Sally Rao Hill

Research Interests

Commerce, Management, Tourism and Services Consumption and Everyday Life

APrf Sally Rao Hill

Associate Professor

School of Marketing

College of Business and Law

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.

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.
DOI
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, 104313-1-104313-15.
DOI Scopus1
2025 Dolan, R., Wilkie, D. C. H., Harrigan, P., Rao Hill, S., & Wastell, G. (2025). Please Forgive Me: A Pathway to Mitigating Negative Brand Engagement After an Influencer Scandal. Australasian Marketing Journal, 16 pages.
DOI
2025 Li, W., Corral de Zubielqui, G., & Rao Hill, S. (2025). Gamification Impact on Brand Strategies: A Systematic Review. Journal of Computer Information Systems, 1-19.
DOI WoS1
2024 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.
DOI Scopus34
2024 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.
DOI
2024 Rao Hill, S., & Troshani, I. (2024). Chatbot Anthropomorphism, Social Presence, Uncanniness and Brand Attitude Effects. Journal of Computer Information Systems, 17 pages.
DOI Scopus8 WoS5
2024 Fens, M., Wilkie, D. C. H., & Hill, S. R. (2024). Beyond brand personality. A multidimensional perspective of self-congruence (vol 38, pg 1529, 2022). JOURNAL OF MARKETING MANAGEMENT, 40(17-18), 1813.
DOI
2022 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.
DOI Scopus11 WoS8
2022 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.
DOI Scopus8 WoS6
2022 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.
DOI Scopus35 WoS32
2022 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.
DOI Scopus24 WoS25
2022 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.
DOI Scopus162 WoS110
2022 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.
DOI Scopus66 WoS58
2022 Noor, N., Rao Hill, S., & Troshani, I. (2022). Recasting Service Quality for AI-Based Service. Australasian Marketing Journal, 30(4), 297-312.
DOI Scopus30 WoS24
2021 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.
DOI Scopus53 WoS47
2021 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.
DOI Scopus12 WoS12
2020 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.
DOI Scopus18 WoS15
2020 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.
DOI Scopus41 WoS36
2020 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.
DOI Scopus153 WoS140
2020 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.
DOI Scopus7 WoS6
2020 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.
DOI Scopus27 WoS27
2020 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.
DOI Scopus92 WoS77
2019 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.
DOI Scopus28 WoS27
2018 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.
DOI Scopus26 WoS20
2017 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.
DOI Scopus15 WoS12
2017 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.
DOI Scopus18 WoS15
2017 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.
DOI Scopus116 WoS111
2016 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.
DOI Scopus25 WoS21
2014 Hill, S., Troshani, I., & Burgan, B. (2014). Broadband adoption in regional and urban households. Journal of Computer Information Systems, 54(3), 57-66.
DOI Scopus12 WoS10
2014 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.
DOI Scopus77 WoS65
2014 Tombs, A., & Hill, S. (2014). The effect of service employees’ accent on customer reactions. European Journal of Marketing, 48(11-12), 2051-2070.
DOI Scopus33 WoS28
2013 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.
DOI Scopus99 WoS89
2012 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.
DOI Scopus34 WoS31
2012 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.
DOI
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.
DOI Scopus41 WoS34
2011 Rao Hill, S., Burgan, B., & Troshani, I. (2011). Understanding broadband adoption in rural Australia. Industrial Management & Data Systems, 111(7), 1087-1104.
DOI Scopus20 WoS18
2011 Troshani, I., & Rao Hill, S. (2011). Regulating mobile services: An institution-based view. International Journal of E-Business Research, 7(1), 52-70.
DOI Scopus3 WoS1
2011 Troshani, I., Jerram, C., & Rao Hill, S. (2011). Exploring the public sector adoption of HRIS. Industrial Management & Data Systems, 111(3-4), 470-488.
DOI Scopus123 WoS78
2011 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.
DOI Scopus15 WoS4
2011 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.
DOI Scopus15 WoS10
2010 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.
DOI Scopus20 WoS13
2010 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.
DOI Scopus44 WoS36
2009 Troshani, I., & Rao Hill, S. (2009). Linking stakeholder salience with mobile services diffusion. International Journal of Mobile Communications, 7(3), 269-289.
DOI Scopus17 WoS12
2009 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.
DOI WoS13 Europe PMC9
2008 Lu, V., & Rao Hill, S. (2008). Building a theoretical framework for e-service export performance. International Journal of Business Environment, 2(2), 133-152.
DOI
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.
DOI Scopus11 WoS11
2007 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.
DOI Scopus55 WoS40
2007 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.
DOI Scopus164
2007 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.
DOI Scopus11
2006 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.
DOI Scopus6
2005 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.
DOI Scopus4
2004 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.
DOI Scopus55
2003 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.
DOI Scopus20
2003 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.
DOI Scopus128
2002 Rao, S., & Perry, C. (2002). Thinking about relationship marketing: Where are we now. Journal of Business and Industrial Marketing, 17(7), 598-614.
DOI Scopus93
1991 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.
DOI WoS6
1991 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.
DOI WoS15 Europe PMC9
1981 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.
DOI WoS10
1979 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.
DOI WoS13
1978 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.
DOI WoS9
1966 HILL, P. W., & HILL, S. R. (1966). FAINT BLUE STARS IN FAR SOUTHERN HEMISPHERE. MONTHLY NOTICES OF THE ROYAL ASTRONOMICAL SOCIETY, 133(2), 205-&.
DOI WoS18
1960 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.
DOI WoS46 Europe PMC23

