptian and multinational companies from various sectors including Scottish Government, Lloyds Bank, Unilever, Glaxo-Smith Kline, Vodafone, Nissan, Credit Agricole and National Bank of Egypt. 

Keynote Speaker - External/International Events

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.

Internal Seminars

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 Shcool

Paper: Conceptualising forms and triggers of NVIB

2018: Pragmatism Research Philosophy, Napier Business School, PhD Research Vignette 

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 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.