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Personal profile


Sally Dibb is Professor of Marketing and Society in CBiS. Previously she was Director of the Institute for Social Marketing at the Open University (ISM-Open) and, before that, Associate Dean at Warwick Business School. She served on the REF 2014 panel for Business and Management. Sally’s research focuses on consumer behaviour change, market segmentation and social marketing, with recent projects funded by the ESRC, Leverhulme, FP7, Santander and InnovateUK. Sally is Chair of the Academy of Marketing’s Segmentation and Targeting Strategy SIG and a Fellow of the Chartered Institute of Marketing. She has authored twelve books and over 90 articles in European and US academic journals, and has successfully supervised 16 PhD students to completion. Sally’s research is inter-disciplinary, embracing technology, innovation and data science, with projects currently examining sustainable living, smart cities, privacy and security, as well as the application of ‘big data’. She is a member of the peer review college for the ESRC, Horizon 2020, the Australian Research Council and the Canadian Research Council. Sally is a trustee and board member of the charity Alcohol Research UK, and was appointed by the Secretary of State for Health as a trustee of the Alcohol Education Research Council.

Vision Statement

My research in marketing strategy and consumer behaviour is underpinned by an interest in data. I’m interested in how data can be used to change consumer and citizen behaviour, particularly in areas that can improve well-being. E.g. how can data help different stakeholders to work together to tackle bigger issues facing society, such as security, sustainability, and health? My research also examines how organisations capture and use data to achieve their objectives. E.g. what impact have Big Data and digitalisation had on how organisations make strategic decisions? Recently my research has examined the privacy issues that exist between those producing data and those who consume it, examining the circumstances in which consumers are prepared to share their data and what benefits they expect in return.

Education/Academic qualification

Doctorate, University of Warwick

MSc, University of Manchester

Degree, University of Manchester

External positions

Member of REF 2021Panel, Research England

1 Apr 2018 → …

Trustee, Mary Ann Evans Hospice

1 Mar 2018 → …

Trustee and Board Member, Alcohol Research UK

1 Sep 2013 → …

REF 2014 Panel Member, HEFCE

1 Sep 201330 Dec 2014

Trustee and Board Member, Alcohol Education Research Council

1 Mar 201130 Dec 2013

Associate Editor, Journal of Marketing Management

2010 → …

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Network Recent external collaboration on country level. Dive into details by clicking on the dots.

Research Output 1991 2019

Examining the trade-off between compensation and promptness in eWOM-triggered service recovery: A restorative justice perspective

Liu, H., Jayawardhena, C., Dibb, S. & Ranaweera, C., 19 Jun 2019, In : Tourism Management. 75, p. 381-392 12 p.

Research output: Contribution to journalArticle


Future pathways to mainstreaming community energy

Roby, H. & Dibb, S., 9 Oct 2019, In : Energy Policy. (In-Press), p. (In-Press)

Research output: Contribution to journalArticle

1 Citation (Scopus)

Institutional trustworthiness and national security governance: Evidence from six European countries

Ball, K., Degli Esposti, S., Dibb, S., Pavone, V. & Santiago-Gomez, E., Jan 2019, In : Governance: An International Journal of Policy Administration and Institutions. 32, 1, p. 103-121 19 p.

Research output: Contribution to journalArticle

national security

Managing My Money for the Just About Managing

Brambley, W., Akter, S., Appleyard, L., Aslam, H., Degli Esposti, S., Dibb, S., Monne, J., Morris, J., Nguyen, T., Oliver, M., Roby, H., Siemers, O. & Zaksaite, T., 1 Sep 2019

Research output: Book/ReportCommissioned report

Open Access

Trust and Reciprocity Effect on Electronic Word-Of-Mouth in Online Review Communities

Gharib, R. K., Garcia-Perez, A., Dibb, S. & Iskoujina, Z., 4 Sep 2019, (Accepted/In press) In : Journal of Enterprise Information Management. (In-press), p. (In-press)

Research output: Contribution to journalArticle

Electronic word-of-mouth
Online reviews
Social media
Conceptual framework


FBL Excellence Awards 2018 - Research Team

Lindsey Appleyard (Recipient), Sally Dibb (Recipient) & Nick Henry (Recipient), 12 Sep 2018

Prize: Prize (including medals and awards)


Press / Media