Chedia Dhaoui


Chedia Dhaoui is a Lecturer at the School of Information Systems and Technology Management UNSW Business School, Sydney Australia. Chedia holds a PhD in Marketing from the Faculty of Business and Economics, Macquarie University, and a PhD in Business Intelligence from the Université de Lorraine, France. Through her applied research in marketing and business intelligence, Chedia seeks to excel in Digital Marketing Analytics.

Her research interests cover the dynamics of consumer and brand engagement in online social media environments, mobile marketing, marketing analytics and the use of AI in digital marketing. Chedia's research is data driven using very large social media datasets gathered from online social networking platforms using advanced data analytics techniques to turn big data into actionable insights. Chedia created Insight Social Networks back in 2012 as a consultancy firm with one main objective: "creating value with social networks".

She publishes her research in peer-reviewed international journals including the International Journal of Research in Marketing and the Journal of Consumer Marketing, and presented her research in several conferences including Australian and New Zealand Marketing Academy Conference (ANZMAC), American Marketing Association (AMA), and Marketing Science. 

Journal articles
Dhaoui C; Webster CM, 2021, 'Brand and consumer engagement behaviors on Facebook brand pages: Let's have a (positive) conversation', International Journal of Research in Marketing, vol. 38, pp. 155 - 175,
Dhaoui C; Webster CM; Tan LP, 2017, 'Social media sentiment analysis: lexicon versus machine learning', Journal of Consumer Marketing, vol. 34, pp. 480 - 488,
Conference Presentations
Van Toorn C; Cahalane M; Vogel D; Dhaoui C; Kennedy C, 2020, 'The imperative for Higher Education to incorporate agility and resilience into our Information Systems Offerings', presented at ACIS2020 Australasian Conference of Information Systems, Wellington, New Zealand, 01 December 2020 - 04 December 2020
Conference Papers
Dhaoui C; Webster C; Tan L, 2017, 'Longitudinal Analysis of Online Consumer Disengagement Patterns in Times of Crisis', California, USA, presented at The 39th Annual ISMS Marketing Science Conference, California, USA, 07 June 2017 - 10 June 2017
Dhaoui C; Webster C; Tan L, 2017, 'Brand interventions and emotional dynamics in online consumer-to-consumer conversations: An empirical investigation', Florida, USA, presented at Winter AMA Conference, Florida, USA, 17 February 2017 - 19 February 2017
Dhaoui C; Webster C; Tan L, 2016, 'Sentiment analysis for brand-related social media conversations', Christchurch, New Zealand, presented at Australian and New Zealand Marketing Academy Conference (ANZMAC), Christchurch, New Zealand, 05 December 2016 - 07 December 2016
Book Chapters
Dhaoui C, 2014, 'What social media marketing content is best to engage consumers?: A content analysis of Facebook brand pages', in Computer-Mediated Marketing Strategies: Social Media and Online Brand Communities, pp. 134 - 156,

Australian Postgraduate Award (APA), Australian Government, 2014-2017, 3 years doctoral research

Australian Government conference presentation fund (2014-2017)

Research fund from industry CIFRE (Conventions Industrielles de Formation par la Recherche), 2003-2008, with the University of Lorraine, Nancy, France

INFS5730 Social Media & Enterprise 2.0 (Postgraduate)

INFS3830 Social Media & Analytics (Undergraduate)