Paul Harrigan

Paul Harrigan is a Professor of Marketing and Deputy Dean at the UWA Business School, The University of Western Australia. He has been at UWA since 2012 and also holds an adjunct position at IESEG School of Management since 2011. Previously, he was at The University of Southampton from 2008-2012. His current leadership roles include Deputy Dean of the Business School, former Head of the Marketing department (2019-20), and Deputy Head (2023-25).

Education:

• PhD in Marketing, Ulster University (2005-2008)
• MSc in Marketing & Entrepreneurship, Ulster University (2004-2005)
• BSc in Management with French, Queen's University Belfast (2001-2004)

Professor Harrigan's research expertise centers on digital marketing, with a specific focus on harnessing big data to understand social media engagement and its impacts. His work spans multiple critical areas including branding, misinformation, political polarisation, and influencer marketing. He has published over 60 international journal articles and books, and presented at more than 50 international conferences. His research has significant implications for understanding how social media shapes consumer behavior, political views, and brand relationships in the digital age.

His recent publications reveal a strong focus on contemporary digital challenges, particularly examining misinformation spread and political polarisation on social media platforms, influencer marketing effectiveness, and the application of emerging technologies like VR in marketing contexts. The research shows an interdisciplinary approach combining marketing theory with insights from information systems, political science, and consumer psychology.

Scientific Awards:

• UWA Student Guild's Student Choice Award (2018)
• Best paper award from Australia and New Zealand Marketing Academy (ANZMAC) conference digital marketing track (2014)
• Highly commended paper award from the Journal of Business and Enterprise Development (2010)

As an academic leader, Professor Harrigan serves as incoming Editor in Chief of the Australasian Marketing Journal (2026-) and previously served as Vice President of the Australia and New Zealand Marketing Academy (ANZMAC) from 2019-24. He chaired the ANZMAC conference in Perth in 2022 with 608 international attendees. His current research includes two major active grants: 'Truth on social. Implementing interventions to combat misinformation' (2025) and 'Beyond Unrealistic Standards: Regulating Social Media Ads for Body Image' (2025-2027), demonstrating his continued leadership in addressing pressing social issues related to digital marketing.