Conceptualising marketer personality traits integral to netnography skills: Forming a 'Celtic' cultural perspective

Geoff Simmons

Queen's University Belfast

Dr Simmons is a Senior Lecturer in Management at Queen's Management School, Queen's University Belfast. His research interests are in the impact of digital technology innovation on marketing, with a particular interest in small firms. 


BackgroundSocial media has shifted power from marketers to a plethora of diverse communities of interest. Communities using social media technology consist of groups of people from different backgrounds and histories that... [ view full abstract ]


  1. Geoff Simmons (Queen's University Belfast)

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PS-6C » Marketing 2 (09:00 - Friday, 1st September, Syndicate Room 2)