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Lecturer in Marketing, University of Strathclyde

Graeme is an expert in the area of digital marketing. In particular Graeme actively explores how new technology influences customer behaviour and service provision. He has published on a range related topics in the Journal of Business Research, Computers in Human Behavior, Technological Forecasting and Social Change and Marketing Intelligence and Planning. He has presented his research on the online customer experience, live chat, mobile shopping and mobile applications in the UK, USA, China, Spain, Portugal and Denmark.

Graeme is the Director of the MSc in Digital Marketing Management (DMM) at The University of Strathclyde. He is also the author of the online textbook 'Digital Marketing Fundamentals', courseware produced by Digi Marketing Edu.

Graeme is currently working on the application of Augmented Reality to consumer markets.


  • 2017–present
    Lecturer, University of Strathclyde


  • 2016 
    University of Strathclyde, PhD
  • 2013 
    University of Strathclyde, PGCert
  • 2010 
    University of Strathclyde, BA Hons


  • 2018
    Journal of Business Research, Developing a mobile application customer experience model (MACE) - implications for retailers
  • 2018
    Computers in Human Behavior, Examining the determinants and outcomes of mobile app engagement- a longitudinal perspective
  • 2017
    Computers in Human Behavior, Examining satisfaction with the experience during a live chat service encounter- implications for website providers
  • 2017
    Technological Forecasting and Social Change, Examining online social brand engagement: a social presence theory perspective
  • 2017
    Marketing Intelligence and Planning, Investigating the online customer experience – a B2B perspective
  • 2016
    Computers in Human Behavior, Evolving the online customer experience … is there a role for online customer support?

Professional Memberships

  • Academy of Marketing Science
  • Academy of Marketing
  • Hubspot Educators