Dr Alex Taylor

Dr Alex Taylor

Lecturer and Marketing Technology Lab Manager

Newcastle Business School

Career Summary

Biography

Alex is a Lecturer in Marketing in the Newcastle Business School and teaches Digital Marketing at the undergraduate and postgraduate levels. In addition, Alex manages the Marketing Technology Lab - a space designed with industry-standard marketing technology to facilitate hands-on learning and world-class research in marketing. With a professional background in digital marketing, Alex is passionate about delivering innovative, collaborative learning experiences which reflect the challenges faced by marketing professionals. Prior to joining the Newcastle Business School, Alex worked in digital media agencies focused on ecommerce management, social media and search engine marketing for SMEs. 

Alex’s research interests focus on the use of emerging technologies to aid customers in making better consumption decisions. Seeking to understand how positive psychology outcomes, such as empowerment and inspiration, can be achieved through customer experiences, Alex’s current research interests explore how brands can best leverage emerging technologies to enhance the customer experience. 

Alex's research appears in the Journal of Retailing and Consumer Services and Journal of Brand Management.


Qualifications

  • Doctor of Philosophy, University of Newcastle
  • Bachelor of Business, University of Newcastle

Keywords

  • Customer Engagement
  • Customer Experience
  • Digital Marketing
  • Immersive Technology
  • Social Media Marketing

Languages

  • English (Mother)

Fields of Research

Code Description Percentage
350699 Marketing not elsewhere classified 100

Professional Experience

UON Appointment

Title Organisation / Department

Professional appointment

Dates Title Organisation / Department
18/7/2016 - 19/2/2018 Account Manager

Digital Marketing Account Manager supporting local and national brands across of diverse range of industries and sectors to grow their online performance. 

Gorilla 360
Australia

Awards

Research Award

Year Award
2016 Best conference paper and Best in Electronic Marketing Track. Feel the VIBE: Assessing Value-in-the-Brand page-Experience and its Impact on Customer Engagement Behaviour with Brands in Social Media
Academy of Marketing

Teaching

Code Course Role Duration
MKTG3002 Digital And Social Media Marketing
Newcastle Business School | University of Newcastle
The course focuses on understanding how businesses engage with customers and stakeholders in a digital environment and develops skills in social media marketing. It provides students with a thorough understanding of digital and social media marketing theory and incorporates practical and contemporary examples.
Lecturer 9/1/2018 - 31/12/2021
GSBS6014 Digital Marketing
Newcastle Business School | University of Newcastle
GSBS6014 - Digital Marketing 11/5/2021 - 9/12/2021
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Publications

For publications that are currently unpublished or in-press, details are shown in italics.


Journal article (2 outputs)

Year Citation Altmetrics Link
2019 Carlson J, Rahman MM, Taylor A, Voola R, 'Feel the VIBE: Examining value-in-the-brand-page-experience and its impact on satisfaction and customer engagement behaviours in mobile social media', JOURNAL OF RETAILING AND CONSUMER SERVICES, 46 149-162 (2019) [C1]
DOI 10.1016/j.jretconser.2017.10.002
Citations Scopus - 34Web of Science - 25
Co-authors Jamie Carlson
2017 Carlson J, De Vries NJ, Rahman MM, Taylor A, 'Go with the flow: Engineering flow experiences for customer engagement value creation in branded social media environments', Journal of Brand Management, 24 334-348 (2017) [C1]

A vital objective for brand managers is to engineer compelling branded social media consumption experiences for consumers that create value and innovation opportunities for brand-... [more]

A vital objective for brand managers is to engineer compelling branded social media consumption experiences for consumers that create value and innovation opportunities for brand-building advantage. This multidisciplinary study, anchored in flow theory, investigates for the first time the role of flow, configured as a hierarchical model in a branded social media environment, as having a direct influence on customer engagement value (CEV) creation. Using a survey of 371 consumers, a theoretical framework was empirically tested using structural equation modelling. The results validate flow modelled as a higher-order construct, which unlocks and positively influences perceptions of CEV in branded social media environments. Curvilinear quadratic effects of flow are also investigated which provide novel insights on how optimising salient components of flow act as key customer experience mechanisms for maximising CEV creation in social media.

DOI 10.1057/s41262-017-0054-4
Citations Scopus - 16Web of Science - 14
Co-authors Jamie Carlson, Natalie Devries
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Grants and Funding

Summary

Number of grants 1
Total funding $1,910

Click on a grant title below to expand the full details for that specific grant.


20211 grants / $1,910

Research Output Scheme Funding$1,910

Funding body: College of Human and Social Futures, University of Newcastle

Funding body College of Human and Social Futures, University of Newcastle
Scheme 2021 CHSF Research Output Scheme
Role Lead
Funding Start 2021
Funding Finish 2021
GNo
Type Of Funding Internal
Category INTE
UON N
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Dr Alex Taylor

Position

Lecturer and Marketing Technology Lab Manager
Newcastle Business School
College of Human and Social Futures

Contact Details

Email alex.taylor@newcastle.edu.au

Office

Building NUSpace
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