Dr Sally Rao Hill
Associate Professor/Reader
Adelaide Business School
Faculty of Arts, Business, Law and Economics
Eligible to supervise Masters and PhD - email supervisor to discuss availability.
Dr Sally Rao Hill is an Associate Professor in marketing. She lectures in Consumer Behaviour (II) and Research Project in Marketing (M). Her research interests include services marketing, consumer sustainable consumption behaviour, social media influencer marketing and technology adoption (AI and Blockchain). She is an active researcher and has published in the Journal of Business and Industrial Marketing, European Journal of Marketing, Qualitative Market Research: an International Journal, Australasian Marketing Journal, Journal of Consumer Behaviour and Internet Research. She has won the best paper award in an international conference.
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Journals
Year Citation 2025 Li, W., Corral de Zubielqui, G., & Rao Hill, S. (2025). Unlocking the potential of NFTs in branding: An exploration of NFT-based brand experience. Journal of Retailing and Consumer Services, 85, 15 pages.
2024 Yao, Y., Wang, W., Hu, H., Zhang, L., Ma, Z., & Wang, S. (2024). Nickel–manganese sulfide on nickel foam toward highly efficient and stable potassium periodate activation for organic pollutant degradation. Chemical Engineering Science, 297, 120276-1-120276-14.
Scopus32024 Adachi, I., Aggarwal, L., Aihara, H., Akopov, N., Aloisio, A., Anh Ky, N., . . . Žlebčík, R. (2024). Measurement of branching-fraction ratios and CP asymmetries in B± → DCP±K± decays at Belle and Belle II. The Journal of High Energy Physics, 2024(5), 26 pages.
Scopus22024 Chen, Y., Wang, H., Rao Hill, S., & Li, B. (2024). Consumer attitudes toward AI-generated ads: Appeal types, self-efficacy and AI's social role. Journal of Business Research, 185, 114867.
Scopus62024 Wilkie, D. C. H., Rao Hill, S., Silva, R. A., & Mirzaei, A. (2024). Survival of the greenest: how evolutionary motives affect sustainability campaign message persuasiveness. European Journal of Marketing, 58(12), 2705-2731.
2024 Rao Hill, S., & Troshani, I. (2024). Chatbot Anthropomorphism, Social Presence, Uncanniness and Brand Attitude Effects. Journal of Computer Information Systems, 17 pages.
Scopus22022 Rao Hill, S., & Corral de Zubielqui, G. (2022). Managing Privacy in B2B marketing: A Systematic Literature. Journal of Computer Information Systems, 63(3), 574-591.
Scopus8 WoS22022 Rao Hill, S., & Tombs, A. G. (2022). When does service employee’s accent matter? Examining the moderating effect of service type, service criticality and accent service congruence. European Journal of Marketing, 56(7), 1-29.
Scopus5 WoS22022 Rao Hill, S., & Qesja, B. (2022). Social media influencer popularity and authenticity perception in the travel industry. Service Industries Journal, 43(5-6), 1-23.
Scopus21 WoS12022 Wilkie, D. C. H., & Rao Hill, S. (2022). Beyond brand personality. A multidimensional perspective of self-congruence. Journal of Marketing Management, 38(13-14), 1529-1560.
Scopus18 WoS72022 Chan, R., Troshani, I., Rao Hill, S., & Hoffmann, A. (2022). Towards an understanding of consumers’ FinTech adoption: the case of Open Banking. International Journal of Bank Marketing, 40(4), 886-917.
Scopus116 WoS192022 Noor, N., Rao Hill, S., & Troshani, I. (2022). Developing a service quality scale for artificial intelligence service agents. European Journal of Marketing, 56(5), 1301-1336.
Scopus49 WoS42022 Noor, N., Rao Hill, S., & Troshani, I. (2022). Recasting Service Quality for AI-Based Service. Australasian Marketing Journal, 30(4), 297-312.
Scopus15 WoS32021 Noor, N., Hill, S. R., & Troshani, I. (2021). Artificial Intelligence Service Agents: Role of Parasocial Relationship. JOURNAL OF COMPUTER INFORMATION SYSTEMS, 62(5), 15 pages.
Scopus42 WoS142021 Kao, K. C., Rao Hill, S., & Troshani, I. (2021). A cross-country comparison of online deal popularity effect. Journal of Retailing and Consumer Services, 60, 1-10.
