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Role

Professor Kawaf is the Centre Director of the Marketing and Consumer Studies Research Centre and a leading expert in digital marketing and consumer research. She is the founder of the Screencast Videography methodology, an innovative visual method for studying digital experiences. Professor Kawaf also chairs the Academy of Marketing Visual Methods Special Interest Group (https://academyofmarketing.org/visual-methods-sig/) and serves as the Impact and External Engagement Lead at the .

Professor Kawaf has supervised several PhD students and is open to supervising new PhD students in areas relating to transformative technology, digital marketing, consumer research particularly research that adopts qualitative visual approaches and those interested in using Screencast Videography methodology.

She is also open to welcome visiting scholars interested in projects that closely align with her expertise.

Career overview

Prior to joining NTU, Professor Kawaf was an associate professor in digital marketing and a member of the senior leadership team at the Management and Marketing Department at Greenwich Business School. Professor Kawaf’s 17 years of expertise in Higher Education consists of various teaching, research and leadership roles at several UK universities including University of Strathclyde, University of Essex, Sheffield Hallam University and the University of Greenwich.

Her academic career started at a young age immediately after graduating from her UG studies in 2006.

Throughout her academic career, Professor Kawaf has also led and delivered several consultancy projects to SMEs, NGOs and local councils.

External activity

Chair of the

Impact and External Engagement Lead at the

Sponsors and collaborators

Professor Kawaf has a vast network of collaborators based in the UK, EU, US and farther afield.

Professor Kawaf’s research has been funded by several parties including EU Regional Development Fund, KEEP+, ESRC, Academy of Marketing, Marketing Trust, Vice Chancellor Funds at the University of Greenwich, UoG Tourism and Marketing Research Centre, and Edinburgh Napier University.