An aerial view of Bay Campus, with the sea stretching into the horizon.

Dr Ellie Ismagilova

Senior Lecturer in Marketing

Business

elvira.ismagilova@swansea.ac.uk

Basic Welsh Speaker

Office 206 - 206
Second Floor
School of Management
Bay Campus

Available For Postgraduate Supervision

Research Links

https://orcid.org/0000-0001-9634-194X

Google Scholar

About

Ellie Ismagilova is a Senior Lecturer in Marketing at Swansea University, UK. Prior joining Swansea University, she has been working as an Assistant Professor in Marketing and managing undergraduate programmes at the University of Bradford, UK. Ellie has a PhD in Business Management from Swansea University, UK. Her current research interests focus on: electronic word of mouth communications; social media marketing; b2b social media; and consumer behaviour, and misinformation. Ellie has published articles in several highly regarded journals such as European Journal of Marketing, Information Systems Frontiers, Industrial Marketing Management, International Journal of Information Management, and Journal of Retailing and Consumer Services. She participated and presented her research in various international and domestic conferences including IFIP, Academy of Marketing, and Academy of Marketing Science.

Areas Of Expertise

Consumer Behaviour
Electronic word-of-mouth communications (eWOM)/online reviews
Marketing management
Social media marketing
IT/IS adoption
Misinformation

Career Highlights

Teaching Interests

Ellie enhances the interaction with students by using active learning approaches and technologies in the classroom (e.g. Kahoot, Slido, digital escape rooms) and provide the best conditions for them to flourish, taking into consideration students’ feedback to improve the modules and keeping close attention to new developments which may influence teaching.

Research Award Highlights Collaborations

Publications

Research Highlights

Mladenović, D., Beheshti, M., Kolar, T., Ismagilova, E., & Dwivedi, Y. (n.d.) Synthetic WOM? The Emergence of Generative Artificial Intelligence-Induced Recommendations. Journal of Computer Information Systems
SU Repository: https://cronfa.swan.ac.uk/Record/cronfa67773
Ismagilova, E., Ismagilova, E., Dwivedi, Y., Slade, E., & Williams, M. (2017). Electronic Word of Mouth (eWOM) in the Marketing Context (1st ed.). Springer.
https://doi.org/10.1007/978-3-319-52459-7, SU Repository: https://cronfa.swan.ac.uk/Record/cronfa32087
http://link.springer.com/book/10.1007%2F978-3-319-52459-7
Ismagilova, E., Ismagilova, E., Slade, E., Rana, N., & Dwivedi, Y. (2020). The effect of characteristics of source credibility on consumer behaviour: A meta-analysis. Journal of Retailing and Consumer Services, 53, 101736
https://doi.org/10.1016/j.jretconser.2019.01.005, SU Repository: https://cronfa.swan.ac.uk/Record/cronfa48143
Ismagilova, E., Ismagilova, E., Hughes, D., Dwivedi, Y., & Raman, K. (2019). Smart cities: Advances in research—An information systems perspective. International Journal of Information Management, 47, 88-100.
https://doi.org/10.1016/j.ijinfomgt.2019.01.004, SU Repository: https://cronfa.swan.ac.uk/Record/cronfa48144
Ismagilova, E., Ismagilova, E., Dwivedi, Y., & Slade, E. (2020). Perceived helpfulness of eWOM: Emotions, fairness and rationality. Journal of Retailing and Consumer Services, 53, 101748
https://doi.org/10.1016/j.jretconser.2019.02.002, SU Repository: https://cronfa.swan.ac.uk/Record/cronfa48883

