Funded Research Projects
Dr Fatema Kawaf (PI) is leading a collaboration with London Flats Ltd and Brighter Futures Skills Hub for a research project entitled; Walk in my Shoes: Capturing the Lived Experiences of Disabled Consumers in the Marketplace. This is funded by the European Regional Development Fund (£56,132)
Miss Aleena Tarik is the project associate. Together the teams is working toward understanding the lived experiences of adults with learning difficulties with the aim to devise training program as a result of the project.
Dr Fatema Kawaf (PI) is leading a collaboration with Instant Pickup, a sustainable, environmentally friendly same day delivery service in London using electric vans. This is European Regional Development Fund (£60,990) on a Market Research and Strategy project for the company.
We have recruited Miss Estreya Sery as an Associate, in this project we are doing market research generating consumer insights and developing personas. We are also putting Screencast Videography in action, employing the method to evaluate the brand’s digital platform and the user experience.
Dr Fatema Kawaf (PI) is leading a collaboration with PIC Tree on a Market Research and Strategy project for the company. This funding is European Regional Development Fund (£41,269)
We have recruited Miss Amarachi Ngwakwe as a Marketing associate, in this project we are putting Screencast Videography in action, working in a business setting and employing the method to evaluate the brand’s digital communication channels and the user experience.
Dr Fatema Kawaf (Co-I), in collaboration with Essex County Council and a team of academics from the University of Essex worked on:
“An evaluation of the school admission experience: minimising contact and appeals as a cost reduction measure”
ESRC (£10,000. Status: Complete)
Dr Fatema Kawaf (Co-I), in collaboration with Essex County Council and a team of academics from the University of Essex worked on:
“Waste Busters: Assessing the current waste management practices across Essex County Council”
ESRC (£10,000. Status: Complete)
Latest Publications
Kawaf, F. (2019). Capturing Digital Experience: The Method of Screencast Videography. International Journal of Research in Marketing, 36, 2, 169-184.
Kawaf, F., & Istanbulluoglu, D. (2019). Online fashion shopping paradox: The role of customer reviews and facebook marketing. Journal of Retailing and Consumer Services, 48, 144-153.
Kawaf, F., & Tagg, S. (2017). The construction of online shopping experience: A repertory grid approach. Computers in Human Behavior, 72, 222-232.
Kawaf, F. (2014). Capturing Online Fashion Shopping Experiences: A Screencast Videography. Advances in Consumer Research North America Conference Proceedings, 42, 757-757.
Kawaf, F., & Tagg, S. (2012). Online shopping environments in fashion shopping: An S-O-R based review. The Marketing Review, 12(2), 161-180.
Invited Talks and Conference Presentations
Kawaf, F. (2019). Screencast Videography: Towards a Visual Dynamic Understanding of Digital Experience. Academy of Marketing: London. (Visual Research Workshop)
Bayrak, N. and Kawaf, Fatema (2018) Product Placement has found a new home – Social Media: An exploratory study on Instagram. Academy of Marketing: Stirling. (Competitive Paper)
Kawaf, Fatema (2018) How to speak the language of investors, institutions, start-ups and companies. The EU Startup Festival: Turin-Italy. (Panel Member)
Kawaf, F. (2018). Putting the ‘social’ back into ‘Social Media’. The EU Startup Festival: Turin-Italy. (Masterclass)
Kawaf, F. (2015). Screencast Videography: Online Consumer Behaviour Methodology. Academy of Marketing: Limerick.
Kawaf, F. (2014). Capturing Online Fashion Shopping Experiences: A Screencast Videography. Advances in Consumer Research North America Conference Proceedings, 42, 757-757.
Kawaf, F. and Tagg, S. (2013). From Psychology to Marketing, Using the Repertory Grid Technique to Understand and Provide a Fresh Perspective on the Online Fashion Shopping Experience. Academy of Marketing: Cardiff. (Competitive Paper)
Kawaf, F. (2011). Online Fashion Shopping Experiences: Web Atmospherics and Consumers’ Emotion. Academy of Marketing: Liverpool. (Doctoral Colloquium)
