Dr Jaylan Azer

  • Senior Lecturer (Management)

telephone: 0141 330 3993
email: Jaylan.Azer@glasgow.ac.uk

Adam Smith Business School, 2 Discovery Place, Glasgow, UK, Office 231, G11 6EY

Import to contacts

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

Biography

Dr. Jaylan Azer is a Senior Lecturer in Marketing at Adam Smith Business School. She is the Postgraduate Research Convenor and the Quality Enhancement & Assurance Officer of the Management Subject Group. She is also a member of the University's Senate. She holds a Ph.D. 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 complement 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 focuses 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 the 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, as shown by several invitations to participate as a keynote speaker at 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 in various sectors. 

Jaylan teaches and leads a variety of marketing modules that 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
  • E-WOM
  • Digital Marketing
  • Artificial Intelligence (AI)
  • Service-dominant Logic (SDL)

Publications

List by: Type | Date

Jump to: 2024 | 2023 | 2022 | 2021 | 2020 | 2019 | 2018 | 2017 | 2016 | 2015
Number of items: 27.

2024

Azer, J. , Blasco-Arcas, L. and Alexander, M. (2024) Visual Modality of Engagement (VME): conceptualization, typology of forms, and outcomes. Journal of Service Research, 27(2), pp. 231-249. (doi: 10.1177/10946705231190867)

2023

Alexander, M. and Azer, J. (2023) Negative customer engagement behavior in online social networks: understanding the nuance. In: Rather, R. A. and Ramkissoon, H. (eds.) Handbook of Customer Engagement in Tourism Marketing: Current Issues and Challenges. Edward Elgar Publishing, pp. 43-55. ISBN 9781802203936

Chatzipanagiotou, K. , Azer, J. and Ranaweera, C. (2023) E-WOM in the B2B context: conceptual domain, forms, and implications for research. Journal of Business Research, 164, 113957. (doi: 10.1016/j.jbusres.2023.113957)

Magnadi, R. H., Chatzipanagiotou, K. and Azer, J. (2023) Balancing Spotlight Between For-Profit and Non-Profit Market Orientation for the Service Sector. 18th International Research Symposium on Service Excellence in Management (QUIS 18), Hanoi, Vietnam, 20-23 June 2023.

Aboelnaga, R. M. A. A., Azer, J. and Sandikci Turkdogan, O. (2023) A Framework for Antecedents and Consequences of Customer Engagement with Brand-Related Content on Social Media. Frontiers in Service 2023, Maastricht, Netherlands, 15-18 June 2023.

Alexander, M., Azer, J. and Blasco-Arcas, L. (2023) Unlocking Secrets of Images: Implications for Services Marketers. Frontiers in Service 2023, Maastricht, Netherlands, 15-18 June 2023.

Blasco-Arcas, L., Azer, J. and Alexander, M. (2023) What’s in an Image? Understanding Visual Modality of Engagement In Digital Service Ecosystems. 8th Naples Forum on Service, Ravello, Italy, 6-9 June 2023.

Azer, J. , Anker, T., Taheri, B. and Tinsley, R. (2023) Consumer-driven racial stigmatization: the moderating role of race in online consumer-to-consumer reviews. Journal of Business Research, 157, 113567. (doi: 10.1016/j.jbusres.2022.113567)

2022

Azer, J. , Taheri, B. and Gannon, M. (2022) A 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, pp. 5-24. ISBN 9781801175500 (doi: 10.1108/978-1-80117-550-020221002)

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.

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)

Gannon, M. J., Taheri, B. and Azer, J. (2022) Contemporary research paradigms and philosophies. In: Okumus, F., Rasoolimanesh, S. M. and Jahani, S. (eds.) Contemporary Research Methods in Hospitality and Tourism. Emerald: Bingley, pp. 5-19. ISBN 9781801175470 (doi: 10.1108/978-1-80117-546-320221002)

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)

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 Wed May 22 11:29:54 2024 BST.
Number of items: 27.

Articles

Azer, J. , Blasco-Arcas, L. and Alexander, M. (2024) Visual Modality of Engagement (VME): conceptualization, typology of forms, and outcomes. Journal of Service Research, 27(2), pp. 231-249. (doi: 10.1177/10946705231190867)

Chatzipanagiotou, K. , Azer, J. and Ranaweera, C. (2023) E-WOM in the B2B context: conceptual domain, forms, and implications for research. Journal of Business Research, 164, 113957. (doi: 10.1016/j.jbusres.2023.113957)

Azer, J. , Anker, T., Taheri, B. and Tinsley, R. (2023) Consumer-driven racial stigmatization: the moderating role of race in online consumer-to-consumer reviews. Journal of Business Research, 157, 113567. (doi: 10.1016/j.jbusres.2022.113567)

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. (2023) Negative customer engagement behavior in online social networks: understanding the nuance. In: Rather, R. A. and Ramkissoon, H. (eds.) Handbook of Customer Engagement in Tourism Marketing: Current Issues and Challenges. Edward Elgar Publishing, pp. 43-55. ISBN 9781802203936

