Dr Ismini Pavlopoulou

Lecturer in Digital Marketing

Marketing & Retail Stirling

Dr Ismini Pavlopoulou

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About me

About me

Ismini's research focuses on digital consumers and the social issues and challenges associated with digital consumption. Her doctoral studies at the University of Stirling explored a gamified social networking service for physical activity, involving a netnographic study that considered value co-creation in an online gamified fitness platform. In her previous role as a Research Fellow within an interdisciplinary team, she contributed to the successful completion of a project funded by the Scottish Funding Council and the Digital Health and Care Innovation Centre (DHI). Ismini has contributed to publications focusing on the engagement of older consumers with social media, considering how this demographic embraced new technologies and platforms during lockdown. She has actively participated in projects and outputs centred around the creation and absorption of electronic word of mouth by older consumers, as well as inclusive innovation in health and social care services. Currently, she is engaged in research pertaining to Corporate Digital Responsibility in esports, the roots of e-sportsmanship within gaming communities, CDR and Virtual Reality in Scottish tourism, and the competitive potential of the declining High Street based on consumers’ experiences across digital and physical channels.

Outputs (9)


Conference Paper (unpublished)

Pavlopoulou I & Kolyperas D (2023) Of hacking, cheating, ‘BM’ing and other demons: searching for the roots of e-sportsmanship within the gaming community. Academy of Marketing 2023 Annual Conference and Doctoral Colloquium: From Revolution to Revolutions, University of Birmingham, 03.07.2023-06.07.2023. https://academyofmarketing.org/wp-content/uploads/2023/07/Updated-Proceedings-Book.pdf

Project Report

Gibson G, Pavlopoulou I, Wilson-Nash C & McCabe L (2022) Evaluation of the 'Connecting Residents in Scotland's Care Homes' Programme. Scottish Government Technology Enabled Care programme and Digital Health and Care Innovation Centre (DHI). Stirling. https://tec.scot/programme-areas/digital-social-care/current-activities/connecting-residents-scotlands-care-homes-evaluation#:~:text=The%20evaluation%20of%20the%20'Connecting,with%20the%20Digital%20Health%20and