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.

Career
Publications
Supervision
Contact

Research Interests

Commerce, Management, Tourism and Services Consumption and Everyday Life

Journals

Year	Citation
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. DOI
2023	Rao Hill, S., & Corral de Zubielqui, G. (2023). Managing Privacy in B2B Marketing: A Systematic Literature Review. Journal of Computer Information Systems, 63(3), 574-591. DOI Scopus6 WoS2
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 Scopus4 WoS2
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 Scopus13 WoS1
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 Scopus12 WoS7
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 Scopus77 WoS19
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 Scopus25 WoS4
2022	Noor, N., Rao Hill, S., & Troshani, I. (2022). Recasting Service Quality for AI-Based Service. Australasian Marketing Journal, 30(4), 297-312. DOI Scopus7 WoS3
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 Scopus29 WoS14
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 Scopus11 WoS5
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 Scopus10 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 Scopus23 WoS11
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 Scopus24 WoS19
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 Scopus68 WoS35
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 Scopus4 WoS4
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 Scopus65 WoS42
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 Scopus24 WoS20
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 Scopus21 WoS12
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 Scopus14 WoS11
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 Scopus15 WoS10
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 Scopus95 WoS72
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 Scopus23 WoS19
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 WoS9
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 Scopus73 WoS58
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 Scopus28 WoS20
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 Scopus88 WoS75
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 Scopus31 WoS25
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 Scopus39 WoS28
2011	Rao Hill, S., Burgan, B., & Troshani, I. (2011). Understanding broadband adoption in rural Australia. Industrial Management & Data Systems, 111(7), 1087-1104. DOI Scopus17 WoS15
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 Scopus99 WoS60
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 Scopus12 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 Scopus13 WoS9
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 Scopus17 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 Scopus41 WoS37
2009	Troshani, I., & Rao Hill, S. (2009). Linking stakeholder salience with mobile services diffusion. International Journal of Mobile Communications, 7(3), 269-289. DOI Scopus13 WoS11
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 WoS12 Europe PMC7
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 Scopus51 WoS35
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. Scopus151
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 Scopus4
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 Scopus53
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 Scopus19
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 Scopus114
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 Scopus89
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 PMC10
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 WoS9
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 WoS11
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 WoS45 Europe PMC19

Book Chapters

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
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.
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 Scopus6
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

Conference Papers

Year	Citation
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.
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.

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 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.

Current Higher Degree by Research Supervision (University of Adelaide)

Date	Role	Research Topic	Program	Degree Type	Student Load	Student Name
2022	Co-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 - 2021	Principal Supervisor	Investigating the Service Quality of Artificial Intelligence Service Agents	Doctor of Philosophy	Doctorate	Full Time	Mr Nurhafihz Bin Noor
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 - 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

Position: Associate Professor/Reader
Phone: 83134237
Email: sally.raohill@adelaide.edu.au
Campus: North Terrace
Building: Nexus 10, floor 10
Org Unit: Marketing