Dr Gillian Moran

School of Business

Lecturer / Assistant Professor

School of Business Building
2
(01) 474 7754

Biography

Gillian is a Lecturer in Marketing in the School of Business, Maynooth University.  Her teaching interests are in the areas of marketing communications, digital marketing, and branding.  Gillian's research interests include brand communications, online word of mouth (eWOM), digital marketing and social media engagement.  Her research has been published in the Journal of Advertising Research, Journal of Marketing Communications, and presented at national and international conferences.  

Research Interests

Gillian's research interests lie in how brands are using social media and digital marketing to connect with and engage consumers. Current areas of research include:
  • Customer-brand engagement in the social media environment
  • Content marketing strategy development
  • Virality triggers and e-word of mouth

Peer Reviewed Journals

  Year Publication
2020 'Message Content Features and Social Media Engagement: Evidence from the Media Industry'
Moran, G., Muzellec, L., and Johnson, D. (2020) 'Message Content Features and Social Media Engagement: Evidence from the Media Industry'. JOURNAL OF PRODUCT AND BRAND MANAGEMENT, [Details]
2017 'eWOM credibility on social networking sites: A framework'
Moran, G. and Muzellec, L. (2017) 'eWOM credibility on social networking sites: A framework'. Journal of Marketing Communications, 23 (2):149-161 [DOI] [IR Link] [Details]
2014 'Consumer Moments of Truth In the Digital Context How Search and E-Word of Mouth Can Fuel Consumer Decision Making'
Moran, G;Muzellec, L;Nolan, E (2014) 'Consumer Moments of Truth In the Digital Context How Search and E-Word of Mouth Can Fuel Consumer Decision Making'. Journal of Advertising Research, 54 :200-204 [DOI] [IR Link] [Details]

Conference Contributions

  Year Publication
2019 Academy of Marketing Science Conference.
O'Connor, C., Moran, G. and Luethge, D. (2019) Academy of Marketing Science Conference. [Oral Presentation], Exploring the Role of Authentic Assessment on the Development of Future Marketing Practitioners, Vancouver [Details]
2019 Health Activism Between Markets and Morals.
Mountford N.; Moran G. (2019) Health Activism Between Markets and Morals. [Oral Presentation], If the price is right… Social media and market (re)-organization in Ireland’s pricing of orphan drugs, Dublin, Ireland , 20-SEP-19 - 20-SEP-19 [Details]
2017 ICBTS International Education Social Sciences and Humanities Research Conference.
Luethge, D.J., Cangioni, C. & Moran, G (2017) ICBTS International Education Social Sciences and Humanities Research Conference. [Oral Presentation], Face-to-face learning, cross-cultural virtual teams and study abroad: Incorporating experiential learning into a multi-modal class, London [Details]
2016 European Academy of Marketing Conference (EMAC).
Moran G. (2016) European Academy of Marketing Conference (EMAC). [Oral Presentation], Interactive content features on Facebook: Does user engagement need a little nudge?, BI Norwegian Business School, Oslo, Norway [Details]
2013 Irish Academy of Management.
Moran, G (2013) Irish Academy of Management. [Oral Presentation], The Credibility of Engaged Communities, Waterford Institute of Technology [Details]

Blog

  Year Publication
2019 Why saying hello is a good idea in third level education.
O'Connor, C., Moran, G. and Luethge, D. (2019) Why saying hello is a good idea in third level education. Ireland: Blog [Details]

Media

  Year Publication
2018 Brand it like Beckham.
Moran G. (2018) Brand it like Beckham. Media [Details]