Professor Fatema Kawaf – Professor in Digital Marketing

Welcome to my digital space! I am a digital marketing expert and the mind behind Screencast Videography—a cutting-edge research methodology for exploring digital experiences through screencasting. 

Research Focus:

• Visual and Videography Research
• Digital and Social Media Marketing
• Artificial Intelligence and Livestream Commerce
• Digital Experience, Customer Journeys, and Touch Points Analysis
• Fashion and Luxury Consumption
• Sustainability, Recycling, and Waste Reduction
• Political Polarisation and the Filter Bubble Concept

Academic Leadership:

In addition to my role as a Professor at Nottingham Business School, I proudly serve as the Chair of the Academy of Marketing Visual Methods SIG—a dynamic global network of over 300 PhDs and academics working in visual research. Previously, I was a member of the Senior Leadership Team for the Management and Marketing School at the University of Greenwich. I have worked in various universities in the UK and the Middle East. 

Industry Engagement:

As an Executive Board Member and Industry Engagement Lead for the UK Academy of Information Systems (UKAIS), I play a pivotal role in shaping the discourse and fostering collaboration between academia and industry cutting across the fields of Information Systems, Consumer Research and Digital Marketing.

Teaching Experience:

With a rich background in teaching at all levels—Undergraduate, Postgraduate, MBA, and Ph.D.—I bring a wealth of knowledge and practical insights to the academic community.

Ph.D. Supervision:

Currently supervising four PhD students, I am actively seeking new opportunities for mentorship in diverse research areas.

Current Ph.D. Projects:

1. Sustainable luxury or luxurious sustainability: Bringing luxury and sustainability together.
2. Investigating the Effect of Filter Bubbles on Ideological Polarisation within Social Media. – University of Greenwich Vice Chancellor Scholarship
3. Intersectional Feminist Identities in Lingerie Consumption: The Context of Online Feminism in China
4. Technology-Human Interactions: The Role of AI in Service Quality and Recovery. – University of Greenwich Vice Chancellor Scholarship

Explore my website to delve into the intersection of academia and industry, where I unravel the intricacies of digital marketing and contribute to shaping the future of marketing and consumer research.

Connect with me to explore collaborative opportunities and stay updated on the latest developments in the dynamic field of digital marketing.