Rebecca Dolan

Rebecca Dolan

Adelaide Business School

Faculty of the Professions


Rebecca's research agenda focuses on understanding, facilitating and optimising customer relationships, engagement, and online communication strategies. Rebecca has a specific interest in the role that digital and social media play in the modern marketing communications environment. This involves understanding the way in which customers engage online both, with brands, products, services, and each other. Additionally, Rebecca's research explores the motivations of consumers to engage through digital platforms. Research outputs related this this stream of research include journal article publications, peer-reviewed book chapters, and international conference proceedings as outlined below. Rebecca's 2016 article “Social Media Engagement Behaviour: A Uses and Gratifications Perspective” in the Journal of Strategic Marketing Special Issue on Non-Monetary Social and Network Value: Understanding the Effects of Non-Paying Customers in New Media has had 3,990 views (at October 2018) and is on the list of Top 10 Most Read Articles in the Journal of Strategic Marketing. Rebecca has also published in the International Journal of Wine Business Research, British Journal of Educational Technology, Australiasian Marketing Journal, Journal of Hospitality and Tourism Management, among others.

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  • Journals

    Year Citation
    2018 Szolnoki, G., Dolan, R., Forbes, S., Thach, L., & Goodman, S. (2018). Using social media for consumer interaction: An international comparison of winery adoption and activity. Wine Economics and Policy, Online, 1-11.
    DOI
    2018 Altschwager, T., Dolan, R., & Conduit, J. (2018). Social Brand Engagement: How Orientation Events Engage Students with the University. Australasian Marketing Journal, 26(2), 83-91.
    DOI
    2018 Northey, G., Govind, R., Bucic, T., Chylinski, M., Dolan, R., & van Esch, P. (2018). The effect of “here and now” learning on student engagement and academic achievement. British Journal of Educational Technology, 49(2), 321-333.
    DOI Scopus1
    2017 Dolan, R., & Goodman, S. (2017). Succeeding on social media: Exploring communication strategies for wine marketing. Journal of Hospitality and Tourism Management, 33, 23-30.
    DOI Scopus1
    2017 Dolan, R., Conduit, J., Fahy, J., & Goodman, S. (2017). Social media: communication strategies, engagement and future research directions. International Journal of Wine Business Research, 29(1), 2-19.
    DOI Scopus5
    2016 Dolan, R., Conduit, J., Fahy, J., & Goodman, S. (2016). Social media engagement behaviour: a uses and gratifications perspective. Journal of Strategic Marketing, 24(3-4), 261-277.
    DOI Scopus33
  • Book Chapters

    Year Citation
    2018 Dolan, R., Conduit, J., & Fahy, J. (2018). Creating, contributing and consuming behavior: How rational and affective appeals in social media facilitate engagement. In B. Rishi, & S. Bandyopadhyay (Eds.), Contemporary Issues in Social Media Marketing (pp. 102-116). New York: Routledge.
    DOI
    2017 Dolan, R., & Conduit, J. (2017). Social Media Analytics: Measurement Tools for Exploring Online Engagement. In E. Juholin, & V. Luoma-aho (Eds.), Mitattava Viestinta [In Finnish: Measurable Communication] (pp. 44-53). Helsinki, Finland: ProComma Academic, ProCom Ry.
    2016 Dolan, R., Conduit, J., & Fahy, J. (2016). Social media engagement: a construct of positively and negatively valenced engagement behaviours. In R. Brodie, L. Hollebeek, & J. Conduit (Eds.), Customer Engagement: Contemporary Issues and Challenges (pp. 102-123). Abingdon ; New York: Routledge.
    DOI
  • Conference Papers

