Dr Alex Taylor
Lecturer in Marketing
Newcastle Business School
- Email:alex.taylor@newcastle.edu.au
- Phone:0249138508
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 International Journal of Information Management, Journal of Business Research, 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 |
|---|---|
| Lecturer in Marketing | University of Newcastle Newcastle Business School Australia |
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 |
Publications
For publications that are currently unpublished or in-press, details are shown in italics.
Chapter (1 outputs)
| Year | Citation | Altmetrics | Link |
|---|---|---|---|
| 2025 | Taylor A, 'Marketing as a Catalyst for Sustainable Change: Navigating the Intersection of Technology and the SDGs.' (2025) |
Conference (8 outputs)
| Year | Citation | Altmetrics | Link | ||
|---|---|---|---|---|---|
| 2025 |
Dupuis Day I, Carlson J, Taylor A, 'Blockchain Smart Packaging in Wine: Exploring the Interplay of Trust, Expected Value, and Customer Engagement Behaviours', AMS World Marketing Congress. Dijon, Fance. (2025)
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| 2025 | Taylor A, Wyllie J, 'Alienation and AI: A Research Agenda', Australia New Zealand Marketing Academy Conference 2025 (2025) | ||||
| 2024 |
Taylor A, Carlson J, 'Australia & New Zealand Marketing Academy 2024 Conference Proceedings', Digital Self-identities: targets of intra-individual social comparison, Hobart, Tasmania (2024)
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| 2022 |
Taylor A, Carlson J, 'Metacognitive processing in Augmented Reality - Enabled retail environments: the path to customer empowerment', ANZMAC 2022: Reconnect & Reimagine. Conference Proceedings, Perth, WA (2022) [E1]
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Open Research Newcastle | |||
| Show 5 more conferences | |||||
Journal article (8 outputs)
| Year | Citation | Altmetrics | Link | ||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|
| 2025 |
Taylor A, Carlson J, 'Comparing Who We Are to Who We Could Be: How Future Self-Images Influence Consumer Choices', Psychology and Marketing (2025) [C1]
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| 2025 |
Lekmiti A, Stolk PJ, Taylor A, Ramachandran S, Yap NK, 'Text mining in tourism and hospitality research: a bibliometric perspective', Journal of Hospitality and Tourism Technology, 16, 588-610 (2025) [C1]
Purpose: The purpose of this study is to assess the current level of knowledge on the application of text mining in tourism and hospitality (T&H) research and provi... [more] Purpose: The purpose of this study is to assess the current level of knowledge on the application of text mining in tourism and hospitality (T&H) research and provide a novel comprehensive framework for the field. This study also identifies gaps and proposes future research directions. Design/methodology/approach: This bibliometric study analyzes 814 journal articles, sourced from Scopus between 2004 and 2024, and uses performance analysis and science mapping using Biblioshiny and VOSviewer software. Findings: Over 50% of the articles were published between 2022 and 2024, reflecting a surge in text-mining applications in T&H research. These studies primarily focus on topics such as customer satisfaction, sustainability, destination image and COVID-19 effects, with sentiment analysis and topic modeling being the predominant techniques. The primary data sources are online reviews and microblogs. The review also highlights recent research trends (e.g. long¿short-term memory, support vector machines and crisis) and classifies them into four conceptual categories concerning the application of text mining in T&H research: How? Where? Why? When? Originality/value: This study comprehensively explores the evolution of T&H, contributions from research constituents and the intellectual structure of the field, providing a novel comprehensive framework while also assessing the field and highlighting its challenges.
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| 2024 |
Taylor A, Hook M, Carlson J, Gudergan S, Falk T, 'Appetite for distraction? A systematic literature review on customer smartphone distraction', INTERNATIONAL JOURNAL OF INFORMATION MANAGEMENT, 75 (2024) [C1]
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Open Research Newcastle | |||||||||
| 2024 |
Taylor A, Hook M, Carlyle T, Carlson J, 'Creating a metaverse-me: Exploring the consumer avatar creation process', Journal of Consumer Behaviour (2024) [C1]
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Open Research Newcastle | |||||||||
| 2024 |
Dupuis Day IFJ, Carlson J, Taylor A, Toohey L, Delgado F, Bucher T, 'Connected wine packaging in retail: quantifying customer interaction and preferences for wine information', International Journal of Wine Business Research (2024) [C1]
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Open Research Newcastle | |||||||||
| 2023 |
Taylor A, Carlson J, Liao YC, Rahman MM, 'Customer engagement and sharing behaviors: Toward a contingent curvilinear perspective', Journal of Business Research, 154 (2023) [C1]
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Open Research Newcastle | |||||||||
| 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]
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Open Research Newcastle | |||||||||
| 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... [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.
