我要吃瓜

Hi, my name is Dr Malcolm Stewart and I have a PhD in Marketing from Strathclyde Business School and experience working in the marketing and advertising industry. I have experience in teaching marketing and advertising modules and experience involved in the management of marketing and advertising courses and programmes including the provision of pastoral and academic support for students, co-ordination and development of the teaching programmes, and course recruitment. My key learning and teaching research informed interests is in advertising and marketing: My main research area focuses on advertising, consumer behaviour, digital marketing, and branding.

Research Proceedings

Wu Y., & Stewart M. (2024) Gamified Assessment in Higher Education: A Conceptual Framework for Students’ Motivation and Engagement ISSN: 2188-1162 The European Conference on Education 2024: Official Conference Proceedings (pp. 553-566) To link to this article:

July 2022 Alam, Fahima, Stewart Malcolm, and Wu Ying Adoption of Interactive Artificial Intelligence- Chatbots in Online Retailing Fashion Industry: Academy of Marketing Conference 2022, Marketing: The Fabric of Life, 5/07/22 → 7/07/22, Huddersfield, United Kingdom

July 2019 Yamoah Fred, Stewart Malcolm, and Trindade Julie A Transactional - Relationship Marketing Management Approach in Education, In: Academy of Marketing, 2nd - 4th July 2019, Regents University, London, UK.

June 2015 Stewart, Malcolm, and Liu Rebecca: The Volume and Valence of Electronic Word-of-mouth in Social Websites: A Simulation Modeling Approach Using Network Topologies and Artificial Neural Networks, Conference Paper.

July 2012 Stewart, Malcolm and Paliwoda, Professor Stan, Antecedents, policies, and practices of Internet promotional standardisation strategy: a comparison of British MNCs and advertising agencies across the UK, France, and Germany. In: Global Marketing Conference, 19-22 July 2012, Seoul, South Korea.

Sep 2011 Stewart, Malcolm and Paliwoda, Professor Stan, Advertising Agency's B2B relationship with MNCs across the UK, France, and Germany with reference to Internet Promotional Standardisation Strategy. In: IMP Conference 2011: social media, 31 August-3 September 2011, Glasgow.

July 2011 Stewart, Malcolm and Paliwoda, Professor Stan, Antecedents, policies, and practices of promotional standardisation strategy: a comparison of British MNCs and advertising agencies in the UK, France, and Germany. In: Academy of Marketing, 5-7 July 2011, Aintree Racecourse, Liverpool.

Chapters in book Aug 2015 Social Networking Sites and Marketing Strategies published to the book Handbook of Research on Integrating social media into Strategic Marketing.

PhD Completion February 2023 Alam, Fahima and Stewart Malcolm (Principal Supervisor) Adoption of Interactive Artificial Intelligence- Chatbots in Online Retailing Fashion Industry

Key Teaching and Research Interests My key learning and teaching research informed interests is in advertising and marketing: My main research area focuses on advertising, consumer behaviour, digital marketing, and branding.