Dr Fatema Kawaf

Dr Fatema Kawaf MSc, PhD, FHEA

Senior Lecturer in Digital Marketing

Key details

Dr Fatema Kawaf

Senior Lecturer in Digital Marketing

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

Dr Kawaf is the founder of a novel research methodology, Screencast Videography, a method for studying interactions and experiences in the digital space. Her work on Screencast Videography has received widespread attention among academics and a number of awards including the prestigious Sidney Levy Honourable Mention Award (2020) and the Academy of Marketing Best Doctoral Dissertation Award (2013).

Dr Kawaf's research interests include Digital and Social Media Marketing, Visual and Videography research, Viral Marketing, Influencer Marketing, Web Atmospherics, Customer Journeys and Touchpoints Analysis, Customer Experience, Online Shopping Environments, as well as special interests in Fashion and Luxury Consumption, Advanced Technology (AI and VR in Marketing), Sustainability, Recycling and Waste Reduction, Political Polarisation and the Filter Bubble concept.

Prior to joining Greenwich University in January 2018, Dr Kawaf worked at the University of Essex, Sheffield Hallam University and the University of Strathclyde where she gained her PhD in Marketing. She has an extensive teaching experience in the UK and the Middle East spanning over more than 13 years and teaching at all levels including UG, PG, MBA and PhD levels. She has taught a wide variety of modules including Digital Marketing, Content Marketing, Consumer Behaviour, Marketing Communications, Branding, Introduction to Marketing, and Marketing Management. Dr Kawaf's teaching philosophy focuses on experiential learning and learning by doing, her teaching uniquely blends a research led approach with 'real life' business and societal issues. Her students particularly enjoy her highly interactive teaching style and they have nominated her for multiple teaching awards over the years. She was awarded the Teaching Excellence award for best research supervisor at the University of Essex in 2017.

Dr Kawaf supervises PhD students in subjects relating to her areas of expertise within Digital and Social Media Marketing. Dr Kawaf is open for supervising excellent PhD candidates within her areas of expertise and interests.
Current PhDs:

- Rezwana Barsha, (January 2019 – Current), Sustainable luxury or luxurious sustainability: Bringing luxury and sustainability together. University of Greenwich.

- Marius Thuemmler, (January 2020 – Current), Investigating the Effect of Filter Bubbles on Ideological Polarisation within Social Media - A case study on multimodal discourse of US voters on Twitter during key events of the 2020 US presidential election. University of Greenwich Vice Chancellor Scholarship.

Dr Kawaf is also involved in various consultancy projects within the field of Digital and Social Media Marketing and customer experience, particularly focusing on SMEs and Startups. She appeared as a keynote speaker and a panellist at the European Startup Festival in Turin, Italy. She has also worked closely with Essex County Council, Essex Entrepreneurship, and more recently the University of Greenwich delivering training and consultancy services for local businesses.

Responsibilities within the university

  • Involved in teaching at both undergraduate and postgraduate levels.
  • Dissertation supervisor and personal tutor.


  • University of Greenwich Vice Chancellor Scholarship for one PhD candidate (2020)
  • Editor's choice paper at the International Journal of Research in Marketing (2019)
  • 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.


  • Fellow of The Higher Education Academy
  • Member of the Academy of Marketing
  • Member of the Association for Consumer Research
  • Member of the Consumer Culture Theory Consortium

Research / Scholarly interests

As the founder of the research method, Screencast Videography, Dr Kawaf has particular interest in using and advancing this methodology and its related fields including Netnography, Videography and Visual Research. Moreover, Dr Kawaf's research interests include:

- Digital and Social Media Marketing
- Viral Marketing and Influencer Marketing
- Web Atmospherics and Online Shopping Environments
- Customer Journeys and Touchpoints Analysis
- Customer Experience
- Visual and Videography research
- Fashion and Luxury Consumption
- Advanced Technology (AI and VR in Marketing)
- Sustainability, Recycling and Waste Reduction
- Political Polarisation and the Filter Bubble concept

Key funded projects

Essex County Council Challenge Lab co applicant of a team grant of £10,000 for "An evaluation of the school admission experience: minimising contact and appeals as a cost reduction measure"
ESRC (Awarded under the ESTC Impact Acceleration Account - FNA0806) Sponsor Ref: ES/M500537/1
(Status: Complete)

Essex County Council Challenge Lab co applicant of a team grant of £10,000 for "Waste Busters: Assessing the current waste management practices across Essex County Council"
ESRC (Awarded under the ESTC Impact Acceleration Account – FNA08) Sponsor
Ref: ES/M500537/1
(Status: Complete)

Media activity

Dr Kawaf has appeared in a number of media outlets including BBC Radio, iTV, East Anglia Daily Times, and the local Gazette Newspaper. Most of her press contributions were relating to SMEs as she owns a small food business, she has also discussed issues of refugees in the UK, challenges facing start-ups and topics relating to veganism, consumption, digital and social media marketing.