All Research

Journal Articles

Mladenović, D., Ismagilova, E., Filieri, R., & Dwivedi, Y. (2024). MetaWOM – toward a sensory word-of-mouth (WOM) in the metaverse. International Journal of Contemporary Hospitality Management, 36(6), 2144-2163.
https://doi.org/10.1108/ijchm-04-2023-0474, SU Repository: https://cronfa.swan.ac.uk/Record/cronfa64324
Matheus, R., Faber, R., Ismagilova, E., & Janssen, M. (2023). Digital transparency and the usefulness for open government. International Journal of Information Management, 73, 102690
https://doi.org/10.1016/j.ijinfomgt.2023.102690, SU Repository: https://cronfa.swan.ac.uk/Record/cronfa64604
http://dx.doi.org/10.1016/j.ijinfomgt.2023.102690
Ismagilova, E., Dwivedi, Y., Ismagilova, E., Sarker, P., Jeyaraj, A., Jadil, Y., & Hughes, D. (2023). A Meta-Analytic Structural Equation Model for Understanding Social Commerce Adoption. Information Systems Frontiers, 25(4), 1421-1437.
https://doi.org/10.1007/s10796-021-10172-2, SU Repository: https://cronfa.swan.ac.uk/Record/cronfa57291
http://dx.doi.org/10.1007/s10796-021-10172-2
Ismagilova, E., Ismagilova, E., Hughes, D., Rana, N., & Dwivedi, Y. (2022). Security, Privacy and Risks Within Smart Cities: Literature Review and Development of a Smart City Interaction Framework. Information Systems Frontiers, 24(2), 393-414.
https://doi.org/10.1007/s10796-020-10044-1, SU Repository: https://cronfa.swan.ac.uk/Record/cronfa54687
Ismagilova, E., Dwivedi, Y., Ismagilova, E., Hughes, D., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A., Kumar, V., Rahman, M., Raman, R., Rauschnabel, P., Rowley, J., Salo, J., Tran, G., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168
https://doi.org/10.1016/j.ijinfomgt.2020.102168, SU Repository: https://cronfa.swan.ac.uk/Record/cronfa54400
Ismagilova, E., Rana, N., Slade, E., & Dwivedi, Y. (2021). A meta-analysis of the factors affecting eWOM providing behaviour. European Journal of Marketing, 55(4), 1067-1102.
https://doi.org/10.1108/ejm-07-2018-0472, SU Repository: https://cronfa.swan.ac.uk/Record/cronfa55410
http://dx.doi.org/10.1108/ejm-07-2018-0472
Ismagilova, E., Dwivedi, Y., Hughes, D., Ismagilova, E., Aarts, G., Coombs, C., Crick, T., Duan, Y., Dwivedi, R., Edwards, J., Eirug, A., Galanos, V., Ilavarasan, P., Janssen, M., Jones, P., Kar, A., Kizgin, H., Kronemann, B., Lal, B...., & Williams, M. (2021). Artificial Intelligence (AI): Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy. International Journal of Information Management, 57, 1-47.
https://doi.org/10.1016/j.ijinfomgt.2019.08.002, SU Repository: https://cronfa.swan.ac.uk/Record/cronfa51307
http://dx.doi.org/10.1016/j.ijinfomgt.2019.08.002
Ismagilova, E., Dwivedi, Y., Ismagilova, E., Rana, N., & Raman, R. (2021). Social Media Adoption, Usage And Impact In Business-To-Business (B2B) Context: A State-Of-The-Art Literature Review. Information Systems Frontiers, 25
https://doi.org/10.1007/s10796-021-10106-y, SU Repository: https://cronfa.swan.ac.uk/Record/cronfa55991
Ismagilova, E., Ismagilova, E., Slade, E., Rana, N., & Dwivedi, Y. (2020). The Effect of Electronic Word of Mouth Communications on Intention to Buy: A Meta-Analysis. Information Systems Frontiers, 22(5), 1203-1226.
https://doi.org/10.1007/s10796-019-09924-y, SU Repository: https://cronfa.swan.ac.uk/Record/cronfa50046
Ismagilova, E., Ismagilova, E., Slade, E., Rana, N., & Dwivedi, Y. (2020). The effect of characteristics of source credibility on consumer behaviour: A meta-analysis. Journal of Retailing and Consumer Services, 53, 101736
https://doi.org/10.1016/j.jretconser.2019.01.005, SU Repository: https://cronfa.swan.ac.uk/Record/cronfa48143
Ismagilova, E., Ismagilova, E., Dwivedi, Y., & Slade, E. (2020). Perceived helpfulness of eWOM: Emotions, fairness and rationality. Journal of Retailing and Consumer Services, 53, 101748
https://doi.org/10.1016/j.jretconser.2019.02.002, SU Repository: https://cronfa.swan.ac.uk/Record/cronfa48883
Ismagilova, E., Gupta, S., Drave, V., Dwivedi, Y., Baabdullah, A., & Ismagilova, E. (2019). Achieving superior organizational performance via big data predictive analytics: A dynamic capability view. Industrial Marketing Management
https://doi.org/10.1016/j.indmarman.2019.11.009, SU Repository: https://cronfa.swan.ac.uk/Record/cronfa52697
Ismagilova, E., Ismagilova, E., Hughes, D., Dwivedi, Y., & Raman, K. (2019). Smart cities: Advances in research—An information systems perspective. International Journal of Information Management, 47, 88-100.
https://doi.org/10.1016/j.ijinfomgt.2019.01.004, SU Repository: https://cronfa.swan.ac.uk/Record/cronfa48144
Mladenović, D., Beheshti, M., Kolar, T., Ismagilova, E., & Dwivedi, Y. (n.d.) Synthetic WOM? The Emergence of Generative Artificial Intelligence-Induced Recommendations. Journal of Computer Information Systems
SU Repository: https://cronfa.swan.ac.uk/Record/cronfa67773

