Dr Fatema Kawaf

Dr Fatema Kawaf MSc, PhD, FHEA

Associate Professor in Digital Marketing Academic Portfolio Lead for Marketing and Communication

Key details

Dr Fatema Kawaf

Associate Professor in Digital Marketing Academic Portfolio Lead for Marketing and Communication

Dr Fatema Kawaf is an Associate Professor in Digital Marketing and the Academic Portfolio Lead for Marketing and Communication.

Dr Kawaf is an innovator in visual methods as the founder of the Screencast Videography methodology, a qualitative visual method for studying digital experience. Her work sits at the intersection of digital marketing, consumer research and information system, and her research appear in top Marketing and IS conferences and journals. Dr Kawaf is the chair of the Academy of Marketing Visual Methods SIG - an international network of over 300 academics. As part of this SIG leadership, she regularly organises and runs various activities, including workshops, mini-conferences, webinars, and panel discussions in various areas, all addressed from a visual research lens. She has recently been elected as a board member for the UK Academy of Information System (UKAIS) as the Impact and External Engagement Lead.

Dr Kawaf's research has received many prestigious awards and is making a significant societal impact through her leadership of various research grants working with businesses and NGOs. Her 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. She delivers regular keynotes and invited talks in various academic and industry events both in the UK (e.g. Royal Holloway University, University of East Anglia (Norwich Business School), Edinburgh Napier University, and University of Essex) and abroad (e.g. University of Barcelona – Spain, University of Sharjah – UAE, and University of Annamalai – India).

Dr Kawaf has a strong consultancy and funded research profile, she has successfully managed funding for 11 projects, totalling roughly £325,000, half of which is three solo Knowledge Exchange and Embed Partnership Bids with two businesses and one charity. She has worked on funded research and consultancy in areas of consumer behaviour, digital and social media marketing and customer experience with partners such as Essex County Council, Instant Pickup (Uber-like app for on-demand deliveries using electric vans), Brighter Futures (supporting adults with learning disabilities), and Pic Tree (creative multimedia company). She is open to discussing industry collaborations and potential KTP funding, she is particularly passionate about supporting SMEs to find funding to help them grow.

Dr Kawaf supervises PhD students in subjects relating to her areas of expertise within Digital and Social Media Marketing and Consumer Behaviour, including two competitive VC scholarship PhD candidates. She is open to supervising excellent PhD candidates and to act as examiner within her areas of expertise and interests

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 extensive teaching experience in the UK and the Middle East, spanning more than 17 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.

Responsibilities within the university

  • Academic Portfolio Lead (APL) in Marketing and Communication
  • Module Leadership and Teaching
  • Supervision of UG, PG and PhD students
  • Personal Tutor


  • Sidney Levy Honourable Mention Award, Consumer Culture Theory, 2020
  • Editor’s Choice Paper at the International Journal of Research in Marketing (ABS 4*), 2019
  • Teaching Excellence Award Runner-up (Supervisor of the Year) at University of Greenwich, 2019, 2021
  • Emerald-Sponsored Best Paper in Track Award at the Academy of Marketing Conference, 2013
  • Teaching Excellence Award – Research Supervision Excellence Award at University of Essex, 2017
  • Professor Michael Baker’s Best Literature Review Award, 2011


  • 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


a. 2021-2022: Principal Investigator (£56,132) – European Regional Development Fund (Keep+): Walk in my Shoes –

London Flats Ltd.

b. 2021-2022: Principal Investigator (£60,990) – European Regional Development Fund (Keep+): Instant Pickup on

sustainable, environmentally-friendly logistics solutions using electric vans

c. 2021-2022: Principal Investigator (£41,352) – European Regional Development Fund (Keep+): Pic Tree, Market

research and strategy

d. 2022: Co-Investigator (£1500) – Academy of Marketing and Marketing Trust Funds: Building Resilience and Publishing

in Top Journals

e. 2020-2021: Co-Investigator (£3,906) – Edinburgh Napier University Funding: Culturally Sustainable: exploring the

phenomenon of #clothbummums

f. 2018-2019: Co-Investigator (£10,000) – ESRC Impact Acceleration: Essex County Council – an evaluation of the school

admission experience: minimising contact and appeals as a cost reduction measure

g. 2018-2019: Co-Investigator (£10,000) – ESRC Impact Acceleration: Essex County Council – Waste Busters: recycling and

waste reduction practices.


h. 2023-2026: Second Supervisor – VC Scholarship (approx. £66,000): Human – AI Interactions in the Visitor Economy

i. 2020-2023: First Supervisor – VC Scholarship (approx. £66,000): Investigating the Effect of Filter Bubbles on Ideological

Polarisation within Social Media

j. 2020-2021: Principal Investigator (£1,872) – Marketing Research Group (MRG) Fund: Privacy – Personalisation Paradox

post GDPR2018

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 and , Girotto, Michele (2024), Mapping the terrain of social and livestream commerce research through the affordance lens: a bibliometric review and research agenda. Elsevier. In: , , , . Elsevier, Electronic Commerce Research and Applications, 65: 101399 . pp. 1-17 ISSN: 1567-4223 (Print), 1873-7846 (Online) (doi: https://doi.org/10.1016/j.elerap.2024.101399).

Kawaf, Fatema , Montgomery, Annaleis, Thuemmler, Marius (2023), Unpacking the privacy–personalisation paradox in GDPR-2018 regulated environments: 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).

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).

Book section

Kawaf, Fatema and , (2024), Screencast videography. Routledge. In: , , In: Fatema Kawaf, Ofer Dekel-Dachs (eds.), Visual Methods in Marketing and Consumer Research. Routledge, (1st) . ISBN: 9781003310877 (doi: https://doi.org/10.4324/9781003310877-5).

Kawaf, Fatema and , Dekel-Dachs, Ofer (2024), Introduction. Routledge. In: , , In: Fatema Kawaf, Ofer Dekel-Dachs (eds.), Visual Methods in Marketing and Consumer Research. Routledge, (1st) . pp. 1-7 . ISBN: 9781003310877 (doi: ) NB Item availability restricted.

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 , 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: 12th Servsig2022, 16th - 18th June 2022, Glasgow, Scotland , The 12th International SERVSIG Conference 2022. SERVSIG, (1st) (doi: https://www.servsig2022.org/).

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 , 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).

Edited book

Kawaf, Fatema and , Dekel-Dachs, Ofer (2024), Visual Methods in Marketing and Consumer Research. Routledge. In: , , , . Routledge, London (1st) . ISBN: 9781003310877 (doi: https://doi.org/10.4324/9781003310877).

Teaching resource

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