Dr Gillian Moran

School of Business

Lecturer / Assistant Professor

School of Business Building
2
(01) 474 7754

Biography

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 Chapters

  Year Publication
2021 'Please don’t put a price on our lives”: Social media and the contestation of value in Ireland’s pricing of orphan drugs'
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. [Details]

Peer Reviewed Journals

  Year Publication
2019 'Message content features and social media engagement: evidence from the media industry'
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] [Details]
2017 'eWOM credibility on social networking sites: A framework'
Moran, G. and Muzellec, L. (2017) 'eWOM credibility on social networking sites: A framework'. Journal of Marketing Communications, 23 (2):149-161 [DOI] [full-text] [Details]
2014 'Consumer Moments of Truth In the Digital Context How Search and E-Word of Mouth Can Fuel Consumer Decision Making'
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] [Details]

Conference Contributions

  Year Publication
2022 Academy of Marketing Science Annual Conference.
O'Connor, C., Moran, G., and Carson, G. (2022) Academy of Marketing Science Annual Conference. [Oral Presentation], The Role of Formative Experiential Learning in Addressing the Multifaceted Nature of Skills Required by Future Marketers, Monterey, CA, USA [Details]
2021 Cornell Notes: A Key to Engaged Students in Large Undergraduate Business Classes.
Ryazanova, O., Donovan, P., Coughlan, J., Moran, G. & Chugh, R. (2021) Cornell Notes: A Key to Engaged Students in Large Undergraduate Business Classes. [Oral Presentation], Management Education & Development division's Writers' Workshop, Academy of Management conference (online) [Details]
2020 European Marketing Academy Annual Conference - IJRM/JCR Paper Development Workshop.
Moran G. & Mountford, N. (2020) European Marketing Academy Annual Conference - IJRM/JCR Paper Development Workshop. [Refereed Abstracts], The Media and the Masses: Discursive Legitimation and Legitimacy Diffusion in Advancing Consumer Movements, Budapest (online) [Details]
2020 European Group for Organizational Studies Annual Conference.
Mountford, N. & Moran, G. (2020) European Group for Organizational Studies Annual Conference. [Oral Presentation], Levels of legitimacy – The recursive and discursive relationships between actors, populations and forums in their ability to [de]legitimize market practices, Hamburg (online) [Details]
2019 Academy of Marketing Science Conference.
O'Connor, C., Moran, G. and Luethge, D. (2019) Academy of Marketing Science Conference. [Oral Presentation], Exploring the Role of Authentic Assessment on the Development of Future Marketing Practitioners, Vancouver [Details]
2019 Health Activism Between Markets and Morals.
Mountford N.; Moran G. (2019) Health Activism Between Markets and Morals. [Oral Presentation], If the price is right… Social media and market (re)-organization in Ireland’s pricing of orphan drugs, Dublin, Ireland , 20-SEP-19 - 20-SEP-19 [Details]
2017 ICBTS International Education Social Sciences and Humanities Research Conference.
Luethge, D.J., Cangioni, C. & Moran, G (2017) ICBTS International Education Social Sciences and Humanities Research Conference. [Oral Presentation], Face-to-face learning, cross-cultural virtual teams and study abroad: Incorporating experiential learning into a multi-modal class, London [Details]
2016 European Marketing Academy Conference (EMAC).
Moran G. (2016) European Marketing Academy Conference (EMAC). [Oral Presentation], Interactive content features on Facebook: Does user engagement need a little nudge?, BI Norwegian Business School, Oslo, Norway [Details]
2013 Irish Academy of Management.
Moran, G (2013) Irish Academy of Management. [Oral Presentation], The Credibility of Engaged Communities, Waterford Institute of Technology [Details]

Blog

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

Media

  Year Publication
2018 Brand it like Beckham.
Moran G. (2018) Brand it like Beckham. Media [Details]