Dr Severina Cartwright
Associate Professor (Senior Lecturer) in Marketing
University of Liverpool Management School
Chatham Street, Liverpool L69 7ZH, United Kingdom
Email: Severina.Cartwright@liverpool.ac.uk
Bio
I am a Senior Lecturer (Associate Professor) in Marketing at the University of Liverpool Management School (ULMS). I completed my PhD at the University of Bath, where my research earned several accolades, including Best Paper in Industrial Marketing Management (2018), Best Paper at the Academy of Marketing Doctoral Colloquium (2018), and the prestigious Worshipful Company of Marketors Award for my PhD work.
I also hold an MSc in Marketing and a BSc in Business Administration with a focus on International Business. Before joining ULMS, I taught various undergraduate and postgraduate modules at Coventry University as a Lecturer in Digital Marketing.
Beyond academia, I bring hands-on industry experience as a social media marketing consultant, European marketing channel executive, and research project manager, among other roles. These experiences complement my research interests, which include business-to-business marketing, relationship marketing, social media marketing, and digital marketing.
On a personal note, I’m a proud twin mum to a boy and a girl, as well as a devoted French Bulldog mum to my four-legged companion, who often provides comic relief during my busy days!
Latest Publication
A comparison of social media marketing between B2B, B2C and mixed business models
This paper explores the implicit assumption in the growing body of literature that social media usage is fun- damentally different in business-to-business (B2B) companies than in the extant business-to-consumer (B2C) literature. Sashi's (2012) customer engagement cycle is utilized to compare organizational practices in relation to social media marketing in B2B, B2C, Mixed B2B/B2C and B2B2C business models. Utilizing 449 responses to an exploratory panel based survey instrument, we clearly identify differences in social media usage and its per- ceived importance as a communications channel. In particular we identify distinct differences in the relationship between social media importance and the perceived effectiveness of social media marketing across business models. Our results indicate that B2B social media usage is distinct from B2C, Mixed and B2B2C business model approaches. Specifically B2B organizational members perceive social media to have a lower overall effectiveness as a channel and identify it as less important for relationship oriented usage than other business models.
From My Blog
Severina Cartwright
University of Liverpool Management School
Chatham Street, Liverpool L69 7ZH, United Kingdom