Rate My Professor David Williams

David Williams is an Associate Professor and Department Head of the Department of Management and Marketing in the Edwards School of Business at the University of Saskatchewan. He earned his Ph.D., Dip. M, and BSc. (Econ) Hons. from Cardiff University. With over 30 years of service at the University of Saskatchewan, recognized with a Long Service Award in 2017 for 25 years of dedication, Williams teaches courses including Introduction to Marketing, Retail and Digital Marketing, and Integrated Marketing Communications. His research focuses on retail, digital marketing, and social media, exploring topics such as consumer behavior in online environments, influencer marketing, and social commerce dynamics. Williams has made significant contributions through numerous peer-reviewed publications. Key works include 'Perception of Non-Binary Social Media Users Towards Authentic Non-Binary Social Media Influencers' (Computers in Human Behavior, 2025, with M. Meston), 'Deriving Value-in Digital Disposal: Exploring Closet Cleaning on Instagram' (Journal of Creating Value, 2024, with J. Caulfield), 'The Depiction of Beauty-by-Beauty Influencers on Instagram and Generations Z’s Perception of Them' (Journal of Promotional Management, 2024, with B. Pochipinski, M. MacDonald, and J. Caulfield), and 'Co-shopping and E-Commerce: Parent’s Strategies for Children’s Purchase Influence' (Electronic Commerce Research, with B. Willick). Earlier publications cover 'Pseudonymous Academics on Twitter: Authentic Tales from the Twitter Trenches' (The Internet and Higher Education, 2022, with S. P. Greenhalgh), 'Sound Sellers: Musicians' Strategies for Marketing to Industry Gatekeepers' (Arts and the Market, 2022, with A. Sanders and B.J. Phillips), and foundational pieces like 'Integrating the Conceptual Domains of Social Commerce: A Meta-theoretical Perspective' (The International Review of Retail, Distribution and Consumer Research, 2014) and 'The Evolution of E-tailing' (2009).

Williams' scholarship examines evolving retail practices, from retailer internationalization in the 1990s—such as 'Motives for Retailer Internationalization: Their Impact, Structure and Implications' (Journal of Marketing Management, 1992)—to contemporary digital phenomena like shoppable video, masculinity in feminized digital spaces, and luxury brands' CSR strategies. His work has been featured in leading journals including Qualitative Market Research, Journal of Promotional Management, and European Journal of Marketing, influencing discussions on marketing strategy, social media authenticity, and generational consumer perceptions. As a practitioner of shopping, Williams bridges academic research with practical insights into marketing communications and e-commerce.