Joyce Costello
Senior Lecturer in Marketing Management
Cardiff School of Management
Overview
Joyce is from the US Army/Department of Army and spent 21 years as a broadcast journalist and public affairs specialist before entering academia. She brings to the classroom a wide variety of experience in dealing with international crises around the world as well public sector integrated marketing campaigns. Her research focus is on public service motivation, pro-social behavior, and the public sectors integration of influencer relations. She is currently accepting PhD candidates who are wanting to explore Influencer Marketing.
Research Publications
Exploring personal branding determinants and pro-social organizational behaviors of employee influencers on LinkedIn
Costello, J., Brunner, B. & Kozsla, O., 19 Mar 2026, In: Corporate Communications: An International Journal. p. 1-23 23 p.Research output: Contribution to journal › Article › peer-review
Influencer marketing: Lessons learned in the second wave and moving forward
Costello, J., 27 May 2025, Influencer Marketing: Building Brand Communities and Engagement. Costello, J. & Yesiloglu, S. (eds.). Taylor and Francis, p. 309-328 20 p.Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review
Influencer Marketing: Building Brand Communities and Engagement, Second Edition
Costello, J. & Yesiloglu, S., 1 Jan 2025, Taylor and Francis. 331 p.Research output: Book/Report › Book › peer-review
Influencer marketing in Egypt: An exploration into generational perspectives
Moustafa, N., Glanfield, K. & Costello, J., 1 Jan 2025, Influencer Marketing: Building Brand Communities and Engagement. Costello, J. & Yesiloglu, S. (eds.). Taylor and Francis, p. 91-114 24 p.Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review
Influence under siege: Safeguarding influencers from cyberthreats
Brooks, B. & Costello, J., 1 Jan 2025, Influencer Marketing: Building Brand Communities and Engagement. Costello, J. & Yesiloglu, S. (eds.). Taylor and Francis, p. 249-270 22 p.Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review
Introduction
Costello, J. & Yesiloglu, S., 1 Jan 2025, Influencer Marketing: Building Brand Communities and Engagement. Costello, J. & Yesiloglu, S. (eds.). Taylor and Francis, p. xv-xviResearch output: Chapter in Book/Report/Conference proceeding › Foreword/postscript
Swipe right: Ensuring congruence in selection and recruitment of influencers
Costello, J. & Robertson, M., 1 Jan 2025, Influencer Marketing: Building Brand Communities and Engagement. Costello, J. & Yesiloglu, S. (eds.). Taylor and Francis, p. 43-62 20 p.Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review
Native advertising: concepts, theory, and practice
Costello, J. & Adebayo, R., 27 Dec 2024, Digital Advertising Evolution. MacRury, I. & Manika, D. (eds.). RoutledgeResearch output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review
The Public Service Motivated Volunteer: Devoting Time or Effort?
Costello, J., Homberg, F. & Secchi, D., 13 Mar 2020, In: Nonprofit and Voluntary Sector Quarterly. 49, 5, p. 989-1014 26 p.Research output: Contribution to journal › Article › peer-review
Public service motivation and civic engagement: The role of pro-social motivations in shaping society
Homberg, F. & Costello, J., 1 Jan 2019, Palgrave Macmillan. 110 p.Research output: Book/Report › Book › peer-review