Dr Donia Waseem

Dr. Donia Waseem is a Senior Lecturer in Marketing at the University of Kent. She has been teaching for over five years and has taught undergraduate, postgraduate, MBA, and PhD students in New Zealand, the UK, and the UAE. Prior to joining academia, Donia worked in the industry for four years, with her last role being Deputy Manager of Product & Marketing at a tile manufacturing company.

Her research has been featured in prestigious journals, including Industrial Marketing Management, International Journal of Hospitality Management, Journal of Service Marketing, and International Journal of Information Management. In 2019, her conference paper presented at the 32nd IMP Conference was invited for submission to Industrial Marketing Management. In 2022, she was recognized with the best paper award in the social marketing track at the Australian and New Zealand Marketing Academy Conference.

Her research garners interest from global media platforms such as ITV (UK), Radio Sputnik (UK), The Conversation (UK), Metro (UK), National Interest (USA), and Yahoo News. Additionally, her work has been incorporated into governmental and public policy assessments, notably the World Health Organization database and the 2021 Australian Privacy Act Review.

Her primary research interests are in the areas of service marketing. Specifically, she is interested in exploring value co-creation, consumer emotions and motivations, consumer vulnerability and data privacy issues. She is keen to advise companies on how to enhance customer engagement through value co-creation, effectively address consumer emotions and motivations in their marketing strategies, and implement robust data privacy measures to protect vulnerable consumers.

Dr. Donia teaches courses in Brand Management at both undergraduate and postgraduate levels, leveraging her considerable expertise in Marketing Communication and Service Marketing education.

Past Supervision:
Dr Obaid Amin - Self-congruity theory: an investigation of the pro-environmental tourist behaviours