Dr Brendan Keegan

Biography
Research Interests
Research Projects
Project | Role | Funding Body / Program | Description | Start Date | End Date | Award (€) | |
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Digital Blue Health | Principal Investigator | / | 01-SEP-21 | 31-AUG-22 | 5000 | ||
GoGreenRoutes MMU Transfer | PI | EU Horizon 2020 / Societal Challenge 5 Climate action, environment, resource efficiency and raw materials | 21-JUL-21 | 31-AUG-24 | 157241.3 | ||
GoGreenRoutes | Principal Investigator for the role of Digital Placemaking in Nature Based Solutions | / Non Commercial | 01-SEP-20 | 31-AUG-24 | 219000 |
Book Chapters
Year | Publication | |
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2022 | 'Social Media Data in Digital Placemaking'
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. [Details] |
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2021 | 'Keeping Pace with the Digital Transformation of Place'
Brendan James Keegan (2021) 'Keeping Pace with the Digital Transformation of Place' In: A Research Agenda for Place Branding. London: Elgar. [DOI] [Details] |
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2020 | 'Ethics and New Media, A Double-Edged Sword: A Case Study of Digital Marketing Adoption in the Charity Sector'
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. [Details] |
Peer Reviewed Journals
Year | Publication | |
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2022 | 'A mixed-methods exploration of virtual reality as a tool to promote green exercise'
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] [Details] |
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2022 | 'Power negotiation on the tango dancefloor: The adoption of AI in B2B marketing'
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] [Details] |
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2022 | 'Implementing Artificial Intelligence in Traditional B2B Marketing Practices: An Activity Theory Perspective'
Brendan James Keegan; Denis Dennehy; Pete Naudé (2022) 'Implementing Artificial Intelligence in Traditional B2B Marketing Practices: An Activity Theory Perspective'. Information Systems Frontiers, [DOI] [Details] |
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2022 | 'Social Media Marketing Strategy in English Football Clubs'
McCarthy, J; Rowley, J; Keegan, B J (2022) 'Social Media Marketing Strategy in English Football Clubs'. Soccer and Society, [DOI] [Details] |
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2021 | 'Shedding the pounds by quitting the cookies'
Keegan, Brendan James (2021) 'Shedding the pounds by quitting the cookies'. Applied Marketing Analytics, 7 (1):4-5 [Details] |
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2021 | 'Understanding Sporting Social Media Brand Communities, Place and Social Capital: A Netnography of Football Fans'
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] [Details] |
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2021 | 'Place and Destination Branding: A Review and Conceptual Mapping of the Domain'
Sonya Hanna;Jennifer Rowley;Brendan James Keegan; (2021) 'Place and Destination Branding: A Review and Conceptual Mapping of the Domain'. European Management Review, 18 (2) [DOI] [Details] |
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2020 | 'An overview of systematic literature reviews in social media marketing'
Jennifer Rowley;Brendan James Keegan; (2020) 'An overview of systematic literature reviews in social media marketing'. Journal of Information Science, [DOI] [full-text] [Details] |
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2019 | 'The use of Facebook in the recruitment of foster carers: A dialogic analysis'
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] [Details] |
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2019 | 'Are You Local (SEO)? Understanding The Challenges Of Local SEO Strategies'
Brendan James Keegan, James Taylor (2019) 'Are You Local (SEO)? Understanding The Challenges Of Local SEO Strategies'. Journal Of Digital And Social Media Marketing, [Details] |
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2017 | 'Marketing Agency-Client Relationships: Towards A Research Agenda'
Brendan James Keegan; Jennifer Rowley; Jane Tonge (2017) 'Marketing Agency-Client Relationships: Towards A Research Agenda'. European Journal of Marketing, [DOI] [Details] |
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2017 | 'Evaluation and decision making in social media marketing'
Brendan James Keegan; Jennifer Rowley (2017) 'Evaluation and decision making in social media marketing'. Management Decision, [DOI] [full-text] [Details] |
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2012 | 'Making digital literacy a success in taught marketing courses'
Robin Johnson, David Edmundson-Bird, Brendan James Keegan (2012) 'Making digital literacy a success in taught marketing courses'. Enhancing Learning in the Social Sciences, [DOI] [full-text] [Details] |
Conference Publications
Year | Publication | |
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2022 | Digital Blue Health: Examining the role of digital placemaking in community well-being amongst Blue Health (open water swimming) groups
Brendan James Keegan; Sheila Malone (2022) Digital Blue Health: Examining the role of digital placemaking in community well-being amongst Blue Health (open water swimming) groups Academy of Marketing [Details] |
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2022 | Consumer and brand value creation and co-creation in cosmetics social media brand communities
Magda Marchowska-Raza, Jennifer Rowley & Brendan James Keegan (2022) Consumer and brand value creation and co-creation in cosmetics social media brand communities CBR 2022 (7th International Consumer Brand Relationship Conference) [Details] |
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2019 | Football club social media strategies in a tribal and polarised climate
Jeff McCarthy; Jennifer Rowley; Brendan James Keegan (2019) Football club social media strategies in a tribal and polarised climate Football Collective 2019 [Details] |
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2018 | Looking back, Going forward: the role and nature of systematic literature reviews in digital marketing: a meta-analysis
Jennifer Rowley; Brendan James Keegan (2018) Looking back, Going forward: the role and nature of systematic literature reviews in digital marketing: a meta-analysis Academy of Marketing [Details] |
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2018 | Slave To The Algorithm: Are Keywords Killing The Creativity Of SMEs?
