Jamie Thompson
jamie thompson

Dr Jamie Thompson

Associate Professor

Biography

Jamie is an Associate Professor in Marketing at Edinburgh Napier University. He is the Research Lead for the Marketing Group and a committee member for The Business School's Research Degrees Committee and Research Integrity Committee. Jamie completed his PhD at Heriot-Watt University. His research focuses on innovative research methods and the impact of emerging technology on consumer behaviour.

His ongoing projects are studying esports/online gaming and the well-being of people in virtual environments. He has published in a number of internationally recognised journals such as Tourism Management, Annals of Tourism Research, Psychology & Marketing, European Sport Management Quarterly, and International Journal of Hospitality Management. Further, he has successfully led on a number of funded projects from funders such as The Marketing Trust and the BA Leverhulme on the innovative topic of virtual influencers and advertising on streaming platforms.

Jamie is a Senior Fellow of the Higher Education Academy. He is also Programme Leader for Marketing with Digital Media and lectures on areas of social media marketing, marketing simulation, and teaches research methods at undergraduate and postgraduate levels. He is an experienced Research Degree supervisor who is open to applicants.

Events

Esteem

Advisory panels and expert committees or witness

  • School Research Integrity Committee
  • School Research Degrees Committee
  • School Research and Innovation Committee

 

Editorial Activity

  • Editorial Board for Tourism Management Perspectives
  • Editorial Review Board for Qualitative Report

 

External Examining/Validations

  • External Examiner of TU Dublin's Digital Marketing Programme
  • External Examiner, University of Bedfordshire, BSc (Hons) Advertising and Marketing Communication

 

Fellowships and Awards

  • Best Paper in the Global Marketing Conference
  • Most Innovative Paper in the Academy of Marketing Conference
  • Fellowship of the Higher Education Academy
  • Finalist for Scopus’s Biannual Early Career Researcher UK Awards 2020

 

Invited Speaker

  • Invited Speaker on Digital Marketing at Technische Universität Braunschweig
  • Invited Speaker on Qualitative Thematic Analysis at Robert Morris University Pittsburgh
  • Invited Speaker on Volunteer Tourism at Heriot-Watt University

 

Media Activity

  • Author for Napier Blogs
  • Author at the World Economic Forum
  • Author at The Conversation

 

Membership of Professional Body

  • European Marketing Academy
  • Member of Academy of Marketing
  • Member of the British Sociological Association

 

Reviewing

  • Journal Reviewer: Current Issues in Tourism
  • Journal Reviewer: Tourism Management
  • Journal Reviewer: Event Management
  • Journal Reviewer: International Journal of Consumer Studies
  • Journal Reviewer: The Qualitative Report
  • Journal Reviewer: International Journal of Hospitality Management
  • Journal Reviewer: Journal of Hospitality and Tourism Management
  • Journal Reviewer: International Journal of Contemporary Hospitality Management
  • Journal Reviewer: International Journal of Cultural Studies
  • Journal Reviewer: Journal of Business Research
  • Journal Reviewer: European Sport Management Quarterly
  • Journal Reviewer: Annals of Tourism Research
  • Journal Reviewer: Tourism Management Perspectives
  • Journal Reviewer: The Service Industries Journal
  • Journal Reviewer: Nonprofit and Voluntary Sector Quarterly

 

Date


20 results

Is it real or not? construction of meaning and identity in virtual influencer marketing

Journal Article
Thompson, J., Igarashi, R., Krowinska, A., & Logan-McFarlane, A. (2025)
Is it real or not? construction of meaning and identity in virtual influencer marketing. Journal of Business Research, 194, Article 115362. https://doi.org/10.1016/j.jbusres.2025.115362
Virtual influencers (VIs) are an emerging category of social media influencer. Through a sequential mixed-method research design, this research employs the theoretical lens of...

