Anne Mollen
Strategic Marketing,
Cranfield School of Management
Qualifications
MBA
MRes
Background
Board Director responsible for New Media (Express Newspapers); Head of Strategic Planning (Telegraph Newspapers).
Research Topic
Consumer Engagement: Conceptualization and Operationalization
Research Issue
Devising a scale for online consumer engagement with brands and quantifying the relationship between ‘engagement’ and commercially optimal outcomes.
Sector
Marketing; Internet
Research Method
Qualitative and Quantitative.
Theoretical Perspective
Broadly “Critical Realism”
Published Papers
Journal of Business Research 63 (2010) 919-925; Mollen and Wilson: “Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives”
Why I Chose Cranfield
Quality of Supervisor and general Supervision; Cranfield MRes Course, which, while exacting, is the best preparation for doing a PhD.