Journal Articles

Nasr, L, Mousavi, S, Michaelidou, N (2024) Self-comparing with virtual influencers: Effects on followers’ wellbeing, Psychology and Marketing, 42(3), pp.780-798, ISSN: 0742-6046. DOI: 10.1002/mar.22151.

Mousavi, S and Roper, S (2023) Enhancing relationships through online brand communities: comparing posters and lurkers, International Journal of Electronic Commerce, 27(1), pp.66-99, ISSN: 1086-4415. DOI: 10.1080/10864415.2022.2158596.

Ifie, K, Mousavi, S, Xie, J (2022) Enforcement of service rules by frontline employees: A conceptual model and research propositions, Journal of Business Research, 154(2023), 113339, ISSN: 0148-2963. DOI: 10.1016/j.jbusres.2022.113339.

Hodgkinson, I, Mousavi, S, Hughes, P (2021) New development: Citizen science-discovering (new) solutions to wicked problems, Public Money and Management, 42(2), pp.133-136, ISSN: 0954-0962. DOI: 10.1080/09540962.2021.1967630.

Najafi-Tavani, Z, Mousavi, S, Zaefarian, G, Naudé, P (2020) Relationship learning and international customer involvement in new product design: The moderating roles of customer dependence and cultural distance, Journal of Business Research, 120, pp.42-58, ISSN: 0148-2963. DOI: 10.1016/j.jbusres.2020.07.020.

Ngarmwongnoi, C, Oliveira, J, AbedRabbo, M, Mousavi, S (2020) The implications of eWOM adoption on the customer journey, Journal of Consumer Marketing, 37(7), pp.749-759, ISSN: 0736-3761. DOI: 10.1108/JCM-10-2019-3450.

Keeling, DI, de Ruyter, K, Mousavi, S, Laing, A (2019) Technology push without a patient pull: Examining digital unengagement (DU) with online health services, European Journal of Marketing, 53(9), pp.1701-1732, ISSN: 0309-0566. DOI: 10.1108/EJM-10-2017-0692.

Hogreve, J, Wünderlich, NV, Chowdhury, IN, Fleischer, H, Mousavi, S, Rötzmeier-Keuper, J, Sousa, R (2019) Overcoming vulnerability: Channel design strategies to alleviate vulnerability perceptions in customer journeys, Journal of Business Research, ISSN: 0148-2963. DOI: 10.1016/j.jbusres.2019.07.027.

Mousavi, S, Roper, S, Keeling, K (2017) Interpreting social identity in online brand communities: Considering posters and lurkers, Psychology & Marketing, 34(4), pp.376-393, ISSN: 0742-6046. DOI: 10.1002/mar.20995.

Conferences

Zhang, X, Pyun, DY, Mousavi, S (Accepted for publication) Effective marketing strategies for localising sport merchandise brands in China. In AMS World Marketing Congress, Dijon, France.

Zhang, X, Pyun, DY, Mousavi, S (Accepted for publication) Exploring globalised marketing strategies for sport merchandise brands in China. In 18th Global Brand Conference, Porto, Portugal.

Zhang, X, Pyun, DY, Mousavi, S, Manoli, AE (Accepted for publication) Exploring the dimensions of perceived sport brand globalness and perceived sport brand localness. In European Association for Sport Management Conference, Paris, France.

Nasr, L, Mousavi, S, Michaelidou, N, Kania, KM (Accepted for publication) Virtual Influencers and their impact on followers' well-being. In Academy of Marketing Science Annual Conference, Florida, United States.

Round, G, roper, S, Mousavi, S (2023) How individual’s temporal perspective shapes their disposition towards brands. In 16th Global Brand Conference, the University of Bergamo, Italy.

Doma, SHAIMAA, Story, V, Mousavi, S (2022) Applying Gamification to New Service Development. In 12th AMA SERVSIG conference, University of Strathclyde, Glasgow, Scotland.

Mousavi, S and Roper, S (2022) The Impact of Perceived Brand Support in Online Brand Communities. In 15th Global Brand conference, Sheffield, UK.

Doma, S, Story, V, Mousavi, S (2022) Applying Gamification to New Service Development. In The Academy of Marketing, University of Huddersfield, UK.

Mousavi, S, Fisk, R, Alkire, L, Hodgkinson, I, Masiero, S, Moradi, M (2020) Humans with humans science: leveraging the power of big data analytics for a better world. In 2021 Frontiers in Service Conference: Service in the World of Artificial Intelligence and Digital Technologies, Virtual.

Najafi-Tavani, Z, Zaefarian, G, Mousavi, S, Naude, P (2019) Customer engagement in the design stage and supplier performance: A Motivation-Opportunity-Ability Framework. In The 2019 Academy of Marketing Science (AMS) Annual Conference, Vancouver, Canada.

Fisk, RP, Nasr, L, Hodgkinson, I, Gruber, T, Masiero, S, Mousavi, S (2018) ‘Wicked problems’ in a Challenging World: A public sector application. In 2018 AMA SERVSIG, Paris, France.

Najafi-Tavani, Z, Zaefarian, G, Mousavi, S, Naude, P (2018) When does Cross-Border Customer Engagement in Design Stage Drive Supplier Performance? A Motivation-Opportunity-Ability Framework. In 2018 AMA Global Marketing SIG Conference, Santorini, Greece.

Bruce, H and Mousavi, S (2017) Measuring Customer Service in an Experience Economy. In Academy of Marketing, Hull, UK.

Mousavi, S and Lin, Y (2017) Brand Authenticity, the essence of brand value: a case in the food industry. In 12th Global Brand Conference, Kalmar, Sweden.

Najafi-Tavani, Z, Zaefarian, G, Mousavi, S, Naude, P (2017) Relationship learning and cross-border customer engagement at the product design stage: the moderating roles of cultural distance and customer dependence. In 44th AIB (UK&I) & 6th Reading IB Conference, Reading, UK.

Mousavi, S, Roper, S, Keeling, K (2016) Virtual Brand Communities: Pathways to Brand Trust?. In The 18th Academy of Marketing Science World Marketing Conference, Bari, Italy. DOI: 10.1007/978-3-319-29877-1_120.

Mousavi, S, Roper, S, Keeling, K (2016) Interpreting Social Identity in Virtual Brand Communities. In 11th Global Brand Conference, Bradford, UK.

Mousavi, S, Roper, S, Keeling, K (2015) Cultivating Brand Trust in Virtual Brand Communities: Differences between Posters and Lurkers. In Academy of Marketing, Limerick University, Ireland.

Mousavi, S, Keeling, K, Roper, S (2015) Customer-Brand Relationship: Lessons from Virtual Brand Communities. In 10th Global Brand Conference, Turku, Finland.

Mousavi, S, Keeling, K, Roper, S (2014) Self-categorization, Community Affective Commitment, and Community Based Self-Esteem in Virtual Brand Communities: A Comparison between Posters and Lurkers. In European Marketing Academy Conference (EMAC 43rd Annual Conference), Valencia, Spain.