Rate My Professor Jessica Wyllie

Dr Jessica Wyllie is a Senior Lecturer in Marketing at the Newcastle Business School, Faculty of Business and Law, University of Newcastle, Australia, where she also serves as Director of Accreditation. She holds a Doctor of Philosophy and a Bachelor of Business (Honours), both from the University of Newcastle. Wyllie teaches Services and Relationship Marketing at undergraduate and postgraduate levels. Her research is guided by the pursuit of activities that seek to enhance the well-being of individuals, communities, and ecosystems, focusing on behaviour change and the optimisation of health and eHealth service adoption, design, and delivery to multiple stakeholders. As a mixed methodologist, she utilises a variety of qualitative and quantitative research techniques. Her research keywords include Consumer Behaviour, Health Services, Social Marketing, and Technology in Marketing, with fields of research comprising social marketing (50%), marketing technology (30%), and consumer behaviour (20%). She supervises PhD students in Management and Marketing.

Wyllie has produced 17 journal articles, 2 book chapters, 4 conference papers, and 1 preprint. Key publications include 'Unlocking health participation: enhancing customer experiences in public health social media communities' (2026, Journal of Service Theory and Practice, with Alzahrani, Carlson, Rahman); 'Eye-opening! Exploring uncertainty marketing through hedonic blind box collectibles' (2025, Journal of Retailing and Consumer Services, with Lee, Brennan); 'Scroll, Stop, Shop: Decoding impulsive buying in social commerce' (2024, Journal of Business Research, with Moghddam, Carlson, Rahman); 'Consumer collecting behaviour: A systematic review and future research agenda' (2022, International Journal of Consumer Studies, with Lee, Brennan); 'eHealth Services and SDG3: Increasing the Capacity of Care' (2022, Australasian Marketing Journal, with Carlson, Heinsch, Kay-Lambkin, McCoy); 'Engaging Gen Y Customers in Online Brand Communities: A Cross-National Assessment' (2021, International Journal of Information Management, with Carlson, Rahman, Rahman, Voola); 'To follow the yellow brick road: exploring the journey to mental well-being consumption' (2018, Journal of Marketing Management, with Carlson); and 'An Examination of Not-For-Profit Stakeholder Networks for Relationship Management: A Small-Scale Analysis on Social Media' (2016, PLoS One, with Lucas, Carlson, Kitchens, Kozary, Zaki). Her Google Scholar profile lists 979 citations.