Staff Profiles

Supervision

 Doctoral supervisor  to 8 current students, 3 completed supervisions.

Sarah’s particular research interests lie within exploring how the digital environment is shaping behaviour change across society, business, consumers and citizens. In addition, the impact of digitalisation on  tools and perspectives within social science research methods and the ethical challenges in contemporary digital research. Much of my research is collaborative and interdisciplinary. Current projects include; the development of a best practice framework for co-created participatory research with older people, and  how digital tools can facilitate the sharing of memories to enhance connectivity for older people.  Recent funded research projects include how the sharing of images on social media can enhance well-being and mitigate social isolation for older people in the UK (with the Sir Halley Stewart Trust and the Open University). Previous projects have investigated how European  SMEs are adopting digital technologies to enhance their business performance as well as examining whether LinkedIn can create value for businesses in the Wine sector.

Research group membership

Health Ageing Network (Steering Group member)  Public Engagement Network committee member Research Centre for Business, Society and Global Challenges, Business School. LSE Digital Ethnography Collective member

Research grants and awards

2017 - £24,000 from Sir Halley Stewart Trust joint bid with the Open University, as Co PI, The role of social media image sharing in mitigating social isolation and enhancing wellbeing in older UK citizens.

2013 - £3500 European Economic and Social Research fund (ESRC) as PI to investigate bridging the gaps between industry and academic research within the digital context.

Books

• Quinton S, Reynolds N, Understanding Research in the Digital Age, Sage (2018)
  ISBN: 9781473978812
  

Journal articles

• Dr Carol Brown, Dr Jane Spiro, Dr Sarah Quinton, 'The Role of Research Ethics Committees: Friend or Foe in Educational Research?'
  British Educational Research Journal x (2020)
  ISSN: 0141-1926 eISSN: 1469-3518
  Abstract

  Ethics committees have an important role to play in ensuring ethical standards (e.g. BERA, ESRC, RCUK recommendations) are met by educational researchers. Balancing obligations to participants, society, institutions and the researchers themselves is not, however, easy.  Researchers often experience the Ethics committee as unsympathetic to their research endeavour, whilst Ethics committees find some research approaches do not make ethical implications sufficiently explicit. This potential for misunderstanding is evident in the literature; but studies investigating how participants perceive this relationship is missing. 
  

  This study comprises a novel empirical study which explores researcher perceptions of research ethics committees. Fifty-five participants in Higher Education departments of Education responded to an online survey. Open and closed ended questions were used to collect data on roles, methodological stance, experiences of the research ethics committee, perceived tensions and examples of good practice. 
  

  The results indicated that contemporary educational researchers regard research ethics committees as friends when researcher and reviewer are transparently engaged in a shared endeavour. When this shared endeavour breaks down, for a variety of reasons including apparently unreasonable demands or mutual misunderstanding, the research ethics committees can become foe.  The difference between foe and friend lies in the quality of communication, clear systems and a culture of respectful mutual learning.
  

  The contributions of this study have practical implications for the ways that education researchers and research ethics committees relate to one another within university settings, both to alleviate areas of tension and to arrive at shared understanding which will enable best ethical research practice. 

  Website 
• Pera R, Quinton S, Baima G, 'I am who I am: Sharing photos on social media by older consumers and its influence on subjective well-being'
  Psychology and Marketing 37 (6) (2020) pp.782-795
  ISSN: 0742-6046 eISSN: 1520-6793
  Abstract

  We are faced with an ageing population whose longer lives need to be lived well. Extant  marketing scholarship has largely neglected older consumers’ behavior in relation to the social  media realm and its influence on well-being. This two-stage qualitative study investigates subjective well-being, exploring whether and how sharing photos on social media increases the dimensions of self-acceptance, positive relations with others, autonomy, environmental mastery, purpose in life, and personal growth. The findings indicate that photo-sharing is a powerful behavior in augmenting older consumers’ well-being as it enables individual self-reflection, self-representation and transforms the individual experience into a collective one. Contributions include; that photo-sharing acts as a bridge in creating, reinforcing but also breaking bonds among older consumers, also a tension exists between the desire for autonomy and the need for relationships with others, and finally that the digital self exists as a component of subjective well-being in older consumers.
  

  Website 
• Chang, K., Kuo, C.C., Quinton, S., Lee, I.L., Cheng, T.C., & Huang, S.K. (ABS 3*, SSCI, ISSN: 0958-5192)., 'Subordinates’ competency: A potential trigger for workplace ostracism'
  International Journal of Human Resource Management x (2019)
  ISSN: 0958-5192 eISSN: 1466-4399
  Abstract

  While the competence of subordinates is considered desirable in the workplace, it may create challenges in managing people in organizations. This study examines why subordinates’ competence triggers ostracism within the workplace based on social comparison theory and previous insecurity studies. Data from both managers (N = 130) and their subordinates (N = 231) provided findings which affirm that, first, some managers regard competent subordinates as potential challengers and thus develop a feeling of insecurity, which creates motivation for the ostracism of those competent subordinates. Second, those subordinates who feel ostracized by managers may show less commitment toward their managers, feel less confident and engage in negative gossip about their managers. The implications of competence triggered ostracism for management include that competent subordinates require active management and development to avoid potentially damaging relationships between managers and subordinates emerging which would be detrimental to the organization.
  