Brendan James Keegan; Jayne Rodgers (2018) Slave To The Algorithm: Are Keywords Killing The Creativity Of SMEs? Academy of Marketing [Details] |
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2017 | Education 2.1? Continuing The Search for Digital Platforms Supporting Learning Technology
Brendan James Keegan (2017) Education 2.1? Continuing The Search for Digital Platforms Supporting Learning Technology Association for Learning Technology Annual Conference [Details] |
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2017 | The Ethical Implications of Social Media in Marketing
Brendan James Keegan (2017) The Ethical Implications of Social Media in Marketing International Marketing Ethics and Corporate Social Responsibility Symposium, University of Notre Dame [Details] |
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2016 | Instagrams #fitspiration Trend and Its Effect on Young Womens Self-Esteem
Dee Goldstraw; Brendan James Keegan (2016) Instagrams #fitspiration Trend and Its Effect on Young Womens Self-Esteem 29th Bled eConference [Details] |
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2016 | The Use of Twitter in Taught Digital Marketing Modules
Brendan James Keegan; David Edmundson-Bird; Robin Johnson (2016) The Use of Twitter in Taught Digital Marketing Modules Use of Twitter Data for Research. National University of Ireland Galway [Details] |
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2016 | Social Media As A Media Relations Tool?
Dee Goldstraw; Brendan James Keegan (2016) Social Media As A Media Relations Tool? EUPRERA Congress [Details] |
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2016 | Improving the customer experience in retail locations: The Game of Towns
Cathy Parker, Simon Quin, Nikos Ntounis, Steve Millington, Dominic Medway, Cathy Urquhart, Ed Dargan, Brendan James Keegan (2016) Improving the customer experience in retail locations: The Game of Towns AR and VR Conference: Perspectives on Business Realities of AR and VR, Dublin Institute of Technology [Details] |
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2016 | The evaluation of social media use: A longitudinal study
Brendan James Keegan (2016) The evaluation of social media use: A longitudinal study Academy of Marketing [Details] |
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2014 | Co-creation in Social Media Marketing Strategy: Re-evaluating the Agency-Client Relationship, An Extended Abstract
Brendan James Keegan (2014) Co-creation in Social Media Marketing Strategy: Re-evaluating the Agency-Client Relationship, An Extended Abstract Developments in Marketing Science: Proceedings of the Academy of Marketing Science [DOI] [Details] |
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2014 | The Red Thread: An exploration of The Silo Effect in Digital Marketing
Brendan James Keegan; David Edmundson-Bird; Rachel McLean (2014) The Red Thread: An exploration of The Silo Effect in Digital Marketing Academy of Marketing e-Marketing SIG Conference [Details] |
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2011 | Exploring The Impact of Agency Client Relationships in Digital Marketing
Keegan, Brendan James; (2011) Exploring The Impact of Agency Client Relationships in Digital Marketing Academy of Marketing, Southampton [Details] |
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2011 | Counting Comments: A critical appraisal of the evaluation of social media campaigns by UK digital marketing practitioners
Keegan, Brendan James; (2011) Counting Comments: A critical appraisal of the evaluation of social media campaigns by UK digital marketing practitioners Doctoral Symposium [Details] |
Conference Contributions
Year | Publication | |
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2022 | Virtual nature to promote visitation of actual natural environments – An exploratory mixed-methods study.
