Photo of Graeme McLean

Graeme McLean


  • United Kingdom

Accepting PhD Students

PhD projects

I am interested in students exploring the role of technology such as the mobile device, augmented reality, social media in consumer decision making and delivering services.


Research output per year

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Personal profile

Personal Statement

My research and teaching interests lie within services marketing, customer experience and digital technologies. In particular, I actively explore the role of new technology and its implications for marketing (digital marketing) and in particular how technology influences services.

I have presented my research at a number of international academic conferences in countries including: China, USA, Italy, Spain, Denmark and Portugal. 

I am the Director of our MSc in Digital Marketing Management (DMM). The DMM has been designed to combine the latest academic research with industry perspectives. At the postgraduate level, I deliver classes on Digital Marketing Strategy, e-Marketing in Practice and Customer Management II - e-marketing perspective. I am also the author of the online textbook 'Digital Marketing Fundamentals', courseware produced by Digi Marketing Edu.

At the undergraduate level I am the coordinator of the core 3rd year Marketing Communications in a Digital Age module. This class provides students with both a practical and theoretical perspective on digital marketing.

Before joining the department of marketing, I studied at both undergraduate and postgraduate level at The University of Strathclyde where I obtained my PhD. I have worked in numerous marketing and consultancy roles and was previously a Lecturer in Marketing at The University of the West of Scotland. 



Expertise & Capabilities

Digital Marketing, Customer Service, Customer Experience

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Research Output

Customer coproduction in healthcare service delivery: examining the influencing effects of the social context

Osei-Frimpong, K., McLean, G., Wilson, A. & Lemke, F., 5 Aug 2020, In : Journal of Business Research. 120, p. 82-93 12 p.

Research output: Contribution to journalArticle

  • Examining consumer attitudes towards retailers' m-commerce mobile applications – An initial adoption vs. continuous use perspective

    McLean, G., Osei-Frimpong, K., Al-Nabhani, K. & Marriott, H., 1 Jan 2020, In : Journal of Business Research. 106, p. 139-157 19 p.

    Research output: Contribution to journalArticle

  • 7 Citations (Scopus)



    2019 Best Conference Paper - Managerial Contributions

    McLean, Graeme (Recipient), 1 Jun 2019

    Prize: Prize (including medals and awards)

  • Activities

    Academy of Marketing Science

    Graeme McLean (Organiser)

    20 May 202022 May 2020

    Activity: Participating in or organising an event typesOrganiser of special symposia

    External Examiner - Salford University

    Graeme McLean (Examiner)

    1 Jan 20201 Jan 2024

    Activity: Examination typesExamination