  Website 
• Samuel G, Ahmed W, Kara H, Jessop C, Quinton S, Sanger S, 'Is It Time to Re-Evaluate the Ethics Governance of Social Media Research?.'
  Journal of Empirical Research on Human Research Ethics 13 (4) (2018) pp.452-454
  ISSN: 1556-2646 eISSN: 1556-2654
  Abstract

  This article reports on a U.K. workshop on social media research ethics held in May 2018. There were 10 expert speakers and an audience of researchers, research ethics committee members, and research institution representatives. Participants reviewed the current state of social media ethics, discussing well-rehearsed questions such as what needs consent in social media research, and how the public/private divide differs between virtual and real-life environments. The lack of answers to such questions was noted, along with the difficulties posed for ethical governance structures in general and the work of research ethics committees in particular. Discussions of these issues enabled the creation of two recommendations. The first is for research ethics committees and journal editors to add the category of ‘data subject research’ to the existing categories of ‘text research’ and ‘human subject research’. This would reflect the fact that social media research does not fall into either of the existing categories and so needs a category of its own. The second is that ethical issues should be considered at all stages of social media research, up to and including aftercare. This acknowledges that social media research throws up a large number of ethical issues throughout the process which, under current arrangements for ethical research governance, risks remaining unaddressed.
  

  Website 
• Lugosi P, Quinton S, 'More-than-human netnography'
  Journal of Marketing Management 34 (3/4) (2018) pp.287-313
  ISSN: 0267-257X eISSN: 1472-1376
  Abstract Drawing on Actor-network theory (ANT), this paper develops a ‘more-than-human’ conception of netnography to extend current thinking on the scope, focus and methods of netnographic research. The proposed approach seeks to account more clearly for the role of human and non-human actors in networked sociality and sets out to examine the interactions of people, technology and socio-material practices. The paper critiques reductive applications of netnography, bound by proceduralism, and advocates research that embraces the complex, multi-temporal, multi-spatial nature of internet and technology-mediated sociality. It challenges researchers to examine and account for the performative capacities of actors and their practices of enactment. By synthesising insights from ANT and emerging work in marketing and consumer research that adopts relational approaches, this paper outlines the challenges and opportunities in developing more-than-human netnographies as an approach to extend current netnography. Website 
• Quinton S, Canhoto A, Molinillo S, Pera R, Budhathoki T, 'Conceptualising a digital orientation: antecedents of supporting SME performance in the digital economy'
  Journal of Strategic Marketing 26 (5) (2017) pp.427-439
  ISSN: 0965-254X
  Abstract Digital technologies have dramatically changed the organisation and marketing environments. Whether this presents an opportunity or a challenge for small and medium organisations depends on how these organisations approach it, strategically. Specifically, organisations that are guided by a combination of market, learning and entrepreneurial orientations are well-positioned to take advantage of the opportunities presented by digital technologies because they adopt attitudes and behaviours that support the generation and use of market insight, proactive innovation and openness to new ideas. We call this combination the digital orientation (DO), and present a set of propositions that facilitate its development. This paper creates value both through the conceptualisation of the DO and the outlining of the implications for strategic marketing management of understanding the strategic factors supporting or hindering the performance of small and medium enterprises in the digital economy.Website 
• Quinton S, 'Digital marketing : a strategic and holistic approach'
  leader to leader 2016 (82) (2016) pp.58-59
  ISSN: 1087-8149
  Website 
• Canhoto AI, Quinton S, Jackson P, Dibb S, 'The co-production of value in digital, university-industry R&D collaborative projects'
  journal of Industrial marketing management 56 (July 2016) (2016) pp.86-96
  ISSN: 0019-8501
  Abstract In the context of R&D collaborations between universities and industry, this study investigates the co-production process and the contextual elements that shape it. We develop a conceptual framework that builds on the service-dominant logic perspective that value propositions emerge from the interaction between co-producing parties and the integration of resources. Specifically, the framework explicates how individual, organizational, and external factors shape the type of interactions and the platforms used, the availability and use of operand and operant resources, and the organizational and individual outcomes sought in R&D collaborative projects. We investigate the interplay among these factors through group interviews with UK industry practitioners and university researchers in the context of digital research projects. The types of interaction, resources, and outcomes sought that characterize successful R&D collaboration are revealed, and the contextual aspects that enable, facilitate, block, or create barriers to successful R&D collaborations are identified. Finally, we propose five practical principles for the successful development of collaborative R&D projects within the university–industry context.Website 
