Jaylan Azer

Background

About Jaylan Azer

Dr. Jaylan Azer is an Associate Professor of Marketing at Adam Smith Business School. She holds a PhD in Marketing from the University of Strathclyde. Previously, she was a Lecturer in Marketing at Edinburgh Napier University (2017-2019). Her academic interests are complemented by her 15 years of practical experience including senior management roles in Retail Banking. Jaylan's current research interest focuses within the services domain on the complementary concepts of actor/customer engagement, value co-creation, and Service-dominant Logic (SDL). Within this domain, Jaylan has a focus on consumer behaviour and its impact in digital contexts, especially social online networks. Her research has been published in Marketing and Service journals of high impact factor including Journal of Service Management, Journal of Marketing Management, and Journal of Services Marketing. Jaylan is an ad-hoc reviewer for well-established Services and Marketing Journals and Conferences. Jaylan's research has a solid practical impact exemplified in recent projects with Visit Scotland and Scottish Tourism Alliance. Currently, she is working on a project based on her research in service management, consumer behavior, and social media marketing with Outer Hebrides Tourism. This project involves nineteen independent food outlets located in the Isle of Harris, Uist, and Barra. Also, her research attracts opportunities for Knowledge Exchange exhibited in several invitations to participate as a keynote speaker in public events. Jaylan has actively involved in executive training in Social Media Marketing and Customer Relationship Management with leading Scottish, Egyptian and multinational companies from various sectors. Jaylan teaches and leads a variety of marketing modules, which relate closely to her research interests.