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Prof Danae Manika

Prof Danae Manika

Professor of Marketing



Danae Manika is a Professor of Marketing at Newcastle University Business School. Before moving to Newcastle, she held academic positions at Queen Mary University of London and Durham University in the United Kingdom, and at The University of Texas at Austin in the United States. Prof. Manika has also worked as an Account Planning Intern in advertising agencies such as Latinworks in Austin, TX, and DDB in New York. Currently, she is also a Visiting Professor of Marketing at Queen Mary University of London and in the past she also held a visiting research scholar position at the Centre for Risk Management of McCombs School of Business at The University of Texas at Austin in the United States. She obtained a Ph.D and a M.A. in Advertising from The University of Texas at Austin in the United States and a B.A. Honours in Marketing from University of Stirling in the United Kingdom.

Using an interdisciplinary approach, blending the lines between marketing, psychology, and advertising, Prof. Manika’s research aims to answer a fundamental marketing research question: How to diminish the knowledge-behaviour gap? Particularly, her research focuses on behaviour change and takes an information processing approach, which identifies, classifies and examines cognitive and affective factors that influence individuals’/consumers’/employees’ decisions and choices after exposure to campaigns/messages/interventions; and translate knowledge acquisition to behaviour change/formation. She often uses health and environmental social issues as the venue for understanding the knowledge-behaviour gap. This research on health and environmental behaviour change has direct implications for social marketing and behavioural interventions that motivate health and environmental action, respectively. The campaigns/messages/interventions often examined also involve digital components. In addition, her research often examines services marketing contexts relevant to consumer behaviour.

Prof. Manika’s has a track record of high quality publications within and outside of marketing. Her research has been published in journals, such as Psychology & Marketing, Journal of Business Ethics, Journal of Marketing Management, Computers in Human Behavior, Technological Forecasting and Social Change, Information Technology & People, Journal of Health Communication, International Journal of Advertising, Journal of Marketing Communications, and Tourism Management, amongst others. Her research involves international collaborations in both the United States and the United Kingdom and makes use of multiple quantitative methods, including survey research and experimental designs.

She strongly believes in the interplay and interdependence of academia, government, business and society and hence she is often involved in various consultancies with impact (e.g., Centre for Health Communications Research, Global Action Plan, Texas Comprehensive Cancer Control Coalition). In line with her research Prof. Manika aims to link academia and practice. She also often engages in research projects that benefit from collaborations with academics in other disciplines such as medicine, engineering, and geography, as evident by external grants secured (£120K+ with experience as PI from CRUK and as a Co-I from EPSRC/Innovate UK); and reviewing activities for funding bodies such as CRUK based on her behavioural insights expertise (Member of the review committee of CRUK’s Pioneer Award & Catalyst Award). Prof. Manika is also a regular guest-lecturer on the Centre for Health Communication Research’s professional development course (PgCert-HC) based on her health communication and behaviour change expertise.

Prof. Manika is an Associate Editor for the Journal of Marketing Management, serving on the Editorial Advisory Board of Technological Forecasting and Social Change, & as a special issue guest editor for Journal of Business Research. She has been awarded by the American Marketing Association for her research on the influence of prior knowledge structures on website attitudes and behavioural intentions at the 2016 Conference in Las Vegas, which was subsequently published in Computers in Human Behavior, and in the same year received an award from the Journal of Marketing Management for her outstanding contribution to the review process.

Google Scholar:scholar.google.com/citations?user=cdQvzpQAAAAJ&hl=en

Research interests

  • Consumer Behaviour/Psychology
  • Knowledge-Behaviour Gap
  • Health Behaviour Change & Marketing Communications
  • Employee Pro-environmental Behaviour Change
  • Social Marketing
  • Advertising
  • Services Marketing

Research Tag Cloud

Doctoral Supervisions

Meltem  Hut Emma Lamb



  1. Antonetti A, Manika D, Katsikeas C (2019). Why consumer animosity reduces product quality perceptions: The role of extreme emotions in international crises. International Business Review. [Open]

