Dr Ethel Claffey

Lecturing on a range of undergraduate and postgraduate programmes in the Marketing area including:

Doctorate in Business Administration
Higher Diploma/Msc in Digital Marketing
Masters of Business Studies
Bachelor of Business Studies (Hons)
BA (Hons) in Marketing & Digital Media
BA (Hons) in Design (Visual Communications)
BSc (Hons) in Food Science & Innovation
BSc (Hons) in Applied Electronics
 

Previously lectured in Athlone Institute of Technology, Galway/Mayo Institute of Technology and The University of Dublin, Trinity College.

Research Publications:

Journals

Doolin, K., Roussaki, I., Dilleen, G., Cleary, E., Williams, H., Foley, A. and Claffey, E. (2024) ‘Making Smart Agriculture Smarter: Challenges in Realizing an IoT-Enabled Agricultural Ecosystem’, in Springer Handbook of IoT.

Dilleen, G., Claffey, E., Foley, A. and Doolin, K. (2023), ‘Investigating knowledge dissemination and social media use in the farming network to build trust in smart farming technology adoption’, Journal of Business & Industrial Marketing, Vol. 38 No. 8, pp. 1754-1765

Roussaki, I., Doolin, K., Skarmeta, A., Routis, G., Lopez-Moralez, J.A., Claffey, E., Mora, M., Martinez, J. A. (2021), ‘Building an Interoperable Space for Smart Agriculture’ in Digital Communications and Networks.

Doolin, K., Roussaki, I., Dilleen, G., Cleary, E., Williams, H., Foley, A., Claffey, E. (2021), Making Smart Agriculture smarter: Challenges in realising an IoT-enabled agricultural ecosystem, Handbook of Internet of Things, Springer.

Claffey, E.A. and Brady, M. (2019), An Empirical Study of the Impact of Consumer Emotional Engagement and Affective Commitment in Firm-hosted Virtual Communities, Journal of Marketing Management, DOI: 10.1080/0267257X.2019.1601125.

Claffey, E.A. and Brady, M. (2017) Examining Consumers' Motivations to Engage in Firm-hosted Virtual Communities, Psychology & Marketing, 34(4), 356-375.

Claffey, E.A. and Brady, M. (2014), A Model of Consumer Engagement in a Virtual Customer Environment, Journal of Customer Behaviour, Volume 13, Issue 4, Winter Edition.

Peer Reviewed Conference Papers

Dilleen, G., Claffey, E. and Foley, A. (2022), “Exploring the role of trust as an antecedent to the adoption of Smart Farming Technology”, Irish Academy of Management Conference, Dublin, August.

Dilleen, G., Claffey, E., Foley, A., Doolin, K. (2021) Examining the Internal and External Forces which Impact Adoption of AgriTech in the Marketplace, Irish Academy of Management Conference, Waterford, Ireland, September.

Dilleen, G., Claffey, E., Foley, A., Doolin, K. (2021) Investigating the External and Internal influences on Farmers’ Adoption of Smart Farming Technologies, Industrial Marketing and Purchasing (IMP) Conference, Cork, August.

Heneghan, M., Claffey E., Morrissey, P. (2018), The Moderating Role of Online Social Influence in the Switching of Personal Current Accounts, Irish Academy of Management Conference, Cork, Ireland, September.

Claffey E. A. and Brady, M. (2017), The Need to View Social Media as a Consumer Engagement Platform: Challenges and Opportunites, The 5th Naples Forum on Services, Sorrento Italy, June, pp1-6.

Claffey, E.A. and Brady, M. (2015), Consumer Engagement in a Firm-hosted Virtual Community: The Moderating Effects of Consumers’ Engagement Focus, Online Interaction Propensity and Affective States, Irish Academy of Management Conference, Galway, Ireland, September. Winner of the Best Paper Award, Marketing and Service Management Track.

Claffey, E.A. and Brady, M. (2013), A Model of Consumer Engagement in a Virtual Customer Environment, Irish Academy of Management Conference, Waterford, Ireland, September. Winner of the Best Paper Award, Marketing and Service Management Track.

Claffey, E.A. and Brady, M. (2012), Toward A Model of Technology Mediated Consumer Engagement, Irish Academy of Management Conference, Maynooth, Ireland, September.

Claffey, E.A. and Brady, M. (2009), Understanding Technology Adoption within the Service-Dominant Logic Paradigm, The Naples Forum on Service: Service-Dominant Logic, Service Science, and Network Theory. Capri, June 16-19.

Claffey, E.A. and Brady, M. (2008), Exploring the Applicability of Models of Technology Acceptance and Adoption in the Context of Emerging Information and Communication Technologies, British Academy of Management Conference, UK.

Claffey, E.A. (2008), Modelling the Acceptance of Next Generation ICTs: A Critical Approach, Academy of Marketing Conference (Doctoral Colloquium), UK.

Claffey, E.A. and Brady, M. (2008), Towards a Model of Technology Attribute Acceptance: A Review of the Evolution of Technology Acceptance Theory, European Academy of Management Conference (EURAM), Ljubljana & Bled Slovenia, May.

Claffey, E.A. and Brady, M. (2006), Next Generation ICTs and their Impact on Consumer Behaviour and Marketing: Are we Ready? Academy of Marketing (UK) Conference, London, July.

Claffey, E.A. (2006), Technology-induced Changes in Consumer Behaviour: A Study of the Impact of Emerging ICTs on the Consumer Behaviour of the Youth Market, Academy of Marketing (UK) Conference, (Doctoral Colloquium), London, July.