• Quinton S, Simkin L, 'The Digital Journey: Reflected Learnings and Emerging Challenges'
  International Journal of Management Reviews 19 (4) (2016) pp.455-472
  ISSN: 1460-8545
  Abstract This paper identifies and examines the four stages of marketing’s digitalization journey to date and the points of interest along the way. The metaphor of a journey provides a narrative through which to understand the complex changes that are occurring within the digitalization of marketing. The digital journey has no final destination yet, but it is possible to identify an origin and chart its route thus far. In reflecting on this journey, insights emerge, which pose ongoing challenges for businesses and for the marketing discipline. The digitalization of marketing provides new options for routes to markets, communication, brand building, relationship development, trialling pricing, product development, sourcing insights, as well as a platform for innovation. But, only if businesses embark on this journey, and then keep up with the pace once en route. The implications for business stemming from marketing’s digital journey are detailed along with avenues for future research, to develop further understanding of digitalization. The theoretical contributions made by this paper include both a novel mapping of the complex trajectory of marketing’s digitalization through a visualization and an articulation of the main four gaps in current research and practice knowledge within marketing. The gaps include the need for a strategic view, the issue of technical silos, the changing conceptions of time, and the tension between empowered consumers and their reliance on pre-filtered information. This paper provides a critical appraisal of the digital journey so far, resulting in a distilled conceptualization and route map, which should help guide future researchers.Website 
• Quinton S, Wilson D, 'Tensions and ties in social media networks: Towards a model of understanding business relationship development and business performance enhancement through the use of LinkedIn.'
  Industrial Marketing Management 54 (2016) pp.15-24
  ISSN: 0019-8501
  Abstract The era of social media networks has created significant opportunities for business relationship development yet there exists a paucity of research in this area. To address this, this paper identifies four key tensions within the current literature: relational versus transactional exchanges, emergent versus strategic social media network development, the pace of social media network formation versus the development of trust, and the notions of sharing and reciprocity versus competitive advantage. This study draws on the principles of netnography, incorporating data from 554 LinkedIn group interactions and 12 interviews with professionals in one global industry to provide insight into business relationship development stemming from one social media network. Significant contributions to theoretical and practical knowledge are made through the recognition of tensions in the literature, the application of the notion of Granovetter's ties to a contemporary context and the novel use of netnography. Furthermore, the resultant model conceptualises the use of social media networking in building networks and relationships which lead to new business and enhance business performance.Website 
• Chang K, Quinton S, Max S, Celse J, 'The reduction of employee lying behaviour: inspiration from a study of envy in part-time employees'
  Journal of Strategy and Management 9 (2) (2016) pp.1-20
  ISSN: 1755-425X
  Abstract Purpose – The purpose of this paper is to analyse employees’ lying behaviour and its findings have important implication for the management and prevention strategies of lying in the workplace. Employee lying has caused both reputational and financial damage to employers, organisations and public authorities. This study adopts a psycho-cognitive perspective to examine the mechanism of lying reduction and the influence envy has on lying behaviour. Design/methodology/approach – Incorporating social comparison phenomenon and cognate studies this study suggests that envy may restrain people from lying in the workplace. Specific hypotheses are developed and tested with 271 participants using dice game scenarios. Findings – Research findings have found that people are likely to lie if lying brings them benefits. However, the findings also reveal that the envy aroused between two people may act as a psychological barrier to reduce the tendency to lie. Originality/value – The research findings have provided an alternative perspective to the current prevailing view of envy as a negative emotion. Envy need not always be negative. Envy can provide an internal drive for people to work harder and enhance themselves but it can also act as a brake mechanism and self-regulator to reduce lying, and thereby has a potentially positive value.Website 
• Kuo C-C, Chang K, Quinton S, Lu C-Y, Lee I, 'Gossip in the workplace and the implications for HR management: a study of gossip and its relationship to employee cynicism'
  International Journal of Human Resource Management 26 (18) (2015) pp.2288-2307
  ISSN: 0958-5192 eISSN: 1466-4399
  Abstract

