Dr Graeme McLean



Personal statement

My research and teaching interests lie within services marketing, customer experience and digital technologies. In particular, I actively explore the role of new technology and its implications for marketing (digital marketing) and in particular how technology influences services.

I have presented my research at a number of international academic conferences in countries including: China, USA, Italy, Spain, Denmark and Portugal. 

I am the Director of our MSc in Digital Marketing Management (DMM). The DMM has been designed to combine the latest academic research with industry perspectives. At the postgraduate level, I deliver classes on Digital Marketing Strategy, e-Marketing in Practice and Customer Management II - e-marketing perspective. I am also the author of the online textbook 'Digital Marketing Fundamentals', courseware produced by Digi Marketing Edu.

At the undergraduate level I am the coordinator of the core 3rd year Marketing Communications in a Digital Age module. This class provides students with both a practical and theoretical perspective on digital marketing.

Before joining the department of marketing, I studied at both undergraduate and postgraduate level at The University of Strathclyde where I obtained my PhD. I have worked in numerous marketing and consultancy roles and was previously a Lecturer in Marketing at The University of the West of Scotland. 




Examining attitudes towards M-commerce applications… What does it mean for retailers?
McLean Graeme, Osei-Frimpong Kofi, Al-Nabhani Khalid
Developments in Marketing Science Academy of Marketing Science 46th Annual Conference Developments in Marketing Science: Proceedings of the Academy of Marketing Science Vol 2018 (2018)
Examining the service engagement process in value co-creation in healthcare service delivery : a multi-level perspective
Osei-Frimpong Kofi, Wilson Alan, Lemke Fred, McLean Graeme
European Marketing Academic Annual Conference: EMAC 2018 (2018)
Developing a mobile application customer experience model (MACE) - implications for retailers
McLean Graeme, Al-Nabhani Khalid , Wilson Alan
Journal of Business Research Vol 85, pp. 325-336 (2018)
The role of social media presence, responsiveness, and interactivity in enhancing key relationship strength indicators within B2B contexts : the customer's perspective
Karampela Maria, Lacka Ewelina, McLean Graeme
European Marketing Academy Conference 2018, pp. 1-7 (2018)
Examining the determinants and outcomes of mobile app engagement- a longitudinal perspective
McLean Graeme
Computers in Human Behaviour (2018)
Examining the moderating effects of firm generated content on online social brand engagement
Osei-Frimpong Kofi, McLean Graeme
27th Annual RESER Conference (2017)

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