  2. 2018

  3. Manika D, Gregory-Smith D, Wells V, Trombetti E (2018). 'Student Switch Off!': How do university students respond to a corporate-sponsored pro-environmental social marketing campaign?. Studies in Higher Education. [Open]
  4. Manika D, Gregory-Smith D, Papagiannidis S (2018). The influence of prior knowledge structures on website attitudes and behavioral intentions. Computers in Human Behaviour. Vol. 78, pp. 44-58. [Open]
  5. Grougiou V, Balabanis G, Manika D (2018). Does Humour Influence Perceptions of the Ethicality of Female-Disparaging Advertising?. Journal of Business Ethics. [Open]
  6. Yang L, Manika D, Bowen F (2018). Organisational and employee symbolic environmental behaviours: an integrated multi-level framework. Research Handbook on Employee Pro-Environmental Behaviour. pp. 229-266. [Open]
  7. Wells VK, Gregory-Smith D, Manika D (2018). Introduction to the Research Handbook on Employee Pro-Environmental Behaviour. Research Handbook on Employee Pro-Environmental Behaviour. pp. 1-12. [Open]

  8. 2017

  9. Manika D, Papagiannidis S, Bourlakis M (2017). Understanding the effects of a social media service failure apology: A comparative study of customers vs. potential customers. International Journal of Information Management. Vol. 37(3), pp. 214-228. [Open]
  10. Gregory-Smith D, Manika D, Wells V, Veitch T (2017). Examining the Effect of an Environmental Social Marketing Intervention among University Employees. Studies in Higher Education. Vol. 43(11), pp. 2104-2120. [Open]
  11. Gregory-Smith D, Wells V, Manika D, McElroy D (2017). An environmental social marketing intervention in cultural heritage tourism: a realist evaluation. Journal of Sustainable Tourism. Vol. 25(7), pp. 1042-1059. [Open]
  12. Gregory-Smith D, Manika D, Demirel P (2017). Green intentions under the blue flag: Exploring differences in EU consumers? willingness to pay more for environmentally-friendly products. Business Ethics: A European Review. Vol. 26(3), pp. 205-222. [Open]
  13. Antonneti P, Manika D (2017). The offline spill-over of signing online petitions against companies: A dual pathway model. Information Technology and People. Vol. 30(4), pp. 969-990. [Open]
  14. Gregory-Smith D, Manika D (2017). Consumers? identities and compartmentalization tendencies in alcohol consumption. Journal of Marketing Management. Vol. 33(11-12), pp. 942-972. [Open]
  15. Manika D, Gregory-Smith D, Antonetti P (2017). Pride in Technology?Based Health Interventions: A Double?Edged Sword. Psychology & Marketing. Vol. 34(4), pp. 410-427. [Open]
  16. Meyer HM, Manika D (2017). Consumer Interpretation of Brand Prominence Signals: Insights for a Broadened Typology. Journal of Consumer Marketing. Vol. 34(4), pp. 349-358. [Open]
  17. Manika D, Stout P, Golden L, Mackert M (2017). How Does Objective and Subjective Human Papillomavirus Knowledge Affect Information-Seeking Intentions and Source Preferences?. Health Marketing Quarterly. Vol. 34(4), pp. 247-267. [Open]
  18. Manika D, Gregory-Smith D (2017). Health marketing communications: An integrated conceptual framework of key determinants of health behavior across the stages-of-change. Journal of Marketing Communications. Vol. 23(1), pp. 22-72. [Open]

  19. 2016

  20. Papagiannidis S, Manika D (2016). Political Participation and Engagement via Different Online and Offline Channels. International Journal of E-Business Research. Vol. 12(4), pp. 1-22. [Open]
  21. Wells V, Taheri B, Gregory-Smith D, Manika D (2016). The role of generativity and attitudes on employees home and workplace water and energy saving behaviours. Tourism Management. Vol. 56, pp. 63-74. [Open]
  22. Manika D, Gregory-Smith D, Wells V, Comerford L, Aldrich-Smith L (2016). Linking Environmental Sustainability and Healthcare: Exploring the effects of an energy saving intervention in two hospitals. International Journal of Business Science and Applied Management. Vol. 11(1), pp. 32-54. [Open]
  23. Wells V, Gregory-Smith D, Taheri B, Manika D, McCowlen C (2016). An Exploration of CSR Development In Heritage Tourism. Annals of Tourism Research. Vol. 58, pp. 1-17. [Open]
  24. Ball JG, Manika D, Stout PA (2016). The Moderating Role of Age in Responses to Direct-to-Consumer Prescription Drug Advertising. Journal of Health Communication. Vol. 21(1), pp. 12-32. [Open]
  25. Ball JG, Manika D, Stout P (2016). Causes And Consequences Of Trust In Direct-To-Consumer Pharmaceutical Advertising. International Journal of Advertising. Vol. 35(2), pp. 216-247. [Open]

