Dr Alan Shaw, Senior Lecturer

Dr Alan Shaw

Senior Lecturer

Dr Alan Shaw is the Vice-Chair of the Retail Institute Special Interest Research Group. He is also a senior lecturer in Digital Marketing, founder of Strategic Planet, member of the Social Media Research Foundation, and a Trustee at X-PERT Health.

Alan’s main research interests are in Social Marketing, Social Media Marketing, Social Network Analysis, and Social Listening. Much of his research focuses on the health sector because of his experience of working within epilepsy, diabetes, Crohn’s disease, inborn metabolic disorders, and wound management sectors. Alan has been involved in patient advocacy groups and helped the Expert Patients Programme transition from being part of the NHS to becoming a community interest company (CIC) then a charity.

Alan has over 25 years experience of working in the private sector, much of this was in health. Some notable deliverables were 1) the role out of the concept home delivery for prescription products related to individuals living with Phenylketonuria (PKU) in the UK and several European countries, 2) the development of a digital ‘Keto-Calculator’ to support the management of paediatric epilepsy, and 3) the design of a patient management system to support the concept home delivery for prescription products in Australia.

He is currently working on several social listening projects using both qualitative and quantitative processes. He is also able to design and deliver social listening in-house company workshops using platforms like NodeXl and Gephi or provide support for any structural equation modelling ventures.

Current Teaching

  • Digital Strategy
  • Digital Marketing

Research Interests

Alan's research interests follow 2 streams:

  • Social listening and social media analytics. He is developing new and innovative techniques to understand how individuals and organisations use social media. He also works closely with 'Small and Medium Size Enterprises' to demonstrate how they can best utilise this domain 
  • Health and social care. Alan is passionate about 'giving back to society', examples of his research include: Assessing how social marketing can influence positive behaviour changes of people living with diabetes; Evaluating the social return of investment (SROI) for People Matters (A Leeds based social enterprise supporting people with learning disabilities); Reviewing the perceptions of parents with children living with special educational needs and disabilities through remote learning during the COVID-19 pandemic lockdown
Dr Alan Shaw, Senior Lecturer

Ask Me About

  1. Communications
  2. Marketing
  3. Photography
  4. Public Health
  5. Retail
  6. Social Media
  7. Web Design

Selected Outputs

  • Shaw P; Shaw A (2021) COVID-19 and Remote Learning: Experiences of parents supporting children with SEND during the pandemic.

    View Repository Record

  • Bradshaw C; Crumbley J; Dodds K; Shaw A; Sutherland M (2019) Social Media in the SME Business to Business Environment and Toolkit.

  • Shaw A (2016) Smart PLS Workshop for the Northern Advance Research Training Initiative (NARTI).

  • Shaw A (2016) How to sell your B2C offering globally via e-commerce.

  • Shaw A (2014) The suitability of SROI to assess Social Marketing Campaigns. In: ISM Open Conference, 29 May 2014 - 29 September 2014, Milton Keynes, UK.

  • Shaw A (2014) Should Social Marketing Campaigns be centralised or decentralised?. In: Academy of Marketing Conference, 7 July 2014 - 10 July 2014, Bournemouth, UK. Academy of Marketing.


  • Shaw A (2014) Using Social Marketing To Change the Health Behaviours of Individuals Living With Diabetes. In: Academy of Marketing Conference, 7 July 2014 - 10 July 2014, Bournemouth, UK. Bournemouth, UK: Academy of Marketing Conference.

  • Shaw A (2014) How to enhance the Social Ecological Framework by incorporating Bronfenbrenner’s Process, Person, Context and Time Model. In: Academy of Marketing Conference, 7 July 2014 - 10 July 2014. Bournemouth, UK: Academy of Marketing Conference.