• Shore Road, Jordanstown Campus

    BT37 0QB Newtownabbey

    United Kingdom

  • 64 Citations
  • 3 h-Index
20112018

Research output per year

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Personal profile

Biography

Aodheen McCartan is Course Director of the BSc Communication, Advertising and Marketing programme. Aodheen joined the School of Communication in 2003.  She teaches in the areas of advertising, consumer behaviour and digital media communication and she is a Senior Fellow of the Higher Education Academy.  Her research interests are in the fields of advertising, small firm marketing and financial services marketing. She has also engaged in research focusing on cross-community relations and youth unemployment in Northern Ireland.Prior to an academic career, Aodheen worked in marketing positions in the voluntary and private sectors. Her first degree is in Business Administration and Computer Science which she followed with a Master’s in Business Administration. She completed her PhD in 2002 and her doctoral thesis centred on the role of networking in small firm marketing.

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Research Output

  • 64 Citations
  • 3 h-Index
  • 6 Article
Open Access
File
  • 2 Citations (Scopus)
    13 Downloads (Pure)

    A socio-technical perspective on social media adoption: a case from retail banking

    Durkin, M., Mulholland, G. & McCartan, A., 2015, In : International Journal of Bank Marketing. 33, p. 944-962

    Research output: Contribution to journalArticle

    Open Access
  • 16 Citations (Scopus)

    A Socio-Technical Perspective on Social Media Adoption: A case from retail banking

    Durkin, M., Mulholland, G. & McCartan, A., 26 Oct 2015, (Accepted/In press) In : International Journal of Bank Marketing. 33, 7, p. 944-962

    Research output: Contribution to journalArticle

    Open Access
    File
  • The contribution of networking to small firm marketing’

    McCartan, A., 31 Jan 2014, In : Journal of Small Business Management. 52, 1, p. 164-187

    Research output: Contribution to journalArticle

    Open Access
    File
  • 35 Citations (Scopus)
    454 Downloads (Pure)