My research interests cover a range of business and educational topics related to social media. My publications include journal articles and book chapters that have been published in Journal of Retailing and Consumer Services, and Advances in E-Business Research (AEBR) Book Series by IGI Global. I have made numerous New Zealand and international conference presentations, and also served as a reviewer for marketing publications including Case Studies in Strategic Communication. My last publication was an authored book on social media use in learning and teaching that was written in cooperation with my colleagues from Unitec (2018). In 2015 I won the Otago Polytechnic staff award “Excellence in Research and Enterprise” for research activities and student project supervision.
Piven, I. (2022). Digital Content Marketing. In A. Hanlon & T. Tuten (Eds.), SAGE Handbook of Digital Marketing. SAGE Publications Ltd.
Falasca, L.C., & Piven, I. (2019). Understanding small businesses’ social media marketing training needs in New Zealand. Paper was presented at the 5th ASIA International Conference in Malaysia, December 8th 2019.
Piven, I., Gandell, R., Lee, M., & Simpson, A. (2018). Global perspectives on social media in teaching and learning: Emerging research and opportunities. IGI Global, DOI: 10.4018/978-1-5225-5826-2
Piven, I. & Breazeale, M. (2016). A desperately seeking customer engagement: Five-Sources Model of brand consumption in social media community. In V. Benson, R. Tuninga, & G. Saridakis (Eds.), Analyzing strategic role of social networking in firms growth and productivity. UK: IGI Global. DOI: 10.4018/978-1-5225-0559-4
Piven, I. & Ho, H. (November 2-5, 2016). A conference paper “Exploring International Students’ Learning Experiences with Facebook-Based Applications in the Intensive Mode of Event Planning and Entrepreneurship Course” for the Society of Marketing Advances conference, the United States, Atlanta.
Ho, H., & Piven, I. (2015, May). Perceptions of international students on intensive learning at a tertiary institution in New Zealand. Paper presented at the Scholarship of Teaching and Learning Academy Conference at The University of Findlay, USA. https://www.findlay.edu/engagement/SoTL-Conf/Resources
Piven, I., Ho, H., & Horvath, G. (2015, November). International students’ perceptions of intensive learning in business course delivery: A case study of Otago Polytechnic Auckland International Campus. New Zealand Applied Business Education Conference, Wellington Institute of Technology.
Davis, R., Piven, I., & Breazeale, M. (2014). Conceptualising the brand in social media community: the five-source model. Journal of Retailing and Consumer Services, 21 (4) 468-481.
Davis, R., Piven, I., & Breazeale, M. (2014). Conceptualising brand consumption in social media community. Proceedings of the European Conference on Social Media (128-135). Brighton, UK: University of Brighton
Piven, I. (2014). Five case studies on social media marketing. In R. Davis, Social Media Branding for Small Business: The 5-Sources Model. A Manifesto for Your Branding Revolution (82-86). New York, NY: Business Expert Press
Piven, I., Davis, R., & Breazeale, M. (2013). A conceptual model of service brand consumption in a social media setting. Paper accepted for the Frontiers in Service Conference 2013, Taipei, Taiwan (not presented)
Piven, I., & Davis, R. (2012). Exploring the consumers’ service brand consumption a social media community. A poster session at The Consumer-Brand Relationships Conference 2012, Simmons School of Management, Boston, Massachusetts (USA).
Piven, I., Davis, R., & Lim, M. (2012). Conceptualising the brand relationship in social media consumption. Paper presented at the Australian and New Zealand Marketing Academy Conference, Adelaide, Australia
A reviewer of the case studies for Case Studies in Strategic Communication (CSSC) 2016 special section papers in Contemporary Marketing Strategies as Communication Tools for Modern Retailer. July 2016
