Professor Yogesh Dwivedi
Personal Chair
Telephone: (01792) 602340
Room: Office 323 - 323
Third Floor
School of Management
Bay Campus

Yogesh K. Dwivedi is a Professor of Digital Marketing and Innovation at the School of Management, Swansea University, Wales, UK. Professor Dwivedi is currently leading the International Journal of Information Management as its Editor-in-Chief.

His research interests are at the interface of Information Systems, Marketing and Operations Management focusing on issues related to adoption and diffusion of emerging digital innovations including Artificial Intelligence, Blockchain and IoT, use of IS/IT for operations and supply chain management, digital government, and digital marketing.

Professor Dwivedi has successfully supervised more than 20 doctoral students to completion and has examined more than 70 doctoral theses at various institutions. In recognition of his efforts to provide supportive, stimulating and inspirational supervision, Professor Dwivedi was selected as one of the five finalists for the “2017 Outstanding Research Supervisor of the Year” Award as part of the prestigious annual Times Higher Education Awards. He recently received Brunel University London’s 2019 Alumnus of the Year Award.

Professor Dwivedi has published more than 300 articles in a range of leading academic journals and conferences that are widely cited (more than 15 thousand times as per Google Scholar). He has co-edited/co-authored more than 20 books on technology adoption, e-government, Information Systems theory, e-Word of Mouth and social media which have been published by international publishers such as Chandos Publishing (an imprint of Elsevier), Springer, Chapman and Hall/CRC Press, Routledge and Emerald.

Professor Dwivedi is an Associate Editor of the European Journal of Marketing and Government Information Quarterly. He has also acted as the co-editor of 20 journal special issues; organised tracks, mini-tracks and panels in leading conferences and served as the conference and programme co-chairs of several international conferences. He is the founding editor of the Springer Book Series on Advances in Theory and Practice of Emerging Markets.

Areas of Expertise

  • Information Systems (IS)/Information Technology (IT) Adoption and Diffusion
  • Theories and Models in IS Research
  • History and Evolution of IS Research
  • Electronic Government
  • Electronic Commerce
  • Mobile Commerce/Payment
  • Online Service Quality
  • IS/IT Success and Failure
  • Social Media - Adoption and Impact
  • Broadband Adoption and Impact


  1. Kizgin, H., Dey, B., Dwivedi, Y., Hughes, L., Jamal, A., Jones, P., Kronemann, B., Laroche, M., Peñaloza, L., Richard, M., Rana, N., Romer, R., Tamilmani, K., Williams, M. The impact of social media on consumer acculturation: Current challenges, opportunities, and an agenda for research and practice International Journal of Information Management 51 1 15
  2. Obeidat, Z., AlGharabat, R., Alalwan, A., Xiao, S., Dwivedi, Y., Rana, N. Narcissism, interactivity, community, and online revenge behavior: The moderating role of social presence among Jordanian consumers Computers in Human Behavior 104 106170
  3. Kapoor, K., Dwivedi, Y. Sustainable consumption from the consumer’s perspective: Antecedents of solar innovation adoption Resources, Conservation and Recycling 152 104501
  4. Mishra, D., Dwivedi, Y., Rana, N., Hassini, E. Evolution of supply chain ripple effect: a bibliometric and meta-analytic view of the constructs International Journal of Production Research 1 19
  5. Behl, A., Dutta, P., Lessmann, S., Dwivedi, Y., Kar, S. A conceptual framework for the adoption of big data analytics by e-commerce startups: a case-based approach Information Systems and e-Business Management 1 34

See more...


  • MN-3561 Social Media Marketing

    Social media platforms have fundamentally changed the way in which organisations communicate with their stakeholders and engage in marketing activities. These communication technologies have increased the speed of, and lessened the effect of geographical boundaries on, information exchange both for businesses and customers. Small and large businesses can leverage social media for marketing opportunities but they need experts with the social media marketing prowess to know how to use them effectively. This module aims to build on students¿ existing digital marketing knowledge to enable them to critically evaluate and harness the power of different social media platforms for successful marketing.


  • Consumer adoption of social commerce (current)

    Other supervisor: Dr Laurie Hughes
  • Investigating factors affecting consumer adoption of mobile payment in India (awarded 2019)

    Other supervisor: Dr Hatice Kizgin
  • Consumer Adoption of Mobile Shopping in Indian Context: Empirical Examination of a Meta-UTAUT BAsed Model (awarded 2019)

    Other supervisor: Prof Nripendra Rana
  • Corporate Marketing Insights into the Business of Higher Education (awarded 2018)

    Other supervisor: Prof Michael Williams
  • 'Sales Process Adaptation in Dyadic Relationships: A Pluralistic Approach' (awarded 2018)

    Other supervisor: Prof Antonis Simintiras
  • 'Exploring Factors Affecting Consumers Pro-Environmental Behaviour in Saudi Arabia' (awarded 2018)

    Other supervisor: Dr Anita Zhao
    Other supervisor: Dr Emma Slade
  • 'Mobile shopping: An analysis of factors affecting consumers'''''''' adoption intention' (awarded 2017)

    Other supervisor: Prof Michael Williams
  • 'Success and failure of Information Systems (IS) projects: elucidating the interrelationships between the critical factors and their dominance within PRINCE2® stages' (awarded 2017)

    Other supervisor: Prof Antonis Simintiras
    Other supervisor: Prof Nripendra Rana
  • 'Perceived helpfulness of electronic word of mouth (eWOM): deducing emotions, fairness and rationality.' (awarded 2017)

    Other supervisor: Dr Emma Slade
    Other supervisor: Prof Michael Williams
  • 'Consumer motivations to share tourism-related sponsored advertisements on social media: the moderating role of self-construal' (awarded 2017)

    Other supervisor: Dr Emma Slade