Dr Kawaf is always interested in media and press related activities and will be very happy to discuss any issues relating to any of the following topics:

+ Social Media Culture and Consumption
+ Veganism and Vegan Businesses
+ Starting Up a Small Business
+ Syrian Migrants and Refugees in the UK
+ Digital Customer Experience and Online Shopping Behaviour
+ Sustainability, Waste Reduction, Recycling and Reusing
+ Fashion and Luxury

Recent publications


Kawaf, Fatema , Montgomery, Annaleis, Thuemmler, Marius (2023), The privacy–personalisation paradox in GDPR-2018 regulated environments: unpacking consumer vulnerability and the curse of personalisation. Emerald. In: , , , . Emerald, Information Technology and People ISSN: 0959-3845 (Print), (doi: https://doi.org/10.1108/ITP-04-2022-0275) NB Item availability restricted.

Kawaf, Fatema and , Istanbulluoglu, Doga (2019), Online fashion shopping paradox: the role of customer reviews and facebook marketing. Elsevier. In: , , , . Elsevier, Journal of Retailing and Consumer Services, 48 . pp. 144-153 ISSN: 0969-6989 (Print), (doi: https://doi.org/10.1016/j.jretconser.2019.02.017).

Kawaf, Fatema and , (2019), Capturing digital experience: The method of screencast videography. Elsevier. In: , , , . Elsevier, International Journal of Research in Marketing, 36 (2) . pp. 169-184 ISSN: 0167-8116 (Print), (doi: https://doi.org/10.1016/j.ijresmar.2018.11.002).

Kawaf, Fatema and , Tagg, Stephen (2017), The construction of online shopping experience: A repertory grid approach. Elsevier. In: , , , . Elsevier, Computers in Human Behavior, 72 . pp. 222-232 ISSN: 0747-5632 (Print), (doi: https://doi.org/10.1016/j.chb.2017.02.055).

Conference item

Kawaf, Fatema and , Instant Pickup (2023), Creative approaches to user experience in entrepreneurial startups: emerging impact from screencast videography. In: UKAIS Annual Conference 2023, 20th - 21st April 2023, University of Kent , . , (doi: https://www.ukais.org/ukais-conference/ukais-2023/).

Kawaf, Fatema and , (2022), Screencast videography: understanding experience in the metaverse. In: Future Visualities: Visual Methods & Ethnography in Interdisciplinary Research Symposium, 1st June 2022, Edinburgh Napier University , . , (doi: https://www.napier.ac.uk/courses/study-areas/tourism-hospitality-festival-and-events-management/vme).

Kawaf, Fatema and , (2022), Social Media Marketing for SMEs. In: Social Media Marketing Seminar, 25 January 2022, Online , . , . pp. 1-16 (doi: https://fatemakawaf.com/).

Kawaf, Fatema and , (2018), How to speak the language of investors, institutions, start-ups and companies. In: EU Startup Festival in Italy, 21-23 September 2018, Turin, Italy , . , (doi: https://www.eustartupfestival.com/programme/intro/).

Kawaf, Fatema and , (2018), Putting the ‘social’ back into ‘Social Media’. In: EU Startup Festival in Italy, 21-23 September 2018, Turin, Italy , . , (doi: https://www.eustartupfestival.com/programme/putting-the-social-back-into-social-media/).

Kawaf, Fatema and , (2018), Storytelling – Part 1 ‘Start-up success’. In: EU Startup Festival in Italy, 21-23 September 2018, Turin, Italy , . , (doi: https://www.eustartupfestival.com/programme/successstories/).

Bayrak, N. and , Kawaf, Fatema (2018), Product Placement has found a new home – Social Media: An exploratory study on Instagram. In: Academy of marketing Annual Conference, 3-5 July 2018, Stirling, UK , . , (doi: ).

Conference proceedings

Kawaf, Fatema , Bruce, Helen, Krolikowska-Adamczyk, Ewa, Rooney, Tara , Ngwakwe, Amarachi (2022), Using screencast videography as a customer experience and journey mapping tool: a case study. SERVSIG. In: , 16th - 18th June 2022, , The 12th International SERVSIG Conference 2022. SERVSIG, (1st) (doi: https://www.servsig2022.org/) NB Item availability restricted.

Kawaf, Fatema , Barsha, Rezwana, Zhu, Zhen (2021), The light at the end of the COVID-19 tunnel is revenge? Evidence from retailing in China. SKEMA Bussiness school. In: , , In: Xavier Brusset, Marta Frasquet, Christoph Teller, Herbert Kotzab (eds.), COLLOQUIUM ON EUROPEAN RESEARCH IN RETAILING. Book of Proceedings: Abstracts and articles presented at the sixth CERR. Sophia Antipolis, France. 15-17 July 2021. SKEMA Bussiness school, Lille, France (1st) . pp. 99-109 . ISBN: 9782493066008 (doi: https://cerr.sciencesconf.org/data/pages/Book_of_Proceedings_CERR_2021.pdf).

Kawaf, Fatema and , (2015), The consumption experience of digital environments: Screencast videography. exordo. In: , , , Academy of Marketing Conference. exordo, . ISBN: 9781905952649 (doi: http://programme.exordo.com/am2015/delegates/presentation/196/).

Teaching resource

Kawaf, Fatema and , (2021), Using the method of screencast videography in the classroom. In: , , , . , (doi: ).