Scopus12 WoS52020 Nguyen, L., Conduit, J., Lu, V., & Rao Hill, S. (2020). Collective Empowerment in Online Communities: Conceptualization, scale refinement and validation. Journal of Marketing Theory and Practice, 28(3), 301-317.
Scopus12 WoS62020 Kao, K. C., Rao Hill, S., & Troshani, I. (2020). Effects of cue congruence and perceived cue authenticity in online group buying. Internet Research, 30(3), 945-970.
Scopus26 WoS112020 Le, N. T., Rao Hill, S., & Troshani, I. (2020). Perceived Control and Perceived Risk in Self-service Technology Recovery. Journal of Computer Information Systems, 62(1), 164-173.
Scopus33 WoS192020 Troshani, I., Rao Hill, S., Sherman, C., & Arthur, D. (2020). Do We Trust in AI? Role of Anthropomorphism and Intelligence. Journal of Computer Information Systems, 61(5), 481-491.
Scopus119 WoS352020 Rao Hill, S., & Carrillat, F. (2020). Getting some of that personality: There is an app for that!. Journal of Consumer Behaviour, 20(4), 871-883.
Scopus6 WoS42020 Rao Hill, S., Troshani, I., & Chandrasekar, D. (2020). Signalling effects of vlogger popularity on online consumers. Journal of Computer Information Systems, 60(1), 76-84.
Scopus82 WoS422019 Nguyen, L., Lu, V., Rao Hill, S., & Conduit, J. (2019). The mediating role of brand knowledge on employees’ brand citizenship behaviour: Does organisational tenure matter?. Australasian Marketing Journal, 27(3), 169-178.
Scopus25 WoS202018 Hoang, H., Rao Hill, S., Lu, V., & Freeman, S. (2018). Drivers of service climate: an emerging market perspective. Journal of Services Marketing, 32(4), 476-492.
Scopus23 WoS122017 Hoang, H., Rao Hill, S., Freeman, S., Lu, V., & Imrie, B. (2017). Developing service climate in local vs. foreign firms in smaller Asian emerging markets: a resource-based and social exchange perspective. International Journal of Human Resource Management, 28(4), 627-656.
Scopus15 WoS112017 Kao, C., Rao Hill, S., & Troshani, I. (2017). Online consumers' responses to deal popularity as an extrinsic cue. Journal of Computer Information Systems, 57(4), 374-384.
Scopus16 WoS102017 Sharma, S., Conduit, J., & Rao Hill, S. (2017). Hedonic and eudaimonic well-being outcomes from co-creation roles: a study of vulnerable customers. Journal of Services Marketing, 31(4/5), 397-411.
Scopus105 WoS722016 Nguyen, L., Conduit, J., Lu, V., & Rao Hill, S. (2016). Engagement in online communities: implications for consumer price perceptions. Journal of Strategic Marketing, 24(3-4), 241-260.
Scopus25 WoS192014 Hill, S., Troshani, I., & Burgan, B. (2014). Broadband adoption in regional and urban households. Journal of Computer Information Systems, 54(3), 57-66.
Scopus12 WoS92014 Sharma, S., Conduit, J., & Rao Hill, S. (2014). Organisational capabilities for customer participation in health care service innovation. Australasian Marketing Journal, 22(3), 179-188.
Scopus77 WoS582014 Tombs, A., & Hill, S. (2014). The effect of service employees’ accent on customer reactions. European Journal of Marketing, 48(11-12), 2051-2070.
Scopus31 WoS202013 Keh, H., Ren, R., Rao Hill, S., & Li, X. (2013). The beautiful, the cheerful, and the helpful: the effects of service employee attributes on customer satisfaction. Psychology & Marketing, 30(3), 211-226.
Scopus97 WoS752012 Clarke, M., & Rao Hill, S. (2012). Promoting employee wellbeing and quality service outcomes: The role of HRM practices. Journal of Management & Organization, 18(5), 702-713.
Scopus32 WoS252012 Clarke, M. A., & Hill, S. R. (2012). Promoting employee wellbeing and quality service outcomes: The role of HRM practices. Journal of Management & Organization, 18(5), 702-713.
2011 Rao Hill, S., & Tombs, A. (2011). The effect of accent of service employee on customer service evaluation. Managing Service Quality, 21(6 Sp Iss), 649-666.
