Personal profile

Research interests

Dr Emma Slade is a Senior Lecturer in Marketing at the School of Management, University of Bristol, UK. Her research interests revolve around digital technologies and user behaviour, and she specialises in quantitative research methodologies. 

Emma has published articles in several highly regarded journals such as Psychology & Marketing, European Journal of Marketing, Industrial Marketing Management, Journal of Business Research, Computers in Human Behavior, Information Systems Frontiers, and Public Management Review, and has presented at conferences such as BAM, AMS, ANZMAC, AM, AMCIS, and UKAIS. She has co-edited special issues in journals such as Information Systems Frontiers, Journal of Retailing and Consumer Services, and Journal of Consumer Behaviour, and she is a member of the Editorial Review Board for the International Journal of Information Management.

Emma served as Programme and Organisation Co-Chair of the 15th IFIP I3E Conference. She is an alumnus of CHERISH-DE's Digital Economy Crucible funded by the EPSRC and she has previously been selected to participate in workshops under the British Council’s Researcher Links scheme. In terms of research funding, Emma was a recipient of an ESRC IAA Early Career Researcher Industry Secondment in 2018 with Vodafone, and in 2019 secured funding as a Co-Investigator from the Centre for Research and Evidence on Security Threats for a project on adoption of smart home technology. She is currently Co-Investigator of an aspect of the RELINK project with Professor Dale Southerton, in collaboration with colleagues at Oslo Met.

PhD supervision

Emma currently has three PhD students in their first, second, and third years of study, and has co-supervised three students to successful completion. She is available to supervise students in topics related to consumer behaviour with digital technologies, digital consumption, digital technologies and consumer wellbeing, online advertising, technology adoption, and financial wellbeing (particularly in the context of online finance products (e.g. BNPL) and cryptocurrencies). She is particularly interested in supervising projects related to emerging technologies (e.g. AI, metaverse, NFTs), ethical issues, and psychological aspects, with a focus on experimental methods.


  • Technology adoption
  • Consumer behaviour
  • Consumer generated content
  • Digital marketing
  • Internet of Things
  • Artificial Intelligence


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