Guest Lecture and Writing Workshop by Julien Cayla
Event Date: 17 June 2024 - 18 June 2024
Hosted by the Stephen Young Institute, Julien Cayla, Associate Professor of Marketing at Nanyang Business School (Singapore) will be delivering both a guest lecture on ‘Farmers as youtubers’ and an academic writing workshop at Strathclyde Business School.
Farmers as youtubers: Social media influencers as innovation catalysts in emerging markets
Monday, June 17
Time: 12.30-2.30 (lunch will be provided at 12.30 followed by lecture at 1pm)
Location: Strathclyde Business School Room SW204
While popular culture often portrays social media influencers as glamorous figures promoting beauty, fashion, and travel, this research highlights the significance of social media influencers in fostering market innovation. Drawing on ethnographic fieldwork and situated learning theory, we examine how farmer influencers in rural India are reshaping market dynamics by bridging information gaps and fostering a culture of experimentation and entrepreneurship. Unlike Western contexts, where influencer research has primarily focused on brand communication and community building, our study demonstrates the broader impact of influencers on market development, particularly in regions characterized by information poverty. By leveraging social media platforms, influencers facilitate knowledge sharing, collaborative learning, and the dissemination of best practices among farmers, thereby driving profound market changes. This research not only contributes to a deeper understanding of social media in emerging markets but also offers practical insights for policymakers and businesses seeking to harness the potential of social media for positive social change.
Registration link: Eventbrite
https://www.eventbrite.com/e/911419198357?aff=oddtdtcreator
_________________________________________________________________________________________
Writing Workshop: Academic Writing as Craft
Tuesday, June 18
Time: 9.45am-12pm
Location: Penthouse Space, Level 8, Strath Union Offices, Learning and Teaching Building
Background and objectives: While research-active academics spend a large portion of their time writing and editing, most never undertake formal training in this area.This workshop is designed to help academic writers aiming to publish in top-tier journals, especially doctoral students, and junior faculty. Professor Cayla will cover tools and techniques that academic writers can focus on in trying to improve their craft. Participants will bring a work-in-progress that they will edit and rewrite while keeping in mind the writing strategies and tools taught in the workshop.
Workshop participants will start by reviewing the behavioural, artisanal, social and emotional foundations of academic writing. This will be an interactive session where participants will share their own relationship to academic writing and benefit from sharing with other participants. We will finish the session with a writing period, where participants will work on their writing project.
Audience: Participants who are likely to reap the most benefits from this workshop are PhD students and early-career academics but anyone at any career stage is very welcome.
Format: A mix of discussion, lecture and some time for participants to work on their writing project.
Prerequisites: Participants will need to:
1) bring the writing project (article, book chapter, thesis introduction) that they are currently working on (or want to work on) and a laptop to work on their project;
2) bring their answers to the following survey http://writersdiet.com/base.php
Registration link: Eventbrite
About the speaker:
Julien Cayla is an Associate Professor of Marketing at Nanyang Business School (Singapore). Julien received his PhD from the University of Colorado where he majored in marketing and minored in cultural anthropology.
Julien is passionate about social sciences, particularly anthropology and sociology, and the way these disciplines can be applied to understanding people and cultures.
His work has been published in outlets such as the Journal of Consumer Research, Journal of Marketing, Organization Studies and Sloan Management Review. He is currently serving as Associate Editor of Journal of Consumer Research.You can find some of his work here: www.juliencayla.com. In India he founded the consumer culture lab: https://cclab.iimu.ac.in/
Published: 23 May 2024
