Dr Ria Wiid

Ria Wiid 300 x 300

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

Current Teaching on Undergraduate and Postgraduate Modules:  

Integrated Marketing Communications, Level 5 – Module Leader

Customer Relationship Manager, Level 6 – Module Leader

Strategic Marketing in the Digital Economy, Level 7 MSc – Module Leader

Marketing Management, Level 7 MBA – Module Leader

My modules are student-centric and I use both live client projects and practical case studies to enhance students’ experiential learning. For the past three years, I have also used co-creation in the classroom by way of co-creating content and seminar papers with students.

Research interests:  

Marketing communications, branding, social media, value co-creation, customer experience and service co-creation. Member of the Future-proofing Organisations and Customer Interaction Research Groups.

PhD/DBA Supervision:

Expertise: Conceptualising, Qualitative and Mixed Methods research; Action Research.

Current PhD/DBA projects: 

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.

Social fashion brand engagement.

Investigating the moderating rules of User Generated Content and Consumer brand engagement in the Islamic banking sector.

Consumer behaviour and plant-based food trends in Germany.

Customised Sales- and Marketing strategy for medium sized B2B companies for sustainable sales success.

Crisis communications and leadership in German SMEs.

Doctoral examination:

Internal examiner for DBA viva

External examiner for PhD viva (2x)

Research/Consulting Interests:

Implementation of marketing communications strategy. Branding. Customer experience, customer value management and customer touchpoints.

Research activities:  

Member of the Managing Risk, Operations and Sustainability Research (MORS) Group, WBS  

Member of the Humanities, Arts and Social Sciences Research Ethics Committee (HASSEC)


Professional Bodies

Member of the Academy of Marketing

Member of the Academy of Marketing Science


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