Ethel Claffey

Dr. Ethel Claffey is a Lecturer in the Department of Management and Organisation at South East Technological University (SETU). She holds a PhD in Consumer Engagement from a firm-hosted virtual customer environment perspective, a Master’s in Business Studies (MBS), a Postgraduate Diploma in Computing, and a BA (Hons) in Marketing. She is actively involved in research, publication, and academic supervision, with a strong focus on marketing, digital transformation, and technology adoption.

• PhD: Key Components of Consumer Engagement: a Firm-hosted Virtual Customer Environment Perspective
• Masters Degree: MBS
• Postgraduate Diploma: Grad Dip (Computing)
• Bachelors Degree: BA (Hons) Marketing

Her research centers on consumer engagement, digital marketing, smart farming technology adoption, and virtual communities. She explores how trust, social networks, and digital platforms influence consumer behavior and organizational strategies. Her work bridges marketing, information systems, and agricultural technology, with a particular emphasis on digital transformation and interoperability in smart ecosystems.

The analysis of her recent publications reveals a consistent focus on technology adoption, particularly in agriculture, and the role of social media and virtual communities in shaping consumer engagement. Her research combines theoretical frameworks from social sciences with practical applications in computer science and business management, reflecting an interdisciplinary approach to solving real-world problems in digital marketing and smart systems.

Dr. Claffey has received multiple recognitions for her academic work, including:

• Best Marketing Case (2021)
• Best Marketing Case(s) (2019)
• Best Marketing Case(s) (2021)
• Best Paper (2015)
• Best Paper (2013)
• Best Marketing Case

She is actively involved in academic service, serving as a reviewer for journals such as Psychology and Marketing, Journal of Interactive Marketing, Journal of Marketing Management, and The Irish Journal of Management. Since 2018, she has served as Stream Leader for the BBS (Hons) Marketing program. She is accepting PhD students and has supervised at least one research project. Her work is supported by a strong network of collaborations across disciplines and institutions.

Dr. Claffey is part of a vibrant research ecosystem at SETU, contributing to projects on smart agriculture, digital transformation, and consumer behavior. Her collaborative work with researchers like Doolin, Dilleen, Foley, and Roussaki highlights her integration into interdisciplinary teams focused on IoT, digital communications, and food sector innovation. She is actively engaged in building knowledge networks that bridge academia and industry, particularly in the domain of smart farming and digital marketing.