Audrey Laing
Title: Dr
First Name: Audrey
Surname: Laing
Position: Lecturer
Telephone: +44 (0)1224 263242
Linkedin: LinkedIn Icon

Duties and Responsibilities

Dr Audrey Laing is a Lecturer in Communication, Media and Marketing.

She teaches Research Methods, Creative Industries Theory and Practice, Media History and Communication Principles and Practice. She also supervises at Masters and PhD level. Audrey is Stage 3 tutor (Head of Year) for BA Media, BA PR and BA Journalism students. She is a Fellow of the Higher Education Academy.

Research Interests

Bookshops and bookselling

Book browsing

Third place

People and technology 

Audrey’s PhD thesis was entitled Bookselling culture and consumer behaviour:  Marketing strategies and responses, in traditional and online environments. The thesis formed the foundation for ongoing research and interest around the book trade and how consumers experience and respond to the bookshop environment, both bricks and mortar, and online.

Her broader research interests are focused upon how people interact with technology. Recently, she has undertaken research into digital marketing in the PR and advertising industry, examining skills gaps, barriers to technology adoption, and developing a model of the ‘perfect ‘ digital marketer. Another recent project examined how authors use social media and found its most significant impact was as a conduit for the development of a knowledge community.

Audrey has previously undertaken research in the areas of waste disposal representation on children’s television; benchmarking of information management in the oil and gas industry; approaches to health and safety in the oil and gas industry, and rural crime.

PhD Students

Akinyemi Paul Omoge, The direct and mediated effects of Customer Relationship Management (CRM) system usage as service delivery channels on consumer buying behaviour. An appraisal of the context of the Nigerian Banking Industry (completed, 2016).

I was Principal Supervisor of Paul’s thesis, in a team with Professor Ken Russell and Dr Evagelos Korobilis-Magas, following the retirement of Prof. Bill Donaldson.

Justina Setkute: In Search of Digital Marketing Success: Critical Success Factors of Digital Marketing Communication Strategies for Oil and Gas B2B SMEs.

I am a member of Justina’s supervisory team, along with Professor Sarah Pedersen (Principal Supervisor) and Dr Simone Kurtzke. 


Savage, J. and Laing, A. (2018). Fashion on Film: A critical investigation into the role of film as a digital marketing strategy for luxury fashion brands. Journal of Fashion Marketing and Management (under review)

Bremner, P.A.M. and Laing, A. (2017). Libraries and book retailers working together: Towards a model of partnership and engagement. Library and Information Science Research (under review).

Laing, A. (2017). Authors Using Social Media: Layers of Identity and the Online Author Community. Publishing Research Quarterly, September 2017, Iss. 33, pp. 254 – 267. doi:10.1007/s12109-017-9524-5

Royle, J. and Laing, A.,  (2014). The digital marketing skills gap: developing a digital marketer model for the communication industries. International Journal of Information Management, 34(2), pp.65-73.

Muir, L., Cousins, F. and Laing, A., (2014). The case for a risk-assessed approach to organizational records management in the oil and gas sector. Information Research, 19 (4)

Oates, C., McDonald, S., Blades, M. and Laing, A., (2013). How green is children’s television? Social Business, Vol. 3, Iss. 1.

Laing, A. and Royle, J., (2013). Bookselling online: an examination of consumer behaviour patterns. Publishing Research Quarterly Vol. 29, Iss. 2 June 2013. 

Laing, A. and Royle, J., (2012). Examining chain bookshops in the context of ‘third place’. International Journal of Retail and Distribution Management, Vol. 41, Iss 1.

Laing, A. and Royle, J., (2006). Bookselling Culture and Consumer behaviour: Marketing Strategies & Consumer Responses in UK Chain Bookshops. International Journal of the Book, Vol. 3, no. 2, pp.101-112.

Laing, A. and Royle, J., (2006). Marketing and the Bookselling Brand. International Journal of Retail and Distribution Management, Vol.34, no. 3, March 2006.

Laing, A. and Royle, J., (2005). Extend the Market or Maintain the Loyal Customer? Publishing Research Quarterly, Vol.21, No.2, Summer 2005.

Working Papers

Muir, L. J., Cousins, F., and Laing, A., 2013. Benchmarking information management services in the oil and gas sector. Aberdeen Business School Working Paper Series, WP/1/13. Aberdeen: RGU. ISSN:1753-6766 (print), ISSN: 1753-6774 (online)

Book Chapters

Laing, A., and Royle, J., (2006). Bookselling Culture and Consumer Behaviour. In The Future of the Book in the Digital Age, eds. Cope, B. and Phillips, A. Oxford: Chandos.


Omoge, A.  and Laing, A., (2016). A qualitative study verifying the research constructs relating to CRM systems benefits and consumer buying behavior variables. Paper presented by A.P. Omoge at the West East Institute International Academic Conference on Business and Economics, At Harvard Faculty Club, Harvard University, Boston, USA, August, 2016.

Laing, A. (2016). Authors and social media: exploring emerging communities. Paper presented by A. Laing at the MeCCSA conference, Canterbury, January 2016.

Laing, A., and Royle, J., (2005). The Impact of Bookstore Marketing on Consumer Behaviour: Strategies and Responses in UK Chains. Paper presented by A. Laing at The Third International Conference on the Book, Oxford, September 2005.

Laing, A., and Royle, J., (2005). Paper presented at The Third International Conference on the Book, Oxford, September 2005, entitled The Impact of Bookstore Marketing on Consumer Behaviour: Strategies and Responses in UK Chains.


Laing, A. (2008). Activity Week: A research study investigating the achievements of a project-based activity week for engineering students. Aberdeen: Robert Gordon University