Dr Brendan Keegan
School of Business, ALL Institute
Biography
Brendan is a Lecturer (Assistant Professor) in Marketing at Maynooth University, specializing in digital and social media marketing analytics, artificial intelligence and machine learning applications in marketing and digital placemaking.
Brendan works on numerous funded projects from international and national funding bodies:
- GoGreenRoutes (2020-2024): A €10.4 million EU Horizon funded project building digital placemaking strategies for nature based solutions in six EU Cities.
- Cross Border Communications Project (2023): Irish Department of Defence All-Island Disaster Risk Reduction Shared Island Research. Reviewing existing practices of local public safety messaging; extent of cross-border coherence in public safety and emergency management messaging.
- Net Zero Cities - Drammen (2023): A €2.5million EU Horizon funded project working with key community stakeholders and municipal planners, generating substantive knowledge in the area of human-nature interfaces, where digital placemaking initiatives have been utilised.
- Digital Blue Health, (2021-2024): Maynooth School of Business Seed Funded project investigating health and wellbeing impacts of community swimming groups in rural, isolated communities in Ireland.
Research Interests
- the role of digital analytics in marketing decision-making;
- application of artificial intelligence in marketing, and
- the interlink between digital placemaking and health and wellbeing.
My ongoing research has examined how analytics techniques play a role in the development of business intelligence, such as: big data analytics, social media monitoring, quantitative sentiment analysis, tie-strength analysis, semiotic analysis, semantic content analysis, text- based data mining, Twitter trend extrapolation and meme mapping.
Research Projects
Peer Reviewed Journal
Year | Publication | |
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2024 | Maria Fernandez-Osso Fuentes; Brendan James Keegan; Marc Jones; Tadhg McIntyre (2024) 'Conceptualizing Digital Placemaking in Nature for Wellbeing'. Technological Forecasting and Social Change, . | |
2024 | Fernandez de Osso Fuentes, Maria; Keegan, Brendan; Rowley, Jenny; Esther Worboys (2024) 'Big Trouble in Little Places: Understanding the Complexities of Place Micro-Brands'. Journal of Place Management and Development, . [DOI] | |
2023 | Brendan James Keegan; Ian P. McCarthy; Jan Kietzmann; Ana Isabel Canhoto (2023) 'On your marks, headset, go! Understanding the building blocks of metaverse realms'. Business Horizons, . [Link] [DOI] [Full-Text] | |
2023 | Brendan James Keegan; Sophie Iredale; Peter Naudé (2023) 'Examining the dark force consequences of AI as a new actor in B2B relationships'. Industrial Marketing Management, . [Link] [DOI] [Full-Text] | |
2023 | Ana Isabel Canhoto; Brendan James Keegan; Maria Ryzhikh; (2023) 'Snakes and Ladders: Unpacking the Personalisation-Privacy Paradox in the Context of AI-Enabled Personalisation in the Physical Retail Environment'. Information Systems Frontiers, . [DOI] [Full-Text] | |
2023 | Maria J. Fernandez de Osso Fuentes; Brendan James Keegan; Marc V. Jones; Tadhg MacIntyre; (2023) 'Digital placemaking, health and wellbeing and nature-based solutions: A systematic review and practice model'. Urban Forestry &Amp; Urban Greening, . [DOI] | |
2022 | Keegan B.J.; Dennehy D.; Naudé P. (2022) 'Implementing Artificial Intelligence in Traditional B2B Marketing Practices: An Activity Theory Perspective'. Information Systems Frontiers, . [DOI] [Full-Text] | |
2022 | Mc Carthy, J; Rowley, J; Keegan BJ (2022) 'Social media marketing strategy in English football clubs'. Soccer and Society, . [DOI] [Full-Text] | |
2022 | Calogiuri G.; Keegan B.J.; Birkheim S.L.; Rydgren T.L.; Flaten O.E.; Fröhlich F.; Litleskare S. (2022) 'A mixed-methods exploration of virtual reality as a tool to promote green exercise'. Scientific Reports, 12 (1). [DOI] [Full-Text] | |
