Dr Padmali Rodrigo

Assistant Professor

Department: Newcastle Business School

Dr. Padmali Rodrigo is an Assistant Professor (Senior Lecturer) in marketing and the programme leader for BA(Hons) Marketing Management and Business (Top-up) and Business with Law degree programmes at Northumbria University. Padmali joined Northumbria in 2020. Prior to joining Northumbria, she was a post doctoral research fellow in marketing and sales (2015-2020) at the University of Portsmouth. She is also a Fellow in HEA and a teaching specialist (APA).

She is also the module leader for supporting study modules delivered across all top-up programmes within the business school in Newcastle, London and Hong Kong. She holds a PhD in Marketing, MSc (distinction) and a BA(hons) with a First Class from Northumbria University U.K.

Padmali's marketing career started in the year 2006. 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.

Her current research focuses on social media, mis and disinformation, social media influencers and social change. She also conducts pedagogical research 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 is a member of the editorial advisory board for consumer behaviour in tourism and hospitality journal and also act as an active reviewer in many academic journals in marketing and tourism subject areas.

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Research Themes and Scholarly Interests

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.

Key Publications

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
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
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
'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

PGR Supervision

Ibrahim Al-Sulaiti The Impact of Mega Malls on Tourist Experience and Revisit Intentions in Qatar Start Date: 25/10/2021
Luke Norris Let’s Flatten the Infodemic: Adapting Inoculation Theory for Conferring Broad-scale Resistance to Deception Strategies in Multidimensional Digital Environments Start Date: 01/10/2021