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. 




Hey Alexa… examine the variables influencing the use of artificial intelligent in-home voice assistants
McLean Graeme, Osei-Frimpong Kofi
Computers in Human Behavior Vol 99, pp. 28-37 (2019)
Examining consumer attitudes towards retailers' m-commerce mobile applications – An initial adoption vs. continuous use perspective
McLean Graeme, Osei-Frimpong Kofi, Al-Nabhani Khalid, Marriott Hannah
Journal of Business Research Vol 106, pp. 139-157 (2019)
Shopping in the digital world : examining customer engagement through augmented reality mobile applications
McLean Graeme, Wilson Alan
Computers in Human Behavior Vol 101, pp. 210-224 (2019)
Everyday micro-influencers and their impact on corporate brand reputation
Barhorst Jennifer B, McLean Graeme, Brooks Joshua, Wilson Alan
21st ICIG Symposium (2019)
Customer engagement with augmented reality mobile apps
McLean Graeme, Wilson Alan
2019 Academy of Marketing Science Annual Conference (2019)
Exploring the antecedents & consequences of augmented reality on brand experience – a longitudinal perspective
McLean Graeme, Barhorst Jennifer B, Shah Esta, Mack Rhonda
Theory+Practice in Marketing Conference (2019)

more publications


Exploring the role of Augmented Reality on favourable Marketing Outcomes
McLean, Graeme (Principal Investigator) Barhorst, Jennifer (Principal Investigator) Mack, Rhonda (Academic) Shah, Esta (Academic) Mac, Rhonda (Academic)
This research takes a holistic approach to exploring the application of Augmented Reality (AR) within Marketing. Through the facilitating role of the mobile device, AR has emerged as a unique and vivid means of interacting with consumers. AR provides marketers the opportunity to link the 'real world' with the 'virtual world'. This project explores the use of Augmented Reality in achieving favourable marketing outcomes. The project extends our theoretical and practical understanding of how AR technology can be applied in the marketing domain.

Funded by the College of Charleston
01-Jan-2018 - 31-Jan-2020
Crushing myths, sharing truths: Social media marketing and its relevance for business-to-business relationships
Karampela, Maria (Principal Investigator) Lacka, Ewelina (Co-investigator) McLean, Graeme (Co-investigator)
Knowledge Exchange Event during 'Engage with Strathclyde' Week 2018
03-Jan-2018 - 03-Jan-2018

more projects