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Dr Nina Michaelidou PhD, Warwick; MA, Coventry; PGCert, Birmingham; BA (Hons), Wolverhampton

Photo of Dr Nina Michaelidou

Reader in Marketing

Programme Director RMM & Deputy HoD (Marketing)

Dr Nina Michaelidou is a Reader in Marketing at the School of Business and Economics, Loughborough University. Prior to joining Loughborough, she has held faculty posts at Birmingham University and Nottingham University. Her research interests are grounded in the area of consumer behaviour and particularly, individuals’ perceptions, personality traits, image and emotions, in multiple contexts including online and social media, ethics and health. Dr Michaelidou has published her work in various journals including the Journal of Business Ethics, European Journal of Marketing, the Journal of Business Research, Industrial Marketing Management, Journal of Advertising Research, the Journal of Strategic Marketing, Journal of Marketing Management, and the Journal of Travel Research. She serves as Associate Editor of the Journal of Marketing Management and the chair of the Academy of Marketing SIG on Consumer Psychology and Cross-Cultural Research.

Research Interests

Dr Michaelidou’s research interests lie in the area of consumer behaviour and specifically personality traits (e.g. variety seeking, innovativeness), emotions and health behaviours as well as social media usage and consumers’ responses to advertising appeals and promotions on social media.

Key Publications

Michaelidou N. (2012), “A Typology of Consumers’ Disposition based on Inherent Needs”, Journal of Marketing Management, 28 (5/6), 676-694.

Christodoulides G., Michaelidou N., Siamagka, N. (2012) “A Typology of Internet Users based on Comparative Affective States: Evidence from Eight Countries”, European Journal of Marketing, 47 (1/2), 7-7.

Christodoulides, G. Michaelidou, N., Argyriou, E. (2012) “Cross-national Differences in E-WOM Influence”, European Journal of Marketing, 46 (11/12), 12-12.

Michaelidou N., Siamagka, N., Christodoulides, G. (2011) “Usage, Barriers and Measurement of Social Media Marketing: An Exploratory Investigation of Small and Medium B2B Brands”, Industrial MarketingManagement, 40 (7), 1153-1159.

Walsh, G., Shiu, E., Hassan L., Michaelidou N., Beatty S. (2011) “Emotions, Store-environmental cues Store-choice Criteria and Marketing Outcomes”, Journal of Business Research, 64 (7), 737-744.