Researcher and Specialist


Northumbria University

Business & Law

Vignesh Yoganathan


Dr Vignesh Yoganathan is Senior Lecturer and Programme Leader for MSc Digital Marketing at Newcastle Business School, Northumbria University. He has worked with various commercial and non-profit organisations to improve customer insights and branding, especially using digital marketing. His research interests include the digital environment’s impact on brand strategy and ethical product-marketing, as well as digital marketing in and out of the workplace.

Fields of interests

Brand, Digital, and Responsible Strategies.

Current research:

Millennial employees’ social media competence and online social capital.
Company ethical certifications and eWoM in talents’ job pursuit intentions.
Multisensory marketing online for ethical brands.
Corporate reputation management via user generated content and official media year after a crisis.

Proposition of common research in GETM3

The interplay between millennial’s digital media behaviour/affinity and their work-roles.
Digital media and the workplace – opportunities as well as challenges.

Important Publications

  • Yoganathan, V., McLeay, F., Osburg, V.-S., & Hart, D. (2007). The core value compass: Visually evaluating the goodness of brands that do good. Journal of Brand Management.
  • McLeay, F., Roberts, J., & Yoganathan, V. (2012). Transferring social marketing knowledge through third sector CoPs. The Marketing Review, 12(4), 381-401.