  Gossip is a common phenomenon in the workplace, but yet relatively little is understood about its influence to employees. This study adopts social information theory and social cognitive theory to interpret the diverse literature on gossip, and to develop and test hypotheses concerning some of the antecedents of gossip, with an aim of developing knowledge of the relationship between gossip and employee behaviour in the workplace. The study analysed survey data in a two-stage process, from 362 employees across a range of industries in Taiwan. The findings revealed that jobrelated gossip predicted employee cynicism and mediated the relationship between psychological contract violation and cynicism, and that non-job-related gossip showed a similar but weaker effect to employee cynicism. The contribution made by this paper is of value to both the academic subject domain and managers in Human Resources. First, we have identified two constructs of gossip, job-related and non-job-related gossip not previously reported and a validated scale has been created. Second, we have confirmed that these different constructs of gossip impact differently on employee behaviour and therefore HR managers should be cautious about gossip in the workplace, as it can cause cynical behaviour amongst employees.

  Keywords: abusive supervision; employee cynicism; gossip; human resource management; psychological contract

  Website 
• Quinton S, 'The digital era requires new knowledge to develop relevant CRM strategy: A cry for adopting social media research methods to elicit this new knowledge'
  Journal of Strategic Marketing 21 (5) (2013) pp.402-412
  ISSN: 0965-254X
  Website 
• Quinton S, Wilson D, 'Let's talk about wine - the value of Twitter'
  International Journal of Wine Business Research 24 (4) (2012) pp.271-286
  ISSN: 1751-1062
  Abstract
  Purpose – The purpose of this exploratory research paper is twofold. First, to identify how wine is being talked about within the Twitter environment and second to examine whether the constructs of soft and hard value can be demonstrated within the social media, Twitter content. The overall aim is to establish whether Twitter can create value for wine stakeholders.
  Design/methodology/approach – A netnographic approach has been adopted through the collection of 1,500 English language tweets on the subject of wine which were analysed using Nvivo qualitative data analysis software against the constructs of value found in the literature.
  Findings – The early findings suggest that Twitter can create soft value for wine focused businesses but that hard value is not yet strongly evident. Wine marketers need to be more aware of both the content of wine tweets and the profiles of those who tweet.
  Practical implications – The use of social media within wine businesses is in its infancy. Wine focused businesses are currently not optimising value creation through Twitter. Whilst Twitter does exhibit value, wine marketers, wine brands and wine retailers are not engaging with consumers who are talking about wine via Twitter.
  Originality/value – This paper has provided evidence that there is value within social media, specifically Twitter. The contribution of this paper lies in identifying not only the types of value that wine businesses could develop by embracing Twitter but also how the different profiles use Twitter differently.
  Purpose – The purpose of this exploratory research paper is twofold. First, to identify how wine is being talked about within the Twitter environment and second to examine whether the constructs of soft and hard value can be demonstrated within the social media, Twitter content. The overall aim is to establish whether Twitter can create value for wine stakeholders.
  Design/methodology/approach – A netnographic approach has been adopted through the collection of 1,500 English language tweets on the subject of wine which were analysed using Nvivo qualitative data analysis software against the constructs of value found in the literature.
  Findings – The early findings suggest that Twitter can create soft value for wine focused businesses but that hard value is not yet strongly evident. Wine marketers need to be more aware of both the content of wine tweets and the profiles of those who tweet.
  Practical implications – The use of social media within wine businesses is in its infancy. Wine focused businesses are currently not optimising value creation through Twitter. Whilst Twitter does exhibit value, wine marketers, wine brands and wine retailers are not engaging with consumers who are talking about wine via Twitter.
  Originality/value – This paper has provided evidence that there is value within social media, specifically Twitter. The contribution of this paper lies in identifying not only the types of value that wine businesses could develop by embracing Twitter but also how the different profiles use Twitter differently.
  Website 
• Quinton S, 'The community brand paradigm: a response to brand management’s dilemma in the digital era'
  Journal of Marketing Management 29 (7/8) (2012) pp.912-932
  ISSN: 0267-257X
  Abstract The consumer adoption of digital media has warranted much attention over the last decade. However, relatively little has been written about how digital media has impacted upon brand management perspectives and practices. The digital era has resulted in changes in how consumers interact with brands and each other, and this shift in behaviour requires a reappraisal of how brands should be managed. The current relational paradigm is no longer sufficient. Therefore this conceptual paper calls for brand management to develop and embody a deeper understanding of this shift by adopting a revised paradigm. Current brand management issues not addressed by the relational paradigm are outlined, the new community paradigm follows, and examples of community paradigm practice are provided as a guide for brand management.Website 
• Smallbone T, Quinton S, 'A three-stage framework for teaching literature reviews: a new approach'
  International Journal of Management Education 9 (4) (2011) pp.1-13
  ISSN: 1472-8117
  Abstract

  Writing a literature review yields many academic benefits. It is an appropriate route for management students to learn academic skills, such as how to search databases and to search off line, and to improve practical and theoretical knowledge. It enables theory development unimpeded by the practical obstacles of gaining access to people and organisations to collect data. It requires the development of expertise in research methods, numeracy, attention to detail, and in the analysis and interpretation of data. Despite these benefits, the pedagogic literature has little to say about the best means of teaching students how to research and write literature reviews. This paper develops a three-stage framework for teaching literature reviews which gives explicit guidance for teachers and simplifies the process for students. The framework comprises a means of learning how to carry out a systematically informed search for relevant literature, demonstrated through examples; an approach to learning how to read and deconstruct a text in a critically informed way, through using a template with a questioning approach; and a way explaining how to reconstruct the material, using a simple metaphor to demonstrate how this is done.

  Website 
• Quinton S, Harridge-March S, 'Relationships in on line communities: the potential for marketers'
  Journal of Research in Interactive Marketing 4 (1) (2010) pp.59-73
  ISSN: 2040-7122
  Abstract

  Purpose - The potential influence of consumer generated communication in the form of online discussion fora has been overlooked by marketers. The purpose of this paper to explore the content of discussion and the relationships between posters on social networks using the wine sector as the research basis. Design/methodology/approach - The paper examines the current usage of discussion fora by wine enthusiasts through a netnographic approach. A non-probability purposive sample of wine discussion fora in three countries is employed to determine the content and style of the contributions posted. Findings - The paper indicates that individuals within fora develop relationships with each other, the network itself and brands. Such relationships are predicated on trust between members, shared interests and experiences and relationships with the brands that they discuss. These relationships can develop into strong bonds and even evolve into offline activities. Research limitations/implications - The paper is an exploratory study with a sample limited to one product type and thus generalisation is difficult. Practical implications - The paper outlines the strength and types of relationships between social network members. It demonstrates how netnography can provide insights into consumer behaviour and relationships between consumers and products. Marketers should consider the content of discussion fora as a valuable resource for learning about contemporary consumer communication and appreciate the power of peer-to-peer online relationships. Originality/value - The paper uses a novel, but accepted, research method to discover useful insights into consumer perceptions and behaviour.

  Website 
• Quinton S, Smallbone T, 'Feeding forward: using feedback to promote student reflection - a teaching model'
  Innovations in Education and Teaching International 47 (1) (2010) pp.125-135
  ISSN: 1470-3297
  Abstract

  Engaging in reflection is a vital part of learning for university students and its practice should be embedded in course design. Feedback on written work can be used as a vehicle for reflection. Both the gift and receipt of feedback and the habit of reflection require practice and capturing this experiential learning can be achieved in a class environment. This paper outlines how reflection on written feedback may be used formatively by teachers in a university context. The paper reports on the use of a simple tool, a self-copying sheet, given to management undergraduates on the return of coursework, which engages students and captures their reflection on their feedback. The teaching model presented outlines an approach to reflective learning that recognises the need for students to engage with feedback in the classroom, to reflect on it and to feed forward to the next assessment, thus completing the learning cycle.