Authored Books

Ismagilova, E., Ismagilova, E., Dwivedi, Y., Slade, E., & Williams, M. (2017). Electronic Word of Mouth (eWOM) in the Marketing Context (1st ed.). Springer.
https://doi.org/10.1007/978-3-319-52459-7, SU Repository: https://cronfa.swan.ac.uk/Record/cronfa32087
http://link.springer.com/book/10.1007%2F978-3-319-52459-7

Book Chapters

Ismagilova, E., Lal, B., Ismagilova, E., Dwivedi, Y., & Kwayu, S. (2019). Return on Investment in Social Media Marketing: Literature Review and Suggestions for Future Research. Digital and Social Media Marketing (pp. 3-17). Springer International Publishing
https://doi.org/10.1007/978-3-030-24374-6_1, SU Repository: https://cronfa.swan.ac.uk/Record/cronfa53931

Conference Contributions

Ismagilova, E., Ismagilova, E., Dwivedi, Y., Rana, N., & Raman, R. (2022). Factors Affecting Adoption of eWOM Communications: A Synthesis of Research Using Meta-analysis. In Lecture Notes in Computer Science (pp. 315-326). Springer International Publishing.
https://doi.org/10.1007/978-3-031-15342-6_25, SU Repository: https://cronfa.swan.ac.uk/Record/cronfa60428
Ismagilova, E., Ismagilova, E., Dwivedi, Y., & Rana, N. (2021). The Use of Elaboration Likelihood Model in eWOM Research: Literature Review and Weight-Analysis. In Denis Dennehy, Anastasia Griva, Nancy Pouloud, iYogesh K. Dwivedi, Ilias Pappas, Matti Mäntymäki (Ed.), Responsible AI and Analytics for an Ethical and Inclusive Digitized Society, 20th IFIP WG 6.11 Conference on e-Business, e-Services and e-Society, I3E 2021, Galway, Ireland, September 1–3, 2021, Proceedings (pp. 495-505). Springer International Publishing.
https://doi.org/10.1007/978-3-030-85447-8_41, SU Repository: https://cronfa.swan.ac.uk/Record/cronfa58681
https://link.springer.com/chapter/10.1007/978-3-030-85447-8_41
Doneddu, D., Dwivedi, Y., Ismagilova, E., LAL, B., & Rana, N. (2021). Return On Investment In Social Media Marketing: Bibliometric Analysis. In UK Academy for Information Systems Conference Proceedings 2021Association of Information Systems.
SU Repository: https://cronfa.swan.ac.uk/Record/cronfa58849
https://aisel.aisnet.org/ukais2021/17/
Ismagilova, E., Ismagilova, E., Dwivedi, Y., & Rana, N. (2020). Unanticipated Consequences of Interactive Marketing: Systematic Literature Review and Directions for Future Research. In Advances in Digital Marketing and eCommerce (pp. 91-98). Springer International Publishing.
https://doi.org/10.1007/978-3-030-47595-6_12, SU Repository: https://cronfa.swan.ac.uk/Record/cronfa54193
Ismagilova, E., Ismagilova, E., Dwivedi, Y., Rana, N., Sivarajah, U., & Weerakkody, V. (2020). Weight Analysis of the Factors Affecting eWOM Providing Behavior. In Lecture Notes in Computer Science (pp. 266-275). Springer International Publishing.
https://doi.org/10.1007/978-3-030-44999-5_22, SU Repository: https://cronfa.swan.ac.uk/Record/cronfa53930
Ismagilova, E., Dwivedi, Y., Ismagilova, E., Rana, N., & Weerakkody, V. (2019). Use of Social Media by b2b Companies: Systematic Literature Review and Suggestions for Future Research. In Lecture Notes in Computer Science (pp. 345-355). Springer International Publishing.
https://doi.org/10.1007/978-3-030-29374-1_28, SU Repository: https://cronfa.swan.ac.uk/Record/cronfa53932
Ismagilova, E., Ismagiloiva, E., Hughes, L., Rana, N., & Dwivedi, Y. (2019). Role of Smart Cities in Creating Sustainable Cities and Communities: A Systematic Literature Review. In IFIP Advances in Information and Communication Technology (pp. 311-324). Springer International Publishing.
https://doi.org/10.1007/978-3-030-20671-0_21, SU Repository: https://cronfa.swan.ac.uk/Record/cronfa51118
Doneddu, D. & Ismagilova, E. (n.d.) Use of digital escape rooms as a revision tool in higher education. In Learning Teaching Student Experience 2022 (LTSE 2022)
SU Repository: https://cronfa.swan.ac.uk/Record/cronfa62085
Doneddu, D. & Ismagilova, E. (n.d.) Examination of factors affecting student satisfaction with digital escape rooms. In Learning Teaching Student Experience (LTSE) Proceedings 2023, 22-23 May 2023, ICC WalesChartered ABS.
SU Repository: https://cronfa.swan.ac.uk/Record/cronfa64478
Ismagilova, E., Doneddu, D., & Dwivedi, Y. (n.d.) Understanding factors affecting student satisfaction/dissatisfaction with digital escape rooms: an exploration using a fuzzy-set configurational approach. In 2023 Academy of Marketing Science (R) World Marketing Congress, University of Kent, Canterbury, UK, July 11-14 2023
SU Repository: https://cronfa.swan.ac.uk/Record/cronfa64479
https://www.ams-web.org/