    Year Citation
    2018 Shahbaznezhad, H., Dolan, R., & Tripathi, A. (2018). The power of facebook and instagram fans: An exploration of fan comments and their effect on social media content strategy. In Lecture Notes in Business Information Processing Vol. 328 (pp. 109-117).
    DOI
    2017 Altschwager, T., Dolan, R., & Conduit, J. (2017). University-Hosted Events Facilitate Social Brand Engagement. In Australian and New Zealand Marketing Academy Conference (ANZMAC).
    2017 Wilkie, D., Johnson, L., Dolan, R., & Dwivedi, A. (2017). The Two Traditional Concepts Underlying Customer - Brand Engagement. In ANZMAC 2017 Conference proceedings. Melbourne.
    2016 Dolan, R. M. (2016). Communication orientations on Facebook: How do consumers perceive brand posts?. In Academy of Wine Business Research Conference. Adelaide, Australia.
    2016 Dolan, R., Conduit, J., Fahy, J., & Goodman, S. (2016). Facebook for Wine Brands: An Analysis of Post Strategies and User Engagement Actions. In Academy of WIne Business Research Conference.
    2016 Dolan, R., Conduit, J., & Fahy, J. (2016). Determining Uses and Gratifications for Social Media Engagement Behaviour. In Frontiers in Service Conference. Bergen, Norway.
    2016 Dolan, R., Conduit, J., & Fahy, J. (2016). Information Overload in Social Media: The Effect of Social Media Content Types on Engagement Behaviour. In AMA Servsig Conference. Maastricht, The Netherlands.
    2015 Dolan, R., Conduit, J., Fahy, J., & Goodman, S. (2015). Big Social Data and Social Media Analytics: Tools for exploring Social Media Engagement Behaviour. In Australia and New Zealand Marketing Academy Conference.
    2014 Dolan, R., Fahy, J., Conduit, J., & Goodman, S. (2014). Customer Brand Engagement Behaviour in Online Social Networks: A Conceptual Framework. In Australian and New Zealand Marketing Academy Conference. Brisbane, Australia.
    2014 Dolan, R. M., Szolnoki,, G., Taits, D., Hoffman, C., & Thach, L. (2014). A Cross-Cultural Comparison of Social Media Usage in the Wine Business. In Proceedings of the 8th AWBR International Conference. St Catherines, Ontario.
    2013 Dolan, R., & Goodman, S. (2013). South Australian Wine Brands on Facebook: An Exploration of Communication Orientations. In AWBR 2013 : Wine enrichment through experience : Proceedings of the 7th International Conference of the Academy of Wine Business Research. Ontario Canada: Academy of Wine Business Research and Brock University.
    2012 Dolan, R. M., & Reddaway, M. (2012). A Critical Reflection on the Application of Marketing Theory to an Accounting Problem. In ANZMAC. Adelaide, Australia.
    2012 Dolan, R. M., & Goodman, S. P. (2012). Engaging Friends and Influencing People: Consumer Perceptions of Brand Communication Strategies on Facebook. In ANZMAC. Adelaide.
    2012 Dolan, R. M. (2012). Netnography as a Research Method: Exploring Consumer Perceptions of Brand Communication Strategies on Facebook. In ANZMAC. Adelaide.
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  • Other Supervision Activities

    Date Role Research Topic Location Program Supervision Type Student Load Student Name
    2018 - ongoing Co-Supervisor In progress University of Auckland Master Shujun Hughes
    2017 - 2017 Principal Supervisor Native Advertising: A revolutionary marketing technique or deception? University of Auckland Honours Full Time Cavin Toh
    2017 - 2017 Principal Supervisor Fighting Binge Drinking with Facebook: An exploration of alcohol related social media campaigns and their potential impact on alcohol consumption in New Zealand University of Auckland Honours Full Time Bianca D'Souza
    2017 - 2018 Principal Supervisor Fifty Shades of Gay: How an Individual’s Political Ideology Influences their Acceptance of LGBT Themes in Advertising University of Auckland Master Full Time Jane Etheridge
    2017 - 2018 Co-Supervisor CONSUMER ONLINE ENGAGEMENT: An Exploration of the use of Mafengwo.com for High Involvement Decision Making of Chinese Tourists University of Auckland Master Full Time Min Li
    2017 - 2018 Principal Supervisor E-Consumer Empowerment Practices University of Auckland Master Full Time Michelle Kim
    2017 - 2018 Principal Supervisor Healthcare Systems Utilising Online Health Communities on Social Media: Perspective of New Zealand Healthcare Consumers and Providers University of Auckland Master Full Time Justin Jang
    2016 - 2016 Principal Supervisor Instafamous or Instafail:An Exploration of Social Influencers and Engagement, Brand Attitudes and Purchase Intent Univeristy of Auckland Honours Full Time Kirsty Jury

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