  26. 2015

  27. Manika D, Papagiannidis S, Bourlakis M (2015). Can a CEO's YouTube apology following a service failure win customers' hearts?. Technological Forecasting and Social Change. Vol. 95, pp. 87-95. [Open]
  28. Manika D, Wells V, Gregory-Smith D, Gentry M (2015). The Impact of Individual Attitudinal and Organisational Variables on Workplace Environmentally Friendly Behaviors. Journal of Business Ethics. Vol. 126(4), pp. 663-684. [Open]
  29. Wells V, Manika D, Gregory-Smith D, Taheri B, McCowlen C (2015). Heritage tourism, CSR and the role of employee environmental behavior. Tourism Management. Vol. 48, pp. 399-413. [Open]
  30. Gregory-Smith D, Wells V, Manika D (2015). An Environmental Social Marketing Intervention among Employees: Assessing Attitude and Behaviour Change. Journal of Marketing Management. Vol. 31(3-4), pp. 336-377. [Open]

  31. 2014

  32. Manika D, Ball J, Stout P (2014). Factors Associated with the Persuasiveness of Direct-to-Consumer Advertising on HPV Vaccination Among Young Women. Journal of Health Communication. Vol. 19(11), pp. 1232-1247. [Open]

  33. 2011

  34. Ball J, Manika D, Stout P (2011). Consumers Young and Old: Segmenting the Target Markets for Direct-To-Consumer Prescription Drug Advertising. Health Marketing Quarterly. Vol. 28(4), pp. 337-353. [Open]
  35. Manika D, Golden L (2011). Self-efficacy, Threat, Knowledge, and Information Receptivity: Exploring Pandemic Prevention Behaviors to Enhance Societal Welfare. Academy of Health Care Management Journal. Vol. 7(1), pp. 31-44. [Open]

Conference Presentations


  1. Manika D, Papagiannidis S, Bourlakis M (2018). Environmental Sustainability and Public Policy Compliance: A Study of the UK?s Single-use Bag Charge Policy. 2018 American Marketing Association Summer Academic Conference.

Funded Projects

Total Funding: £121,976


  • Mapping and Facilitating the IoT Ecosystem
    The aim of this project is to extend a national IoT database, study the adoption barriers for IoT growth and support companies in the region by facilitating interactions among them.
    People: Prof Savvas Papagiannidis (PI) (£54,300), Dr Eleftherios Alamanos (Co-I) , Prof Danae Manika (Co-I)
    Funder: Research England
    Duration: 06/2019 - 02/2021
    Budget: £54,589

  • Consultancy: Arrow: ActivCare
    Assessing commercial opportunity / market research
    People: Prof Savvas Papagiannidis (PI) (£3,238), Prof Danae Manika (Co-I)
    Funder: European Regional Development Fund (ERDF)
    Duration: 01/2019 - 03/2019
    Budget: £3,238

  • 2017

  • Research: Prevention Innovation
    Using Stealth Marketing Techniques to Increase Physical Activity and Decrease Sedentary Time in the Workplace: Investigating the Spill overs of Employee Environmental Behaviour
    People: Prof Danae Manika (PI) (£20,000)
    Funder: Cancer Research UK
    Duration: 12/2017 - 12/2018
    Budget: £20,000

  • Research: A High Efficiency, Low Cost AND Building Integrate-able Solar Photovoltaic/Thermal (PV/T) System FOR SPACE Heating, Hot Water AND POWER Supply
    Through a close collaboration between the leading UK/Chinese universities and the top Chinese/UK companies, the proposed UK-China collaborative R&I project will develop a novel building integrate-able solar PV/T system for space heating, hot water and power supply. The universities have specific knowledge of the most advanced PV/T and loop heat pipe technologies and also expertise in China-oriented business strategy. The companies have strong R&D and manufacturing capacity in solar PV, thermal, PV/T and heat storage/exchangers. The new PV/T system will achieve around 30% higher overall solar efficiency and 20% cost saving compared to the existing equivalent PV/T systems and will be flexible in component selection to meet different needs in buildings. The innovative technologies include (1) a novel loopheat- pipe (LHP); (2) a novel PV/T panel; (3) a highly efficient heat storage/exchanger, and (4) an internet-based intelligent monitoring and control system. In terms of tasks, the project involves development of (1) a computerised design and optimisation model; (2) an experimental prototype and associated test rig; (3) a pre-production solar PV/T system for real building use; and (4) the economic, environmental and market performance reports and business model specifically tailored for the PV/T system.
    People: Prof Danae Manika (Co-I) (£101,976)
    Funder: EPSRC / Newton Fund / Innovate UK
    Duration: 04/2017 - 04/2019
    Budget: £2,000,000