2022 | Keegan B.J.; Canhoto A.I.; Yen D.A.W. (2022) 'Power negotiation on the tango dancefloor: The adoption of AI in B2B marketing'. Industrial Marketing Management, 100 :36-48. [DOI] [Full-Text] | |
2021 | Keegan, Brendan James (2021) 'Shedding the pounds by quitting the cookies'. Applied Marketing Analytics, 7 (1):4-5. [Link] | |
2021 | Alex Fenton; Brendan James Keegan; Keith D. Parry; (2021) 'Understanding Sporting Social Media Brand Communities, Place and Social Capital: A Netnography of Football Fans'. Communication & Sport, . [DOI] [Full-Text] | |
2021 | Hanna, S; Rowley, J ; Keegan, BJ (2021) 'Place and Destination Branding: A Review and Conceptual Mapping of the Domain'. European Management Review, 18 (2). [DOI] [Full-Text] | |
2020 | Jennifer Rowley; Brendan James Keegan; (2020) 'An overview of systematic literature reviews in social media marketing'. Journal of Information Science, . [DOI] [Full-Text] | |
2019 | Rachel Stringfellow; Brendan James Keegan; Jennifer Rowley; (2019) 'The use of Facebook in the recruitment of foster carers: A dialogic analysis'. Journal of Public Affairs, . [DOI] [Full-Text] | |
2019 | Brendan James Keegan, James Taylor (2019) 'Are You Local (SEO)? Understanding The Challenges Of Local SEO Strategies'. Journal Of Digital And Social Media Marketing, . | |
2017 | Brendan James Keegan; Jennifer Rowley; Jane Tonge (2017) 'Marketing Agency-Client Relationships: Towards A Research Agenda'. European Journal of Marketing, . [DOI] [Full-Text] | |
2017 | Brendan James Keegan; Jennifer Rowley (2017) 'Evaluation and decision making in social media marketing'. Management Decision, . [DOI] [Full-Text] | |
2012 | Robin Johnson, David Edmundson-Bird, Brendan James Keegan (2012) 'Making digital literacy a success in taught marketing courses'. Enhancing Learning in the Social Sciences, . https://www.tandfonline.com/doi/full/10.11120/elss.2012.04020002 [Full-Text] |
Book Chapter
Year | Publication | |
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2022 | Keegan, B. J. and Schifanella, R. (2022) 'Social Media Data in Digital Placemaking' In: The SAGE Handbook of Social Media Marketing. London : SAGE Publications Ltd. | |
2021 | Brendan James Keegan (2021) 'Keeping Pace with the Digital Transformation of Place' In: A Research Agenda for Place Branding. London : Elgar. [DOI] | |
2020 | Brendan James Keegan; Lee Smorthit (2020) 'Ethics and New Media, A Double-Edged Sword: A Case Study of Digital Marketing Adoption in the Charity Sector' In: The SAGE Handbook of Marketing Ethics. UK : SAGE. |
Conference Publication
Year | Publication | |
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2023 | Fernandez de Osso Fuentes, Maria; Brendan James Keegan; Jones, M; MacIntyre, T (2023) 2023 Academy of Marketing Science World Marketing Congress Achieving Consensus on Digital Placemaking for Nature & Wellbeing through a Modified Delphi Study. An Abstract [Link] | |
2022 | Brendan James Keegan, Sophie Iredale, Peter Naudé (2022) 38th Annual IMP Conference AI in the Realm of AI [Link] | |
2022 | Brendan James Keegan; Sheila Malone (2022) Academy of Marketing Digital Blue Health: Examining the role of digital placemaking in community well-being amongst Blue Health (open water swimming) groups | |
2019 | Jeff McCarthy; Jennifer Rowley; Brendan James Keegan (2019) Football Collective 2019 Football club social media strategies in a tribal and polarised climate | |
2018 | Jennifer Rowley; Brendan James Keegan (2018) Academy of Marketing Looking back, Going forward: the role and nature of systematic literature reviews in digital marketing: a meta-analysis | |
2018 | Brendan James Keegan; Jayne Rodgers (2018) Academy of Marketing Slave To The Algorithm: Are Keywords Killing The Creativity Of SMEs? | |
2017 | Brendan James Keegan (2017) Association for Learning Technology Annual Conference Education 2.1? Continuing The Search for Digital Platforms Supporting Learning Technology | |
2017 | Brendan James Keegan (2017) International Marketing Ethics and Corporate Social Responsibility Symposium, University of Notre Dame The Ethical Implications of Social Media in Marketing | |
