Dr Padmali Rodrigo

Associate Professor

School: Newcastle Business School

Dr Padmali Rodrigo is an Associate Professor in Marketing. Padmali is a Fellow in HEA and a teaching specialist (APA) awarded by the Institute for Apprenticeship and Technical Education. She is a Chartered Marketer, a mentor, and a member (MCIM) of the Chartered Institute of Marketing (CIM), American Academy of Advertising (AAA), and holds a professional diploma in marketing from the CIM. She also acts as a teaching & learning, and research mentor.

Padmali served as Head of Postgraduate Education for Newcastle Business School (2024-2025). During her term as a senior lecturer, she acted as the Program leader for BA, Marketing, BA Marketing Management (top-up), BA Business with Law & BA Marketing Management and business (top-up) programmes. Padmali is a Member of the Northumbria University Strategy Advisory Group and plays an active role in shaping the education, research, and knowledge exchange priorities of Northumbria.

She currently serves as an external examiner for Huddersfield University. Before joining Northumbria, she was a post-doctoral research fellow in marketing and sales (2015-2020) at the University of Portsmouth UK. Padmali is an alumna of Northumbria University and holds a Ph.D. in Marketing (2010-2014), MSc (distinction) (2009-2010), and a BA(Hons) with a First Class (2008-2009), all from Northumbria University, U.K. As a Practice Academic, Padmali brings her professional expertise in marketing into teaching to deliver research-led, practice-informed experiential teaching and learning experiences in a way that enhances student satisfaction.

Padmal has secured and collaborated on several internal and externally funded research projects and secured grants from the Chartered Association of Business Schools (CABS) as a Principal Investigator, British Academy of Management and Marketing Trust (As a co-Investigator). She is a member of the editorial advisory board for the Consumer Behavior in Tourism and Hospitality Journal, and she is an editorial review board member for the International Journal of Consumer Studies. She also acts as an active reviewer in many academic journals in the marketing and tourism, and Information Systems subject areas. She is also passionate about matters related to promoting equality, diversity, and inclusion within academia and marketing practices and serves as a member of the ad-hoc diversity and inclusion committee of the American Academy of Advertising (AAA), USA. In recognition of her achievements, Padmali was also featured as one of the 15 global women leading global innovation by KEVRI.

Her current research focuses on how knowledge exchange activities are perceived and conducted in higher education institutions. She also researches digital mindfulness, social media, mis and disinformation, social media influencers, and social change. Her pedagogical research focuses on the experience of doctoral students and student engagement using Neuro-Linguistic Programming (NLP). She has published her work in journals such as Information Systems Frontiers (ABS-3) Journal of Sustainable Tourism (ABS-3), Personality & Individual Differences (ABS-3), and Psychology & Marketing (ABS-3).

Padmali is always keen and aspires to contribute to enhancing the doctoral student experience, and she welcomes applications from potential doctoral students in areas such as country of origin effects, sustainable consumer behavior, religious travel and tourism, social media influencers, fake news and mis informaiton.

Email Padmali

Research Themes and Scholarly Interests

My primary research interests are currently focused on areas such as Country of Origin effects, religious travel and tourism, visitor experience, misinformation and disinformation in social media, sustainable consumption, and influencer marketing. I am competent in both qualitative and quantitative research methods.

Key Publications

Please visit the Pure Research Information Portal for further information
Business Schools and Knowledge Exchange: A Chartered ABS Comissioned Research Project, Rodrigo, P., Sutherland, D., Shorley, P. 16 Dec 2025
Can you be mindful? The effectiveness of mindfulness-driven interventions in enhancing the digital resilience to fake news on COVID-19, Rodrigo, P., Arakpogun, E., Vu, M., Olan, F., Djafarova, E. 1 Apr 2024, In: Information Systems Frontiers
Loss or gain? The role of message framing in hotel guests' recycling behaviour, Grazzini, L., Rodrigo, P., Aiello, G., Viglia, G. Nov 2018, In: Journal of Sustainable Tourism
Corporate social responsibility in the luxury sector: The role of moral foundations, Hang, H., Rodrigo, P., Ghaffari, M. 1 Dec 2021, In: Psychology and Marketing
Proactive personality: A bibliographic review of research trends and publications, Din, S., Khan, M., Farid, H., Rodrigo, P. 1 Apr 2023, In: Personality and Individual Differences
The “magic lipstick”: luxury values in an economic downturn, Moisieiev, D., Ren, C., Rodrigo, P., Koussaifi, H., Chapman, S. 26 Aug 2025, In: Qualitative Market Research: An International Journal
Consumers’ motivations for adopting a vegan diet: A mixed-methods approach, Ghaffari, M., Rodrigo, P., Ekinci, Y., Pino, G. 1 Jul 2022, In: International Journal of Consumer Studies
Knowledge Exchange and Business Schools – Hidden Gems?: Models of Interaction, Sutherland, D., Rodrigo, P., Shorley, J. 12 Jun 2025, University Industry Innovation Network Annual Conference 2025

Current and Recent Projects

Please visit the Pure Research Information Portal for further information
CABS research into KEF, Rodrigo, P. (Principal Investigator), CABS, 01/01/23 - 31/12/23, £29,915.00

Professional Activity

Please visit the Pure Research Information Portal for further information
Other: Funding Success: Developing Business-Aware Academics focus group exploring the barriers, enablers and motivators for doctoral and early-career researchers engaging beyond academia (Funding Value- £2483.34) 2025
Invited talk: Rising through the odds : Disability or Diff-ability (Invited Talk) 2024
Invited talk: KE Matters -Webinar 2024
Other: Funding Success: An exploratory study into business school knowledge exchange-(CABS Funded research)-Funding Value £29, 915,04 2023
Membership of committee: American Academy of Advertising (External organisation) 2023

PGR Supervision

Luke Norris Adapting Inoculation Theory to Confer Broad-scale Resistance to Deception Strategies in Multidimensional Digital Environments Start Date: 01/10/2021 End Date: 17/10/2025
Luke Norris Adapting Inoculation Theory to Confer Broad-scale Resistance to Deception Strategies in Multidimensional Digital Environments Start Date: 01/10/2021
Conson Arokeyanayakam The Impact of Gamification in the Metaverse on Consumer Well-Being and Purchasing Intention Start Date: 01/10/2024
Ibrahim Al-Sulaiti An Investigation of Hedonic, Utilitarian and Perceived Values Towards Revisit Intentions and Word-of-Mouth: Tourist Shopping Experiences in Qatar Start Date: 25/10/2021 End Date: 23/04/2025
Conson Arokeyanayakam The Impact of Gamification in the Metaverse on Consumer Well-Being and Purchasing Intention Start Date: 01/10/2024 End Date: 17/10/2025