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Dr. Ethel Claffey BA (Marketing), Grad. Dip (Computing), MBS, PhD

Title:

Lecturer in Marketing, Stream Leader - BBS (Hons) Marketing

School/ Department:

Business - Management And Organisation

Telephone:

+353 0 51306262

Room Name/ Num:

AT125 AT Building

Campus:

Applied Technology Building

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My Biography

Dr. Ethel Claffey is a lecturer in marketing and Stream Leader for the BBS (Hons) Marketing group in the Department of Management and Organisation at Waterford Institute of Technology.  She lectures at undergraduate and postgraduate level, and also supervises a number of post-graduate students. She acts as an external examiner in many institutions and a reviewer for top-tiered journals. Her PhD was awarded by Trinity College Dublin.  Her research interests include consumer engagement, contemporary consumer behaviour, branding, virtual communities, technology acceptance, digital marketing and customer relationship management. Her work has been published in a variety of conference proceedings and refereed journal articles such as Psychology & Marketing, the Journal of Consumer Behaviour and the Journal of Marketing Management. She has won a number of best paper commendations and awards at multiple conferences. She has written many award-winning marketing case studies.  

Research

Research Publications:

Journals

Claffey, E.A. and Brady, M. (2019), An Empirical Study of the Impact of Consumer Emotional Engagement and Affective Commitment in Firm-hosted Virtual Communities, Journal of Marketing Management, DOI: 10.1080/0267257X.2019.1601125.

Claffey, E.A. and Brady, M. (2017) Examining Consumers' Motivations to Engage in Firm-hosted Virtual Communities, Psychology & Marketing, 34(4), 356-375.

Claffey, E.A. and Brady, M. (2014), A Model of Consumer Engagement in a Virtual Customer Environment, Journal of Customer Behaviour, Volume 13, Issue 4, Winter Edition.

Peer Reviewed Conference Papers

Heneghan, M., Claffey E., Morrissey, P. (2018), The Moderating Role of Online Social Influence in the Switching of Personal Current Accounts, Irish Academy of Management Conference, Cork, Ireland, September.

Claffey E. A. and Brady, M. (2017), The Need to View Social Media as a Consumer Engagement Platform: Challenges and Opportunites, The 5th Naples Forum on Services, Sorrento Italy, June, pp1-6.

Claffey, E.A. and Brady, M. (2015), Consumer Engagement in a Firm-hosted Virtual Community: The Moderating Effects of Consumers’ Engagement Focus, Online Interaction Propensity and Affective States, Irish Academy of Management Conference, Galway, Ireland, September. Winner of the Best Paper Award, Marketing and Service Management Track.

Claffey, E.A. and Brady, M. (2013), A Model of Consumer Engagement in a Virtual Customer Environment, Irish Academy of Management Conference, Waterford, Ireland, September. Winner of the Best Paper Award, Marketing and Service Management Track.

Claffey, E.A. and Brady, M. (2012), Toward A Model of Technology Mediated Consumer Engagement, Irish Academy of Management Conference, Maynooth, Ireland, September.

Claffey, E.A. and Brady, M. (2009), Understanding Technology Adoption within the Service-Dominant Logic Paradigm, The Naples Forum on Service: Service-Dominant Logic, Service Science, and Network Theory. Capri, June 16-19.

Claffey, E.A. and Brady, M. (2008), Exploring the Applicability of Models of Technology Acceptance and Adoption in the Context of Emerging Information and Communication Technologies, British Academy of Management Conference, UK.

Claffey, E.A. (2008), Modelling the Acceptance of Next Generation ICTs: A Critical Approach, Academy of Marketing Conference (Doctoral Colloquium), UK.

Claffey, E.A. and Brady, M. (2008), Towards a Model of Technology Attribute Acceptance: A Review of the Evolution of Technology Acceptance Theory, European Academy of Management Conference (EURAM), Ljubljana & Bled Slovenia, May.

Claffey, E.A. and Brady, M. (2006), Next Generation ICTs and their Impact on Consumer Behaviour and Marketing: Are we Ready? Academy of Marketing (UK) Conference, London, July.

Claffey, E.A. (2006), Technology-induced Changes in Consumer Behaviour: A Study of the Impact of Emerging ICTs on the Consumer Behaviour of the Youth Market, Academy of Marketing (UK) Conference, (Doctoral Colloquium), London, July.

Claffey, E.A. (2006), Out with the Old and in with the New….Traditional Strategy Formulation is no Longer Apt for the Digital Age, Irish Academy of Management Conference, (Postgraduate Paper), Cork, September.

Claffey, E.A. and Brady, M. (2006), Will the Youth Market Revolutionise the Marketing World? A Call for Research, International Workshop, Youth, Brands and Lifestyles, Fernando Pessoa University, Porto, Portugal, September.

Case Studies/Articles

Claffey, E.  (2019), ‘The Taste of Success: Nestlé’s Direct Marketing Communications’, in Principles and Practices of Marketing (9th ed.), by Jobber & Ellis-Chadwick, Winner of McGraw-Hill Education Marketing Case Study Competition, London.

Claffey, E.  (2019), ‘Airbnb: Don’t Go There, Live There!’, in Principles and Practices of Marketing (9th ed.), by Jobber & Ellis-Chadwick, Winner of McGraw-Hill Education Marketing Case Study Competition, London.

Claffey, E.  (2019), ‘Accelerating Marketing Research: How Harley­-Davidson is using Artificial Intelligence to Drive Sales’, in Principles and Practices of Marketing (9th ed.), by Jobber & Ellis-Chadwick, Winner of McGraw-Hill Education Marketing Case Study Competition, London.

Claffey, E.  (2019), ‘Top of their Game – Technology Innovation in Manchester City Football Club (FC)’, in Principles and Practices of Marketing (9th ed.), by Jobber & Ellis-Chadwick, Winner of McGraw-Hill Education Marketing Case Study Competition, London.

Claffey, E.A. (2017), ‘Marketing Insight: Stripe: Revolutionising Online Payments’, in Marketing (4th ed.), by Baines, P., Fill, C. and Rosengren, S. (2017), Oxford: Oxford University Press.
 
Claffey, E.A. (2017), ‘Marketing Insight: Insomnia: Social Co-Creation, New Platforms for Marketing and Innovation’, in Fundamentals of Marketing’, by Baines, P., Fill, C. and Rosengren, S. (2017), Oxford: Oxford University Press.

Yu, Z,  Daqing, Z, Wang,  Z,  Guo, B,  Roussaki, I., Doolin, K., Claffey, E. (2017), Towards Context-Aware Mobile Social Networks. IEEE Communications Magazine.
 

Teaching

Lecturing on a range of undergraduate and postgraduate programmes in the Marketing area including:

Higher Diploma/Msc in Digital Marketing
Masters of Business Studies
Bachelor of Business Studies (Hons)
BA (Hons) in Marketing & Digital Media
BA (Hons) in Design (Visual Communications)
BSc (Hons) in Food Science & Innovation
BSc (Hons) in Applied Electronics
 

Previously lectured in Athlone Institute of Technology, Galway/Mayo Institute of Technology and The University of Dublin, Trinity College.

Professional

In addition to her lecturing, Ethel has 5+ years of commercial experience in a variety of roles relating to sales, marketing and advertising in Ireland.