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Open Research Newcastle | |||||||||
| Show 5 more journal articles | |||||||||||
Grants and Funding
Summary
| Number of grants | 5 |
|---|---|
| Total funding | $26,762 |
Click on a grant title below to expand the full details for that specific grant.
20233 grants / $22,352
Distraction: A Double-Edged Sword for technology driven consumer experiences?$9,941
Funding body: College of Human and Social Futures | University of Newcastle
| Funding body | College of Human and Social Futures | University of Newcastle |
|---|---|
| Project Team | Jamie Carlson (Lead) Margurite Hook (Co-Investigator) Alex Taylor (Co-Investigator) |
| Scheme | CHSF - Pilot Research Scheme: Projects, Pivots, Partnerships |
| Role | Investigator |
| Funding Start | 2023 |
| Funding Finish | 2023 |
| GNo | |
| Type Of Funding | Internal |
| Category | INTE |
| UON | N |
Augmented reality (AR), visitors, and geographic dispersal: Can AR technology influence wider dispersal of visitors within a regional tourism destination?$9,911
Funding body: College of Human and Social Futures | University of Newcastle
| Funding body | College of Human and Social Futures | University of Newcastle |
|---|---|
| Project Team | Dr Paul Stolk, Dr Alex Taylor, A Prof Tamara Young, Prof Jamie Carlson |
| Scheme | CHSF - Pilot Research Scheme: Projects, Pivots, Partnerships |
| Role | Investigator |
| Funding Start | 2023 |
| Funding Finish | 2023 |
| GNo | |
| Type Of Funding | Internal |
| Category | INTE |
| UON | N |
Conference Travel Grant$2,500
Funding body: College of Human and Social Futures | University of Newcastle
| Funding body | College of Human and Social Futures | University of Newcastle |
|---|---|
| Scheme | CHSF - Conference Travel Scheme |
| Role | Lead |
| Funding Start | 2023 |
| Funding Finish | 2023 |
| GNo | |
| Type Of Funding | Internal |
| Category | INTE |
| UON | N |
20221 grants / $2,500
CHSF Conference Travel Grant$2,500
Funding body: College of Human and Social Futures | University of Newcastle
| Funding body | College of Human and Social Futures | University of Newcastle |
|---|---|
| Scheme | CHSF - Conference Travel Scheme |
| Role | Lead |
| Funding Start | 2022 |
| Funding Finish | 2022 |
| GNo | |
| Type Of Funding | Internal |
| Category | INTE |
| UON | N |
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 |
Research Supervision
Number of supervisions
Current Supervision
| Commenced | Level of Study | Research Title | Program | Supervisor Type |
|---|---|---|---|---|
| 2024 | PhD | Beyond Simple Transparency: The Impact of Explainability on Consumer Fairness Perceptions, Trust and Acceptance of Dynamic Pricing Mechanisms | PhD (Management), College of Human and Social Futures, The University of Newcastle | Co-Supervisor |
| 2023 | PhD | Mixed Reality Technology in Online Retail: A Customer Inspiration Perspective | PhD (Management), College of Human and Social Futures, The University of Newcastle | Co-Supervisor |
| 2023 | PhD | Investigating the Relationships Between Twitter, Destination Image and Consumer Sentiment During the COVID-19 Pandemic: A Case Study of Malaysia as a Tourism Destination | PhD (Leisure & Tourism), College of Human and Social Futures, The University of Newcastle | Co-Supervisor |
Past Supervision
| Year | Level of Study | Research Title | Program | Supervisor Type |
|---|---|---|---|---|
| 2025 | PhD | Customer Trust, Value Expectations, and Engagement Behaviours with Blockchain-enabled Smart Wine Packaging | PhD (Management), College of Human and Social Futures, The University of Newcastle | Co-Supervisor |
Dr Alex Taylor
Position
Lecturer in Marketing
Newcastle Business School
College of Human and Social Futures
Contact Details
| alex.taylor@newcastle.edu.au | |
| Phone | 0249138508 |
Connect with me