Scopus39 WoS282011 Rao Hill, S., Burgan, B., & Troshani, I. (2011). Understanding broadband adoption in rural Australia. Industrial Management & Data Systems, 111(7), 1087-1104.
Scopus19 WoS152011 Troshani, I., & Rao Hill, S. (2011). Regulating mobile services: An institution-based view. International Journal of E-Business Research, 7(1), 52-70.
Scopus3 WoS12011 Troshani, I., Jerram, C., & Rao Hill, S. (2011). Exploring the public sector adoption of HRIS. Industrial Management & Data Systems, 111(3-4), 470-488.
Scopus109 WoS602011 Wickramasinghe, N., Troshani, I., Hill, S., Hague, W., & Goldberg, S. (2011). A transaction cost assessment of a pervasive technology solution for gestational diabetes. International Journal of Healthcare Information Systems and Informatics, 6(4), 60-76.
Scopus13 WoS42011 Rao Hill, S., & Paphitis, K. (2011). Can consumers be racist?: an investigation of the effect of consumer racism on product purchase. Asia Pacific Journal of Marketing and Logistics, 23(1), 57-71.
Scopus14 WoS92010 O'Doherty, K., Rao Hill, S., Maio Mackay, M., & McPherson, J. (2010). Mobile Data Service usage and preference: an investigation of Australian consumers. International Journal of Mobile Communications, 8(1), 106-127.
Scopus17 WoS132010 Rao Hill, S., & Troshani, I. (2010). Factors influencing the adoption of personalisation mobile services: Empirical evidence from young Australians. International Journal of Mobile Communications, 8(2), 150-168.
Scopus41 WoS372009 Troshani, I., & Rao Hill, S. (2009). Linking stakeholder salience with mobile services diffusion. International Journal of Mobile Communications, 7(3), 269-289.
Scopus14 WoS112009 Hill, S. R., Rutherfurd-Markwick, K. J., Ravindran, G., Ugarte, C. E., & Thomas, D. G. (2009). The effects of the proportions of dietary macronutrients on the digestibility, post-prandial endocrine responses and large intestinal fermentation of carbohydrate in working dogs. NEW ZEALAND VETERINARY JOURNAL, 57(6), 313-318.
WoS12 Europe PMC82008 Lu, V., & Rao Hill, S. (2008). Building a theoretical framework for e-service export performance. International Journal of Business Environment, 2(2), 133-152.
2007 O'Doherty, K., Rao Hill, S., & Maio Mackay, M. (2007). Young Australians' perceptions of mobile phone content and information services: an analysis of the motivations behind usage. Young Consumers, 8(4), 257-268.
Scopus11 WoS112007 Troshani, I., & Rao Hill, S. (2007). Enabling e-business competitive advantage: Perspectives from the Australian financial services industry. International Journal of Business and Information, 2(1), 80-103. 2007 Troshani, I., & Rao Hill, S. (2007). Drivers and inhibitors to XBRL adoption. International Journal of E-Business Research, 3(4), 98-111.
Scopus53 WoS352007 Troshani, I., & Rao Hill, S. (2007). The diffusion of mobile services in Australia: An evaluation using stakeholder and transaction cost economics theories. IADIS International Journal on WWW/Internet, 5(2), 40-57. 2007 Rao Hill, S., & Troshani, I. (2007). A conceptual framework and propositions for the acceptance of mobile services. Journal of Theoretical and Applied Electronic Research, 2(2), 61-73.
Scopus1522007 Troshani, I., & Rao, S. (2007). Drivers and Inhibitors to XBRL adoption: A Qualitative Approach to Build a Theory in Under-Researched Areas. International Journal of E-Business Research (IJEBR), 3(4), 98-111. 2006 Rao Hill, S., & Frazer, L. (2006). Australian franchisor websites: Moving towards network behaviour. Journal of Theoretical and Applied Electronic Research, 1(1), 56-64.
Scopus112006 Rao Hill, S., & Quester, P. (2006). Ethical marketing in the internet era: a research agenda. International Journal of Internet Marketing and Advertising, 3(1), 19-34.
Scopus42005 Rao Hill, S., & Frazer, L. (2005). The use of internet-based technologies in Australian franchise systems: A preliminary study. Journal of Internet Business, 2, WWW 1-WWW 19. 2004 Rao Hill, S. (2004). Building inter-firm relationships online: perspectives from the Australian internet banking industry. International Journal of Internet Marketing and Advertising, 1(4), 371-387.