  Website 
• Quinton S, Khan M, 'Generating web site traffic: a new model for SMEs'
  Direct Marketing: An International Journal 3 (2) (2009) pp.109-123
  ISSN: 1750-5933
  Abstract

  Purpose - Organisations now regard having a web site as mandatory but as more businesses create websites the real challenge lies in driving traffic to a specific web site. Little research attention has been paid to the issues for small and medium enterprises (SMEs) of how to increase traffic to their web site. This paper addresses the issue of web site traffic generation for SMEs which have limited resources to determine how SMEs might make more effective use of search engine marketing (SEM) tools to increase web site traffic. Design/methodology/approach - An investigation of specific SEM tools, including press release distribution and directory submission, that are available to SMEs was conducted. This research paper follows a mixed methods approach incorporating Pearson's product moment correlation conducted on web site traffic and backlinks data as well as qualitative analysis of interview transcripts of three SME organisations and their use of search engine optimisation across different industries. Findings - The findings indicate that a combined use of both press release distribution and directory submission does increase traffic generation to a web site. A tentative model is proposed which requires further testing. Practical implications - This paper demonstrates the synergy that can be created from two easily accessible and low cost SEM tools for SMEs in order to improve web site traffic generation. Originality/value - The value of this research lies in the fact that the tools used in the creation of the model are within the means of small organisations and therefore highly relevant to SMEs.

  Website 
• Harridge-March S, Quinton S, 'Virtual Snakes and ladders: Social Networks and the Relationship Marketing Loyalty Ladder'
  Marketing Review 9 (2) (2009) pp.171-181
  ISSN: 1469-347X
  Abstract The rapid evolution of consumer technology has given rise to the opportunity for individuals to express their views through the medium of discussion sites. Discussion sites allow on line interaction between interested parties who share their views on products, brands and consumption experiences. Such sites present opportunities for relationship building, not only between peer to peer but also between marketers and their customers. Hitherto, literature on relationships in the marketing arena has been limited to the relationships that companies endeavour to build with their customer base. This conceptual paper proposes that a hierarchy exists of social network users and that this hierarchy can be linked to the ladder of loyalty within traditional relationship marketing. The subsequent suggested contributor ladder can help marketers to gain insight into the structure and form of social networks in order to improve their understanding of the key influencers within the networks. This understanding will enable marketers to communicate more effectively with both the influencers and other members of the social network ladder.Website 
• Quinton S, Smallbone T, 'PDP implementation at English universities: what are the issues?'
  Journal of Further and Higher Education 32 (2) (2008) pp.99-109
  ISSN: 0309-877X eISSN: 1469-9486
  Abstract Personal development planning (PDP) is now a nationally required part of undergraduate and postgraduate education in the United Kingdom. Little is known about how universities in general are implementing personal development plans, nor how engaged students will become in compiling a set of records of their learning and progress, which they themselves make and keep. The aim of this article was to discover how higher education institutions were approaching PDP, to gather primary and secondary data on the implementation of PDP across the sector, and to identify good practice. Telephone interviews were carried out with a snowball sample of academics from a range of English universities, both pre and post 1992 institutions. The findings fell into two categories: those relating to process and those relating to the more complex conceptual elements of PDP implementation. The process findings indicated that a wide variety of approaches is being taken, that there is heavy reliance on computer-based tools and that support for staff and the nurturing of internal champions was a significant part of successful implementation. Good practice within the conceptual aspects of PDP would include a clear vision of where responsibility lies for PDP within a university, a shared understanding of the purpose of PDP and the promotion of a culture which engages both students and staff. Overall, the research showed that implementing personal development planning is a continuing learning process for universities in England.Website 
• Quinton S, Harridge-March S, 'Trust and online wine purchasing: Insights into UK consumer behaviour'
  International Journal of Wine Business Research 20 (1) (2008) pp.68-85
  ISSN: 1751-1062
  Abstract Purpose - Buyer trust is needed to begin any purchasing relationship whether the exchange is to take place online or offline. In the online environment, instilling trust is critical to the formation of a purchasing relationship owing to the perception of increased risk on the part of the would-be consumer. The purpose of this paper is to investigate whether the elements of trust that influence potential consumers differ between on and offline wine purchasing. Design/methodology/approach - An interactive data collection tool was employed, in the form of an internet based questionnaire that focused on what influences a consumer of wine to trust enough to purchase online for the first time. This paper reports the findings based on a permission-based email sample of more than 1,000 current consumers who professed to buy wine. Findings - The findings demonstrate that there is a difference in the elements of trust that consumers use to determine whether or not to purchase wine online and offline. Practical implications - The authors suggest that the services marketing mix holds relevance for those online retailers who wish to attract consumers of wine for the first time. The paper concludes with recommendations for marketers on how to influence the initial wine purchase. Originality/value - This paper's value lies in the comparison between on and offline trust and initial buying behaviour. It provides insight into the initiation of trust and the formation of relationships between customers and providers by identifying the elements that instil trust.Website 
• Quinton S, Smallbone T, 'The troublesome triplets: issues in teaching reliability, validity and generalisation to business students'
  Teaching in Higher Education 10 (3) (2005) pp.299-311
  ISSN: 1356-2517 eISSN: 1470-1294
  Abstract This discussion paper focuses on the problem of how to approach teaching abstract concepts to business and management students at both undergraduate and postgraduate level. Students are faced with the problem of how to identify and assess the rigour of what they read, how to generalise from the results of their research and how to judge the extent to which this can be done. Students struggle with how to operationalise these abstract concepts and develop a critical thinking stance. An overview of how the leading business textbook authors describe reliability, validity and generalisation is given, categorised into four areas: the positivist, phenomenological, embedded and skills views. Some of the confusion that exists in the literature is identified. Following this, the paper outlines three approaches to teaching students how to recognise the key issues surrounding validity and reliability and how to make generalisations based on ongoing action research. Website 
• Smallbone T, Quinton S, 'Increasing business students' confidence in questioning the validity and reliability of their research'
  Electronic Journal of Business Research Methods 2 (2) (2004) pp.153-162
  ISSN: 1477-7029
  Abstract Business students like to think that their research is of practical value but rarely have the confidence to question the validity of the data they have collected. Teachers expect that students will demonstrate a critical awareness of the limits of their own and others' research. The paper outlines different ways of teaching students how to recognise the key issues surrounding validity and reliability and how to make generalizations from their research.

