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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. 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 is 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 and leads an exploratory research into knowledge exchange activities within UK business schools, funded by Chartered ABS (CABS).

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 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
  • 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
  • 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
  • Halal holidays: How is value perceived by Muslim tourists?, Rodrigo, P., Turnbull, S. 1 Sep 2019, In: International Journal of Tourism Research
  • 'What is this song? The reflections on the diffusion of innovation of digital services and the user experience involving AI', Lui, M., de Oliveira, M., Tarraco, E., Bernardes, R., Rodrigo, P., Ponchio, M., Borini, F. 18 Aug 2020, 2020 AMA Summer Academic Conference
  • The Vegan Revolution: Opportunities and Differences Across Countries, Derqui, B., Guterman, H., Ghaffari, M., Rodrigo, P. 14 May 2020, Advances in National Brand and Private Label Marketing - Seventh International Conference, 2020, Cham, Switzerland, Springer
  • The determinants of foreign product preference amongst elite consumers in an emerging market, Rodrigo, P., Khan, H., Ekinci, Y. 1 Jan 2019, In: Journal of Retailing and Consumer Services
  • Exploring doctoral students' expectations of work-based skills training, Candy, J., Rodrigo, P., Turnbull, S. 12 Aug 2019, In: Higher Education, Skills and Work-based Learning
  • An investigation of the role of religiosity and religious values on hotel guests’ pro-environmental behaviour, Rodrigo, P., Turnbull, S., Dey, B. 11 Jul 2019, 9th Advances in Hospitality Tourism Marketing and Management Conference

  • Ibrahim Al-Sulaiti The Impact of Mega Malls on Tourist Experience and Revisit Intentions 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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