Jaylan Azer

jaylan azer

Dr Jaylan Azer

Lecturer in Marketing


I am a lecturer in Marketing at Edinburgh Napier Business School where I have been based since 2017. I have got my PhD in Marketing from The University of Strathclyde in 2018. My research interests are focused within the services domain around the complementary concepts of Service Dominant Logic, value co-creation and customer engagement. Within this domain I have a particular focus on online behavioural manifestations of customer engagement and their impact within networks. I also teach and lead a variety of Marketing modules which relate closely to my research interests. My research has been published in a range of academic journals of high impact factor including the Journal of Service Management.

Research Areas


Conference Activity

  • Azer, J. and Alexander, M. (2017) 'Negatively-valenced Customer Engagement Behaviour: Forms and Drivers' in 5th Naples forum on Service Sorrento, Italy
  • Azer, J. and Alexander, M. (2018)'The Impact of Negatively-valenced Influencing Behavior', in 10th SERVSIG conference Paris, France 2018
  • Azer, J. and Alexander, M. (2017) 'Forms of negatively-valenced customer engagement behaviour' in 6th Research Conference in Marketing, Glasgow, UK
  • Azer, J. (2016) 'Negative Valence of Customer Engagement Behaviour' in 5th Research Conference in Marketing, Glasgow, UK


Fellowships and Awards

  • British Funds for Women Graduates - £6000
  • Excellent Research Award - 6th International Research Conference in Marketing - SBS
  • University of Strathclyde Research Travel Award - £1400
  • Edinburgh Napier Research Travel Grant - £1500



  • Ad hoc reviewer of the Journal of Service Management, Journal of Service Theory and Practice and Journal of Hospitality and Society


Media Activity

  • Interview with an International Student - Strath Media


Membership of Professional Body

  • Marketing Society- Scotland
  • International Training Institute of Credit Agricole, S.A. – IFCAM, Paris, France
  • Chartered Accountants Syndicate, Alexandria, Egypt
  • The University of Strathclyde, Glasgow, Scotland – Alumni
  • Cardiff Metropolitan University, Cardiff, Wales – Alumni


Public/Community Engagement

  • Invited as a Keynote Speaker at Holyrood Magazine's 'Digital Communications' Public Event