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Marketing and Entrepreneurship

People



Dr Isobel O'Reilly

Lecturer in Marketing

Email: isobel.oreilly@TUDublin.ie

Dr. Isobel O’Reilly is a distinguished academic in the field of marketing, with a specialization in consumer behaviour, social media, and digital marketing. She holds a BSc, a PhD, and an MBA specializing in Marketing, along with various CPD and training courses, including a Licence to Supervise PhD/MA and AI Essentials for Marketers. 

Dr. O’Reilly teaches a range of marketing modules across undergraduate and postgraduate programmes, including: 

  • Principles of Marketing
  • Fundamentals of Marketing 1 & 2
  • Sports Marketing 2
  • Consumer Behaviour 

She also supervises PhD and taught MA dissertation projects. 

Research Interests: 

  • Consumer Behaviour
  • Social Media & Influencers
  • Aspects of Digital Marketing 

Current Projects 

  • Evaluation Framework of Digital Marketing Strategies Adopted by the Education Institutes in Developing Countries
  • From Bias to Fairness in the Digital Area: A Comprehensive Study of Gender Dynamics in Instagram’s Algorithmic Systems Across Cultures 

Selected Publications 

  • Kublitska, O., Vize, R., & O’Reilly, I. (2023). Exploring factors that influence web technology adoption in a time of crisis: A Ukraine SME perspective. Technological University Dublin. DOI: 10.21427/30NX-4M85 
  • 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: 10.14738/assrj.92.12433 
  • Castro, C. A., O’Reilly, I., & Carthy, A. (2022). The Role of Influencers in Adolescents’ Consumer Decision-Making Process: A Sustainability Approach. Critical Letters in Economics & Finance, 1(1), 31-43. DOI: 10.21427/azb6-zn63 
  • Castro, C. A., O’Reilly, I., & Carthy, A. (2021). The Evolution of the Internet and Social Media: a literature review. International Journal of e-Education, e-Business, e-Management and e-Learning (IJEEEE), 12(1), 30-41. DOI: 10.17706/ijeeee.2022.12.1.30-41 
  • Castro, C. A., O’Reilly, I., & Carthy, A. (2021). Social Media Influencers (SMIs) in Context: A Literature Review. Journal of Marketing Management, 9(2), 59-71. Link 

Professional Membership 

  • Marketing Institute of Ireland (MII) 

Service and Leadership: 

  • Programme Coordinator of the Digital Marketing Degree (2019-2023)
  • Elected member of Academic Council, TU Dublin (2020-2023)
  • External Examiner for Digital Marketing programme at TU Shannon - Midlands Midwest (2021-2024) 

Dr. Isobel O’Reilly continues to advance the field of marketing through her research on consumer behaviour and digital marketing, while also fostering the next generation of marketing professionals through her dedicated teaching and industry engagement.