Dr Vignesh Yoganathan
Senior Lecturer (Associate Professor) in Global Marketing
+44 114 222 3440
Full contact details
Western Bank Villa
300-302 Western Bank
Vignesh is part of the Sheffield University Management School’s Executive and Professional Education division. He holds a PhD in Marketing (Corporate Branding) and an MBA with Distinction (specialising in Marketing Consultancy) from the University of Northumbria at Newcastle. Vignesh has held several academic positions before taking up his appointment with The University of Sheffield. These include the Director of a Financial Times Top 10-ranked online MBA programme with 600 students and the Leader of UK’s most successful master’s programmes in Digital Marketing, which he also co-developed. In addition, he has been involved in a number of consultancy and funded projects in the public, private, and voluntary sectors in Europe.
Vignesh’s research-related leadership activities include guest-editing special issues and serving on editorial review boards of reputed international journals, as well as chairing international conferences. He has also supervised doctorates (DBA and PhD) to completion and mentored several early career researchers.
- Research interests
Vignesh’s research interests focus on understanding the Digitalisation and Technological aspects, as well as Responsibility and Sustainability related themes in Marketing – defined broadly to include multi-stakeholder and multidisciplinary perspectives. He is a methodological pluralist and takes a keen interest in philosophy (e.g. Foucauldian epistemology) as well as in data science.
His research work, which applies experiments and statistical modelling (e.g. classification, structural equations modelling, conditional process modelling) as well as qualitative approaches such as ethnography, has been published in several leading journals including Journal of Business Research, Journal of Business Ethics, Tourism Management, and Journal of Service Research.
- Replaced by a robot: Service implications in the age of the machine. Journal of Service Research. View this article in WRRO
- Branding in the digital age : a '2020' vision for brand management. Internet Research, 30(1), 19-22. View this article in WRRO
- Perspectives, opportunities and tensions in ethical and sustainable luxury: Introduction to the thematic symposium.. Journal of Business Ethics. View this article in WRRO
- Guest editorial. Internet Research, 30(1), 19-22.
- Reliving a crisis through a feature film: Corporate image from online user-generated versus official media perspectives. The Marketing Review, 19(1), 17-28.
- The influence of contrasting values on consumer receptiveness to ethical information and ethical choices. Journal of Business Research, 104, 366-379. View this article in WRRO
- Machine learning approach to auto-tagging online content for content marketing efficiency: A comparative analysis between methods and content type. Journal of Business Research, 101, 203-217.
- How detailed product information strengthens eco-friendly consumption. Management Decision. View this article in WRRO
- Classifying residents' roles as online place-ambassadors. Tourism Management, 71, 137-150. View this article in WRRO
- Sensory stimulation for sensible consumption: Multisensory marketing for e-tailing of ethical brands. Journal of Business Research, 96, 386-396.
- Effects of Ethical Certification and Ethical eWoM on Talent Attraction. Journal of Business Ethics, 1-14.
- Risks and Drivers of Hybrid Car Adoption: A Cross-Cultural Segmentation Analysis. Journal of Cleaner Production. View this article in WRRO
- The Core Value Compass: visually evaluating the goodness of brands that do good. Journal of Brand Management, 25(1), 68-83.
- Transferring social marketing knowledge through third sector CoPs. The Marketing Review, 12(4), 381-401.
Conference proceedings papers
- ATTRACTING JOB CANDIDATES THROUGH INFORMATION ABOUT A COMPANY’S ETHICALITY: THE EFFECTS OF CERTIFICATION AND EWOM. Global Fashion Management Conference, Vol. 2018 (pp 527-527)
- Teaching interests
Vignesh has taught a variety of subjects to both undergraduates and postgraduates in the UK and abroad. His subject specialisms include:
- Technology-Psychology intersection in marketing and services
- Marketing campaigns (including digital aspects)
- Marketing research, and
- Social and responsible marketing
In addition to teaching marketing across other disciplines (e.g. multidisciplinary design innovation), Vignesh is experienced in teaching MBA/executive MBA, and corporate learners in UK, UAE, Germany and France. Having previously held the post of Director of Digital Learning at another triple-accredited UK University, he is also conversant in distance/online learning methods.
- PhD supervision
Vignesh welcomes doctoral proposals focusing on AI/ML in marketing or services, especially from applicants who are skilled in data science (even if they are from a non-marketing background).