![Dinara Davlembayeva](https://profiles-cardiff.imgix.net/attachments/4426?w=200&h=200&auto=format&crop=faces&fit=crop&q=90")
Dr Dinara Davlembayeva
Lecturer
- Available for postgraduate supervision
Overview
Dinara Davlembayeva is a Lecturer in Marketing and Strategy at Cardiff Business School. She has been serving as an Associate Editor at the International Journal of Business Systems & Applied Management since April 2018. Dinara holds Ph.D. in Marketing from Newcastle University Business School and MSc Degree in Marketing and Strategy from Warwick Business School.
Dinara is interested in exploring individuals’ behaviour and purchase decisions within digitally mediated environments and social groups by taking into account interdisciplinary insight into phenomena under investigation. The research projects that she has undertaken examined the social and psychological underpinnings of participation in the sharing economy and implications for its stakeholders, the impact of online influencer marketing on consumer cognitions and behaviour, as well as customers' experiences resulting from interaction with AI technologies. Dinara is also interested in the application of digital technologies and their entrepreneurial and organisational impacts.
The completed research has been published in high-impact journals, such as Industrial Marketing Management, Journal of Business Research, and Information Technology and People. Several research papers were recognised as the Best Papers at the 18th IFIP Conference on E-business, E-services and E-society and the 7th International Conference of Marketing, Strategy and Policy Research Group, while the paper presented at the UK Academy for Information Systems Conference in 2021 received the prize as a highly commended paper.
Publication
2023
- Davlembayeva, D. and Papagiannidis, S. 2023. Platform-provider relationship dynamics in the sharing economy: Challenges and implications. Industrial Marketing Management 111, pp. 242-256. (10.1016/j.indmarman.2023.04.010)
- Davlembayeva, D. and Alamanos, E. 2023. Equity theory. In: Papagiannidis, S. ed. TheoryHub Book. Newcastle University Business School, pp. 45-58.
- Davlembayeva, D., Chari, S. and Papagiannidis, S. 2023. The factors that affect the persuasiveness of virtual influencers. Presented at: Global Marketing Conference, Seoul, Republic of Korea, 20-23 July 2023Global Marketing Conference Proceedings. Global Alliance of Marketing & Management Associations pp. 663-663., (10.15444/GMC2023.08.03.01)
- Davlembayeva, D. and Papagiannidis, S. 2023. Challenges in the sharing economy: a provider’s perspective. Presented at: British Academy of Management 2023 Conference, Brighton, UK, 1-6 September 2023Proceedings British Academy of Management 2023.
- Davlembayeva, D., Marikyan, D. and Slade, E. 2023. Identifying current themes and important future research directions in the field of consumer animosity. Presented at: The 24th Academy of Marketing Science (AMS) World Marketing Congress (WMC), 11 - 14 July 2023.
2022
- Papagiannidis, S. and Davlembayeva, D. 2022. Bringing smart home technology to peer-to-peer accommodation: exploring the drivers of intention to stay in smart accommodation. Information Systems Frontiers 24, pp. 1189–1208. (10.1007/s10796-021-10227-4)
2021
- Davlembayeva, D., Papagiannidis, S. and Alamanos, E. 2021. Sharing economy platforms: An equity theory perspective on reciprocity and commitment. Journal of Business Research 127, pp. 151-166. (10.1016/j.jbusres.2021.01.039)
- Davlembayeva, D. and Papagiannidis, S. 2021. Paradoxes of the Sharing Economy: A pandemic perspective. International Review of Entrepreneurship 19(1), pp. 5-32.
2020
- Davlembayeva, D., Papagiannidis, S. and Alamanos, E. 2020. Mapping the economics, social and technological attributes of the sharing economy. Information Technology & People 33(3), pp. 841-872. (10.1108/itp-02-2018-0085)
- Davlembayeva, D., Papagiannidis, S. and Alamanos, E. 2020. Sharing economy: Studying the social and psychological factors and the outcomes of social exchange. Technological Forecasting and Social Change 158, article number: 120143. (10.1016/j.techfore.2020.120143)
- Davlembayeva, D., Papagiannidis, S. and Alamanos, E. 2020. Reciprocity and commitment in the sharing economy. Presented at: 49th Annual EMCA Conference, Budapest, 26-29 May 2020Proceedings of the European Marketing Academy.
