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Fatema Kawaf

Dr Fatema Kawaf MSc, PhD, FHEA

Dr Fatema Kawaf

Senior Lecturer in Digital Marketing

Department of Marketing, Events and Tourism

Business School

Dr Fatema Kawaf is Senior Lecturer in Digital Marketing with extensive research and teaching experience in Higher Education both in the UK and abroad.

Prior to joining Greenwich University, Dr Kawaf worked at the University of Essex, Sheffield Hallam University and the University of Strathclyde. Dr Kawaf is a fellow of the Higher Education Academy and an active member of various academic communities such as the Association for Consumer Research, the Academy of Marketing, Visual and Videography Research and Fashion Marketing.

Dr Kawaf has supervised research degrees to completion and she is currently available for PhD supervision within the areas of:

  • Digital and Social Media Marketing
  • Customer Experience
  • Fashion and Consumption
  • Qualitative Consumer Behaviour
  • Visual and Videography Research
  • Involved in teaching at both undergraduate and postgraduate levels.
  • Dissertation supervisor and personal tutor.

Teaching Excellence award for the category of research support (2017)- the University of Essex Student Union.

Selected for publication as one of the best papers in track at the Academy of Marketing Conference 2015- Limerick University.

Emerald-sponsored best paper award at the Academy of Marketing AM2013-Cardiff (Doctoral Colloquium track).
Highly recommended paper in Professor Michael Baker's Literature Review Competition at the Academy of Marketing 2011-Liverpool. Paper published in The Marketing Review.

Dr Kawaf's research focuses on Digital and Social Media Marketing and Consumption Experiences. Web atmospherics, emotion and the online shopping experience, and social media marketing feature in her research as well as a strong methodological development most apparent in her Screencast Videography work.

Her research is presented in prestigious national and international conferences and is published in leading academic journals. She acts as a reviewer for a number of academic journals including Journal of Business Research, Computers in Human Behaviour, Journal of Global Fashion Marketing, among others.

Funded research projects

£10,000 ESRC Funded Project (2018), co-investigator: "An evaluation of the school admission experience: minimising contact and appeals as a cost reduction measure" (University of Essex and Essex County Council)

£10,000 ESRC Funded Project (2018), co-investigator: "Assessing the current waste management practices across Essex County Council" (University of Essex and Essex County Council)