Dr Emma Slade is a Lecturer in Digital Marketing and Deputy Director of Postgraduate Research in the School of Management. She has a PhD in Business Management, for which she explored consumer adoption of mobile payments. She also has a Master’s degree in Management with distinction and a first-class Bachelor’s degree in Criminology and Social Policy.  

Emma became involved in teaching from 2011 leading seminars and tutorials as a Graduate Teaching Assistant while undertaking her PhD.  Her current teaching interests lie across digital marketing and digital business and she is hoping to expand the modules offered within these areas.

Emma is an active researcher working on a variety of topics across marketing and information systems including engagement with political parties on social media, students’ cyber-slacking behaviour, and diffusion of green IT/IS. She has published articles in a number of highly regarded journals such as Psychology & Marketing, Information Systems Frontiers, Computers in Human Behaviour, and Public Management Review. A full list of her publications can be found on Google Scholar. Emma is currently supervising five PhD students in the areas of social media, electronic word-of-mouth, and pro-environmental behaviour.

In 2016 Emma was selected for participation in the inaugural Digital Economy Crucible funded by EPSRC through the Challenging Human Environments and Research Impact for a Sustainable and Healthy Digital Economy (CHERISH-DE) multidisciplinary research centre. In the same year she also secured funding from British Council UAE to attend Employee Engagement for Quality Energy Efficient Workplaces and facilitate a panel session with Professor Yogesh Dwivedi about employee engagement with Green IT/S. Emma was also Programme Co-Chair of the 15th IFIP I3E Conference on “Social Media: The Good, the Bad, and the Ugly”.


  1. & Driving innovation through big open linked data (BOLD): Exploring antecedents using interpretive structural modelling. Information Systems Frontiers
  2. & (2016). Cyber-Slacking: Exploring Students’ Usage of Internet-Enabled Devices for Non-Class Related Activities. Presented at 22nd Americas Conference on Information Systems, San Diego:
  3. & (0). Exploring Theoretical Concepts for Explaining Sharing in the Social Media Environment. Presented at 15th IFIP Conference on e-business, e-services, and e-society, Swansea: doi:10.1007/978-3-319-45234-0_29
  4. & (2016). Persuasiveness of eWOM Communications: Literature Review and Suggestions for Future Research. Presented at 15th IFIP Conference on e-business, e-services, and e-society, Swansea:
  5. & Trustworthiness of digital government services: deriving a comprehensive theory through interpretive structural modelling. Public Management Review, 1-25.

See more...


  • MN-2008 Digital Marketing

    This module explores how rapidly evolving and ubiquitous technologies are enabling organisations to deal with traditional issues surrounding customer attraction, acquisition and retention using contemporary digital strategies. Students will undoubtedly be familiar with many of the technologies that are used by organisations for advertising their goods/services be it via email, search engines or social media. This module aims to build on studentsÂż existing awareness by highlighting, amongst other things, how the decision to engage in digital marketing is made, how this is aligned with the broader organisational and marketing strategies, as well as the Key Performance Indicators (KPI) that are used to determine the success, or otherwise, of digital marketing. The module also aims to encourage students to be able to evaluate the various digital marketing channels available to organisations, as well as to formulate a digital marketing strategy.

  • MN-3522 Environmental Management for Business

    Green issues are becoming increasingly important for business. The course aims to study the drivers and opportunities for businesses to improve their environmental performance. A broad range of environmental management issues are examined, both from the viewpoint of the current status and future development, and these are illustrated using appropriate case histories.


  • 'Consumer motivations to share tourism-related sponsored advertisements on social media: the moderating role of self-construal' (current)

    Student name:
    Other supervisor: Prof Yogesh Dwivedi
  • 'Perceived helpfulness of electronic word of mouth (eWOM): deducing emotions, fairness and rationality.' (current)

    Student name:
    Other supervisor: Prof Yogesh Dwivedi
    Other supervisor: Prof Michael Williams
  • Investigating the antecedents of pro-environment behaviour in Saudia-Arabia (current)

    Student name:
    Other supervisor: Prof Yogesh Dwivedi
    Other supervisor: Dr Anita Zhao