Supervision

Untitled (current)

PhD

Other supervisor: Dr Daniele Doneddu
Privatization in Kuwait Airways Company (current)

PhD

Other supervisor: Dr Daniele Doneddu

Taught Modules

MN-M013 Marketing Management

The purpose of this module is to teach students how to analyse markets and buyers' behaviour. It looks at all aspects of marketing including how to identify appropriate markets, how products can be developed to suit chosen markets, and provides an overview of the factors that need to be considered when developing and executing marketing programmes.
MN-M558 Marketing Research

Marketing research is fundamental to the decision making of any type or size of business. Accurate interpretation of relevant and timely data can help reduce organisational risks and uncertainty, and facilitate the achievement of marketing objectives. Transformative research that benefits consumer welfare and the quality of life of all those impacted by consumption is also rising in significance. This module will equip students with the knowledge and skills needed to acquire, interpret and critically evaluate marketing and consumer research. Upon completion of the module, students should have an understanding of the marketing research industry and awareness of the issues and trends currently impacting it.

Key Grants and Projects

“Climate Change Is Not Real!”- The Use Of Various Message Formats To Counter Misinformation On Social Media About Climate Change 2023 - 2024

, BA/Leverhulme Small Research Grants SRG 2022-23 Round, £7,992.00

Career History

Senior Lecturer in Marketing, Swansea University

2023 - Present
Assistant Professor in Marketing/Director of Undergrad Studies, University of Bradford

2021 - 2023
Lecturer in Marketing, University of Bradford

2017 - 2021
Graduate Teaching Assistant, Swansea University

2016 - 2017

Other Roles

Associate Editor , International Journal of Electronic Government Research

2019 - Present

Dr Ellie Ismagilova

Email address

Welsh language proficiency

LinkedIn Account

Research Links

About

Areas Of Expertise

Career Highlights

Research Highlights

All Research

Untitled (current)

Privatization in Kuwait Airways Company (current)

MN-M013 Marketing Management

MN-M558 Marketing Research

“Climate Change Is Not Real!”- The Use Of Various Message Formats To Counter Misinformation On Social Media About Climate Change 2023 - 2024

Senior Lecturer in Marketing, Swansea University

Assistant Professor in Marketing/Director of Undergrad Studies, University of Bradford

Lecturer in Marketing, University of Bradford

Graduate Teaching Assistant, Swansea University

Associate Editor , International Journal of Electronic Government Research