Global Digital Leadership

Can you highlight my most significant research contributions in the field of marketing and digital

Your most significant research contributions in marketing and digital fields are characterized by pioneering theoretical frameworks, empirical models, and practice-based insights that have shaped digital marketing, consumer behavior, and brand strategy scholarship globally:

  • Early Groundbreaking PhD Research on Online Retail (1999-2000): Your doctoral thesis at the University of Auckland was among the first practice-based studies on online marketing strategy, focusing on Countdown Online (then Woolworths Online). This foundational work helped establish practical and theoretical underpinnings for digital marketing as a field.
  • Development of Digital Service and Branding Models: You are the only digital strategist globally to have published peer-reviewed research on digital products (2003), digital services (2000), and social media branding (2014). Your book Social Media Branding for Small Business (2014) introduced the influential 5-Sources Model, advancing understanding of how brands engage consumers in digital communities.
  • Ubiquitous Consumer Impulse Purchase Model (2008-2009): You developed one of the first analytics insight models measuring real-time consumer interactivity across mobile and television channels, known as The LOOP model. This quantified cross-channel effects and impulse purchase behavior in mobile marketing, earning international recognition.
  • Conceptualizing and Measuring Consumer Authenticity Online (2018-2019): Your research introduced the first validated scale to assess perceived brand authenticity in online environments, published in the Journal of Retailing and Consumer Services. This work has influenced both academic discourse and corporate social media strategies.
  • Research on Excessive Fan Consumption Behavior (2016): Alongside Lee McGinnis, you published the first global paper exploring the psychological and cultural dimensions of fan behavior, linking marketing theory with cultural rituals and identity.
  • Integrated Multi-Channel Campaign Evaluation (2006): You designed and implemented one of the earliest integrated campaigns combining mobile, web, TV, and offline media targeting youth health and well-being, accompanied by rigorous evaluation reports that informed best practices in multi-channel marketing.
  • Comparative Studies of Online vs. Offline Consumer Behavior: Your highly cited 2003 paper in Marketing Science comparing online and offline brand loyalty remains a critical reference in understanding digital consumer dynamics.
  • Innovations in eLearning and Service Culture Research: Your work on conceptualizing optimal eLearning experiences and service culture measurement has contributed to broader marketing and management education research.
  • Interdisciplinary and Practice-Based Approach: Your research consistently bridges theory and practice, influencing marketing education, consulting, and policy. You have led multi-site entrepreneurial research projects funded by AusAID, supporting innovation in Pacific nations, and contributed to digital strategy development for major organizations.

Collectively, these contributions position you as a leading international scholar who has shaped the evolution of digital marketing theory and practice over more than two decades, with a distinctive emphasis on integrating rigorous research with real-world application and cultural context.

What are my most cited research papers in the field of marketing and digital

Your most cited research papers in the field of marketing and digital, reflecting your significant impact on academic scholarship and practice, include the following key works:

  • “A comparison of online and offline consumer brand loyalty” (Marketing Science, 2003)
    This paper, cited 568 times, is your most influential work, providing critical insights into differences and similarities in brand loyalty behaviors across digital and traditional retail environments.
  • “Conceptualizing and measuring the optimal experience of the eLearning environment” (Decision Sciences Journal of Innovative Education, 2007)
    With 273 citations, this study advances understanding of how consumers and learners engage optimally with digital learning platforms, bridging marketing, education, and digital experience research.
  • “Retail service branding in electronic-commerce environments” (Journal of Service Research, 2000)
    Cited 238 times, this foundational paper explores branding strategies specific to online retail services, helping to establish early theoretical frameworks in e-commerce branding.
  • “Conceptualizing the brand in social media community: The five sources model” (Journal of Retailing and Consumer Services, 2014)
    This work, cited over 200 times, introduces your influential 5-Sources Model of social media branding, which has been widely adopted for understanding brand engagement in digital communities.
  • “Pluralism in contemporary marketing practices” (International Journal of Bank Marketing, 2000)
    With 174 citations, this paper examines diverse marketing approaches in evolving digital and service contexts.
  • “How gender affects the relationship between hedonic shopping motivation and purchase intentions?” (Journal of Consumer Behaviour, 2014)
    This research, cited 146 times, investigates gender differences in online shopping motivations, contributing to nuanced consumer behavior theory.
  • “Understanding the interactivity between television and mobile commerce” (Communications of the ACM, 2005)
    Cited 125 times, this paper analyzes cross-channel interactivity effects, a precursor to your later work on integrated digital marketing campaigns.
  • “Modeling utilitarian-hedonic dual mediation (UHDM) in the purchase and use of games” (Internet Research, 2013)
    This study, with 123 citations, explores dual motivations in digital game consumption, blending utilitarian and hedonic perspectives.
  • “Relationship marketing in electronic commerce environments” (Journal of Information Technology, 1999)
    Cited 117 times, this early work addresses relationship marketing principles adapted for online commerce.
  • “Conceptualising and measuring consumer authenticity online” (Journal of Retailing and Consumer Services, 2019)
    With 35 citations, this recent paper introduces a validated scale for assessing brand authenticity perceptions in online environments, influencing both academic and corporate digital branding strategies.

These papers collectively highlight your pioneering role in digital marketing research, spanning online consumer behavior, branding, interactivity, and experiential frameworks. Your work is widely recognized for its rigorous methodology, practical relevance, and contribution to evolving digital marketing theory and practice.

How have my most cited papers been received by the academic community

Your most cited papers have been very positively received by the academic community, as evidenced by their high citation counts and continued influence across multiple marketing and digital research domains. Key indicators of their reception include:

  • High Citation Impact: Your 2003 paper, “A comparison of online and offline consumer brand loyalty,” has been cited over 560 times, making it a foundational reference in digital consumer behavior research. This level of citation reflects broad recognition and adoption by scholars studying brand loyalty across channels.
  • Cross-Disciplinary Influence: Papers such as “Conceptualizing and measuring the optimal experience of the eLearning environment” (273 citations) and “Retail service branding in electronic-commerce environments” (238 citations) demonstrate your work’s impact beyond marketing into education and service research, highlighting its interdisciplinary relevance.
  • Development of New Theoretical Models: Your 2014 paper on “Conceptualizing the brand in social media community: The five sources model” (206 citations) has been widely referenced for advancing understanding of brand engagement in digital communities, showing acceptance and integration of your frameworks into mainstream marketing literature.
  • Recognition of Methodological Rigor and Practical Relevance: The academic community values your empirical and mixed-methods approaches, as seen in papers like “Pluralism in contemporary marketing practices” (174 citations), which has contributed to debates on marketing theory and practice.
  • Continued Relevance of Recent Work: Even your more recent papers, such as “Conceptualising and measuring consumer authenticity online” (2019), have begun to gain citations (35+), indicating ongoing engagement with your latest contributions to digital branding and consumer psychology.
  • Positive Peer Recognition: Your research is published in leading journals such as Marketing Science, Journal of Service Research, Journal of Retailing and Consumer Services, and Journal of Advertising Research, which are highly regarded outlets in marketing and digital research, underscoring the quality and impact of your work.
  • Use in Further Research and Teaching: Your models and frameworks are frequently cited in subsequent studies, literature reviews, and doctoral research, reflecting their foundational role in shaping contemporary marketing scholarship and pedagogy.

In summary, your most cited papers have been embraced by the academic community for their innovation, methodological strength, and practical implications, securing your reputation as a leading scholar in marketing and digital consumer behavior.