Dr Fatema Kawaf – Senior Lecturer in Digital Marketing

 I am a digital marketing expert and the founder of Screencast Videography, a research methodology for studying digital experience using screencasting! 

My research interests and projects include: 

  • Visual and Videography research
  • Social Media and Viral Marketing
  • Influencer Marketing
  • Web Atmospherics
  • Customer Journeys and Touch Points Analysis
  • Fashion and Luxury Consumption
  • Sustainability, Recycling and Waste Reduction
  • Political Polarisation and the Filter Bubble concept.

Prior to joining Greenwich University, I worked at the University of Essex, Sheffield Hallam University and the University of Strathclyde where I gained my PhD in Marketing. As a result, I have extensive teaching experience at all levels including UG, PG, MBA and PhD levels. 

I supervise three PhD students currently and I am available for more PhD supervision. 

Current PhD Students: 

  • Rezwana Barsha, (January 2019 – Current), Sustainable luxury or luxurious sustainability: Bringing luxury and sustainability together. University of Greenwich.
  • Marius Thuemmler, (January 2020 – Current), Investigating the Effect of Filter Bubbles on Ideological Polarisation within Social Media – A case study on multimodal discourse of US voters on Twitter during key events of the 2020 US presidential election. University of Greenwich Vice Chancellor Scholarship.


Levy Award
Honourable Mention Sidney Levy Award (2020) for best published article based on a CCT-oriented PhD dissertation.
Greenwich Award

University of Greenwich Vice Chancellor Scholarship for one PhD candidate (2020)

IJRM Award

Editor’s choice paper at the International Journal of Research in Marketing (2019)

University of Essex Award

Teaching Excellence award for the category of research support (2017)- the University of Essex Student Union

Cardiff Award

Emerald-sponsored best paper award at the Academy of Marketing AM2013-Cardiff (Doctoral Colloquium track).

Marketing Review Award

Highly recommended paper in Professor Michael Baker’s Literature Review Competition at the Academy of Marketing 2011-Liverpool. Paper published in The Marketing Review