Book chapters

• Quinton, S. & Reynolds, N, 'The changing roles of researchers and participants in digital and social media research' in R. Iphofen (ed.), The ethics of online research, Advances in research ethics and integrity’, Vol. 2, 55-80, Emerald (2017)
  
• Quinton, S. & Reynolds, N., 'Ethical ponderings in social media research, in Woodfield K., ed. ‘Social Media and Social Science Research Ethics’. London: The Academy of Social Sciences.' in Kandy Woofield (ed.), Social Media and Social Science Research Ethics, Academy of Social Sciences (2016)
  
• Quinton S, Canhoto A, Budhathoki T, Pera R, Molinillo S, Kidney E, Buckley A, 'What makes a digital innovator?' in Adam Jolly (ed.), Growing Business Handbook. 2016, Kogan Page (2016)
  ISBN: 9780749477905
  
• Quinton SE, 'Answering the social media research sceptics: the key beneficiaries of encouraging social media in research.' in Social media in social research: blogs on blurring the boundaries, NSMNSS and Sage (2014)
  
• Quinton S, Smallbone T, 'Case study in key aspects in teaching and learning in accounting, business and management' in A Handbook for Teaching and Learning in Higher Education, Kogan Page (2009)
  
• Smallbone T, Quinton S, 'Improving student learning through student peer review' in Improving Student Learning Through Teaching, Oxford Centre for Staff and Learning Development (2007)
  ISBN: 9781873576755
  

Conference papers

• Smallbone T, Quinton S, 'Is My Research Any Good? Enabling Students to Discover How to Assess Data for Its Validity and Reliability As Well As the Extent to Which They Can Generalise From It'
  Proceedings of the 3rd European Conference on Research Methods in Business and Management (2008) pp.341-348
  

Other publications

• Quinton S, 'A call for embracing new media in research: applications and beneficiaries'
  Proceedings of the 13th European Conference in Research Methodology for Business and Management Studies (2014)

Pera, R., Quinton S., & Baima, G. (2020)  I am who I am: Sharing photos on social media by older consumers and its influence on subjective well-being. Psychology and Marketing. Chang, K., Kuo, C.C., Quinton, S., Lee, I.L., Cheng, T.C., & Huang, S.K (2019)  Subordinates’ competency: A potential trigger for workplace ostracism. International Journal of Human Resource Management.1-27.  Quinton, S. & Reynolds, N. (2018), Understanding Digital Research, London: Sage. Samuel, G., Ahmed, W., Kara, H., Jessop, C., Quinton, S., & Sanger, S. (2018). Is It Time to Re-Evaluate the Ethics Governance of Social Media Research?. Journal of Empirical Research on Human Research Ethics, 13(4), 452-454. Lugosi, P. & Quinton S. (2018). More than human netnography, Journal of Marketing Management.34(3-4), 287-313.  Quinton, S. & Reynolds, N. (2018). The changing roles of researchers and participants in digital and social media research, chap 3  in Iphofen R., ed. ‘The ethics of online research, Advances in research ethics and integrity’, Vol. 2, 55-80.London: Quinton, S., Canhoto, A., Molinillo, S., Pera,  R. & Budhathoki, T. (2017). Conceptualising a digital orientation: antecedents of supporting SME performance in the digital economy, Journal of Strategic Marketing, 1-13. Quinton, S., & Simkin, L. (2017). The digital journey: Reflected learnings and emerging challenges. International Journal of Management Reviews, 19(4), 455-472. Quinton, S. & Wilson, D. (2016). Tensions and ties in social media networks: Towards a model of understanding business relationship development and performance enhancement through the use of LinkedIn, Industrial Marketing Management, 54, 15-24. Canhoto, A., Quinton, S., Jackson, P. &  Dibb, S. (2016), The mechanisms of value co-creation in university-industry R&D collaboration, Industrial Marketing Management, 56(5), 86–96. DOI: 10.1016/j.indmarman.2016.03.010.   Quinton, S. & Reynolds, N. (2016). Ethical ponderings in social media research, in  Woodfield K., ed.  ‘Social Media and Social Science Research Ethics’. London: The Academy of Social Sciences. Celse, J., Chang, K., & Quinton, S. (2016). The reduction of employee lying behaviour: Inspiration from a study of envy in part-time employees, Journal of Strategy and Management, 9(2), 1-20. Kuo, C.C., Chang, K., Quinton, S., Lu, C-Y. &  Lee, I. (2015). Gossip in the workplace and the implications for HR management: A study of gossip and its relationship to employee cynicism. International Journal of Human Resource Management. 26(18), 2288-2307. (3*, 1.65) Quinton, S. (2013),The digital era requires new knowledge to develop relevant CRM strategy: a cry for adopting social media research methods to elicit this new knowledge, Journal of Strategic Marketing, 21(5), 402-412. Quinton, S. & Fennemore, P. (2013), Missing a Strategic Marketing Trick?  The Use of Online Social Networks by UK charities, International Journal of Non-Profit and Voluntary Sector Marketing. 18(1), 36-5. Earlier paper and conference papers available on request.

