Future-Proofing Business: Aligning Sustainability Goals with Workforce and Digital Transformation
Presentation / Conference Contribution
Cameron, J. (2025, April)
Future-Proofing Business: Aligning Sustainability Goals with Workforce and Digital Transformation. Presented at Future-Proofing Business: Aligning Sustainability Goals with Workforce and Digital Transformation, Jakarta, Indonesia [and online]
This roundtable convenes leading academics and industry experts to discuss strategic alignment of digital transformation, sustainability imperatives, and workforce preparednes...
Employability attributes: Meeting deadlines, time management
Presentation / Conference Contribution
Cameron, J., Gutu, M., & Kurtzke, S. (2024, June)
Employability attributes: Meeting deadlines, time management. Presented at Marketing Professional Advisory Group Meeting, Edinburgh Napier University, UK
This talk aims to excavate marketing practitioner insights on whether meeting deadlines and time management are important graduate attributes that should be carefully consider...
AI Literacy Framework for Marketing Education and Assessment Design.
Presentation / Conference Contribution
Kurtzke, S. (2024, June)
AI Literacy Framework for Marketing Education and Assessment Design. Presented at Marketing Professional Advisory Group Meeting, Edinburgh Napier University, UK
This talk aims to collect feedback from marketing practitioners on an evidence-based AI Literacy Framework that shows how higher-order human and applied AI skills can be embed...
Is it effective for brands to use virtual influencers for promoting pro-social cause?
Presentation / Conference Contribution
Igarashi, R., Thompson, J., & Bhoumik, K. (2024, April)
Is it effective for brands to use virtual influencers for promoting pro-social cause?. Presented at 17th Global Brand Conference, Edinburgh, UK
Content Curation: Best Practices and Techniques
Book Chapter
Cameron, J. (2023)
Content Curation: Best Practices and Techniques. In Digital Content Marketing: Creating Value in Practice (140-158). Routledge. https://doi.org/10.4324/9781003346500-9
In this chapter you will learn how carefully considered content curation can play a highly effective role in stimulating brand-related engagement, in particular on social medi...
Content Marketing Ideation: How to Generate and Manage Creative Concepts
Book Chapter
Cameron, J. (2023)
Content Marketing Ideation: How to Generate and Manage Creative Concepts. In Digital Content Marketing: Creating Value in Practice (31-60). Routledge. https://doi.org/10.4324/9781003346500-3
This chapter talks about the process of idea generation for content marketing. It discusses how content marketers generate creative ideas and introduces theories and concepts ...
#Chavcheck: Does TikTok facilitate the pornification of social class struggles?
Presentation / Conference Contribution
Logan-McFarlane, A. (2023, July)
#Chavcheck: Does TikTok facilitate the pornification of social class struggles?. Paper presented at Netnocon 2023, University of Salford, Manchester, UK
In 2020, the ‘chav’ trope resurfaced globally on TikTok. The trend featured individuals performing ““chav checks”, heavy makeup tutorials, and showing off the UK’s “chavviest ...
Consumer Preferences for the Attributes of Plant-Based Meat Substitutes: A segmentation study based on best-worst scaling
Presentation / Conference Contribution
Naughton, P. (2023, July)
Consumer Preferences for the Attributes of Plant-Based Meat Substitutes: A segmentation study based on best-worst scaling. Paper presented at 24TH AMS World Marketing Congress 2023, University of Kent - Canterbury, UK
The aim of this study is to identify consumer segments based on the importance attributed to labelling information on the health, environmental and ethical, and sensory attrib...
What It Feels Like For A Girl: Teenage Girls' Lived Experiences On Social Media
Presentation / Conference Contribution
Rezai, K., Mercer-Jones, E., Thompson, J., Tjandra, N., Igarashi, R., & Naughton, P. (2023, July)
What It Feels Like For A Girl: Teenage Girls' Lived Experiences On Social Media. Presented at 2023 Academy of Marketing Conference, Birmingham, UK
With concerns growing regarding the impact of social media on teenage girls, this paper explores teenage girls’ lived experiences of using social media. This research was co-c...
Changing Public Opinion on Fashion and Age: Unpacking Narrative Strategy in Instagram Message Posts of 50+ Fashion Influencers
Presentation / Conference Contribution
Logan-McFarlane, A., & Samsioe, E. (2023, June)
Changing Public Opinion on Fashion and Age: Unpacking Narrative Strategy in Instagram Message Posts of 50+ Fashion Influencers. Paper presented at Consumer Culture Theory (CCT), Lund University, Sweden
Our study aims to investigate how narrative strategy can be employed to change public opinion on age in the Western beauty and fashion market. Our unique contribution lies in ...