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Dr Lynda Andrews

QUT Business School,
Advertising, Marketing and Public Relations


Dr Lynda Andrews
Senior Lecturer
QUT Business School,
Advertising, Marketing and Public Relations
Discipline *
+61 7 3138 1286
+61 7 3138 1811
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Doctor of Philosophy (University of Queensland), Master of Philosophy (University of Queensland)


Diffusion, adoption and meaningful use of ICTs and Web 2.0 applications, Internet and mobile phone marketing, Mobile phones in e-health, eHealth and mHealth, Experiential consumption behaviour, Consumer behaviour and retail, Research methodologies, Consumer food waste

* Field of Research code, Australian and New Zealand Standard Research Classification (ANZSRC), 2008



I am a Senior Lecturer in the School of Advertising, Marketing and Public Relations – QUT.

I am currently:

  • An Executive Committee Member of The Australian and New Zealand Marketing Academy Conference (ANZMAC)
  • Chair of the QUT Business School’s Equity Committee
  • Faculty representative on the QUT Ethics Committee,
  • The Alternative Faculty Research Ethics Advisor and an AMPR research ethics reader.

I am a member of:

  • The Queensland branch of the Australian Health Informatics Society of Australia (HISA)
  • The Australia and New Zealand Marketing Academy Conference (ANZMAC)

Teaching Interests:

I regard teaching as a very important part of my work as an academic and am involved in research in the field of higher education.

I currently teach the Capstone unit in the Marketing major in the Bachelor of Business. This unit uses the strategic marketing simulation Markstrat for the experiential component. I am interested in networking with other academics in Australian and Internationally who use marketing simulations in their teaching.

Academic Qualifications leading to research interests

2007 PhD –  University of Queensland focusing on consumer behaviour with mobile phones. Thesis title “Consumption of mobile devices: exploring the impact of experiential value and emotions on consumer actions.”  The thesis focused on the experiential consumption of mobile phones in everyday life, and how they perceive that mobile marketing and advertising might enhance these experiences. The empirical research involved exploring consumers experiential consumption practices with owning and using mobile phones as well as  consumer perceived value, emotions and action tendencies towards m-marketing communications.

2002 Master of Philosophy – University of Queensland. Thesis title “Consumer acceptance of the Web for purchasing“. The thesis focused on consumers’ attitudes, experiences and perceived value towards using the internet for purchasing and the roles that social influence through online and offline communication networks plays in their adoption of this retail channel.

My research direction has extended from my Masters and PhD dissertations with two key research themes emerging from these studies:

  • consumer behaviour with ICTs
  • Electronic marketing (including mobile phones)

Since 2007, my research interests and publications have broadened to include:

  • Use of ICTs for delivery of health services (electronic -health, mobile-health and digital-health)
  • Stakeholder engagement with social media

as well as:

  • Consumer behaviour in shopping malls
  • Consumer engagement with marketing communications (specifically letterbox advertising)
  • Co-creation of value and consumer behaviour

Higher degree research students activity:

  • Graduated PhD students as shown in the Supervisions tab.
  •  Currently supervising a Masters and a PhD student and am now seeking two new PhD students in 2014 in the technolology and consumer behaviour area.
  • In 2011 and 2012 I was the Chair for QUT Business School’s Higher Degree Research Students Colloquium, a prestigious and important event in the HDR students calendar.

Research interests:                                                                                                                                                I am interested in collaborations with other academics, both in Australia and overseas (with a particular interest in developing countries/emerging economies) in the following areas of interest: Investigating how consumers meaningfully integrate ICTs (the internet, mobile phones) into their consumption experiences and activities. For example:

  • Consumer behaviour and ICTs in eHealth contexts. This work has encompassed research into the use of SMS-based smoking intervention programs in 3 countries, Australian consumer take-up of the personally controlled electronic health records (PCEHR), and Australian consumer engagement with digitised health and wellness information services via mobile phones.
  • Consumer behaviour and e-retailing (ongoing research conducted in Chile). I am also interested in extending this area to m-retailing and f-retailing (Facebook) in Australia and overseas.
  • Stakeholder engagement with social media (ongoing research with marketing practitioners in Chile) and my research team is open to extending this area of research to other Latin American countries (ideally Spanish speaking).
  • Consumer use of new media technologies in higher education teaching (use of virtual worlds, use of simulations in teaching, use of Web 2.0-based technologies in higher education teaching.

