Dr Fatema Kawaf MSc, PhD, FHEA

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.