Claffey, E.A. (2006), Out with the Old and in with the New….Traditional Strategy Formulation is no Longer Apt for the Digital Age, Irish Academy of Management Conference, (Postgraduate Paper), Cork, September.

Claffey, E.A. and Brady, M. (2006), Will the Youth Market Revolutionise the Marketing World? A Call for Research, International Workshop, Youth, Brands and Lifestyles, Fernando Pessoa University, Porto, Portugal, September.

Case Studies/Articles

Claffey, E. (2023), ‘Manchester City Football Club: Co-Creating the Future’ in Principles and Practices of Marketing (10th ed.), by Jobber & Ellis-Chadwick, McGraw Hill, London.

Claffey, E. (2023), ‘Accelerating Marketing Research: Harley­-Davidson turns to Albert’ in Principles and Practices of Marketing (10th ed.), by Jobber & Ellis-Chadwick, McGraw Hill, London.

Claffey, E. (2023), ‘HubSpot: Harnessing the Power of Artificial Intelligence for Marketing’ in Principles and Practices of Marketing (10th ed.), by Jobber & Ellis-Chadwick, McGraw Hill, London.

Claffey, E. (2023), ‘Driving Electric Car Innovation: Influencing Factors of Tesla’s Pricing Strategy’ in Principles and Practices of Marketing (10th ed.), by Jobber & Ellis-Chadwick, McGraw Hill, London.

Claffey, E. (2023), ‘Airbnb Belong Anywhere’ in Principles and Practices of Marketing (10th ed.), by Jobber & Ellis-Chadwick, McGraw Hill, London.

Claffey, E. (2023), ‘Billie Eilish: Leveraging the Personal Anti-brand Across Digital Media’ in Principles and Practices of Marketing (10th ed.), by Jobber & Ellis-Chadwick, McGraw Hill, London.

Claffey, E. (2021), ‘Nike’s Marketing Strategy: Just Do It ‘in Foundations of Marketing (7th ed.), by Fahy and Jobber, McGraw Hill. Winner of McGraw Hill Case Study Competition, London.

Claffey, E. (2021), ‘Sephora Commits to Inclusivity ‘in Foundations of Marketing (7th ed.), by Fahy and Jobber, McGraw Hill. Winner of McGraw Hill Case Study Competition, London.

Claffey, E. (2021), ‘My Starbucks Ideas: Co-creation Strategies ‘in Foundations of Marketing (7th ed.), by Fahy and Jobber, McGraw Hill. Winner of McGraw Hill Case Study Competition, London.

Claffey, E. (2021), ‘TikTok: Rewriting the Marketing Rulebook ‘in Foundations of Marketing (7th ed.), by Fahy and Jobber, McGraw Hill. Winner of McGraw Hill Case Study Competition, London.

Claffey, E. (2021), ‘Vans – Building the Culture of Fun in the Retail Environment ‘in Foundations of Marketing (7th ed.), by Fahy and Jobber, McGraw Hill. Winner of McGraw Hill Case Study Competition, London.

Claffey, E. (2021), ‘Unilever; Harnessing Social Media to Engage Consumers ‘in Foundations of Marketing (7th ed.), by Fahy and Jobber, McGraw Hill. Winner of McGraw Hill Case Study Competition, London.

Claffey, E. (2021), ‘Netflix’s International Pricing Under Pressure’ in International Marketing (5th ed.), by Ghauri & Cateora, Winner of McGraw Hill Case Study Competition, London.

Claffey, E.  (2019), ‘The Taste of Success: Nestlé’s Direct Marketing Communications’, in Principles and Practices of Marketing (9th ed.), by Jobber & Ellis-Chadwick, Winner of McGraw-Hill Education Marketing Case Study Competition, London.

Claffey, E.  (2019), ‘Airbnb: Don’t Go There, Live There!’, in Principles and Practices of Marketing (9th ed.), by Jobber & Ellis-Chadwick, Winner of McGraw-Hill Education Marketing Case Study Competition, London.

Claffey, E.  (2019), ‘Accelerating Marketing Research: How Harley­-Davidson is using Artificial Intelligence to Drive Sales’, in Principles and Practices of Marketing (9th ed.), by Jobber & Ellis-Chadwick, Winner of McGraw-Hill Education Marketing Case Study Competition, London.

Claffey, E.  (2019), ‘Top of their Game – Technology Innovation in Manchester City Football Club (FC)’, in Principles and Practices of Marketing (9th ed.), by Jobber & Ellis-Chadwick, Winner of McGraw-Hill Education Marketing Case Study Competition, London.

Claffey, E.A. (2017), ‘Marketing Insight: Stripe: Revolutionising Online Payments’, in Marketing (4th ed.), by Baines, P., Fill, C. and Rosengren, S. (2017), Oxford: Oxford University Press.
 
Claffey, E.A. (2017), ‘Marketing Insight: Insomnia: Social Co-Creation, New Platforms for Marketing and Innovation’, in Fundamentals of Marketing’, by Baines, P., Fill, C. and Rosengren, S. (2017), Oxford: Oxford University Press.

Yu, Z,  Daqing, Z, Wang,  Z,  Guo, B,  Roussaki, I., Doolin, K., Claffey, E. (2017), Towards Context-Aware Mobile Social Networks. IEEE Communications Magazine.

In addition to her lecturing, Ethel has 5+ years of commercial experience in a variety of roles relating to sales, marketing and advertising in Ireland.