Gillian is an Assistant Professor 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 social media-based communications (B2C, C2C, C2B/G), influencer marketing, online word of mouth (eWOM), and online engagement. Her research has been published in the Journal of Advertising Research, Journal of Marketing Communications, Journal of Product and Brand Management and presented at national and international conferences.
Gillian's research interests lie in online communications, particularly interactive, bi- and multi-directional social media-based communications. Gillian's research considers communications between consumers, influencers, businesses and broader market actors. Additional research interests include marketing education, with a specific focus on skill development for marketing graduates. Current areas of research include:
- Influence and influencers on social media
- Online consumer movements
- Content marketing strategy development and
- Virality triggers and e-word of mouth
Peer Reviewed Journal
|2019||Moran G.;Muzellec L.;Johnson D. (2019) 'Message content features and social media engagement: evidence from the media industry'. JOURNAL OF PRODUCT AND BRAND MANAGEMENT, . [DOI] [Full-Text]|
|2017||Moran, G. and Muzellec, L. (2017) 'eWOM credibility on social networking sites: A framework'. Journal of Marketing Communications, 23 (2):149-161. http://dx.doi.org/10.1080/13527266.2014.969756 [Full-Text]|
|2014||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] [Full-Text]|
|2019||O'Connor, C., Moran, G. and Luethge, D. (2019) Why saying hello is a good idea in third level education. Ireland: BLOG [Link]|
|2018||Moran G. (2018) Brand it like Beckham. MEDIA [Link]|
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