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Dr Dinara Davlembayeva

Lecturer in Digital Business


Dr Dinara Davlembayeva

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Dinara Davlembayeva is a Lecturer in Digital Business at Newcastle University Business School and an Associate Editor at the International Journal of Business Systems & Applied Management. She holds a Ph.D. in Management from Newcastle University Business School and an MSc in Marketing and Strategy from Warwick Business School.

Dinara's research focuses on the use of digital technology within organisations for developing and managing stakeholder relationships. In particular, she adopts a multi-stakeholder perspective to understand how organisations can implement digital technology in business management and marketing, social organisation within digitally-mediated environments, and the implications of digital technology for stakeholder sustainability. Her research explores consumers’ experiences, cognitions, and behaviours when interacting on e-commerce and sharing economy platforms, as well as their interactions with innovative technologies such as artificial intelligence (AI), virtual reality (VR), and the metaverse. She incorporates interdisciplinary insights into her investigations. Dinara’s completed research has been published in peer-reviewed journals in Information System Management and Marketing and has been presented at international conferences in these fields.

Research Interests

  • information systems management
  • user behaviour in digital environments
  • e-business / e-commerce
  • virtual reality / augmented reality / metaverse
  • artificial intelligence (AI) and AI-enabled applications
  • e-marketing and social media

Membership

  • British Academy of Management (BAM)
  • UK Academy of Information Systems (UKAIS)
  • Academy of Marketing
  • Academy of Marketing Science


Publications

Many of the publications below are available on Newcastle University's Eprint Service.

    2025

  1. Davlembayeva D, Chari S, Papagiannidis S (2025). Virtual Influencers in Consumer Behaviour: A Social Influence Theory Perspective. British Journal of Management. Vol. 36(1), pp. 202-222. [Open] Ebusiness Emarketing Ecommerce Research

    2. 2024

  2. Davlembayeva D, Abbas R, Laffey D, Michael K, Papagiannidis S (2024). The Current State and Future Trajectory of the Sharing Economy: A Multi-Stakeholder Perspective. International Journal of Business Science and Applied Management. Vol. 19(1), pp. 1-29. [Open]
  3. Abbas R, Michael K, Davlembayeva D, Papagiannidis S, Pitt J (2024). Public Interest Technology for Innovation in Global Development: Recommendations for Launching PIT Projects. IEEE Transactions on Technology and Society. Vol. 5(1), pp. 14-23. [Open] Ebusiness Emarketing Ecommerce Research

    4. 2023

  4. Davlembayeva D, Papagiannidis S (2023). Platform-provider relationship dynamics in the sharing economy: Challenges and implications. Industrial Marketing Management. Vol. 111, pp. 242-256. [Open] Ebusiness Emarketing Ecommerce Research

    5. 2022

  5. Papagiannidis S, Davlembayeva D (2022). Bringing Smart Home Technology to Peer-to-Peer Accommodation: Exploring the Drivers of Intention to Stay in Smart Accommodation. Information Systems Frontiers. Vol. 24, pp. 1189-1208. [Open] Ebusiness Emarketing Ecommerce Research

    6. 2021

  6. Davlembayeva D, Papagiannidis S, Alamanos E (2021). Sharing economy platforms: An equity theory perspective on reciprocity and commitment. Journal of Business Research. Vol. 127, pp. 151-166. [Open] Ebusiness Emarketing Ecommerce Research
  7. Davlembayeva D, Papagiannidis S (2021). Paradoxes of the Sharing Economy: A pandemic perspective. International Review of Entrepreneurship. Vol. 19(1), pp. 5-32. [Open]

    8. 2020

  8. Davlembayeva D, Papagiannidis S, Alamanos E (2020). Sharing Economy: Studying the Social and Psychological Factors and the Outcomes of Social Exchange. Technological Forecasting & Social Change. Vol. 158 [Open] Ebusiness Emarketing Ecommerce Research

    9. 2019

  9. Davlembayeva D, Papagiannidis S, Alamanos E (2019). Mapping the economics, social and technological attributes of the sharing economy. Information Technology and People. Vol. 33(3), pp. 841-872. [Open] Ebusiness Emarketing Ecommerce Research

Conference Presentations


    2024

  1. Chari S, Papagiannidis S, Marikyan D, Davlembayeva D (2024). Exploring the antecedents of game-evoked nostalgia. 38th British Academy of Management Conference (BAM2024).

