David Matthews
School of Marketing
College of Business and Law
Eligible to supervise Masters and PhD (as Co-Supervisor) - email supervisor to discuss availability.
My research interests sit predominantly at the intersection of services marketing and social marketing, with a focus on transformative service engagement. Through my research I seek to harness the power that marketing offers to researchers and practitioners to drive meaningful and impactful social change for vulnerable and marginalised market actors. My current research extends my passion for meaningful social impact into marketing communications; focusing on the efficacy and meaningfulness of representation in advertising, influencer marketing and streaming.
| Language | Competency |
|---|---|
| English | Can read, write, speak, understand spoken and peer review |
| Japanese | Can read, write, speak and understand spoken |
| Date | Institution name | Country | Title |
|---|---|---|---|
| 2023 - 2024 | TAFE SA | Australia | Certificate IV in Training and Assessment |
| 2017 - 2023 | University of Adelaide | Australia | PhD (Marketing) |
| 2013 - 2015 | The University of Adelaide | Australia | Diploma of Languages (Japanese) |
| 2012 - 2016 | The University of Adelaide | Australia | Bachelor of Commerce (Honours) |
| Year | Citation |
|---|---|
| 2025 | Burgess, A., Sansome, K., Joubert, A., Matthews, D., & Gray, H. (2025). De-Influencing and Over-Consumption: Managing Ethical Contradictions in the Influencer Economy. In https://academyofmarketing.org/am2025-conference/. Cork, Ireland. |
| 2020 | Matthews, D., & Rao Hill, S. (2020). Examining the Effects of FLE Gender-job Congruency in Service Failure. In ANZMAC 2019. |
| 2018 | Matthews, D., & Rao Hill, S. (2018). The Effect of Frontline Employee Gender-Job Congruency on Customer Forgiveness in Service Failure. In EMAC 2018. |
| 2017 | Matthews, D., & Rao Hill, S. (2017). The Influence of Service Staff Sex in Gendered Service Recoveries: The Effects on Customer Forgiveness, Satisfaction and Repurchase Intention. In ANZMAC 2016. |
I have taught at the University of Adelaide for almost a decade and have spanned a range of undergraduate and postgraduate courses including Introduction to Marketing, Consumer Behaviour, Digital Media in Business, Marketing Strategy and Research Project in Marketing. I am passionate about enquiry-based learning and seek to actively incorporate enquiry into my teaching in order to prepare students for their future careers. Leveraging my time working in industry, I seek to strengthen students' practical skills that are increasingly demanded in marketing roles, as well as promoting the development of soft skills in creativity, critical-thinking, and collaboration.
| Date | Role | Research Topic | Program | Degree Type | Student Load | Student Name |
|---|---|---|---|---|---|---|
| 2024 | Co-Supervisor | Unveiling the Power of Rituals: Exploring the Influence of Ritualistic Behavior on Consumers' Intention for Green consumption | Doctor of Philosophy | Doctorate | Full Time | Miss Ying Zou |
| Date | Role | Committee | Institution | Country |
|---|---|---|---|---|
| 2024 - ongoing | Member | ABLE Early Career Academic Network Committee | The University of Adelaide | Australia |
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