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Dilip Mutum's ePortfolio


This site will not be updated anymore. Please visit my new personal website to get in touch and to learn what I am up to.

Free Downloads: 2nd edition of my eBook on Social Media for Researchers

Hi, I recently completed my PhD (Marketing & Strategic Management group, Warwick Business School). My research interests include issues related to web technologies, social networking, online marketing and consumer behaviour. I have been teaching various business and marketing courses at the Warwick Business School (since 2008), University of Warwick.

I am a passionate blogger and blogging has been a wonderful experience and quite rewarding as well. In 2008, the Warwick Business School accepted my PhD proposal to study the attitude of consumers towards blogs and gave me a scholarship as well.

I also work with various companies as a freelance consultant helping with search engine optimisation (SEO UK), their e-marketing strategies and by reviewing their products and services on blogs as well.

I have an a MBA from the University of Malaya, Malaysia and BSc and MSc in Forestry from Dr. Y. S. Parmar University of Horticulture and Forestry, India.

My Research

My multi-disciplinary research applies concepts and theories from ICT, psychology, communication studies as well as marketing.

Despite the profound implication of blogs for marketing communications, it is surprising that thereexist very little theoretical and empirical studies, if any, on this emerging social phenomenon. Marketing research has not addressed the issue of the motivations that drive consumers to visit blogs nor linked it to the consumer attitudes towards blogs. Furthermore, credibility of blogs that carry sponsored posts, promoting a company, their products and/ or services remain largely under researched.

My thesis title: Perceived interactivity, attitudes and avoidance of sponsored posts: A theoretical and empirical investigation of blog readers.

Read more about my research here.

Projects at Warwick

I was involved in a Blended learning project run by the Teaching and Learning Group, Warwick Business School.

Dilip Mutum
Contact Me:

Email me if you have any suggestions or questions related to my research work or just want to share ideas.

dsmutum at gmail dot com

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Read about my experiences at Warwick

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