2019
- Davlembayeva, D., Papagiannidis, S. and Alamanos, E. 2019. Reciprocity and social exchange in the sharing economy. Presented at: 18th IFIP WG 6.11 Conference on e-Business, e-Services, and e-Society, Trondheim, 18-20 September 2019Digital Transformation for a Sustainable Society in the 21st Century. Springer pp. 559-569., (10.1007/978-3-030-29374-1_45)
Articles
- Davlembayeva, D. and Papagiannidis, S. 2023. Platform-provider relationship dynamics in the sharing economy: Challenges and implications. Industrial Marketing Management 111, pp. 242-256. (10.1016/j.indmarman.2023.04.010)
- Papagiannidis, S. and Davlembayeva, D. 2022. Bringing smart home technology to peer-to-peer accommodation: exploring the drivers of intention to stay in smart accommodation. Information Systems Frontiers 24, pp. 1189–1208. (10.1007/s10796-021-10227-4)
- Davlembayeva, D., Papagiannidis, S. and Alamanos, E. 2021. Sharing economy platforms: An equity theory perspective on reciprocity and commitment. Journal of Business Research 127, pp. 151-166. (10.1016/j.jbusres.2021.01.039)
- Davlembayeva, D. and Papagiannidis, S. 2021. Paradoxes of the Sharing Economy: A pandemic perspective. International Review of Entrepreneurship 19(1), pp. 5-32.
- Davlembayeva, D., Papagiannidis, S. and Alamanos, E. 2020. Mapping the economics, social and technological attributes of the sharing economy. Information Technology & People 33(3), pp. 841-872. (10.1108/itp-02-2018-0085)
- Davlembayeva, D., Papagiannidis, S. and Alamanos, E. 2020. Sharing economy: Studying the social and psychological factors and the outcomes of social exchange. Technological Forecasting and Social Change 158, article number: 120143. (10.1016/j.techfore.2020.120143)
Book sections
- Davlembayeva, D. and Alamanos, E. 2023. Equity theory. In: Papagiannidis, S. ed. TheoryHub Book. Newcastle University Business School, pp. 45-58.
Conferences
- Davlembayeva, D., Chari, S. and Papagiannidis, S. 2023. The factors that affect the persuasiveness of virtual influencers. Presented at: Global Marketing Conference, Seoul, Republic of Korea, 20-23 July 2023Global Marketing Conference Proceedings. Global Alliance of Marketing & Management Associations pp. 663-663., (10.15444/GMC2023.08.03.01)
- Davlembayeva, D. and Papagiannidis, S. 2023. Challenges in the sharing economy: a provider’s perspective. Presented at: British Academy of Management 2023 Conference, Brighton, UK, 1-6 September 2023Proceedings British Academy of Management 2023.
- Davlembayeva, D., Marikyan, D. and Slade, E. 2023. Identifying current themes and important future research directions in the field of consumer animosity. Presented at: The 24th Academy of Marketing Science (AMS) World Marketing Congress (WMC), 11 - 14 July 2023.
- Davlembayeva, D., Papagiannidis, S. and Alamanos, E. 2020. Reciprocity and commitment in the sharing economy. Presented at: 49th Annual EMCA Conference, Budapest, 26-29 May 2020Proceedings of the European Marketing Academy.
- Davlembayeva, D., Papagiannidis, S. and Alamanos, E. 2019. Reciprocity and social exchange in the sharing economy. Presented at: 18th IFIP WG 6.11 Conference on e-Business, e-Services, and e-Society, Trondheim, 18-20 September 2019Digital Transformation for a Sustainable Society in the 21st Century. Springer pp. 559-569., (10.1007/978-3-030-29374-1_45)
Research
- Motivations and the implications of participation in the sharing economy
- Impact of online influencer marketing on consumer behaviour
- Consumer journey and experiences resulting from the interaction with AI technologies
- Phenomena impacting decision-making in social groups and its implications for branding, such as consumer animosity, shared reality, collective nostalgia
- Social and psychological underpinnings of dark consumption
Teaching
Dinara is currently the module leader for BS3012 Digital Marketing (third year BSc Business and Management module).
She co-teaches on the following modules:
- BST240 Digital Marketing (MSc Strategic Marketing module)
- BST356 Digital Marketing (MSc Marketing module)
Other teaching commitments:
- MSc dissertation project supervisor
Biography
Honours and awards
- PhD in Marketing, Newcastle University Business School, UK
- MSc in Marketing and Strategy, Warwick Business School, UK
- MBA in Marketing and Sales, KIMEP University, Kazakhstan
- BA in Journalism, American University – Central Asia, Kyrgyzstan
Professional memberships
- British Academy of Management (BAM)
- UK Academy of Information Systems (UKAIS)
- Academy of Marketing
- Academy of Marketing Science
Academic positions
- Lecturer, Kent Business School, University of Kent, UK
- Research Associate, Newcastle University, UK
Supervisions
Dinara welcomes PhD proposals in the following areas:
- Motivations and the implications of participation in the sharing economy
- Impact of online influencer marketing on consumer behaviour
- Consumer journey and experiences resulting from the interaction with AI technologies
- Phenomena impacting decision-making in social groups and its implications for branding, such as consumer animosity, shared reality, collective nostalgia
- Social and psychological underpinnings of dark consumption
Prospective PhD candidates are encouraged to send Dinara a research proposal outlining their research topic and preferred methodology.