Dr Cecila Diaz Ordonez has always been a curious person. After 15 years of working in casinos, she became fascinated by the relationship between digital brand engagement and consumer behaviour.
Now a Lecturer in Digital Marketing and Programme Leader for BA (Hons) Business Management and Marketing, Cecilia brings an innovative perspective to Salford Business School. Her teaching and research focus on interactive and digital marketing, particularly how consumers behave within virtual communities.
How did you get into academia as a career path?
I have always been curious and passionate about learning new things. During my BA (Hons) Business Marketing degree, I became interested in research because the idea of contributing to knowledge always fascinated me. Thus, working in academia and sharing knowledge came as a natural step after my undergraduate studies, and it’s rewarding to watch and see students grow intellectually.
Why did you choose to work at the University of Salford?
I joined the University because I love how multicultural it is and the many opportunities for students and academics, whether you want to teach, learn or research. For example, I had the opportunity to become a programme leader for Business Management and Marketing, which has helped me develop my leadership and management skills.
What’s the best thing about being an academic at Salford?
The best thing is the people that I work with are supportive and friendly. During my short time at the University, I’ve had opportunities to help colleagues develop their skills and achieve promotions.
Can you tell us about any of your career highlights to-date?
The best part is when a student comes to me and shares about their achievements. Those conversations remind me why I do what I do.
What’s your current research focused on?
My current research focuses on consumer management in virtual communities with focus on sports. I particularly focus on interactive and digital marketing and how digital engagement, social networks, and brand dynamics shape consumer interactions in online spaces.
Do you have any published papers we can read?
My latest publications is the book chapters, “Investigating football fan engagement through Instagram: love, laughter, and loyalty.” and “Social media in Sports; Evidence-Based Perspectives.”
And finally, the all important question, where in Manchester or Salford is best to grab a coffee?
My favourite place to buy coffee is at Starbucks, but I like trying a range of places. I’m very much a “black coffee, no-frills person.”