Nottingham University Business School
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Hoda El Kolaly

Masters in Business Administration (MBA) (2006) The American University in Cairo (A.U.C.), Egypt.Bachelor of Science (B.Sc.) (2002). The American University in Cairo (A.U.C.), Egypt, Construction Engineering Major

Room: B44 (South Building)
Tel: +44 (0) 115 8467752

Current Status: Writing up
Year of Registration: 2012
Expected Completion Date: /09/2015

Primary Funding Source:
Self funding

Research Topic:
Consumer Engagement in Online Communities

Research Details:
The aim of this research is to advance our understanding of the concept of Consumer Engagement (CE) by exploring the dynamics of the CE process in an online community. It focuses on how the impact of social relationships on collective action and behavior (known as social capital) existing in an online community can be mobilized to address social causes. We are particularly interested in how the voice of individual members increases, such that their impact reaches beyond the confines of the community itself.

Research Supervisor/s: Heidi Winklhofer and Linda D. Peters

Division: Marketing

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Nottingham University Business School

Jubilee Campus

telephone: +44 (0) 115 846 6602
fax: +44 (0) 115 846 6667