Areas of Expertise
Digital & Marketing Futures, Learning & Skills Futures, Market & Social Science Research, Consumer Profiling and Marketing, UX Research and Design Thinking, Innovation roadmaps & processes, Leadership Development & Organisational Learning
Sarah Diffley is a lecturer in Marketing in the Faculty of Business. Sarah lectures on a range of undergraduate and postgraduate modules in the areas of Marketing, Digital Marketing and Research. She also supervises on taught Masters and Masters by Research programmes. Sarah completed her Doctorate of Philosophy at Queen’s Management School. Her thesis title is “Embedding Social Networking Sites in Relational Information Processes: An integrative framework of the antecedents, consequences and performance outcomes of social CRM”. Her Master of Business Studies by Research was concerned with the implications of social networking sites for marketing in Irish businesses.
Research, Innovation & Engagement
Sarah’s research interests include customer engagement, value co-creation, social CRM and digital marketing. Sarah has both quantitative and qualitative data collection and analysis experience. Journals published in include Qualitative Market Research: An International Journal, International Journal of Contemporary Hospitality Management and The Services Industries Journal. Sarah works with local business in her capacity as a lecturer and on a consultancy basis. Sarah also acts as a peer reviewer and in an external examiner capacity.