  2. Davlembayeva D, Papagiannidis S, Ameen N (2024). Distributive and procedural fairness in customer-chatbot interaction. 2nd International Conference of Navigating the AI Nexus.

  3. Sodergren J, Marikyan D, Davlembayeva D, Papagiannidis S, Chari S (2024). Marketing Forever. Journal of the Association for Consumer Research Boutique Conference "Time in Consumption".


    4. 2023

  4. Davlembayeva D, Chari S, Papagiannidis S (2023). A study on the role of virtual influencers' attributes in consumer behaviour.. UK Academy for Information Systems Annual Conference (UKAIS 2023).

  5. Davlembayeva D, Papagiannidis S (2023). Challenges in the Sharing Economy: a Provider?s Perspective. British Academy of Management 2023 Conference.

  6. Davlembayeva D, Papagiannidis S, Ameen N (2023). Customer-chatbot interaction: Does fairness matter?. 7th International Conference of Marketing, Strategy & Policy 2023 (MSP2023).

  7. Davlembayeva D, Chari S, Papagiannidis S (2023). The Factors that Affect the Persuasiveness of Virtual Influencers. 2023 Global Marketing Conference.

  8. Davlembayeva D, Marikyan D, Slade E (2023). Identifying Current Themes and Important Future Research Directions in the Field of Consumer Animosity. Academy of Marketing Science World Marketing Congress 2023. pp. 42-55.


    9. 2022

  9. Papagiannidis S, Davlembayeva D (2022). Exploring intention to stay in smart accommodation: A consumption value perspective. UK Academy of Information Systems Conference (UKAIS).

  10. Ameen N, Papagiannidis S, Davlembayeva D (2022). Exploring the predictors of chatbot service quality. 21st IFIP W6.11 Conference e-Business, e-Services, and e-Society.


    11. 2020

  11. Davlembayeva D, Papagiannidis S, Alamanos E (2020). Reciprocity in the Sharing Economy. EMAC Regional Conference.


    12. 2019

  12. Davlembayeva E, Papagiannidis S, Alamanos E (2019). Reciprocity and Social Exchange in the Sharing Economy. 18th IFIP Conference on e-Business, e-Services and e-Society (I3E 2019).

  13. Davlembayeva D, Papagiannidis S, Alamanos E (2019). Reciprocity in the Sharing Economy. 19th International Conference on Electronic Business (ICEB 2019).


    14. 2018

  14. Davlembayeva D, Papagiannidis S, Alamanos E (2018). Defining and analysing the dimensions of the sharing economy.. British Academy of Management 2018 Conference.


Funded Projects

Total Funding: £5,150


2025

  • Impact: HASS Faculty Impact Fund
    Impact Fund
    People: Dr Dinara Davlembayeva (PI) , Dr Davit Marikyan (Co-I) , Prof Savvas Papagiannidis (Co-I)
    Funder: HaSS Faculty
    Duration: 02/2025 - 05/2025
    Budget: £1,900

  • T&L: Digital Innovation in the Curricula
    AI in Business: Unlocking Opportunities and Innovation – A Course for Students and Practitioners
    People: Prof Savvas Papagiannidis (PI) , Dr Dinara Davlembayeva (Co-I) , Dr Davit Marikyan (Co-I) , Dr Liucen Pan (Co-I)
    Funder: Newcastle University Business School
    Duration: 02/2025 - 06/2025
    Budget: £1,600

  • Impact: ESRC IAA
    Tackling Real-World Challenges in Digital Transformation and AI
    People: Dr Dinara Davlembayeva (PI) , Dr Davit Marikyan (Co-I) , Prof Savvas Papagiannidis (Co-I)
    Funder: ESRC
    Duration: 01/2025 - 01/2025
    Budget: £1,650


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