Research Focus:

Using an interdisciplinary approach, blending the lines between marketing, advertising and psychology my research aims to answer a fundamental marketing research question: How to diminish the knowledge-behaviour gap? Particularly, my research focuses on effective message construction for behaviour change. It takes an information processing approach, which identifies, classifies and examines cognitive (e.g., knowledge, confidence, trust, values) and affective (e.g., pride, fear, disgust) factors that influence individuals’/consumers’/employees’ decisions and choices after exposure to campaigns/messages/interventions, and translate knowledge acquisition to behaviour change/formation. My research is theory-based but practically applicable research.

This research often uses health [e.g., pandemic (H1N1 flu) prevention, weight control, alcohol consumption, (HPV) vaccination] and environmental (e.g. energy saving, recycling, food waste reduction) social issues as the venue for understanding the knowledge-behaviour gap, with direct implications for persuasive communication and behavioural interventions that motivate health and environmental action, respectively. The campaigns/messages/interventions often examined involve digital components (e.g., websites, social media, mobile applications, online tracking tools) and technology adoption behaviours (e.g., adoption and usage of technology-based solutions). Other projects with an information technology and effective message construction focus (beyond the contexts of health and the environment) include: social media service failure apologies, online petitions, and online political engagement. Side projects include innovative research methodologies, female-disparaging adverts, and consumer animosity, amongst others.

Overall, my research involves international collaborations (e.g., USA, UK, France, Italy, Greece, China, Australia) and is mainly quantitative in nature, although I also engage in projects with mixed-methods. I am very interested and often engage in research projects that require collaborations with other disciplines such as medicine, engineering and geography as evident by my externally funded projects (e.g., Cancer Research UK as Principle Investigator and Engineering and Physical Sciences Research Council as Co-Principle Investigator) and research advisory roles. I also strongly believe in the interplay and interdependence of academia, government, business and society and hence I am often involved in various consultancies (e.g., Harrow Council UK; Royal Borough of Kensington and Chelsea, UK; Centre for Health Communications Research & Excellence, UK; Global Action Plan, UK; Texas Comprehensive Cancer Control Coalition, USA), in line with my research (i.e., effective message construction for behaviour change) with the aim of linking theory and practice, which have led to the development of real-world research impact .

Within Brunel University London, I am a Research Lab Lead for Behavioural Science Insights part of the Centre of Entrepreneurship and Sustainability; and a founding member of the Centre for Health and Wellbeing across the Lifecourse. These affiliations underscore the interdisciplinary nature of my research within the contexts of health, well-being and the environment.

Editorial Experience, Reviewing & Awards:

  • Associate Editor: Business & Society (since 2021).

  • Associate Editor: Journal of Current Issues in Advertising (since 2021).

  • Past Associate Editor: Journal of Marketing Management (2017-2021).

  • Editorial Review Board: Journal of Business Ethics (since 2021).

  • Editorial Advisory Board: Technological Forecasting & Social Change (since 2017).

  • Editorial Board: Journal of Marketing Management (since 2021)

  • Editorial Review Board: Journal of Global Fashion Marketing (since 2019).

  • Past Editorial Review Board: Business & Society (2020-2021).

  • Guest Editor: Journal of Business Research, Special Issue on “Hypocrisy in Corporate and Individual Social Responsibility: Causes, Consequences and Implications”.

  • Guest Editor: Technological Forecasting & Social Change, Special Issue on “Digitalization Adding Value to Healthcare”.

  • Guest Editor: Journal of Marketing Management, Special Issue on “Advancing Spillover Research: Behavioural, Contextual & Temporal Approaches”.

  • Guest Editor: Technological Forecasting & Social Change, Special Issue on "Psychological Perspectives on Technological Innovations".

  • Guest Editor: Journal of Macromarketing, Special Issue on "Transformative Luxury Research: Contributions to Marketing Theory About Luxury, Ethics, and Well-Being".

  • Guest Editor: European Journal of Marketing, Special Issue on "Psychological Perspectives on Consumer Obesity".

  • Member of Cancer Research UK’s Catalyst Award Committee (September 2016 – March 2019) Reviewing funding applications; Research Specialty: Behavioural Insights.

  • Member of Cancer Research UK’s Pioneer Award Committee (June 2015 – March 2019) Reviewing funding applications; Research Specialty: Behavioural Insights.

  • 2016 Reviewer Award Journal of Marketing Management.

  • Best Paper in AMA Social Responsibility, Sustainability, & Public Policy Track Award: Manika, D. & Gregory-Smith, D. “Extending the Persuasion Knowledge Model to Investigate the Potential of Web-based Interventions: The Case of Weight Control Intentions”, American Marketing Association, 2016.

  • Third Best Paper in AEJMC Advertising Division Award: Ball, J.G., Manika, D. & Stout, P. “Across the Ages: Are College Age Adults a Viable Segment for DTC Prescription Drug Advertising?” Association for Education in Journalism and Mass Communication.

External Grants:

  • £4,993.056 – Consultant – Funder: Industrial Strategy Challenge Fund via RECOUP Recycling; Title: ISCF Future Plastic Packaging Solutions; Start/Finish Date: May 2021 – May 2022.

  • £54,300 – Co-I – Funder: Research England; Title: Mapping and Facilitating Internet of Things Ecosystem: Health, Well-being & Energy; Start/Finish Date: June 2019– February 2021.

  • £2,682.10 – Co-I– Funder: Arrow (North East, European Regional Development Fund); Business Partner: Nouveau Limited (trading as ActivCare Coaching); Start/Finish Date: January – March 2019.

  • £101,976 out of a £2 million – Co-PI – Funder: EPSRC/ Newton Fund Innovate UK; Title: “A High Efficiency, Low Cost and Building Integrate-able Solar Photovoltaic/Thermal (PV/T) System for Space Heating, Hot Water and Power Supply.”; Start/Finish Date: April 2017 – June 2019.

  • £20,000 – PI – Funder: Cancer Research UK (Prevention Innovation Grant).; Title: “Using Stealth Marketing Techniques to Increase Physical Activity and Decrease Sedentary Time in the Workplace: Investigating the Spill overs of Employee Environmental Behaviour.”; Start/Finish Date: December 2017 – November 2018.

  • £810 ($1,000) – PI – Funder: Hellenic Professional Society of Texas; Title: “Implications for Health Information-seeking and Prevention Behaviours: The Case of the HPV vaccine.”; Start/Finish Date: Jan. - Aug. 2011.

Doctoral Supervisions:

  • Haiyan Chen, Ongoing since 2021, Newcastle University.

  • Lisa Smith, Ongoing since October 2019, Newcastle University.

  • Saadet Meltem Hut, Ongoing since January 2019, Newcastle University

  • Nuzhat Nuery, Viva Passed with Corrections 2021, Newcastle University

  • Rachael Millard, PhD Awarded April 2020, Queen Mary University of London

  • Lei Yang, PhD Awarded March 2020, Queen Mary University of London

  • Qun Tan, PhD Awarded September 2013, Durham University

Consulting Examples:

  • Royal Borough of Kensington and Chelsea (January 2021 – present): Digital interactions between residents and council during Covid-19 for well-being.

  • Harrow Council (October 2020 – January 2021): Residents’ food waste recycling barriers.

  • Project Happy Notes (2019 – 2021).

  • Centre for Health Communications Research & Excellence at Bucks University (2016- 2018).

  • Global Action Plan, London, UK (2012-2017).

  • Texas Comprehensive Cancer Control Coalition (2008-2009).