Dr Nick Hajli
Associate Professor
Telephone: (01792) 604691
Room: Office 317 - 317
Third Floor
School of Management
Bay Campus

Dr Nick Hajli is an Associate Professor of Marketing and Director of Postgraduate Research at Swansea University. Previously he was in Newcastle University.  Nick received his PhD in Management from Birkbeck, University of London. He has the best PhD award from Birkbeck, University of London. Nick is in the Advisory Board of Technological Forecasting & Social Change, An International Journal (ABS 3*). He also sits on the editorial board of several academic journals as a section editor, member of the advisory board or a guest editor including the Computers in Human Behavior, IEEE Transactions on Engineering Management, International Journal of Information Management, and Journal of Strategic Marketing.

His active research areas are social media and social commerce, marketing ethics, consumer decision making in a social commerce context, Big data analytics and healthcare development.  His research has appeared in the top 20 journals used in Business School Research Rankings.  He has also published on refereed journals such as Journal of Business Ethics, Journal of Business Research, Industrial Marketing Management, IEEE Transactions on Engineering Management, Expert Systems with Applications, Technological Forecasting and Social Change, and other journals.

Dr Nick Hajli has worked as a commercial manager in the telecom industry, starting up an IT consulting business.  He presently teaches courses on Marketing, Entrepreneurship and Information Management. Nick’s philosophy is to apply research into the real world and to establish impact factors from his work.  To this end, he is currently carrying out consultation services in both health and ICT industries as he continues to apply his research frameworks in a real context.

Honours & Awards:

  • Best PhD Thesis at Birkbeck, University of London 2015-2016

Areas of Expertise

  • Social Commerce
  • Social Media
  • Big Data Analytics
  • Brand Management
  • Sharing Commerce


  1. Value co-creation strategy in the social commerce Era. Journal of Strategic Marketing 27(4), 281-282.
  2. & Travel envy on social networking sites. Annals of Tourism Research
  3. & Brand co-creation through social commerce information sharing: The role of social media. Journal of Business Research
  4. & Managerial perspectives on crowdsourcing in the new product development process. Industrial Marketing Management
  5. Ethical Environment in the Online Communities by Information Credibility: A Social Media Perspective. Journal of Business Ethics
  6. & Branding co-creation with members of online brand communities. Journal of Business Research 70, 136-144.
  7. & A social commerce investigation of the role of trust in a social networking site on purchase intentions. Journal of Business Research 71, 133-141.
  8. & The impact of sellers' social influence on the co-creation of innovation with customers and brand awareness in online communities. Industrial Marketing Management 54, 56-70.
  9. The role of social support on relationship quality and social commerce. Technological Forecasting and Social Change 87, 17-27.
  10. & Exploring the path to big data analytics success in healthcare. Journal of Business Research 70, 287-299.
  11. & Exploring the Security of Information Sharing on Social Networking Sites: The Role of Perceived Control of Information. Journal of Business Ethics 133(1), 111-123.
  12. & Sharing Economy and the Lodging Websites: Antecedents and Mediators of Accommodation Purchase Intentions. Information Technology & People

See more...


  • MN-2007 Strategic Marketing Planning

    The module is designed to provide an end-to-end overview of the marketing planning process from strategic conception to evaluation of implementation success. This includes: auditing stakeholders, objectives and strategy formation, planning for sales/pricing/channels/customer and then implementation.

  • MN-M568 Strategic Brand Management

    Strategic Brand Management involved the design and implementation of programmes and activities to build, measure and manage brand equity. The focus of the course is on learning brand and brand related concepts (e.g. brand equity and brand extension) and an understanding on how organisations can invest in building strong brand image and equity for long term profitability of the brand.


  • An evaluation of the effects of the user and marketer generated content on customer equity drivers in the context of the UK's online fashion industry. (current)

    Student name:
    Other supervisor: Dr Cathy Mcgouran
    Other supervisor: Dr Simon Brooks
  • Big Data Analytics in Innovation Context (current)

    Student name:
    Other supervisor: Dr Mina Tajvidi
    Other supervisor: Prof Michael Williams

    Student name:
    Other supervisor: Dr Mina Tajvidi
  • An investigation of how efficient big data analytics in consumer decision making: analyzing hotel reviews and responses to improve the tourism sector in the UK. (current)

    Student name:
    Other supervisor: Dr Mina Tajvidi
  • open innovation and digital transformation: industry 4.0 context (current)

    Student name:
    Other supervisor: Dr Mina Tajvidi