Associate Professor of Narratology, University of Sydney

I am Associate Professor of Narratology at the University of Sydney. I study storytelling, social media, and consumer behaviour. My research is published in leading and highly-regarded academic journals, including the Journal of Consumer Research, International Journal of Research in Marketing, Journal of Interactive Marketing, Journal of Management Information Systems, European Journal of Marketing, Journal of Business Ethics, Journal of Business Research, Journal of Marketing Management, et cetera. My work has been covered by the BBC, the Sydney Morning Herald, Newsweek, Daily Mail, Daily Telegraph, the Independent, Financial Times, and national TV and radio stations in Austria, Australia, Germany, and the Netherlands, among other news outlets.

Previously, I have been Reader of Marketing at Cass Business School, City University of London, UK, a consultant of the European Commission, and a visiting scholar at several Australian Group of Eight universities. I hold a doctorate (PhD) in marketing from Maastricht University, the Netherlands. Though I have won awards for my academic research, teaching, and media exposure, I count winning my high school's story recital competition in 1995 as my most impressive accomplishment.


  • 2019–present
    Associate Professor of Narratology, University of Sydney
  • 2018–2019
    Reader (Associate Professor) of Marketing, Cass Business School, City University of London
  • 2015–2018
    Senior Lecturer in Marketing, Cass Business School, City University of London
  • 2017–2017
    Visiting Scholar, Monash University
  • 2014–2016
    Visiting Scholar, University of Sydney
  • 2011–2015
    Assistant Professor, ESCP Europe Business School
  • 2010–2011
    Visiting Scholar, University of New South Wales


  • 2011 
    Maastricht University, Doctorate in Marketing (PhD)


  • 2019
    Storytelling in the digital era: A meta-analysis of relevant moderators of the narrative transportation effect, Journal of Business Research
  • 2018
    The seven stages of the digital marketing cycle, Contemporary Issues in Digital Marketing: New Paradigms, Perspectives and Practices
  • 2018
    Need for narrative, Journal of Marketing Management
  • 2017
    Assessing the effect of narrative transportation, portrayed action, and photographic style on the likelihood to comment on posted selfies, European Journal of Marketing
  • 2017
    Using EEG to examine the role of attention, working memory, emotion, and imagination in narrative transportation, European Journal of Marketing
  • 2016
    Untangling a web of lies: Exploring automated detection of deception in computer-mediated communication, Journal of Management Information Systems
  • 2016
    Narrative consumption in a digital world, Advances in Consumer Research
  • 2016
    How word-of-mouth influences the storyteller: Does the effect replicate in China?, Advances in Consumer Research
  • 2016
    Brand story-making and digital conversations, Advances in Consumer Research
  • 2016
    Script for science fiction, Calabash Cadencé Taisgeadan
  • 2014
    The Extended Transportation-Imagery Model: A meta-analysis of the antecedents and consequences of consumers’ narrative transportation, Journal of Consumer Research
  • 2014
    It’s the social, stupid! Leveraging the 4C markers of social in online service delivery, Handbook of Service Marketing Research
  • 2014
    The means to justify the end: Combating cyber harassment in social media, Journal of Business Ethics
  • 2013
    A walk in customers' shoes: How attentional bias modification affects ownership of integrity-violating social media posts, Journal of Interactive Marketing
  • 2012
    In de schoenen van de klant: over de maakbaarheid van verantwoordelijke medewerkers, Ontwikkelingen in het marktonderzoek: Jaarboek MarktOnderzoekAssociatie
  • 2011
    Return of the narrative: Studies on transportation in social media,
  • 2011
    Een betrouwbaar verhaal: hoe te reageren op negatieve blogs van klanten, Ontwikkelingen in het marktonderzoek: Jaarboek MarktOnderzoekAssociatie
  • 2010
    In stories we trust: How narrative apologies provide cover for competitive vulnerability after integrity-violating blog posts, International Journal of Research in Marketing
  • 2007
    The shortage of legal dictionaries translating European languages, Terminology

Grants and Contracts

  • 2017
    Automatic assessment of narrativity and consumer responses in big data
    Project leader
    Funding Source:
    Marketing Science Institute

Professional Memberships

  • Association for Consumer Research
  • Australian & New Zealand Marketing Academy


Cass Business School Academic Staff Prize for outstanding contribution to Teaching and Learning, The Australian & New Zealand Marketing Academy Conference 2014 prize for Best Paper in the Sustainable Marketing Track, Syntec Academic Management Research Award Category Marketing / Decision Sciences, etc.