Scopus42004 O'Leary, C., Rao Hill, S., & Perry, C. (2004). Improving customer relationship management through database/Internet marketing. European Journal of Marketing, 38(3-4), 338-354.
Scopus552003 Rao Hill, S., Perry, C., & Frazer, L. (2003). The impact of internet use on inter-firm relationships in Australian service industries. Australasian Marketing Journal, 11(2), 10-21.
Scopus192003 Rao Hill, S., & Perry, C. (2003). Convergent interviewing to build a theory in under-researched areas: principles and an example investigation of Internet usage in inter-firm relationships. Qualitative Market Research, 6(4), 236-247.
Scopus1232002 Rao, S., & Perry, C. (2002). Thinking about relationship marketing: Where are we now. Journal of Business and Industrial Marketing, 17(7), 598-614.
Scopus901991 HILL, S. R., MOORE, N. H., & PRUITT, S. W. (1991). COLD FUSION HOT METAL - AN ANALYSIS OF THE METALS FUTURES MARKET REACTIONS TO THE COLD FUSION ANNOUNCEMENT. JOURNAL OF FUTURES MARKETS, 11(3), 385-397.
WoS61991 KLEIN, B. K., HILL, S. R., DEVINE, C. S., ROWOLD, E., SMITH, C. E., GALOSY, S., & OLINS, P. O. (1991). SECRETION OF ACTIVE BOVINE SOMATOTROPIN IN ESCHERICHIA-COLI. BIO-TECHNOLOGY, 9(9), 869-872.
WoS15 Europe PMC101981 LATHAM, A., ALLISON, J., BOOTH, I., DICKINSON, B., HILL, S. R., IBBOTSON, M., . . . RAWLINSON, W. R. (1981). ELECTROPRODUCTION OF PI-O MESONS IN THE RESONANCE REGION AT Q2 = 1.0 (GEV-C)2. NUCLEAR PHYSICS B, 189(1), 1-14.
WoS91979 LATHAM, A., ALLISON, J., BOOTH, I., DICKINSON, B., HILL, S. R., IBBOTSON, M., . . . RAWLINSON, W. R. (1979). COINCIDENCE ELECTROPRODUCTION OF SINGLE NEUTRAL PIONS IN THE RESONANCE REGION AT Q2=0.5 (GEV-C)2. NUCLEAR PHYSICS B, 156(1), 58-92.
WoS111978 MORRIS, J. V., DARVILL, D. C., DAVENPORT, M., FOSTER, F., HUGHES, G., WRIGHT, J., . . . VAPENIKOVA, O. (1978). FORWARD ELECTROPRODUCTION OF SINGLE CHARGED PIONS IN RESONANCE REGION USING A DEUTERIUM TARGET. PHYSICS LETTERS B, 73(4-5), 495-499.
WoS91966 HILL, P. W., & HILL, S. R. (1966). FAINT BLUE STARS IN FAR SOUTHERN HEMISPHERE. MONTHLY NOTICES OF THE ROYAL ASTRONOMICAL SOCIETY, 133(2), 205-&.
WoS181960 HILL, S. R., BARKER, S. B., MCNEIL, J. H., TINGLEY, J. O., & HIBBETT, L. L. (1960). METABOLIC EFFECTS OF THE ACETIC AND PROPIONIC ACID ANALOGS OF THYROXINE AND TRIIODOTHYRONINE. JOURNAL OF CLINICAL INVESTIGATION, 39(3), 523-533.
WoS45 Europe PMC23 -
Book Chapters
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Conference Papers
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Conference Items
Year Citation 2019 Fens, M., Wilkie, D., & Rao Hill, S. (2019). Self-congruity: Self-concept as a multidimensional construct. Poster session presented at the meeting of Proceedings of the Annual ANZMAC Conference. Wellington. 2017 Conduit, J., Sharma, S., & Rao Hill, S. (2017). Well-Being Outcomes from Co-Creation Roles in Healthcare. Poster session presented at the meeting of Frontiers in Service. 2016 Sharma, S., Conduit, J., Karpen, I., Rao Hill, S., & Farrelly, F. (2016). Co-creation in a Service Innovation Context. Poster session presented at the meeting of LOOKING FORWARD, LOOKING BACK: DRAWING ON THE PAST TO SHAPE THE FUTURE OF MARKETING. Melbourne, Australia: SPRINGER INT PUBLISHING AG.