Year Citation
2014 Rao Hill, S., Troshani, I., Goldberg, S., & Wickramasinghe, N. (2014). Improving healthcare service quality and patients' life quality through mobile technologies: The case of diabetes self-management. In N. Wickramasinghe, L. Al-Hakim, C. Gonzalez, & J. Tan (Eds.), Lean Thinking for Healthcare (1 ed., pp. 345-359). New York, NY: Springer.
DOI Scopus2
2013 Hill, S. R., Troshani, I., & Freeman, S. (2013). An eclectic perspective on the internationalization of Australian mobile services SMEs. In Small and Medium Enterprises Concepts Methodologies Tools and Applications (Vol. 2, pp. 862-880). IGI Global.
DOI
2013 Rao Hill, S., Troshani, I., & Freeman, S. (2013). An eclectic perspective on the internationalization of Australian mobile services SMEs. In I. Lee (Ed.), Mobile Services Industries, Technologies, and Applications in the Global Economy (1 ed., pp. 55-73). United States: IGI Global.
DOI
2013 Wickramasinghe, N., Troshani, I., Hill, S. R., Hague, W., & Goldberg, S. (2013). A transaction cost assessment of a pervasive technology solution for gestational diabetes. In Healthcare Information Technology Innovation and Sustainability Frontiers and Adoption (pp. 109-126). IGI Global.
DOI Scopus5
2012 Troshani, I., & Hill, S. R. (2012). Regulating Mobile Services: An Institution-Based View. In Mobile Applications and Knowledge Advancements in E Business (pp. 56-75).
DOI
2009 Troshani, I., & Rao Hill, S. (2009). Shaping Regulation in the Australian Mobile Industry. In In Lee (Ed.), Handbook of Research on Telecommunications Planning and Management for Business Volume I (pp. 88-107). USA: IGI Global.
DOI Scopus3
2009 Troshani, I., & Rao Hill, S. (2009). Towards Theory Development for Emergent E-Business Innovations: Using Convergent Interviewing to Explore the Adoption of XBRL in Australia. In In Lee (Ed.), Emergent Strategies for E-Business Processes, Services, and Implications: Advancing Corporate Frameworks (pp. 205-222). United States: IGI Global.
DOI
2008 Troshani, I., & Rao Hill, S. (2008). A proposed framework for mobile services adoption: A review of existing theories, extensions, and future research directions. In G. Karmakar, & L. Dooley (Eds.), Mobile Multimedia Communications: Concepts, Applications, and Challenges (pp. 85-108). USA: IGI Global.
DOI Scopus10
2008 Troshani, I., & Hill, S. R. (2008). A Proposed Framework for Mobile Services Adoption: A Review of Existing Theories, Extensions, and Future Research Directions. In Mobile Computing Concepts Methodologies Tools and Applications Volumes 1 6 (Vol. 1, pp. 84-107). IGI Global.
DOI
2008 Troshani, I., & Hill, S. R. (2008). A proposed framework for mobile services adoption: A review of existing theories, extensions, and future research directions. In Multimedia Technologies Concepts Methodologies Tools and Applications (Vol. 1, pp. 193-215). IGI Global.
DOI Scopus3
2007 Perry, C., & Rao Hill, S. (2007). Action research for enterprise research. In D. Hine, & D. Carson (Eds.), Innovative Methodologies in Enterprise Research (pp. 124-136). UK: Edward Elgar Publishing Limited.
Scopus1
2007 Rao Hill, S., & Perry, C. (2007). Convergent interviewing: a starting methodology for an enterprise research program. In D. Hine, & D. Carson (Eds.), Innovative Methodologies in Enterprise Research (pp. 86-100). UK: Edward Elgar Publishing Limited.
Scopus23
2005 Rao Hill, S., & O'Leary, C. (2005). Integrating internet/database marketing for CRM. In R. Davies, K. Roth, A. Appicello, J. Neidig, & A. Schmidt (Eds.), Advances in E-Marketing (pp. 157-174). Hershey PA 17033: IGI Global.
DOI
2004 Rao Hill, S., & Perry, C. (2004). The impact of internet use on interfirm relationships in Australian service industries. In R. Buber, J. Gadner, & L. Richards (Eds.), Applying qualitative methods to marketing management research (pp. 87-104). Houndmills, Basingstoke, Hampshire RG21 6XS, UK: Palgrave MacMillan.
DOI
- Troshani, I., & Hill, S. R. (n.d.). Regulating Mobile Services. In Mobile Applications and Knowledge Advancements in E-Business (pp. 56-75). IGI Global.
DOI

