Nottingham University Business School
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Dr Samanthika Gallage

BSc (Hons) (University of Sri Jayewardenepura), MBA (University of Sri Jayewardenepura (PIM)), MSc (Nottingham University Business School), PhD (The University of Nottingham), PG Certificate in Higher Education (Staffordshire University)
Assistant Professor in Marketing

Department: Marketing
Tel: +44 (0) 115 8466978
Location: B80 (North Building, Jubilee Campus)

Samanthika is an Assistant Professor in Marketing at NUBS. Samanthika's primary research interest lies in the area of Transformative Consumer Research, with a particular focus on consumer health and well-being. Her work is especially concentrated on subsistence consumers in the global south. She is keen on exploring the health-related challenges these consumers experience and how current marketplace structures exclude certain consumer groups and related vulnerabilities. Additionally, she investigates the strengths within these subsistence marketplaces, focusing on solution-driven approaches in resource-constrained settings. Her research intersects significantly with social marketing and critical marketing.She has published her work in various journals, including the Journal of Public Policy and Marketing, Journal of Marketing Management, Computers in Human Behavior, Journal of Consumer Behaviour, Advances in Consumer Research, and Social Marketing Quarterly.

She is currently involved with the subsistence marketplaces research initiative and contributing as an Associate Editor to the subsistence marketplace journal. She also co-chaired the subsistence marketplaces conference 2021 and 2024. She is also an ad hoc reviewer for JBR, Journal of Social Marketing, JPPM and BMC Public Health journals.

Samanthika has taught range of UG and PG students in the UK, Australia and Sri Lanka. She has taken the leadership in organising various departmental research events within the theme of "Marketing for greater good". She is also working with multiple commercial industry partners, social enterprises and charities within the UK and outside of the UK. Prior to joining academia she was working for Unilever Sri Lanka in the area of branding.

Areas of Expertise
Consumer health and well-being, Subsistence Marketplaces, Social Marketing, Critical Marketing


The following lists my publications from 2014 to the present day.

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Her teaching is well aligned with her research areas. She is currently convening Marketing and Society (BUSI3023) UG module and teaching on Critical Marketing (BUSI 4481) PG module.

Samanthika is module convenor of the following module(s):


Marketing and Society (BUSI3023)

Details of all modules can be found on MyNottingham

She is currently working on two key areas:

1) Subsistence consumers and marketplaces- Currently, she is researching on consumer vulnerabilities in health marketplace, unique elements in subsistence contexts such as innovations, services, strenghts etc. (Current work : sustainable literacy, OTC drug abuse, climate crisis and health, innovation and services in subsistence contexts)

2) Behaviour change particularly focusing on consumer health and well-being (current work: Condom usage in Asia, Ethics in consumption).

Samanthika is open to supervise students who would like to work in areas such as consumer health, social marketing and critical marketing especially in subsistence contexts in the global south.

Samanthika is currently supervising the following Research Students:

Koushik Prashad Pathak
University Administrative Roles
NUBS Research Ethics Committee Member

School Administrative Roles
Research Series Co-ordinator (Marketing)

School and University Committee Memberships
Research Ethics Committee (NUBS REC) 2020 Ethics Reviewer and Committee Member


Nottingham University Business School

Jubilee Campus

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