Academic Staff

Lecturer in the School of Global Business and Digital Marketing and Entrepreneurship

Email: isobel.oreilly@tudublin.ie 

Tel: +353 1 220 7280 

Qualifications 

• MBA, University of Wales, 2013  

• PhD, Dublin City University (DCU), 2009  

• BSc, University College Dublin (UCD), 2000  

 

Research Underpinning the Programme  

• Consumer Behaviour, Social Media, Influencers, and other aspects of Digital Marketing  

• Consumer Behaviour, Social Media Influencers, and Digital Marketing (especially with a focus on ethics and sustainability).  

Publications

• CASTRO, C. A., CARTHY, A., & O'REILLY, I. (2022). An Ethical Discussion About the Responsibility for Protection of Minors in the Digital Environment: A state-of-the-art review. Advances in Social Sciences Research Journal (ASSRJ), ISSN: 2055-0286. DOI link.  

• CASTRO, C. A., O'REILLY, I., & CARTHY, A. (2022). The Role of Influencers in Adolescents' Consumer Decision-Making Process: A Sustainability Approach. v.1 (1), 31-43, Critical Letters in Economics & Finance, TU Dublin. DOI link.  

• CASTRO, C. A., O'REILLY, I., & CARTHY, A. (2021). The Evolution of the Internet and Social Media: a literature review. v.12 (1), International Journal of e-Education, e-Business, e-Management and e-Learning (IJEEEE), ISSN: 2010-3654. DOI link.  

• CASTRO, C. A., O'REILLY, I., & CARTHY, A. (2021). Social Media Influencers (SMIs) in Context: A Literature Review. Journal of Marketing Management, V.9 (2), 59-71. Link to article.  

 

Scholarship Underpinning the Programme 

• Dr. O’Reilly has been teaching at TU Dublin Blanchardstown for over 9 years.  

• In 2015, she joined TU Dublin as an Assistant Lecturer in the School of Business, where she taught various marketing modules.  

• She was part of the core team that designed and developed the BA in Digital Marketing, which began in 2016.  

• Dr. O’Reilly became Programme Chair of the BA in Digital Marketing in 2019 for a 4-year term.  

• She has a strong interest in researching topics like Consumer Behaviour and Social Media, particularly in relation to the ethical use of social media influencers.  

• Dr. O’Reilly is a member of the Marketing Institute of Ireland and has held various leadership roles, such as being an elected member of the Academic Council at TU Dublin (2020–2023).  

• She has also served as an External Examiner for the Digital Marketing programme at TUS Athlone (2020–2024).  

• In 2024, Dr. O’Reilly joined the TU Dublin Research Programme Committee and the Library/Faculty Style Guide working group.  

 

Industry and Profession, Civic and Community Engagement, Staff Development  

• Dr. O’Reilly has a strong interest in applying digital marketing research to real-world issues.  

• She invites potential research masters/PhD candidates interested in topics such as Consumer Behaviour, Social Media, or Digital Marketing to reach out.  

• Dr. O’Reilly has an extensive background in managing educational programs and has made significant contributions to the development of digital marketing curricula.