Navigating Thematic Analysis: Practical Strategies Grounded in Abductive Reasoning

Journal Article
Khurshid, F., Veen, M., Thompson, J., & Hegazi, I. (online)
Navigating Thematic Analysis: Practical Strategies Grounded in Abductive Reasoning. Teaching and Learning in Medicine, https://doi.org/10.1080/10401334.2025.2475098
Abductive thematic analysis blends empirical observations with theoretical frameworks, fostering a continuous and dynamic exchange between research evidence and theory. It is ...

Is it effective for brands to use virtual influencers for promoting pro-social cause?

Presentation / Conference Contribution
Igarashi, R., Thompson, J., & Bhoumik, K. (2024, April)
Is it effective for brands to use virtual influencers for promoting pro-social cause?. Presented at 17th Global Brand Conference, Edinburgh, UK

Enhancing graduate employability – exploring the influence of experiential simulation learning on life skill development

Journal Article
Scheuring, F., & Thompson, J. (in press)
Enhancing graduate employability – exploring the influence of experiential simulation learning on life skill development. Studies in Higher Education, https://doi.org/10.1080/03075079.2024.2334837
Skills and knowledge which increase the likelihood of university graduates finding employment is an increasingly important factor for higher education institutions. Even thoug...

What It Feels Like For A Girl: Teenage Girls' Lived Experiences On Social Media

Presentation / Conference Contribution
Rezai, K., Mercer-Jones, E., Thompson, J., Tjandra, N., Igarashi, R., & Naughton, P. (2023, July)
What It Feels Like For A Girl: Teenage Girls' Lived Experiences On Social Media. Presented at 2023 Academy of Marketing Conference, Birmingham, UK
With concerns growing regarding the impact of social media on teenage girls, this paper explores teenage girls’ lived experiences of using social media. This research was co-c...

Investigating the effects of service recovery strategies on consumer forgiveness and post-trust in the food delivery sector

Journal Article
Gannon, M., Taheri, B., Thompson, J., Rahimi, R., & Okumus, B. (2022)
Investigating the effects of service recovery strategies on consumer forgiveness and post-trust in the food delivery sector. International Journal of Hospitality Management, 107, Article 103341. https://doi.org/10.1016/j.ijhm.2022.103341
Underpinned by coping theory, this study investigates the extent to which service recovery strategies (e.g., firm-level apologies; compensation; feedback loops) stimulate cust...

Parasocial Relationships in CGI Influencer Marketing

Conference Proceeding
Thompson, J. (2022)
Parasocial Relationships in CGI Influencer Marketing. In 2022 Academy of Marketing Conference
Computer Generated Image (CGI) influencers have received no academic attention to-date. These influencers are developed by third parties such as Brud.fyi who generate the imag...

The role of Twitch betting on gambling behaviours amongst esport spectators

Conference Proceeding
Thompson, J. (2022)
The role of Twitch betting on gambling behaviours amongst esport spectators. In Proceedings of the European Marketing Academy (EMAC) 2022
Online gamers can gamble non-monetary virtual points and tokens in exchange for rewards with monetary value. This paper sets out to test the antecedent factors influencing the...

A Guide To Abductive Thematic Analysis

Journal Article
Thompson, J. (2022)
A Guide To Abductive Thematic Analysis. Qualitative Report, 27(5), 1410-1421. https://doi.org/10.46743/2160-3715/2022.5340
Thematic analysis is an increasingly popular method for analysing qualitative data within the social sciences. Current guides for conducting thematic analysis promote the meth...

Developing esport tourism through fandom experience at in-person events

Journal Article
Thompson, J., Taheri, B., & Scheuring, F. (2022)
Developing esport tourism through fandom experience at in-person events. Tourism Management, 91, https://doi.org/10.1016/j.tourman.2022.104531
Tourism research has yet to consider the growing esport sector. Through a mixed-method research design, we employ the theoretical lens of fandom to examine what online and exp...

Current Post Grad projects

Previous Post Grad projects