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Graeme McLean


  • United Kingdom

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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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Network Recent external collaboration on country level. Dive into details by clicking on the dots.

Projects 2015 2021

Research Output 2015 2020

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

Mobile commerce
Consumer attitudes
Mobile applications

Chat to an advisor now… Examining the variables influencing the use of online live chat

McLean, G. & Osei-Frimpong, K., 10 May 2019, (Accepted/In press) In : Technological Forecasting and Social Change.

Research output: Contribution to journalArticle

Online conferencing



2019 Best Conference Paper - Managerial Contributions

Graeme McLean (Recipient), 1 Jun 2019

Prize: Prize (including medals and awards)

Virtual reality

Activities 2016 2020

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

Graeme McLean (Examiner)
1 Jan 20201 Jan 2024

Activity: Examination typesExamination