• Shore Road, Jordanstown Campus

    BT37 0QB Newtownabbey

    United Kingdom

  • 61 Citations
  • 3 h-Index
20112018
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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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  • 2 Similar Profiles
social network Social Sciences
gender Social Sciences
Social media Business & Economics
Retail banking Business & Economics
Marketing Business & Economics
Small firms Business & Economics
personalization Social Sciences
Networking Business & Economics

Research Output 2011 2018

  • 61 Citations
  • 3 h-Index
  • 6 Article
2 Citations (Scopus)
Open Access
File
social network
gender
personalization
facebook
privacy
15 Citations (Scopus)

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
Retail banking
Social media
Socio-technical theory
Electronic banking
Age groups

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
Social media
Retail banking
Age groups
Socio-technical theory
Facebook
33 Citations (Scopus)

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
Marketing
Managers
Industry
Networking
Small firms