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Miss Rebecca Dolan

Telephone +61 8 8313 8210
Position PhD Candidate
Fax +61 8 8313 7243
Building Nexus 10 Tower
Floor/Room 10 39
Campus North Terrace
Org Unit Business School Office

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Biography/ Background

Rebecca Dolan is a PhD candidate at The 
University of Adelaide Business School. Her research focuses on marketing communications in social media, customer engagement and consumer behaviour. She is supervised by Professor. John Fahy, Dr. Jodie Conduit and Dr. Steve Goodman.

Rebecca completed a Bachelor of Commerce majoring in Marketing and
 Management in 2010, and was awarded an Access Adelaide scholarship to complete
 the Bachelor of Commerce (Honours). Rebecca graduated with First Class Honours
in 2011 with a thesis titled "From Salience to Resonance: An Exploratory Study
of Consumer Engagement with Brand Profile Pages on Facebook". 
She was awarded 
the 2011 "Bernie Mills Medal for the Most Outstanding Commerce Honours Student". 

Rebecca is the current holder of an Australian Postgraduate Award Scholarship
 for her Ph.D. and in addition was awarded the 2012 Baillieu Supplementary
 Research Scholarship. 
Rebecca has presented her research domestically and internationally, at
 conferences including the Australian and New Zealand Marketing Academy
 Conference, The European Marketing Academy Conference and the Academy of Wine
 Business Research. 

With 10 years of experience working in the South Australian wine industry, 
Rebecca's research has focused on contemporary issues in marketing such as the
 social media domain, specifically with relevance to Australian wine brands.

Rebecca's research has also been published in trade press in numerous
 occasions, including in the Australian Grapegrower and Winemaker Industry
Rebecca has tutored within the Marketing discipline for over four years in subjects such as 
Consumer Behaviour II, Management of Brands II, Marketing Communication III, 
Market Research III and Market Strategy and Project III.


·       Doctor of Philosophy in Business, University of Adelaide (in progress) 2012 – Present

·       Bachelor of Commerce (First Class Honours), Business School, The University of Adelaide, 2011

·       Bachelor of Commerce (Marketing and Management), Business School, The University of Adelaide, 2008-2010

Awards & Achievements


·         Australian Postgraduate Award (APA) Scholarship

·         Baillieu Supplementary Research Scholarship



·         Bernie Mills Medal for The Most Outstanding Commerce Honours Student

·         University of Adelaide Honours Scholarship



·        Best marketing plan for Market Strategy and Project III for client Beard and Brau Microbrewery


Teaching Interests

Marketing Communications III

Management of Brands II

Market Research III

Market Strategy and Project III

Consumer Behaviour II

Research Interests

Customer Engagement, Social Media, Consumer Behaviour, Online Marketing Strategy and Interactive Media, Virtual Brand Communities. 


Journal Articles: 

Dolan, R., Conduit, J., Fahy, J. and Goodman, S. (forthcoming) "Social Media Engagement Behaviour: a Uses and Gratifications Perspective" Journal of Strategic Marketing

Refereed Book Chapters: 

Dolan, R., Conduit, J.and Fahy, J. (forthcoming) "Social Media Engagement: A Construct of Positively and Negatively Valenced Engagement Behaviours" in R. Brodie, L. Hollebeek and J. Conduit, (Eds.) Customer Engagement: Contemporary Issues and Challenges. Routledge.

 Conference Papers:

Dolan,R., Conduit,J., Fahy,J. and Goodman,S. (2014) “Customer Brand Engagement Behaviour in Online Social Network A Conceptual Framework”  Australian & New Academy of Marketing, Brisbane, Australia

 SZOLNOKI, G., TAITS, D., HOFFMANN, C., LUDWIG, R., THACH, L., DOLAN, R., GOODMAN, S., HABEL, C., FORBES, S., MARINELLI, N., WILSON, D., MANTONAKIS, A., ZAWANDA, P., SZABO, Z., CSAK, I., RITCHIE, C., BIRCH, S., THOMPSON, S. 2014. A Cross-Cultural Comparison of Social Media Usage in The Wine Business. Academy of Wine Business Research (AWBR) 2014, Geisenheim, Germany.  

DOLAN, R. GOODMAN, S. HABEL, C. 2013. Australian Wine Brands on Facebook: An Exploration of Communication Orientations and Consumer Perceptions. Academy of Wine Business Research (AWBR) 2013, St Catharines, Ontario, Canada


DOLAN, R, 2013. The Effectiveness of Interactive Media: A Study of Brand Communication and Consumer Response. European Marketing Academy Doctoral Colloquium, 2013, Istanbul, Turkey

DOLAN, R. GOODMAN, S. HABEL, C 2012. Engaging Friends and Influencing People: Consumer Perceptions of Brand Communication Strategies on Facebook. ANZMAC, 2012, Adelaide, South Australia 

DOLAN, R. REDDAWAY, M. 2012. A Critical Reflection on the Application of Marketing Theory to an Accounting Problem. ANZMAC, 2012, Adelaide, South Australia 

DOLAN, R. 2012. Netnography as a Research Method: Exploring Consumer Perceptions of Brand Communication Strategies on Facebok. Special Session, ANZMAC, 2012, Adelaide, South Australia

DOLAN, R. & GOODMAN, S. 2011. Building Customer Based Brand Equity: An Exploration of South Australian Wine Brands on Facebook. ANZMAC, 2011 Perth, Western Australia.

Industry Publications:

DOLAN, R. GOODMAN, S. HABEL, C. 2013. Social Media Marketing: A Pathway for Wine Brand Growth. Australian and New Zealand Grapegrower and Winemaker


DOLAN, R. GOODMAN, S. HABEL, C. 2013. How and why are wineries using Facebook for marketing? Australian and New Zealand Grapegrower and Winemaker

DOLAN, R. & GOODMAN, S. 2011. Brand Resonance: An outcome of using Facebook? Australian and New Zealand Grapegrower and Winemaker.

DOLAN, R. 2011. My View: Family history with an eye on the future.  Australian and New Zealand Grapegrower and Winemaker.

Professional Associations

AMI - Australian Marketing Institute

Emerging Marketers South Australia

Grape and Wine Research and Development Corporation 

Entry last updated: Tuesday, 11 Aug 2015

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