Year Citation
2025 Li, W., Corral de Zubielqui, G., & Rao Hill, S. (2025). The Impact of branded NFTs on brand attitude: A TAM and perceived risk application. In https://46387974.fs1.hubspotusercontent-na1.net/hubfs/46387974/2025_Summer_AMA_Proceedings_August_19_2025.pdf. Chicago.
2024 Li, W., Corral de Zubielqui, G., & Rao Hill, S. (2024). An Exploratory Study of Brand NFT. In Theory + Practice in Marketing Conference (2024). University of Texas at Austin.
2023 Li, W., Corral de Zubielqui, G., & Rao Hill, S. (2023). Typology of Brand NFTs in the Metaverse. In ANZMAC proceeding. The University of Otago - Dunedin - New Zealand.
2022 Li, W., & Rao Hill, S. (2022). Determinants Of User Participation In Short Video Platform Of Tiktok. In ANZMAC Proceeding. University of Western Australia, Perth.
2020 Tombs, A., & Hill, S. R. (2020). When Does the Service Provider’s Accent Matter? An Abstract. In Enlightened Marketing in Challenging Times. AMSWMC 2019. Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 593-594). Switzerland: Springer.
DOI
2020 Matthews, D., & Rao Hill, S. (2020). Examining the Effects of FLE Gender-job Congruency in Service Failure. In ANZMAC 2019.
2019 Fens, M., Wilkie, D., & Rao Hill, S. (2019). Self-congruity: Self-concept as a multidimensional construct. In Proceedings of the Annual ANZMAC Conference. Wellington.
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.
2010 Rao Hill, S. (2010). The role of perceived value and perceived risk in the assessment of technology-based self-service quality. In Proceedings of ServSig (pp. 1). online: AMA.
2010 Goldberg, S., Troshani, I., Rao Hill, S., Hague, W., & Wickramasinghe, N. (2010). A pervasive technology solution for diabetes using gestational diabetes as a model. In Proceedings of AMCIS 2010 Vol. 3 (pp. 1-21). online: AMCIS.
Scopus1
2010 Rao Hill, S., & Clarke, M. (2010). Linking employee wellbeing and stakeholder quality of life: The case of aged care. In Proceedings of 24th Annual ANZAM Conference 2010 (pp. 1-14). CD: ANZAM.
2010 Rao Hill, S., & Tombs, A. (2010). The effect of accent of service employee on customer service evaluation: The role of customer emotions. In Proceedings of ANZMAC 2010 (pp. 1-8). www: ANZMAC.
2010 Smith, S., & Rao Hill, S. (2010). Cultural values of Chinese tertiary students and the implications for first-year engagement. In Proceedings of ERGA Conference 2010 (pp. 1-14). Adelaide: University of Adelaide.
2010 Hoang, T., Rao Hill, S., & Lu, V. (2010). The influence of service culture on customer service quality: Local vs. Foreign service firms in emerging markets. In Proceedings of ANZMAC 2010 (pp. 1-11). www: ANZMAC.
2010 Stokes, M., Goodman, S., & Rao Hill, S. (2010). Front of package nutritional icons and their influence on adolescent consumers' attitude towards and purchase intentions of packaged food. In Proceedings of ANZMAC Annual conference 2010 (pp. 1-6). www: ANZMAC.
2009 Chen, J., & Rao Hill, S. (2009). Task factors and compromise effect in consumer choice. In Proceedings of the 2009 ANZMAC Annual Conference (pp. 1-8). Australia: Monash university.
2009 Ng, S., & Rao Hill, S. (2009). The impact of negative word-of-mouth in Web 2.0 on brand equity. In Proceedings of the 2009 ANZMAC Annual Conference (pp. 1-9). Australia: Monash University.
2009 Rao Hill, S., & Troshani, I. (2009). Adoption of Personalisation Mobile Services: Evidence from Young Australians. In Proceedings of the 22nd Bled eConference (pp. 117-132). CD: University of Maribor.
Scopus3 WoS2
2009 Rao Hill, S., Troshani, I., & Davidson, R. (2009). Developing an e-collaboration framework for knowledge sharing in the Australian wine-making industry: Research in progress. In Proceedings of ACIS2009 (pp. 882-893). CD: Monash University.
