Dr David Matthews
Lecturer
School of Marketing
College of Business and Law
Eligible to supervise Masters and PhD (as Co-Supervisor) - email supervisor to discuss availability.
Dr David Matthews (he/him) is a Lecturer in the School of Marketing. His research focuses on harnessing the power that marketing offers to drive meaningful change for vulnerable and marginalised market actors. His research has been published in leading service journals including the Journal of Services Marketing and the Journal of Retailing and Consumer Services. His work has also recently been recognised by being awarded Best Paper at the Academy of Marketing Conference in 2025.
David is also a passionate educator and advocate for marketing education. Through critical, relational and playful pedagogies, he aims to foster belonging and curiosity as a foundation for learning across his repertoire of courses in the marketing discipline. He has experience in teaching at both undergraduate and postgraduate levels, including Consumer Behaviour (UG), Contemporary Issues in Marketing (UG), Marketing to the World (UG), Digital Media in Business (UG) and Marketing Research Project (PG).
My research focuses on harnessing the power that marketing offers to drive meaningful change for vulnerable and marginalised market actors. My research has been published in leading service journals including the Journal of Services Marketing and the Journal of Retailing and Consumer Services. My work has also recently been recognised by being awarded Best Paper at the Academy of Marketing Conference in 2025. 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 |
|---|---|
| 2026 | Zou, Y., Matthews, D., Rao Hill, S., & Hoffmann, A. O. I. (2026). Doing good but feeling bad: How checkout donation requests might backfire for retailers by eliciting negative emotional and cognitive consumer response. Journal of Retailing and Consumer Services, 90, 104673. Scopus1 |
| - | Matthews, D., Rao Hill, S., & Tombs, A. (2026). Serving through stigma: the passing drivers and well-being outcomes for young non-heterosexual men in service work. JOURNAL OF SERVICES MARKETING, 14 pages. |
| 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 Proceedings of the 57th Academy of Marketing Conference Cork 2025 Saints and Scholars. Cork, Ireland. |
| 2025 | Burgess, A., Sansome, K., Joubert, A., Matthews, D., & Gray, H. (2025). The Paradox of Influencers in Shaping Ethical Consumption. In 2025 Consumer Culture Theory Conference. London, UK. |
| 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 am a passionate educator and advocate for marketing education. Through critical, relational and playful pedagogies, I foster belonging and curiosity as a foundation for learning across my repertoire of courses in the marketing discipline. I have experience in teaching at both undergraduate and postgraduate levels, including Consumer Behaviour (UG), Contemporary Issues in Marketing (UG), Marketing to the World (UG), Digital Media in Business (UG) and Marketing Research Project (PG).
| Date | Role | Research Topic | Program | Degree Type | Student Load | Student Name |
|---|---|---|---|---|---|---|
| 2026 | Co-Supervisor | Activist Brands and Not-For-Profit Organisations: How Consumers Respond to Maintaining, Withdrawing, or Adopting Polarising Socio-Political Activism | Doctor of Philosophy | Doctorate | Full Time | Miss Madeline Jane De Gennaro |
| 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 |
| 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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