Michelle is a marketing lecturer whose PhD is focused on customer loyalty in relation to the online marketplace. She has co-authored various book chapters, a book on digital marketing co-creation strategies, and several articles for the Psychology and Marketing journal. In addition, Michelle has co-authored several conference papers relating to her specialist area of research, which later went on to be presented at the American Marketing Association and the European Marketing Academy conferences. She currently lecturers for digital and international marketing across various study levels for London Met’s Guildhall School of Business and Law and is an active researcher within her field.
Michelle has strong experience in lecturing research methods to business students. Her interests lie in emerging technologies, particularly the interface between social networking sites, the development of marketing programmes and online service failure and recovery strategies, in the context of the millennial consumer generation.
Strategy for international expansion and target markets, from a country-specific context, are additional interest to Michelle, particularly in the use of key insights into current global digital environments.
- Ozuem, W., Willis, M., Howell, K., Lancaster, G. and Ng, R., 2021. Determinants of online brand communities’ and millennials’ characteristics: A social influence perspective. Psychology & Marketing, 38(5), pp.794-818
- Ozuem, W., Willis, M., Howell, K., Helal, G., Ranfagni, S. and Lancaster, G., 2021. Effects of online brand communities on millennials' brand loyalty in the fashion industry. Psychology & Marketing, 38(5), pp.774-793
- Kallevig, A., Ozuem, W., Willis, M., Ranfagni, S. and Rovai, S., 2022. Managing creativity in the age of data-driven marketing communication: a model for agencies to improve their distribution and valuation of creativity. Journal of Advertising Research. DOI: 10.2501/JAR-2022-025
- Ozuem, W., Willis, M. and Howell, K., 2022. Thematic analysis without paradox: sensemaking and context. Qualitative Market Research: An International Journal, 25(1), 143-157
- Ozuem, W., Ranfagni, S., Willis, M., Rovai, S. and Howell, K., 2021. Exploring customers' responses to online service failure and recovery strategies during Covid‐19 pandemic: An actor–network theory perspective. Psychology & Marketing, 38(9), pp.1440-1459