2009 Smith, S., & Rao Hill, S. (2009). Understanding cultural values of Gen Y Chinese consumers. In Proceedings of the 2009 ANZMAC Annual Conference (pp. 1-6). Australia: Monash University.
2008 Troshani, I., & Hill, S. R. (2008). Regulating the mobile telecommunications industry: The case of Australia. In K. S. Soliman (Ed.), Innovation and Knowledge Management in Business Globalization Theory and Practice Proceedings of the 10th International Business Information Management Association Conference Vol. 1-2 (pp. 786-795). Kuala Lumpur, MALAYSIA: INT BUSINESS INFORMATION MANAGEMENT ASSOC-IBIMA.
WoS1
2007 Troshani, I., & Rao Hill, S. (2007). Understanding the diffusion of mobile services using stakeholder theory. In Piet Kommers (Ed.), Proceedings of the IADIS International Conference, e-Society 2007 (pp. 185-195). CDROM: IADIS Press.
2007 Rao Hill, S. (2007). Examining factors drives the diffusion of broadband in a regional area: A conceptual framework. In P. Standing, & S. Standing (Eds.), Proceedings of the Conference on Information Management & Internet Research (pp. 102-111). CDROM: CIMIR.
2007 Turner, K., & Rao Hill, S. (2007). The role of involvement in the congruence-attitude relationship. In Ken Deans (Ed.), Proceedings of ANZMAC 2007 (pp. 491-500). CDROM: Australia & NZ Marketing Academy.
2007 Plewa, C., & Rao Hill, S. (2007). Exploring organisational culture difference and relationship performance: Perspectives from service industries. In Ken Deans (Ed.), Proceedings of ANZMAC 2007 (pp. 1956-1964). CDROM: Australia & NZ Marketing Academy.
2007 Rao Hill, S., & Lu, V. (2007). E-service export performance: A preliminary conceptual framework. In D. Thyne, & D. Deans (Eds.), Proceedings of ANZMAC 2007 (pp. 2997-3006). CDROM: ANZMA.
2006 Troshani, I., & Rao Hill, S. (2006). Realizing value through E-business: Views from the Australian Financial Services Industry. In K. Soliman (Ed.), Proceedings of the 6th International Business Information Management Association Conference (pp. CDROM291-CDROM300). CDROM: IBIMA.
2006 Rao Hill, S., & Troshani, I. (2006). Country and channel selection for distributing Australian mobile content in emerging and developed overseas markets: An exploratory study. In D. Ho (Ed.), Proceedings of ABBSA 2006 (pp. CDROM1-CDROM18). CDROM: University of Adelaide.
2006 Gururajan, R., Moloney, C., Troshani, I., Rao Hill, S., & Gururajan, V. (2006). Enabling factors for wireless handheld technology: perspectives from Queensland healthcare. In C. Ho (Ed.), Proceedings of the 2nd International Conference for the ABBSA (pp. CDROM1-CDROM15). CDROM: University of Adelaide.
2006 Rao Hill, S. (2006). Drivers and barriers of mobile marketing: Perceptions from Australian marketing managers. In Y. Ali, & M. Dessel (Eds.), Proceedings of ANZMAC 2006 (pp. CDROM1-CDROM8). CDROM: QUT.
2006 Plewa, C., & Rao Hill, S. (2006). The impact of organisational culture on relationship performance: A conceptual framework and research agenda. In C. Ho (Ed.), Proceedings of the 2nd International Conference for the ABBSA (pp. CDROM1-CDROM19). CDROM: University of Adelaide.
2006 Troshani, I., & Rao Hill, S. (2006). A conceptual framework and propositions for the acceptance of mobile services. In Proceedings of the Second International Conference on Information Management and Business (IMB2006). Sydney, Australia: University of Western Sydney.
2005 Rao Hill, S. (2005). An investigation of commercialisation of acquired innovation in Chinese manufacturing firms. In S. Purchase (Ed.), Proceedings of the ANZMAC 2005 Conference 'Broadening the Boundaries' (pp. 98-104). CD ROM: The University of Western Australia.
