معرفی
Kathryn Waite is an Associate Professor at Edinburgh Business School, Heriot-Watt University, specializing in Digital Marketing. She joined in 2005, was promoted to Associate Professor in 2020, and serves as Head of the Marketing and Operations Discipline (Global) since 2023. Her research explores how digital technology transforms organizational and consumer behavior, particularly in services marketing.
- PhD in Business Management (University of Edinburgh, 2009)
- Senior Fellow of the Higher Education Academy (2021)
Her research focuses on digital technology's impact on financial services, SMEs, and dementia caregiving. She combines qualitative and quantitative methods, bridging marketing, information science, and social psychology.
Recent publications include analyses of digital interactivity, salutogenic marketing, and AI-driven customer relationships. Her work aligns with UN SDGs like Digital Transformation and Dementia Care.
- AM2016 Marketing Research & Methodology Track Prize
- Teaching Oscar (2010)
Kathryn supervises DBA and PhD students in social media and digital marketing. Her funded projects include ESRC research on pensions digitization and British Academy/Leverhulme grants on dementia caregiving.
