Dr Ria Wiid

Ria Wiid smiling at camera

Senior Lecturer in Marketing

Department of Marketing and Enterprise

Contact Details

email: r.wiid@worc.ac.uk

Before embarking on an academic career Ria worked in both corporate and entrepreneurial roles in the Information Technology, Distribution, Hospitality and Financial Services industries. She has extensive experience in strategic marketing, strategy planning, customer value management, customer engagement, direct marketing, and change management and several business start-ups, including a social enterprise.

Ria teaches undergraduate students on a variety of subjects in the field of digital marketing and integrated marketing communications. She also teaches in research methodology and supervises masters and doctoral students. Ria is an active researcher and member of the Managing Operations Risk and Sustainability (MORS) and Customer Interaction (CI) research groups.

PG Cert Teaching and Learning in Higher Education (University of Worcester)  
PhD in Industrial Economics and Management (KTH Royal Institute of Technology, Stockholm, Sweden)
MBA, specialising in Strategic Marketing and Information Technology Planning (Wits Business School, Johannesburg, South Africa)
BA in Maths (University of Johannesburg, Johannesburg, South Africa)

Teaching & Research


Ria teaches both under- and post-graduate students on a variety of subjects such as marketing management, customer relationship management, digital marketing, and integrated marketing communications. The use of real business cases and simulations in her classroom provide students the opportunity to apply theory to practice.

She is module leader for both Customer Relationship Management (L6) and Marketing Management (L7 MBA/MSC).

Research interests:  

Ria’s main interests are marketing communications, branding, social media, value co-creation, customer experience, consumer behaviour and service co-creation. She is an active researcher and member of the Customer Interaction and Wellbeing research group.

Recent doctoral supervisions include:

  • Investigating the moderating rules of User Generated Content and Consumer brand engagement in the Islamic banking sector.
  • Customized sales strategies for international subsidiaries: A strategic approach for medium-sized B2B organizations of the HORECA supply industry. 
  • Influence of crisis-management and pre crisis planning on the leadership and internal organizational communication in times of crisis in German SMEs.

Current doctoral supervisions include:

  • Data-driven Marketing: Dynamic interplay of brand and consumer in online channel - Improving Integrated Marketing Communication (IMC) through consumer data.
  • The effect of online brand communities on post-purchase evaluation in the fast-moving consumer goods industry.
  • Exploring the relationship between online brand communities and consumer brand engagement in the fashion industry.
  • Exploring the effects of incorporating conversational agents in the consumer journey of HE institutions.
  • Exploring the effects of online brand communities on post-purchase evaluation. 
  • Exploring open innovation and collaboration in University - Industry Partnerships. 

External research degree examinations:

  • DBA: External examiner – 4; internal examiner – 2
  • PhD: External examiner – 3

Research/Consulting interests:

Implementation of marketing communications strategy. Development of a branding strategy. Customer portfolio and value management, customer journey and experience.

Professional Bodies

Member of the Academy of Marketing

Member of the Academy of Marketing Science


Azemi, Y. Ozuem, W., Wiid, R. and Hobson, A. (2022) ‘ Luxury fashion brand customers’ perceptions of mobile marketing: Evidence of multiple communications and marketing channels’, Journal of Retailing and Consumer Services, 66, p. 102944.

Wiid, R., Müllern, T. and Berndt, A. (2022) ’The Face of Nonbinary Beauty Communication on Instagram: A Content Analysis’,Journal of Current Issues & Research in Advertising, DOI: 10.1080/10641734.2022.2089786

Wiid, R., Hurley, P., Mora-Avila, P. and Salmon, J. (2019) Organisation-led engagement with consumers in hidden social spaces, Journal of Digital & Social Media Marketing, 7(1).

Wiid, R. and Mora-Avila, P. (2017) Arts marketing framework: The arts organisation as a hub for participation, Journal of Public Affairs.

Wiid, R., Grant, P. S., Mills, A. J., and Pitt, L. F. (2016) No joke: Understanding public sentiment toward selling and salespeople through cartoon analysis. Marketing Theory, 16(2), pp. 171-193. doi: 10.1177/1470593115607940.

Wiid, R., Grant, P.S., Mills, A.J. and Pitt, L.F. (2016) No joke: Understanding public sentiment toward selling and salespeople through cartoon analysis. Marketing Theory16(2), pp. 171-193. doi: 10.1177/1470593115607940

Wiid, R. (2014) An assessment of the application of semiotics in the analysis of mass communication messages. (Thesis)

Wiid, R. (2015) The Role of the salesperson: A semiotic analysis of salesmanship in movies. Journal of Selling, 15 (1).

Wiid, R., Pitt, L. F., and Mills, A. J. (2012) Every story tells a picture: Lessons from cartoons on Corporate Governance for Senior Executives. Business Horizons, 55(6), pp. 543-550.

Boon, E., Wiid, R., and DesAutels, P. (2012) Teeth whitening, boot camp, and a brewery tour: a practical analysis of ‘Deal of the Day’, The Journal of Public Affairs, 12(2), pp. 137-147.

Wiid, R., Du Preez, R., and Wallström, Å. (2012) Coming of age: A 21 year analysis of Marketing Intelligence & Planning from 1990 to 2010. Marketing Intelligence & Planning, 30(1), pp. 4-17.

Wiid, R., Pitt, L. F., and Engstrom A. (2011) Not so sexy: public opinion of political sex scandals as reflected in political cartoons. The Journal of Public Affairs, 11(3),  pp. 137-147.

Conference Papers

Wiid, R. and Heilgenberg, K. (2019) Truth, Half-Truth or Little White Lie? Exploring Public Sentiment Toward Advertising Through Cartoon Analysis. 22nd Academy of Marketing Science World Marketing Congress.

Wiid, R. and Bains, A. (2019) Brand communication and gender fluidity in the Beauty and Fashion Industry. 52nd Academy of Marketing Conference.

Garfield J., Warren V., and Wiid R. (2019) The role of communities of practice in creative projects. BAM2019 Conference, Aston University, Birmingham.

Wiid, R. (2019) When the brand leaves the room: An analysis of consumer experiences in the furniture retail industry. 7th Annual International Colloquium on Branding, 29 July – 1 August 2019, Athens, Greece.

Wiid R. (2018) Co-creation in a Marketing Classroom. (2018 AMS Annual Conference proceedings to be published)

Mora-Avila P., Wiid R. (2018) User-Generated Advertising, The Effects of Consumer-Created Brand Videos on Brand Attitudes: An Abstract. In: Krey N., Rossi P. (eds) Back to the Future: Using Marketing Basics to Provide Customer Value. AMSAC 2017. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. doi: 10.1007/978-3-319-66023-3_77

Mora-Avila P., Wiid R. (2017) Engaging art consumers in the social media ecosystem. Academy of Marketing AM2017 Conference Proceedings, ISBN is 978-1-5272-1271-8

Blair A. (2017) Special Session: Learning About the Magic of Publishing Using Bibliometric and Content Analysis. In: Stieler M. (eds) Creating Marketing Magic and Innovative Future Marketing Trends. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. doi: 10.1007/978-3-319-45596-9_188