2005 Rao Hill, S., & Troshani, I. (2005). Do e-business investments create competitive advantage: Perspectives from the Australian banking and financial services industry. In W. Cheung, & T. Du (Eds.), Proceedings of the Fifth International Conference on Electronic Business (pp. 274-278). Hong Kong: The Chinese University of Hong Kong.
2005 Troshani, I., & Rao Hill, S. (2005). Assessing E-learning effectiveness: Developing strategies for pedagogy, resources and delivery. In W. Cheung, & T. Du (Eds.), Proceedings of the Fifth International Conference on Electronic Business (pp. 346-354). Hong Kong: The Chinese University of Hong Kong.
2005 Troshani, I., & Rao Hill, S. (2005). Effective internet marketing: An integrated approach used by educational institutions. In W. Cheung, & T. Du (Eds.), Proceedings of the Fifth International Conference on Electronic Business (pp. 419-424). Hong Kong: The Chinese University of Hong Kong.
2005 Troshani, I., & Rao Hill, S. (2005). IT-generated competitive advantage: A conceptual framework to assess strategic IT investments. In A. Athiyaman, & E. Shehadie (Eds.), Proceedings of the Australasian Business and Behavioural Sciences Association Conference (pp. 242-257). CD ROM: ABBSA.
2004 Medlin, C., & Rao Hill, S. (2004). Firm and relationship performance: Unlocking the management models of business relationships. In J. Wiley (Ed.), ANZMAC 2004 Conference Proceedings (pp. CD-ROM 1-CD-ROM 8). CD-ROM: ANZMAC.
2004 Rao Hill, S. (2004). The impact of internet-based technologies on franchisor-franchisee relationships: Building a conceptual framework. In G. Ogunmokun, R. Gabbay, & J. McPhail (Eds.), Conference Proceedings: 2004 Inaugural Academy of World Business, Marketing and Management Development Conference (pp. CD-ROM 926-CD-ROM 931). CD-ROM: 2004 Academy of World Business, Marketing, and Management Development.
2004 Rao Hill, S., & Frazer, L. (2004). Adopting the internet in franchise systems: Australian franchisors' perceptions. In J. Wiley (Ed.), ANZMAC 2004 Conference Proceedings (pp. CD-ROM 1-CD-ROM 7). CD-ROM: ANZMAC.
2004 Rao Hill, S. (2004). A Preliminary investigation in external technology acquisition strategy in Hong Kong manufacturing firms. In J. Wiley (Ed.), ANZMAC 2004 Conference Proceedings (pp. CD-ROM 1-CD-ROM 8). CD-ROM: ANZMAC.
2003 Rao Hill, S., & Quester, P. (2003). L'internet et les liens relationnels entre entreprises: perspective derivee du secteur du service Australien. In J. Lemoine, & F. Rowe (Eds.), Proceedings of 2eme journee nantaise do recherche sur le e-marketing (pp. 83-104). France: IAE Nantes.
2003 Spencer-Matthews, S., & Rao Hill, S. (2003). Managing customer contact service through database marketing: developing a theoretical framework. In Rachel Kennedy (Ed.), ANZMAC 2003 Conference Proceedings (pp. CDROM 1207-CDROM 1216). CDROM: ANZMAC.
2003 Medlin, C., & Rao Hill, S. (2003). Variations in service relationships: a preliminary investigation. In Rachel Kennedy (Ed.), ANZMAC 2003 Conference Proceedings (pp. CDROM 1000-CDROM 1009). CDROM: ANZMAC.
2003 Rao Hill, S., & Parnma, T. (2003). Building customer relationships over the internet: investigation in hotel industry in Thailand. In Rachel Kennedy (Ed.), ANZMAC 2003 Conference Proceedings (pp. CDROM 1798-CDROM 1805). CDROM: ANZMAC.

Year Citation
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 WoS1
2015 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.

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
2025 Co-Supervisor How Female Leadership Enhances Brand Transparency and Builds Consumer Trust: A Mixed-Methods Investigation Doctor of Philosophy Doctorate Full Time Miss Tessa Ji
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

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 Perspective		 Master 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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