Dr Gillian Moran

School of Business

Lecturer / Assistant Professor

School of Business Building
(01) 474 7754


Gillian is an Assistant Professor in Marketing in the School of Business, Maynooth University.  Her teaching interests are in the areas of marketing communications, digital marketing, and branding.  Gillian's research interests include social media-based communications (B2C, C2C, C2B/G), influencer marketing, online word of mouth (eWOM), and online engagement.  Her research has been published in the Journal of Advertising Research, Journal of Marketing Communications, Journal of Product and Brand Management and presented at national and international conferences.  

Research Interests

Gillian's research interests lie in online communications, particularly interactive, bi- and multi-directional social media-based communications. Gillian's research considers communications between consumers, influencers, businesses and broader market actors. Additional research interests include marketing education, with a specific focus on skill development for marketing graduates. Current areas of research include:
  • Influence and influencers on social media
  • Online consumer movements
  • Content marketing strategy development and 
  • Virality triggers and e-word of mouth

Book Chapter

Year Publication
2021 G. Moran and N. Mountford (2021) 'Please don’t put a price on our lives”: Social media and the contestation of value in Ireland’s pricing of orphan drugs' In: Healthcare Activism: Markets, Morals, and the Collective Good. U.K : Oxford University Press.

Peer Reviewed Journal

Year Publication
2019 Moran G.;Muzellec L.;Johnson D. (2019) 'Message content features and social media engagement: evidence from the media industry'. JOURNAL OF PRODUCT AND BRAND MANAGEMENT, . [DOI] [Full-Text]
2017 Moran, G. and Muzellec, L. (2017) 'eWOM credibility on social networking sites: A framework'. Journal of Marketing Communications, 23 (2):149-161. http://dx.doi.org/10.1080/13527266.2014.969756 [Full-Text]
2014 Moran, G;Muzellec, L;Nolan, E (2014) 'Consumer Moments of Truth In the Digital Context How Search and E-Word of Mouth Can Fuel Consumer Decision Making'. Journal of Advertising Research, 54 :200-204. [DOI] [Full-Text]

Conference Contribution

Year Publication
2022 O'Connor, C., Moran, G., and Carson, G. (2022) The Role of Formative Experiential Learning in Addressing the Multifaceted Nature of Skills Required by Future Marketers Academy of Marketing Science Annual Conference Monterey, CA, USA, .
2021 Ryazanova, O., Donovan, P., Coughlan, J., Moran, G. & Chugh, R. (2021) Cornell Notes: A Key to Engaged Students in Large Undergraduate Business Classes Management Education & Development division's Writers' Workshop Academy of Management conference (online), .
2020 Moran G. & Mountford, N. (2020) The Media and the Masses: Discursive Legitimation and Legitimacy Diffusion in Advancing Consumer Movements European Marketing Academy Annual Conference - IJRM/JCR Paper Development Workshop Budapest (online), .
2020 Mountford, N. & Moran, G. (2020) Levels of legitimacy – The recursive and discursive relationships between actors, populations and forums in their ability to [de]legitimize market practices European Group for Organizational Studies Annual Conference Hamburg (online), .
2019 O'Connor, C., Moran, G. and Luethge, D. (2019) Exploring the Role of Authentic Assessment on the Development of Future Marketing Practitioners Academy of Marketing Science Conference Vancouver, .
2019 Mountford N.; Moran G. (2019) If the price is right… Social media and market (re)-organization in Ireland’s pricing of orphan drugs Health Activism Between Markets and Morals Dublin, Ireland, 20/09/2019-20/09/2019.
2017 Luethge, D.J., Cangioni, C. & Moran, G (2017) Face-to-face learning, cross-cultural virtual teams and study abroad: Incorporating experiential learning into a multi-modal class ICBTS International Education Social Sciences and Humanities Research Conference London, .
2016 Moran G. (2016) Interactive content features on Facebook: Does user engagement need a little nudge? European Marketing Academy Conference (EMAC) BI Norwegian Business School, Oslo, Norway, .
2013 Moran, G (2013) The Credibility of Engaged Communities Irish Academy of Management Waterford Institute of Technology, .


Year Publication
2019 O'Connor, C., Moran, G. and Luethge, D. (2019) Why saying hello is a good idea in third level education. Ireland: BLOG [Link]


Year Publication
2018 Moran G. (2018) Brand it like Beckham. MEDIA [Link]
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