Jaylan Azer Azer

jaylan azer azer

Dr Jaylan Azer 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 Ranaweera, C. (2019)'Customer influencer value in social networks', in QUIS conference, Karlstad, Sweden
  • Azer, J. and Ranaweera, C. (2019) 'The impact of noncustomers with high influencer value on other actors', Frontiers -AMA in service, NUS, Singapore
  • 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) 'Negatively-valenced Customer Engagement Behaviour: Forms and Drivers' in 5th Naples forum on Service Sorrento, Italy
  • 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

  • Certificate of Recognition for contributed review to the Journal of Electronic Commerce Research and Application
  • TBS competition of research funding £1200
  • British Funds for Women Graduates - £6000
  • Edinburgh Napier Research Travel Grant - £1500
  • Excellent Research Award - 6th International Research Conference in Marketing - SBS
  • University of Strathclyde Research Travel Award - £1400


Media Activity

  • Interview with an International Student - Strath Media


Membership of Professional Body

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


Public/Community Engagement

  • Invited Keynote speaker to The Scottish Holyrood Magazine's public event 'Social Media Communication: Engagement, Challenges and Innovation
  • Invited Keynote Speaker to The Scottish Holyrood Magazine's 'Digital Communications' Public Event



  • Electronic Commerce Research and Application
  • Journal of Service Theory and Practice
  • Journal of Hospitality and Society
  • Journal of Service Management