Giovanna Calogiuri; Brendan James Keegan; Sigbjørn Litleskare; Siv Lena Birkheim; Tore Litlere Rydgren; Ole Einar Flaten; Fred Fröhlich (2022) Virtual nature to promote visitation of actual natural environments – An exploratory mixed-methods study. [Invited Oral Presentation], 17th European Congress of Psychology, Ljubljana, Slovenia , 05-JUL-22 - 07-JUL-22 [Details] |
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2022 | Can digital placemaking improve mental health through nature?.
Maria Fernandez de Osso Fuentes, Brendan James Keegan, Marc Jones, Tadhg MacIntyre (2022) Can digital placemaking improve mental health through nature?. [Oral Presentation], The Nature of Cities, Online [Details] |
Published Reports
Year | Publication | |
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2022 | GoGreenRoutes: Terms of reference for urban well-being labs and associated local task forces in each of the Cultivating Cities.
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, GoGreenRoutes. [Details] |
Magazine Article
Year | Publication | |
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2021 | Are You Social Media Savvy?.
Brendan James Keegan (2021) Are You Social Media Savvy?. Retail News: Magazine Article [Details] |
Magazine Article
Year | Publication | |
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2013 | Disgruntled customers waging a social media war.
Brendan JAmes Keegan (2013) Disgruntled customers waging a social media war. The Conversation: Magazine Article [Details] |
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2013 | Twitter app stops you Breaking Bad news to good people.
Brendan James Keegan (2013) Twitter app stops you Breaking Bad news to good people. The Conversation: Magazine Article [Details] |
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2013 | Twitter data puts music moguls back in the game.
Brendan James Keegan (2013) Twitter data puts music moguls back in the game. The Conversation: Magazine Article [Details] |
Professional Associations
Association | Function | From / To | |
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Academy of Marketing (UK) | Academic Member | 01-JUN-10 / | |
Digital Analytics Association | Full Member | 01-JAN-14 / | |
Manchester Digital Development Association | Academic Member | 01-AUG-08 / | |
Higher Education Academy (UK) | Fellow | 01-JAN-17 / | |
Greater Manchester AI Foundry | Advisory Board Member | 04-JAN-21 / | |
Academy of Marketing Science | Academic Member | 01-JUN-15 / |
Employment
Employer | Position | From / To | |
---|---|---|---|
Manchester Metropolitan University | Senior Lecturer in Digital Marketing | 04-SEP-06 / 30-JUN-21 | |
w00tmedia | Digital Marketing Executive | 02-JUN-08 / 05-JAN-09 |
Education
Year | Institution | Qualification | Subject | |
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2007 | Manchester Metropolitan University | Master of Science in Digital Marketing Communications | Digital Marketing Communications | |
2018 | Manchester Metropolitan University Business School | PhD | Social Media Analytics and the Agency-Client Relationship |
Consultancy
Client | Description | |
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Pinecone Ltd. |
Outreach Activities
Description | |
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I serve as a judge for a number of digital industry awards in the UK. |
Reviews
Journal | Role | |
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European Journal Of Marketing | Reviewer | |
Journal Of Place Management And Development | Member of the Editorial Board | |
Journal Of Digital And Social Media Marketing | Member of the Editorial Board | |
Management Decision | Reviewer |
Other Activities
Description | |
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Examiner of PhD Thesis for Technical University Dublin |
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Examiner of DBA Thesis for University of Liverpool |
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External Examiner of M.Phil Thesis for University of Manchester Business School |
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External Examiner for D.BA Viva at University of Liverpool |
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External Examiner at Ulster University for their BA in Marketing Management |
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External Advisor at University of Middlesex. External advisor for validation event (BA in Digital Marketing MSc in Digital Marketing) |
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External Examiner for Technical University Dublin - MSc Digital Marketing and Analytics |
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External Examiner for Salford University - Business Information Technology Department (Undergraduate and Postgraduate) |
Teaching Interests
Internal Collaborators
Name | Institute | Country | |
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María José Fernández De Ossó Fuentes | |||
Tadhg MacIntyre | IRELAND |