2016 | Dee Goldstraw; Brendan James Keegan (2016) 29th Bled eConference Instagrams #fitspiration Trend and Its Effect on Young Womens Self-Esteem | |
2016 | Brendan James Keegan; David Edmundson-Bird; Robin Johnson (2016) Use of Twitter Data for Research. National University of Ireland Galway The Use of Twitter in Taught Digital Marketing Modules | |
2016 | Dee Goldstraw; Brendan James Keegan (2016) EUPRERA Congress Social Media As A Media Relations Tool? | |
2016 | Cathy Parker, Simon Quin, Nikos Ntounis, Steve Millington, Dominic Medway, Cathy Urquhart, Ed Dargan, Brendan James Keegan (2016) AR and VR Conference: Perspectives on Business Realities of AR and VR, Dublin Institute of Technology Improving the customer experience in retail locations: The Game of Towns | |
2016 | Brendan James Keegan (2016) Academy of Marketing The evaluation of social media use: A longitudinal study | |
2014 | Brendan James Keegan (2014) Developments in Marketing Science: Proceedings of the Academy of Marketing Science Co-creation in Social Media Marketing Strategy: Re-evaluating the Agency-Client Relationship, An Extended Abstract [DOI] | |
2014 | Brendan James Keegan; David Edmundson-Bird; Rachel McLean (2014) Academy of Marketing e-Marketing SIG Conference The Red Thread: An exploration of The Silo Effect in Digital Marketing | |
2011 | Keegan, Brendan James; (2011) Academy of Marketing, Southampton Exploring The Impact of Agency Client Relationships in Digital Marketing | |
2011 | Keegan, Brendan James; (2011) Doctoral Symposium Counting Comments: A critical appraisal of the evaluation of social media campaigns by UK digital marketing practitioners |
Conference Contribution
Published Report
Year | Publication | |
---|---|---|
2023 | Fuentes, Maria J.; Keegan, Brendan J. (2023) GoGreenRoutes Project Deliverable Report 6.3: Digital Placemaking tool-kit for Cultivating Cities. European Union HORIZON (Grant No. 869764), . [Link] | |
2022 | Brendan James Keegan (2022) GoGreenRoutes: Terms of reference for urban well-being labs and associated local task forces in each of the Cultivating Cities. Horizon 2020 European Commission, . [Link] |
Magazine Article
Year | Publication | |
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2013 | Brendan James Keegan (2013) Disgruntled customers waging a social media war. The Conversation: [Magazine Article] [Link] | |
2013 | Brendan James Keegan (2013) Twitter app stops you Breaking Bad news to good people. The Conversation: [Magazine Article] [Link] | |
2013 | Brendan James Keegan (2013) Twitter data puts music moguls back in the game. The Conversation: [Magazine Article] [Link] |
Other Journal
Year | Publication | |
---|---|---|
2022 | Fernandez de Osso Fuentes, M. J., Keegan, B. J., Jones, M. V.,& MacIntyre, T. (2022) 'How can digital placemaking impact health and wellbeing of citizens through green and blue space connections? A systematic literature review protocol' PROSPERO International prospective register of systematic reviews, . [Link] |
Professional Associations
Education
Other Activities
Editorial / Academic Reviews
Outreach Activities
Teaching Interests
My teaching philosophy is research informed, an approach that provides a clear link between theory and practice. In doing so, I strive to underpin my teaching with both marketing theory and with up to date industry skillsets, which contribute greatly to graduate employability.
I have been an educator of marketing at third level since 2007. Due to my specialism in digital marketing analytics, it requires me to use strong communication skills to conveying complex technical subject matter and analytical techniques into digestible course material. Given the fast pace and dynamic nature of the digital marketing environment, I am highly motivated to continually develop and adapt module content to ensure it is contemporary and aligns with industry trends.
I teach two modules in the field of social media marketing:
MN329 - Social Media
MI238 - Managing Social Media