Scholarship of Teaching:                                                                                                                                           I was also a member of an Australian Teaching and Learning Council Priority Program Grant (2011, 2012) -  a collaboration with five partner universities in Australia. Project title:  ‘Capstone Courses in Undergraduate Business Degrees: Better Course Design, Better Learning Activities, Better Assessment’.

  • As a result of this grant, I am now interested in working with other Capstone teaching staff (in Australia and overseas) to better understand the role of the capstone in facilitating value for students transitioning out of university into the workforce.
  • An additional area of interest is that of using simulations in teaching, particularly high level simulations in marketing (such as Markstrat) to determine best practice to understand their integration into pedagogy, curriculum, and student outcomes.

Services Innovation Research Program (SIRP) membership: I am also a member of the Services Innovation Research Program (SIRP) based in AMPR but which is also open to other Faculty of Business researchers, and outside institutional associates working with QUT researchers.                                                                                                                                                                                     Current SIRP assisted projects

  • Australian consumer motivations and attitudes towards having a personally controlled electronic health record.
Completed SIRP projects
  • Not-for-profit study looking at donation behaviour in collaboration with Dr Robin Pentecost (Griffith University).
  • Teaching and Learning project on new media technologies in education, in collaboration with Professor Judy Drennan: ‘Getting it right: the nexus between the pedagogy of embedding new media technologies in units and students’ learning needs.’
  • Smart Services Cooperative Research Centre project: One-Stop Personalised Financial Services, investigating the use of financial services via the web (horizon one) and via mobile services (horizon two).

Service to Academic Community:                                                                                                                         My research has been published in a number of international, quality journals (see Publications tab). Additionally, I am:

  • Editorial board member,  European Journal of Marketing
  • Associate editor, Journal of Marketing Management
  • Reviewer for a number of international journals, including Journal of African Business
  • Reviewer for ANZMAC and European Marketing Academy Conference (EMAC)
This information has been contributed by Dr Lynda Andrews.


Current Teaching focus

  • Strategic Marketing (Capstone unit using the Markstrat simulation)
  • Postgraduate unit on writing a literature review

Previous TeachingI have previously taught in a range of units that have informed my research:

  • Consumer behaviour
  • eMarketing
  • Retail and Merchandising
  • Introductory Marketing (UG and PG)
  • International Business Communications
  • Managerial Communication.

Higher Degree Research teaching interests regarding methodologies.

  • Using Q-Methodology in consumer behaviour research. Published in 2012 European Journal of Marketing, 46(3/4).
  • Integrating experience sampling method (ESM) with data collection via the mobile phone termed SMS Experience Sampling Method or SMS-ES Method. Published in 2011 International Journal of Market Research, 53(4).
This information has been contributed by Dr Lynda Andrews.


For more publications by this staff member, visit QUT ePrints, the University's research repository.


Awards and recognition

Editorial Role for an Academic Journal
Reference year
Associate Editor for the Journal of Marketing Management (JMM) in the area of electronic marketing and contempory marketing topics. JMM is recognised international as a quality journal and is ranked A level in the ERA and ADBC rankings.
Reference year
Highly Commended Reviewer award from the European Journal of Marketing (then ranked an A* journal in ERA and ABCD) for the reviewing work I had done for this journal during that year.
Academic Honours, Prestigious Awards or Prizes
Reference year
Awarded best conference paper - Pentecost and Andrews (2008), Fashion Retailing and the Bottom line: The effect of Generation Y, Gender, Fashion Consciousness, and Attitudes on Fashion Expenditure.
Reviewer for an Academic Journal
Reference year
The European Journal of marketing is an international A ranked journal on both ERA and ABDC lists. I review papers in the electronic marketing area (internet and mobile phone) in line with my specialist research discipline.
Academic Honours, Prestigious Awards or Prizes
Reference year
Best paper in the Electronic Marketing track at the 2006 ANZMAC conference. Andrews, Drennan and Russell-Bennett (2006) Consumer appraisals of mobile marketing communications.