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 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 social online 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, 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 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

Publications

List by: Type | Date

Jump to: 2021 | 2020 | 2019 | 2018 | 2017 | 2016 | 2015
Number of items: 17.

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)

Balaji, M.S., Jiang, Y., Bhattacharyya, J., Hewege, C. and Azer, J. (2021) 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: A Collection of Case Studies. Springer: Singapore. (Accepted for Publication)

Azer, J. , Taheri, B. and Gannon, M. (2021) 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. (Accepted for Publication)

Gannon, M., Taheri, B. and Azer, J. (2021) Contemporary research paradigms & philosophies. In: Okumus, F., Rasoolimanesh, M. and Jahani, S. (eds.) The Contemporary Research Methodology in Hospitality and Tourism. Emerald Publishing. (Accepted for Publication)

Bhattacharyya, J., Balaji, M. S., Jiang, Y., Azer, J. and Hewege, C. (Eds.) (2021) Socially Responsible Consumption and Marketing in Practice: Collection of Case Studies. Springer: Singapore. ISBN 9789811664328

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 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 Sep 18 15:02:31 2021 BST.
Number of items: 17.

Articles

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

Balaji, M.S., Jiang, Y., Bhattacharyya, J., Hewege, C. and Azer, J. (2021) 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: A Collection of Case Studies. Springer: Singapore. (Accepted for Publication)

Azer, J. , Taheri, B. and Gannon, M. (2021) 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. (Accepted for Publication)

Gannon, M., Taheri, B. and Azer, J. (2021) Contemporary research paradigms & philosophies. In: Okumus, F., Rasoolimanesh, M. and Jahani, S. (eds.) The Contemporary Research Methodology in Hospitality and Tourism. Emerald Publishing. (Accepted for Publication)

Edited Books

Bhattacharyya, J., Balaji, M. S., Jiang, Y., Azer, J. and Hewege, C. (Eds.) (2021) Socially Responsible Consumption and Marketing in Practice: Collection of Case Studies. Springer: Singapore. ISBN 9789811664328

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 Sep 18 15:02:31 2021 BST.

Grants

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, £9000

PI, Edinburgh Napier Business School Research Funding Competition on 'Identifying customer influencer value in Social Media platforms', in 2019, £1260.

PI, Napier’s Research Travel Grant to investigate 'The impact of negatively-valenced influencing behaviour', in 2018, £1500.

PI, British Federation of Women Graduates (BFWG) funding, to investigate Negatively-valenced influencing behaviour: forms, triggers, and impacts', in 2017, £6000.

PI, University of Strathclyde Research Travel Grant to investigate 'Negatively-valenced Customer Engagement Behaviour: Forms and Drivers', in 2017, £1400

 

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' - first supervisor: Kalliopi Chatzipanagiotou, second supervisor: Jaylan Azer

Gyongyver Lehn- 'Are we smart enough? How to create sustainably smart retail marketing strategies' - first supervisor: Kalliopi Chatzipanagiotou, second supervisor: Jaylan Azer 

Ebunoluwa Jidonu -'Corporate Social Responsibility and its impact on New Product Development Decisions: Evidence from Manufacturing Organizations' - first supervisor: Thomas Anker, second supervisor: Jaylan Azer

 

PhD 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

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). Recently, she has been appointed as Deputy Programme Convenor of the MSc in International Strategic Marketing Programme. She leads the Assurance of Learning project - AACSB reaccreditation- for the MSc programme. Also, she is an external examiner at the University of West London within the Claude Littner Business School. 

Professional activities & recognition

Prizes, awards & distinctions

  • 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)
  • 2018: PhD in Marketing (University of Strathclyde)
  • 2017: Best Research Presentation Award (Strathclyde Business School)
  • 2015: MBA in Marketing Management (Cardiff Metropolitan University)
  • 2001: BSc in Accounting & Finance (Alexandria University)

Grant committees & research advisory boards

  • 2021 - -: Academy of Marketing Science (AMS), Sheth Foundation Doctoral Competition for Conceptual Articles
  • 2021: UK Research and Innovation, Future Leader Fellowship Peer Review College

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
  • 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 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

2021 University of Strathclyde

Research Methods Webinar for PhD students - Vignette: Netnography (21 Oct. 2021)

2021 Leeds Trinity University 

A nuanced view of negative customer engagement behavior in online social networks (12 May 2021)

2021 Texas State University - American Marketing Association Speakers Event

Marketing in Practice (7 Apr. 2021)

2021 Herald Business Magazine - Interview

The Future of Hotel Services Post COVID19 (2 Mar. 2021)

2020 University of Strathclyde

Research Methods Webinar for PhD students - Vignette: Netnography (22 Oct. 2020)

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

2021: Research seminar, Marketing Cluster's reading group, ASBS, University of Glasgow

Paper: Negative customer engagement behaviour: the interplay of intensity and valence in online networks.

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 School

Paper: Conceptualising forms and triggers of NVIB

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

 

Track &/or session chair in International Conferences 

Track Chair, 'Customer/Actor Engagement', AMA SERVSIG, Glasgow, June 16-18, 20222

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

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.