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Dr Danae Manika


Senior Lecturer in Marketing

Telephone: +44 (0)20 7882 6541
Room Number: Room 3.44d, Bancroft Building, Mile End Campus


Student drop-in and feedback hours
Monday 12:00 - 14:00 (Sem A Weeks 1-6 Only) or by appointment


Dr Danae Manika is a Senior Lecturer (Associate Professor) in Marketing at the School of Business and Management at Queen Mary University of London.


Before joining Queen Mary University of London in 2013, she worked as a Lecturer in Marketing at Durham University Business School, and prior to that as a Teaching Fellow/Assistant Instructor in Advertising at the University of Texas at Austin, in the United States. Danae was also a visiting scholar at the Centre of Risk Management, at McCombs Business School at University of Texas at Austin in the summer of 2016.



PhD in Advertising (2011) - The University of Texas at Austin, TX, USA

MA in Advertising (2008) - The University of Texas at Austin, TX, USA

BA (Hons) in Marketing (2006) - The University of Stirling, UK


Research Interests:

Research Interests

  • Consumer Behaviour & Consumer Psychology
  • Knowledge-Behaviour Gap
  • Health Behaviour Change
  • Employee Pro-environmental Behaviour Change
  • Social Marketing
  • Advertising

Using a multi-disciplinary approach, blending the lines between marketing, psychology, and advertising, Danae’s research aims to answer a fundamental marketing research question: How to diminish the knowledge-behaviour gap? Particularly, her research focuses on behaviour change and takes an information processing approach, which identifies, classifies and examines cognitive (e.g., knowledge, confidence, trust, values) and affective (e.g., pride, fear, disgust) factors that influence individuals’/consumers’/employees’ decisions and choices after exposure to campaigns/messages/interventions; and translate knowledge acquisition to behaviour change/formation. 

Danae often uses health (e.g., weight control, alcohol consumption, HPV vaccination) and environmental (e.g. energy saving, recycling) social issues as the venue for understanding the knowledge-behaviour gap, often discussed in consumer behaviour. This research on health and environmental behaviour change has direct implications for social marketing and behavioural interventions that motivate health and environmental action, respectively. The campaigns/messages/interventions often examined also involve digital components (e.g., websites, mobile applications, online tracking tools). Danae’s research involves international collaborations in both the USA and the UK and makes use of multiple quantitative methods, including survey research, experimental designs, and structural equation modeling.

 Editorial Experience & Research Awards

  • Member of the Editorial Advisory Board of the international journal Technological Forecasting & Social Change (ABS3; Impact Factor 2015: 2.678).
  • Guest Editor for a special issue of the Journal of Business Research (ABS3; Impact Factor 2015: 2.129) on “Hypocrisy in Corporate and Individual Social Responsibility: Causes, Consequences and Implications”. Co-editors: P. Antonetti, F. Bowen and C. Higgins.
  • 2016 Reviewer Award Journal of Marketing Management (ABS2)
  • Best Paper in AMA Social Responsibility, Sustainability, & Public Policy Track Award: Manika, D. & Gregory-Smith, D. “Extending the Persuasion Knowledge Model to Investigate the Potential of Web-based Interventions: The Case of Weight Control Intentions”, American Marketing Association, 2016.
  • Third Best Paper in AEJMC Advertising Division Award: Ball, J.G., Manika, D. & Stout, P. “Across the Ages: Are College Age Adults a Viable Segment for DTC Prescription Drug Advertising?” Association for Education in Journalism and Mass Communication.

External Grants

  • £101,976.32 – as a Co-I – out of a £2 million funded research project from Newton Fund Innovate UK. Title: “A High Efficiency, Low Cost and Building Integrate-able Solar Photovoltaic/Thermal (PV/T) System for Space Heating, Hot Water and Power Supply.”; Start/Finish Date: April 2017 - 2019.

