Rory Mulcahy

Associate Professor Rory Mulcahy is a faculty member at the University of the Sunshine Coast's School of Business and Creative Industries. Holding qualifications including a PhD and BBus (Hons) from Queensland University of Technology, his research focuses on consumer vulnerability, technology-driven behavior change, and sustainability through social/digital marketing frameworks. He collaborates extensively with government agencies, NGOs, and startups to translate research into practice.

Mulcahy's research investigates digital tools (serious games, social media), emotion-driven consumer behavior, and service innovation. His work in sustainability examines barriers to technology adoption (e.g., electric vehicles) while developing interventions for health/social outcomes. Recent publications explore AI-mediated service recovery, B2B relationship dynamics, and inclusive sport marketing.

Notably, Mulcahy received the 2015 Vice Chancellor Performance Award and World Social Marketing Conference Best Student Paper Award for contributions to behavioral research. His 15 most recent articles demonstrate consistent focus on consumer psychology, digital transformation, and service design across sectors including health, sports, and sustainable technology.