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Dr Padmali Rodrigo

Assistant Professor

Department: Newcastle Business School

Padmali joined Northumbria in 2020. She is an Assistant Professor (Senior Lecturer) in marketing and a Fellow in HEA and a teaching specialist (APA) awarded by Institute for Apprenticeship and Technical Education. Padmali's marketing career started in the year 2006 in Sri Lanka. 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. Padmali is the Programme Leader for BA(Hons) Marketing and BA(Hons) Marketing Management Programmes. She also acts as a teaching and learning and research mentor.

Prior to joining Northumbria, she was a post-doctoral research fellow in marketing and sales (2015-2020) at the University of Portsmouth UK. Padmali is an alumina of Northumbria University and She 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 experience in a way that enhances student satisfaction.

She was an associate editor in Heliyon Journal and a member of the editorial advisory board for consumer behavior in tourism and hospitality journals and also acts as an active reviewer in many academic journals in marketing and tourism 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.

Her current research focuses on how knowledge exchange activities are perceived and conducted in higher education institutions. She also conducts research into 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), and Psychology & Marketing (ABS-3).

She also contributes to knowledge transfer partnerships and currently acts as the project lead for  advanced manufacturing forum survey.She has successfully secured external grants from national bodies such as the Chartered ABS (as the Principal Investigator) and leads an exploratory research into knowledge exchange activities within UK business schools, funded by Chartered ABS (CABS). This study attracted national exposure leading to two policy roundtable sessions held in Newcastle and in the House of Commons. Dr Rodrigo was also featured as one of the 15 global women leading global innovation by KEVRI.

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, fake news, social media and- digital mindfulness, travel, tourism, and hospitality, with a specific emphasis into religious values, consumption values, and sustainability.

Padmali Rodrigo

My current main research interests are in areas such as  mis/disinformation in social media, sustainable consumption and influencer marketing. I am competent in both qualitative and quantitative research and utilise techniques such as structural equation modeling, mean-end-chain based laddering interviews in my research. 

  • Please visit the Pure Research Information Portal for further information
  • 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
  • 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. 2 Mar 2022, In: Information Systems Frontiers
  • 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
  • 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
  • Halal holidays: How is value perceived by Muslim tourists?, Rodrigo, P., Turnbull, S. 1 Sep 2019, In: International Journal of Tourism Research
  • An investigation into the Elite Sri Lankan consumers’ propensity to seek country of origin information when purchasing hedonic and utilitarian products, Rodrigo, P., Khan, H., McLeay, F. Jul 2011, Proceedings of the Academy of Marketing Conference 2011: Marketing Fields Forever, Liverpool, UK, Academy of Marketing
  • An investigation of elite consumers' attitudes and purchase intentions of foreign products to achieve physiological and psychological goals, Khan, H., Rodrigo, P. 26 Jun 2014, Local contexts in global business, [East Lansing, Academy of International Business
  • Utilizing product-country-image (PCI)-self-image congruity intelligence to target glocal elites in an emerging market: SMEs perspective, Khan, H., Rodrigo, P. Jun 2013, ICSB World Conference Proceedings
  • Serving global consumers with a local mind set: an investigation of customers’ perception of offshore call centres’ services, Khan, H., Rodrigo, P., Koku, P. Jun 2011, ICSB 2011 World Conference Proceedings, Stockholm, Sweden, International Council for Small Business (ICSB)

  • 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
  • Luke Norris Adapting Inoculation Theory to Confer Broad-scale Resistance to Deception Strategies in Multidimensional Digital Environments Start Date: 01/10/2021

  • Marketing PhD July 24 2014
  • Marketing MSc March 04 2010
  • Business andManagement Studies BA (Hons) March 05 2009
  • Academic Professional Apprenticeship-Teaching Specialist APA 2022
  • Chartered Marketer Cmktr 2020
  • Fellow in Higher Education Academy FHEA 2022
  • Post Graduate Certificate in Academic Practice PGCAP 2022
  • Profesional Diploma Marketing -Chartered Institute of Marketing -UK 2006


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