Reviewing of Funding Applications


Published/Accepted for Publication Articles

  1. Manika, D., Gregory-Smith, D., & Papagiannidis, S. (2017) “The influence of prior knowledge structures on website attitudes and behavioral intentions”. Computers in Human Behavior (ABS3; Impact Factor 2015: 2.880).
  2. Gregory-Smith, D., Manika, D. & Wells, V. (2017) “Examining the Effect of an Environmental Social Marketing Intervention among University Employees”, Studies in Higher Education (ABS 3; Impact Factor 2015: 1.222), DOI: 10.1080/03075079.2017.1309647
  3. Gregory-Smith, D., Manika, D., & Liu, P. (In Press) “Green Intentions under the Blue Flag: Exploring Differences in EU Consumers’ Willingness to Pay More for Green Products”, accepted to Business Ethics: A European Review (ABS 2; Impact Factor 2015: 1.386).
  4. Antonetti, P. & Manika, D. (In Press) “The offline spill-over of signing online petitions against companies: A dual pathway model.”, accepted to Information Technology & People (ABS 3; Impact Factor 2015: 1.150).
  5. Gregory-Smith, D., & Manika, D. (2017) “Drinking identities and compartmentalization: A study of alcohol consumption across age and gender groups,” Journal of Marketing Management (ABS 2) DOI: 10.1080/0267257X.2017.1310126.
  6. Manika, D., Gregory-Smith, D. & Antonetti, P. (2017) “Pride in Health-related Technological Interventions: A Double-edged Sword”, Psychology & Marketing (ABS 3; Impact Factor 2014:1.08), special issue “Technological Impacts on Market Attitudes and Behaviors”, DOI: 1002/mar.20997.
  7. Gregory-Smith, D., Wells, V., Manika, D., & Mcleroy, D. (2017) “Assessing the social marketing planning process for an environmental intervention in cultural heritage tourism: Directions for academics and practitioners”, Journal of Sustainable Tourism (ABS 3; Impact Factor 2014: 1.95) special issue “Marketing Issues in Sustainable Tourism”, DOI: 10.1080/09669582.2017.1288732.
  8. Manika, D., Gregory-Smith D., Wells, V., Comerford, L., & Aldrich-Smith, L. (2016)“ Linking Environmental Sustainability and Healthcare: Exploring the effects of an energy saving intervention in two hospitals”, International Journal of Business Science and Applied Management, 11 (1),
  9. Schulz, H., & Manika, D. (2017) “Consumer Interpretation of Brand Prominence Signals: Insights for a Broadened Typology”, Journal of Consumer Marketing (ABS 1), 34 (4), doi: 10.1108/JCM-11-2014-1226
  10. Manika, D., Papagiannidis, S. & Bourlakis, M. (2017) “Understanding the effects of a social media service failure apology: A comparative study of customers vs. potential customers”, International Journal of Information Management (ABS 2; Impact Factor 2014: 1.550), 37 (3), 214-228.
  11. Papagiannidis, S., & Manika, D., (In Press) Political participation and engagement through social media”, accepted to the International Journal of E-Business Research in June 2016.
  12. Manika, D., Stout, P.A., Golden, L.L, & Mackert, M., (In Press) “How Does Objective and Subjective Human Papillomavirus Knowledge Affect Information-Seeking Intentions and Source Preferences?”, accepted to Health Marketing Quarterly (ABS 1), in December 2015.
  13. Wells, V., Taheri, B., Gregory-Smith, D., & Manika, D. (2016) “The Role of Generativity in Employee Environmental Attitudes and Behaviours”, Tourism Management (ABS 4; Impact Factor 2014: 2.554S), 56, 63-74.
  14. Wells, V., Gregory-Smith, D., Taheri, B., Manika, D., & Graham, S. (2016) “An Exploration of CSR Development In Heritage Tourism”, Annals of Tourism Research (ABS 4; Impact Factor 2014: 685), 58, 1-17.
  15. Ball, J., Manika, D., & Stout, P. (2016) “The Moderating Role of Age in Responses to Direct-to-Consumer Prescription Drug Advertising”, Journal of Health Communications (Impact Factor 2014: 617), 21 (1), 12-32.
  16. Manika, D, Wells, V.K, Gregory-Smith, D & Gentry M. (2015) “The Impact of Individual Attitudinal and Organisational Variables on Workplace Environmentally Friendly Behaviours”, Journal of Business Ethics (ABS 3; Impact Factor 2014: 1.326), 126 (4), 663-684.
  17. Wells, V.K, Manika, D., Gregory-Smith, D., Taheri, B., and McCowlen, C. (2015) “Heritage tourism, CSR and the role of employee environmental behaviour”, Tourism Management (ABS 4; Impact Factor 2014: 2.554), 48 (June), 399-413.
  18. Gregory-Smith, D, Wells, V.K, Manika, D and Graham, S (2015) “An Environmental Social Marketing Intervention among Employees: Assessing Attitude and Behaviour Change”, Journal of Marketing Management (ABS 2), 31 (3-4), 336-377.
  19. Ball, J.G., Manika, D., & P.A. Stout (2015) “Causes And Consequences Of Trust In Direct-To-Consumer Pharmaceutical Advertising”, International Journal of Advertising (ABS 2; Impact Factor 2014: 1.094) The Review of Marketing Communications Issue. DOI: 1080/02650487.2015.1009346
  20. Manika, D., Papagiannidis, S. & Bourlakis, M. (2015) “Can A Ceo’s Youtube Apology Following A Service Failure Win Customers’ Hearts?” Technological Forecasting and Social Change (ABS 3; Impact Factor 2014: 2.058), Special Issue on Social Media, 97 (June), 87-95.
  21. Manika, D., & Gregory-Smith, D. (2017) “Health marketing communications: An integrated conceptual framework of key determinants of health behaviour across the stages-of-change”, Journal of Marketing Communications (ABS 1) 23:1, 22-72, DOI: 10.1080/13527266.2014.946436
  22. Manika, D., Ball, J.G., & Stout, P.A. (2014) “Factors Associated with the Persuasiveness of Direct-to-Consumer Advertising on HPV Vaccination Among Young Women” Journal of Health Communication (Impact Factor 2014: 617), 0, 1-16.
  23. Ball, J.G., Manika, D., & Stout, P.A. (2011), “Consumers Young and Old: Segmenting the Target Markets for Direct-To-Consumer Prescription Drug Advertising” Health Marketing Quarterly (ABS 1), 28 (4), 337-353.
  24. Manika, D., & Golden, L.L. (2011), “Self-efficacy, Threat, Knowledge, and Information Receptivity: Exploring Pandemic Prevention Behaviors to Enhance Societal Welfare” Academy of Health Care Management Journal, 7(1), 31-44.