Scopus2 WoS12015 Nguyen, L., Lu, V., Conduit, J., & Rao Hill, S. (2015). The Process of Customer Collective Empowerment in Online Community: A Netnographic Study. Poster session presented at the meeting of European Marketing Academy Conference. Leuven, Belgium. 2013 Nguyen, L., Conduit, J., Rao HIll, S., & Lu, V. (2013). Consumer Engagement in Virtual Communities: Implications For Service Pricing. Poster session presented at the meeting of Frontier in Service Conference. Taiwan, Taipei. 2012 Akman, H., Rao Hill, S., & Conduit, J. (2012). What will it take for you to fix it yourself? The mediating effect of customer readiness on customer self-recovery. Poster session presented at the meeting of Australia and New Zealand Marketing Academy Conference proceedings. Adelaide, Australia.
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Current Higher Degree by Research Supervision (University of Adelaide)
Date Role Research Topic Program Degree Type Student Load Student Name 2025 Principal Supervisor Qualitative Exploration of Consumers Doctor of Philosophy Doctorate Full Time Mr Mengyang Gao 2024 Principal 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 Principal Supervisor Normalising sustainable food purchasing and consumption: Are consumer sustainable behaviours habitual or occasional? Doctor of Philosophy Doctorate Full Time Miss Chamali Amarakoon Mudiyanselage 2022 Principal Supervisor Cancel Culture: The Dark Side of Social Media Marketing Doctor of Philosophy Doctorate Full Time Ms Georgia Wastell 2022 Co-Supervisor Using Non-fungible Token (NFT) for branding: a gamification perspective Doctor of Philosophy Doctorate Full Time Miss Wenjie Li -
Past Higher Degree by Research Supervision (University of Adelaide)
Date Role Research Topic Program Degree Type Student Load Student Name 2018 - 2020 Co-Supervisor Open Banking: Does it Open up a New way of Banking?
A Case of Financial Technology Adoption from a Consumer's PerspectiveMaster of Philosophy Master Full Time Ms Rebecca Chan 2018 - 2021 Principal Supervisor Investigating the Service Quality of Artificial Intelligence Service Agents Doctor of Philosophy Doctorate Full Time Mr Nurhafihz Bin Noor 2018 - 2020 Principal Supervisor Determinants of Customer Intentions to use Self-Service Technology-Based Options for Recoveries Doctor of Philosophy Doctorate Full Time Ms Thuc Nghi Le 2018 - 2022 Principal Supervisor Promoting sustainable consumption: the role of social norms, in-group framing and identification Doctor of Philosophy Doctorate Full Time Miss Olga Sergeevna Tarabashkina 2017 - 2023 Principal Supervisor Gender and Sexuality in Frontline Service Work: Understanding Service Actors’ Approaches and Responses to Workplace Diversity Doctor of Philosophy Doctorate Part Time Mr David John Matthews 2013 - 2017 Principal Supervisor Consumer Reactions to Deal Popularity Information: Cue Congruency, Perceived Authenticity, Service Types, and Cultural Difference Doctor of Philosophy Doctorate Full Time Miss Chia-Yin Kao 2012 - 2016 Co-Supervisor Investigating the Role of Online Community Engagement and Consumer Online Collective Empowerment for Consumer Price Fairness Perception Doctor of Philosophy Doctorate Full Time Mr Long Thang Van Nguyen 2012 - 2019 Principal Supervisor Conflict in the Consumer Identity: The Coexistence and Consequences of Environmental Identity and Material Identity Doctor of Philosophy Doctorate Part Time William Shannon Lake 2011 - 2016 Co-Supervisor Organisational conditions for co-creation: a health care context Doctor of Philosophy Doctorate Part Time Ms Shikha Sharma 2010 - 2014 Principal Supervisor Antecedents of service climate: Local vs. foreign service firms in an emerging market context Doctor of Philosophy Doctorate Full Time Mr Hung Hoang 2003 - 2010 Co-Supervisor Product Placement in Reality Television: An Investigation of Audience Identification and Program Credibility Doctor of Philosophy Doctorate Part Time Ms Claire Sherman
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