Areas of expertise

 Digital and social media research methods, participatory research, research ethics,  older consumers, digital adoption of SMEs

Membership of professional bodies

• AoiR Association of Internet Researchers member
• AM. Academy of Marketing member
• BSG. British Society of Gerontology  member
• BAM. British Academy of Management member
• FHEA. Fellow of Higher Education Academy 

Conferences

 

• Quinton, S. and Domingos Canhoto, A. (2014) 'Where both ends meet, a collaborative approach to developing a digital research agenda'. Paper presented at the E-Marketing SIG, Academy of Marketing workshop ‘Aligning research with practice’, London, January.
• Quinton, S. (2013) 'A case for embracing new digital media and new data in research: applications and beneficiaries from a marketing management perspective'. Paper presented at the Digital Research Futures, Oxford, September.
• Quinton, S. (2013) 'A new era: how new media might shape research methods'. Paper presented at the 2013 Academy of Marketing Science 16th Biennial World Marketing Congress, Melbourne, July.
• Quinton, S. and Wilson, D. (2013) 'What type of birdsong carries? Twitter: source credibility and its link to value creation in wine business'. Paper presented at the Academy of Marketing Science 16th Biennial World Marketing Congress, Melbourne, July.
• Quinton, S. and Wilson, D. (2013) 'What type of birdsong carries? Twitter: source credibility and its links to value creation in the wine business'. Paper presented at the Australian Wine Industry Technology Conference, Sydney, July.
• Jones, D. and Quinton, S. (2012) 'The power of the social media wave: understanding the value of Twitter'. Paper presented at the Academy of Marketing Conference 2012, Southampton, July.
• Quinton, S. (2012) 'Harnessing the social technology wave: brand bonding within social media'. Paper presented at the Academy of Marketing Conference 2012, Southampton, July.
• Quinton, S. (2012) 'Co-creational Research and Knowledge Communities - a New Era: How New Media Might Shape Research Methods'. Paper presented at the Academy of Marketing Conference 2012, , July.
• Wilson, D. and Quinton, S. (2012) ' Twitter: Does it create value for wine focused organisations? 3rd joint research conference'. Paper presented at the Brookes-Burgundy Joint Research Conference, Oxford, May.
• Quinton, S. and Jones, D. (2011) 'Can Twitter create value for small businesses?'. Paper presented at the ISBE Annual Conference, Sheffield, November.
• Quinton, S. and Wilson, D. (2011) 'Does Twitter Create Value?'. Paper presented at the Oxford Brookes Business School and Burgundy Business School Joint Research Conference, Dijon, May.
• Quinton, S. and Fletcher, H. (2010) 'Viral Marketing: a Case of a Toe in the Water'. Paper presented at the 33rd ISBE annual conference, London, November.
• Quinton, S. (2010) 'A conceptual model of brand bonding for the online retail environment'. Paper presented at the 17th International Conference on Retailing and Consumer Services Science, Istanbul, July.
• Quinton, S., Harridge-March, S., Wilson, D. and Kavaratzis, M. (2010) 'Entente cordiale - or research across borders: making new friends'. Paper presented at the Oxford Brookes Research Conference, Oxford, May.
• Quinton, S. and Harridge-March, S. (2009) 'Netnography: a New Greener Approach to Understanding the Wine Consumer'. Proceedings of the Bacchus Goes Green Conference, Burgundy Business School, Dijon, July, pp. ,
• Quinton, S. and Harridge-March, S. (2008) 'Social networks, relationships and loyalty'. Proceedings of the Academy of Marketing Conference, Reflecting Marketing in a Material World Location, Aberdeen, July, pp. 109, ISBN 978-1-901085945
• Quinton, S. and Khan, M. (2008) 'Online marketing effectiveness: A new model for SMEs'. Proceedings of the Academy of Marketing Conference, Reflective Marketing in a Material World Location, Aberdeen, July, pp. 116, ISBN 978-1-901085945
• Quinton, S. and Harridge-March, S. (2008) 'The use of consumer fora by consumers, a comparison of US, UK and Australian wine for a'. Paper presented at the Marketing Academy Special Interest Group in Electronic Marketing One Day Conference, Oxford Brookes Business School, January.
• Quinton, S. and Khan, M. (2008) 'Online marketing for SMEs - a way forward'. Paper presented at the Marketing Academy Special Interest Group in Electronic Marketing One Day Conference, Oxford Brookes Business School, January.
• Quinton, S. and Harridge-March, S. (2007) 'Why keep a cobweb in your cellar: A diagnostic tool to evaluate the use of e-commence and technology in wine marketing'. Paper presented at the 3rd International Wine Business Conference, Montpellier, July.
• Quinton, S., Smallbone, T. and Hartley, J. (2007) 'Critical reading: Developing an approach that will engage students'. Paper presented at the Meeting the Challenges Facing Learning and Teaching in a Globalised World Annual HEA Conference, Aston University, May.
