Bangor University

Faculty Member, Bangor Business School

Lecturer in Marketing

College of Business, Social Sciences & Law:

Thesis Title: Electronic Word-of-Mouth: Antecedents of Reading Customer Reviews in Online Opinion Platforms: A case from the UK market.

About

Education & Research Experience
Dr. Marwan Khammash worked in marketing for several years after completing his undergraduate studies. He then continued his education and earned an MA in Marketing from the University of Nottingham. Thereafter, he obtained a PhD from the University of Manchester (Manchester Business School), where he also taught marketing modules. Marwan was a visiting researcher at the University of Washington, USA, hosted by Professor Sandeep Krishnamurthy.

Marwan's main research activities focus on the intersection between marketing and the Internet. His recent and current research projects relate to interactive marketing, customer-to-customer interaction and electronic word-of-mouth.

Marwan’s speciality lies in online marketing research, utilising online qualitative and quantitative research methods, netnography and social network marketing. His teaching interests are Internet Marketing, Consumer Behaviour and Marketing Strategy. He presented his research at leading international conferences and workshops (such as IADIS, ESOMAR & BAM), where he was also asked to act as a reviewer and track chair. One of his recent papers is under review with the Journal of Customer Behaviour. Marwan maintains a strong network of research contacts in academia and industry in the UK and the US.


Roles within Bangor Business School:
Lecturer in Marketing and Personal tutor for undergraduate and postgraduate students


Research Interests:
In previous projects, Marwan investigated the ethical effects of smoking scenes and their usage as product placements in contemporary films. In another project he examined Electronic Word-of-Mouth and its antecedents for reading and writing customer reviews in online opinion platforms. The project focused on the UK market and included an evaluation of new motivational and behavioural dimensions of an online user model, relevant to customer-to-customer interaction. This venture had implications on customer communication and buying behaviour. The project was facilitated and partly sponsored by Ciao.com, one of the leading consumer opinion portals in the UK and Europe, which was recently acquired by Microsoft.

Qualifications/Memberships of Professional Bodies:
BSc (Hons.) Marketing
MA Marketing (University of Nottingham)
PhD Marketing (University of Manchester)

American Marketing Association, Marketing Science Institute, British Academy of Management, International Association for Development of Information Society

Publications, Conferences Papers & Workshops:
Burton, J. and Khammash, M. (2008) 'Investigating motivations for reading customer opinion-portal reviews', British Academy of Management workshop.

Khammash, M. (2008) 'Electronic Word-of-Mouth: Antecedents of Reading Customer Reviews in Online Opinion Platforms: A Quantitative Study from the UK Market', Proceedings of IADIS International Conference www/Internet, Freiburg, Germany, ISBN: 978-972-8924-68-3.

Burton, J. and Khammash, M. (2006) ‘Investigating Electronic Word-of-Mouth: Why customers read product reviews online’, Submitted to Journal of Customer Behaviour. Westburn Publishers Ltd, Scotland, UK. (under review)

Khammash, M.; Allan, K.; Burton, J. (2006) ‘Electronic Word-of-Mouth: Motives for reading customer opinions online: Empirical Results’, Proceedings of ESOMAR 59th Annual Congress, UK, ISBN: 92-831-0197-9.

Khammash, M.; Burton, J. (2005) ‘Electronic Word-of-Mouth: Motives for reading customer opinions online: Research plan for the UK market’, Proceedings of IADIS International Conference E-commerce, Portugal, ISBN: 972-8924-06-2.

Khammash, M.; Burton, J.; Easingwood C. (2004) ‘The Role of Internet Communication and Communities in supporting Customer Relationship Management.’ Proceedings of Manchester Federal School Doctoral Conference, UK.
Teaching interests:

Marwan is responsible for teaching Consumer Behaviour and Internet Marketing modules at the undergraduate Level, and Marketing Strategy at the Executive MBA Level.

Visiting appointments:
Visiting researcher, University of Washington, Bothell, Business Administration Department (2007)

Prestigious awards:
Marwan was awarded a scholarship by Worldwide Universities Network (WUN) to attend the Global Exchange Programme and conduct additional research at the University of Washington, Bothell (WA, USA).

Editorial Service:
Ad-hoc reviewer for European Marketing Association Conferences

Track chair for e-Business/e-Health session of the ICWI 2008
Corporate Collaboration & Public Service:

Academic advisor to the College of Health and Behavioural Sciences

External Project researcher at Ciao.co.uk

Marketing advisor at Capsool.com

Other Work Experience:
Marwan previously worked as an assistant marketing manager for a trading company, where he gained wide experience in managing liaison and dealing with suppliers in Europe, the Far East & Asia. He also trained and supervised employees with regard to sales and marketing.

Contact Information