completed my PhD under the supervision of Prof
Mike Thelwall, Head of the University of Wolverhampton’s Statistical
Cybermetrics Research Group; Prof
Phil Dawes, Chair of Marketing at the Wolverhampton Business School;
Jenny Fry with Loughborough University.
Brian Cugelman - Online Social Marketing
Scholars have argued that the Internet is a valuable channel for social marketing,
and that practitioners need to rethink how they engage with target audiences
online. However, at the time of my research, there was little evidence that online social marketing could significantly influence behaviours, while there were few, if any, evidence-based
guidelines to aid online intervention design.
During my doctoral research, I assessed the
efficacy of online interventions capable of influencing how people think and act,
developed a model to integrate behavioural change research, and examined
psychological principles that can improve the the impact of online behavioural change
Below are the primary outcomes of my research.
- CUGELMAN, B., THELWALL, M., & DAWES, P. (2011) Online interventions for social marketing health behavior change campaigns: A meta-analysis of psychological architectures and adherence factors. Journal of Medical Internet Research, 13(1), e17. CBICM attachment
B., THELWALL, M. & DAWES, P. (2009) Communication-Based Influence
Components Model. Persuasive 2009. Claremont, ACM.
B., THELWALL, M. & DAWES, P. (2009) The dimensions of website credibility
and their relation to active trust and behavioural impact. Communications
of the Association for Information Systems.
B., THELWALL, M. & DAWES, P. (2008) Website Credibility, Active Trust
and Behavioural Intent. PERSUASIVE 2008, LNCS 5033. Berlin, Heidelberg,
B. Thelwall, M. & Dawes, P. (2007) Can Brotherhood be Sold Like Soap…Online?
An Online Social Marketing and Advocacy Pilot Study Synopsis. Persuasive
Technology. Stanford University, Springer.
Peer-Reviewed Conference Presentations
- The Psychology of Mass-Interpersonal Behavioural Change Websites. Medicine
2.0. Toronto, Canada. 2009
- Communication-Based Influence Components Model. Persuasive 2009, Claremont,
- Selling e-campaign behaviours like e-commerce products. World Social
Marketing Conference. The National Social Marketing Centre, Brighton, UK,
- Website Credibility, Active Trust and Behavioural Intent. Persuasive
08 Conference, University of Oulu, Finland, 2008
B., THELWALL, M. & DAWES, P. (2007) A social marketing website you
can trust. National Social Marketing Conference. Oxford, The National
Social Marketing Centre.
- Can Brotherhood be Sold Like Soap…Online?. Persuasive 07 Conference,
Stanford University, USA, 2007
- Online Social Marketing: investigating online interaction and offline
behavioural change. Communication Technologies of Empowerment, Institute
of Communications Studies, University of Leeds, UK, 2007
- The digital pulse of an international anti-poverty campaign. Information,
Communication & Society 10th Anniversary International Symposium, York
University, UK, 2006