• Quinton, S. and Smallbone, T. (2006) 'Case study: Improving student learning through student peer review'. Paper presented at the Case Study Workshop, FDTL5 Project, 'Engaging Students with Assessment Feedback: What Works?', Oxford Brookes University, September.
• Smallbone, T. and Quinton, S. (2006) 'Hitting the right buttons: Improving student learning through student peer review'. Proceedings of the 14th Student Learning Symposium, Improving Student Learning Through Teaching, University of Bath, September, pp. 171-, ISBN 978-1-873576-75-5
• Smallbone, T. and Quinton, S. (2006) 'Why you should encourage student learning through student peer review'. Paper presented at the Higher Education Academy Annual Conference, Nottingham University, July.
• Quinton, S. and Smallbone, T. (2006) 'Hitting the right buttons: Improving student learning through student peer review'. Paper presented at the HEA annual conference, Nottingham, July.
• Harridge-March, S. and Quinton, S. (2005) 'The use of an interactive data collection method to identify differences in trust between on and off line shopping in the UK wine retailing sector'. Paper presented at the Academy of Marketing,, Dublin, July.
• Smallbone, T. and Quinton, S. (2005) 'Linking reflection to feedback on assessed work'. Paper presented at the Higher Education Academy, Heriot Watt University, Edinburgh, June.
• Quinton, S. and Smallbone, T. (2005) 'Reflection and research methods: enhancing student thinking about methodologies and methods'. Paper presented at the Proceedings of the 4th European Conference on Research Methods in Business and Management, Paris Dauphine University, April.
• Quinton, S. and Harridge-March, S. (2005) 'Marketing and the use of technology in an entrepreneurial organization - an illustrative case from a wine merchant'. Paper presented at the 10th Annual Research Symposium of the Academy of Marketing Special Interest Group on Entrepreneurial and SME Marketing, University of Southampton, January.
• Harridge-March, S. and Quinton, S. (2004) 'Virtue in the virtual society'. Paper presented at the Academy of Marketing Conference, University of Gloucestershire, July.
• Smallbone, T. and Quinton, S. (2004) 'Critical reading: developing an approach to deep learning'. Paper presented at the Learning and Teaching Conference, University of Hertfordshire, June.
• Smallbone, T. and Quinton, S. (2004) 'Is my research any good? Enabling students to discover how to assess data for its validity and reliability as well as the extent to which they can generalise from it'. Proceedings of the European Research Conference on Research Methods in Business and Management, Reading, April, pp. DVD, ISBN 09547096-1-6
• Quinton, S. and Smallbone, T. (2004) 'How do I know my research is any good? Teaching reliability, validity and generalisation'. Paper presented at the European Conference on Research Methods, Reading, April.
• Quinton, S. and Harridge-March, S. (2004) 'Marketing and the use of technology in an entrepreneurial organization - an illustrative case from a wine merchant'. Paper presented at the 10th Annual Research Symposium of the Academy of Marketing Special Interest Group on Entrepreneurial and SME marketing, University of Southampton, January.
• Quinton, S. and Harridge-March, S. (2003) 'The management of risk and initiation of trust in on-line purchasing: UK on-line wine market'. Paper presented at the IBM E-Business Conference, University of Surrey, December.
• Harridge-March, S. and Quinton, S. (2003) 'Management of risk and initiation of trust in on-line purchasing: UK on-line wine market. Competitive paper'. Paper presented at the IBM E-Business Conference, University of Surrey, December.
• Saunders, M. N. K., Quinton, S., Smallbone, T. and Thomas, J. (2003) ''Beyond the Shopping Catalogue? Addressing Students' Perceptions of Critically Reviewing the Literature'. Proceedings of the European Conference on Research Methods, Reading, March, pp. 313-320, ISBN 0-9540488-9-X
• Quinton, S. and Harridge-March, S. (2002) 'Exploring the elements of trust in building on-line relationships: a research agenda. Competitive paper'. Paper presented at the Academy of Marketing Conference, Nottingham University, July.
• Smallbone, T. and Quinton, S. (2002) 'Teaching critical thinking to international Masters' students: report on some action research'. Proceedings of the European Conference on Research Methodology for Business and Management Studies, Reading University, April, pp. 373-380, ISBN 0-9540488-3-0
• Quinton, S. and Froome, J. (2001) 'Don't scrap it, restart it'. Paper presented at the 2001 Academy of Marketing, Cardiff, July.
• Quinton, S. and Harridge-March, S. (2001) 'Does on-line marketing of wine employ the principles of relationship marketing?'. Paper presented at the World Academy of Marketing Science Conference, Cardiff, June.

 

Further information

www.sarahquinton.co.uk

Twitter: @quinton_digital