Selected Conference papers

  • Manika, D., & Gregory-Smith, D., “Extending the Persuasion Knowledge Model to Investigate the Potential of Web-based Interventions: The Case of Weight Control Intentions”, presented to American Marketing Association in Las Vegas, February 2016. ** Best Paper in Track Award **.
  • Manika, D., Gregory-Smith, D., Wells, V., & Graham, S., “Home vs. Workplace Energy Saving Attitudes and Behaviors: The Moderating Role of Satisfaction with Current Environmental Behaviors, Gender, Age, and Job Duration”, presented at the American Marketing Association in San Antonio, Texas, in February 2015.
  • Golden, L.L., Manika, D., & Schulz, H. “Measuring an Enterprise’s Progress Toward Social Profit Goals: Suggesting Useful Metrics”, presented at the American Marketing Association in San Antonio, Texas, in February 2015.
  • Demirel, P., Gregory-Smith, D., & Manika, D. “European Union Consumers’ Willingness to Pay for Green Products: An Investigation into the Effects of Country, Gender, Age, and Types of Region”, presented at the American Marketing Association in San Antonio, Texas, in February 2015.
  • Manika, D., Wells, V., Gregory-Smith, D. & Gentry, M. “Investigating the Impact of Individual Attitudinal and Organizational Variables on Green Behaviors and Commuting at the Workplace”, presented at the Academy of Marketing Science, WMC, in Lima, Peru, in August 2014.
  • Gregory-Smith, D. & and Manika, D. “Exploring The Use Of Online Social Marketing Tools  In Motivating Healthy Alcohol Consumption Patterns In Britain”, presented at the Academy of Marketing Science, WMC, in Lima, Peru, in August 2014.
  • Ball, J., Manika, D. & Stout, P.A., “Building a Theoretical Model of Trust In Direct-To-Consumer Advertising”, presented at the Academy of Marketing Science, WMC, in Lima, Peru, in August 2014.
  • Manika, D., Gregory-Smith, D., Wells, V.K, & Graham, S.,  “Cognitive, Attitudinal and Behavioral Variables as Predictors of Energy Saving Behavior among Employees”, presented to the European Marketing Academy Conference, in Valencia, Spain, in June 2014.
  • Ball, J. G., Manika, D., and Stout, P. A. (2009), “Across the Ages: Are College Age Adults a Viable Segment for DTC Prescription Drug Advertising?” presented to the Annual Conference of the Association for Education in Journalism and Mass Communication, Boston, MA. **Received Third Place Research Paper Award, Advertising Division**

PhD Supervision

Current Doctoral Students

First Supervisor: 

  • Rachael Millard, 'Investigating the role of surprise in information processing'
  • Lei Yang, 'Symbolic environmental behaviours in both organisational and employee levels'

Second supervisor: 

  • Katja Breiter
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