Azer, J. , Taheri, B. and Gannon, M. (2022) A 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, pp. 5-24. ISBN 9781801175500 (doi: 10.1108/978-1-80117-550-020221002)

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)

Gannon, M. J., Taheri, B. and Azer, J. (2022) Contemporary research paradigms and philosophies. In: Okumus, F., Rasoolimanesh, S. M. and Jahani, S. (eds.) Contemporary Research Methods in Hospitality and Tourism. Emerald: Bingley, pp. 5-19. ISBN 9781801175470 (doi: 10.1108/978-1-80117-546-320221002)

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

Magnadi, R. H., Chatzipanagiotou, K. and Azer, J. (2023) Balancing Spotlight Between For-Profit and Non-Profit Market Orientation for the Service Sector. 18th International Research Symposium on Service Excellence in Management (QUIS 18), Hanoi, Vietnam, 20-23 June 2023.

Aboelnaga, R. M. A. A., Azer, J. and Sandikci Turkdogan, O. (2023) A Framework for Antecedents and Consequences of Customer Engagement with Brand-Related Content on Social Media. Frontiers in Service 2023, Maastricht, Netherlands, 15-18 June 2023.

Alexander, M., Azer, J. and Blasco-Arcas, L. (2023) Unlocking Secrets of Images: Implications for Services Marketers. Frontiers in Service 2023, Maastricht, Netherlands, 15-18 June 2023.

Blasco-Arcas, L., Azer, J. and Alexander, M. (2023) What’s in an Image? Understanding Visual Modality of Engagement In Digital Service Ecosystems. 8th Naples Forum on Service, Ravello, Italy, 6-9 June 2023.

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 Wed May 22 11:29:54 2024 BST.

Grants

PI, Chancellor's Fund on 'Towards Sustainability and Long-term Growth: Digitization of Culinary Offerings of the Outer Hebrides Community,' in 2024, £1500

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.

 

Supervision

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

PhD Examination:

External Examiner

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

Internal Examiner

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

  • Aboelnaga, Rana
    A Framework for Antecedents and Consequences of Consumer Engagement with Brand-Related Content on Social Media
  • Thompson, Leslie
    Interrelationship Between Marketing Modelling Applications

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) 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. She is the Quality Enhancement & Assurance Officer of the Management Subject Group, ASBS. She was also an external examiner at the University of West London (2020-2023) and is currently at University College London (UCL; 2023-2027). 

Professional activities & recognition

Prizes, awards & distinctions

  • 2024: Reviewer Recognition Award (International Journal of Consumer Studies)
  • 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

  • 2021 - -: UK Research and Innovation, Future Leader Fellowship Peer Review College
  • 2023 - -: American Marketing Association - SERVSIG, Emerging Service Scholar Award Committee
  • 2021 - -: Academy of Marketing Science (AMS), Sheth Foundation Doctoral Competition for Conceptual Articles

Editorial boards

  • 2024 - -: Associate Editor - International Journal of Quality & Service Science
  • 2024 - -: Academic Advisory Board (AAB) - The University of Glasgow's Academic Journal
  • 2023 - -: Journal of Business Research
  • 2022 - -: Journal of Service Theory and Practice

Professional & learned societies

  • 2023 - 2027: External Examiner, University College London
  • 2023 - 2026: Senate Member, University of Glasgow's Senate
  • 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

  • 2024: Frontiers in Service Conference (Florida State University, USA)
  • 2024: 13th SERVSIG - AMA Conference (KEDG Business School, France)
  • 2023: Frontiers in Service AMA (Maastricht University, The Netherlands)
  • 2023: The International Faculty Development Program (Chandigarh University, India)
  • 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 University, Sweden)
  • 2018: 10th SERVSIG-AMA conference (IESEG School of Management, France)
  • 2017: 5th Naples forum on Service (University of Naples, Italy)

Supplementary

  • PhD in Marketing. Awarding Body: University of Strathclyde, 2018 Monograph: https://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.814006

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

Collaborative Online International Learning (COIL) Program - Chandigarh University, India, Techcraft: Service Interactions in the GPT Age (Mar. 2024)

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)

Internal Seminars & Workshops

2024: Doctoral Training Program: Experimental Research 

2023: Doctoral Training Program: Time Management

2021: Research seminar: Negative CEB: the interplay of intensity and valence in online networks - ASBS.

2020: Experimental Research Orientation - ASBS

2020: Interactive and Co-creative Moodle tools - 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: Doctoral Training Program: Pragmatism Research Philosophy, Napier Business School

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

Review & Editorial duties

Editorial review board member of the Journal of Service Theory & Practice

Editorial review board member of the Journal of Business Research

Reviewer:

Journal of Service 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, Academy of Marketing Science, International Journal of Consumer Studies, Consumption, Markets and Culture, Journal of Consumer Marketing, Computers in Human Behavior, and Electronic Commerce Research and Applications.

Guest Editor:

Journal of Service Theory and Practice - Special Issue 2023/2024

Industrial Marketing Management - Special Issue 2023/2024