ACU Researcher

Dr Alexander Campbell

Senior Lecturer / Head of Discipline, Marketing & Entrepreneurship
Peter Faber Business School

Areas of expertise: marketing; corporate social marketing; corporate social responsibility; sustainability

Email: alexander.cambpell@acu.edu.au

Location: ACU Melbourne Campus

HDR Supervisor accreditation status: HDR Supervisor (Provisional)

ORCID ID: 0000-0001-5576-5121

ORCID link: https://orcid.org/0000-0001-5576-5121

Dr. Alexander Campbell has dedicated his career to exploring the intersection of marketing and social impact, with a particular focus on Corporate Social Responsibility (CSR) and Corporate Social Marketing (CSM). His research has produced influential models such as the Social Advocacy Model and the Input, Outcome, and Impact Model of Program Development. These models have made significant contributions to the field by enhancing the effectiveness of CSM initiatives and broadening the scope of social advocacy beyond intervention. In addition to theoretical work, Dr. Campbell's practical studies include an examination of responsible consumer behaviour through supplement usage among young Australians. He has authored eleven scholarly outputs, encompassing journal articles, book chapters, conference papers, and academic and industry presentations, as well as other contributions such as doctoral and honour dissertations. His publications offer new frameworks for organizations to achieve CSR objectives and sustain positive social impacts.

Select publications

• Campbell, A., Do, Y., Nguyen, M., Nettikumara, V., Deshpande, S., King, J., Maseeh, H., & Jebarajakirthy, C. (2025). Promoting Digital Mental Health Services: A Systematic Literature Review, [Conference Proceeding], World Social Marketing Conference 2025
• Pallant, J. L., Blijlevens, J., Campbell, A., & Jopp, R. (2025). Mastering Knowledge: The Impact of Generative AI On Student Learning Outcomes. Studies In Higher Education, 1-22. DOI: 10.1080/03075079.2025.2487570
• Campbell, A., Yousef, M., Do, Y., & Deshpande, S. (2024). Social Advocacy Model: A Peer-Influenced Solution, [Conference Proceeding], ANZMAC 2024
• Campbell, A., Yousef, M., Do, Y., Deshpande, S., & Mohammadian, M. (2024). Demographic Divergence in Sustainable Retailing: A Thematic and Relationship Analysis, [Conference Proceeding], ANZMAC 2024
• Campbell, A., Deshpande, S., Kumar, S., Rundle-Thiele, S., & West, T. (2024). Input, Outcome, And Impact: A Program-Informed Model to Improve the Effectiveness Of Corporate Social Marketing. Social Marketing Quarterly, DOI: 10.1177/15245004231209101
• Pallant, J., Campbell, A., Blijlevens, J., & Jopp, R. (2023). Mechanised Mischief: Exploring Generative AI And Cheating, [Conference Proceeding], ANZMAC 2023
• Campbell, A. (2023). Corporate Social Marketing: Extending Intervention Effectiveness [Doctoral Dissertation, Griffith University].
• Campbell, A., Deshpande, S., Rundle-Thiele, S., & West, T. (2023). Social Advocacy: A Conceptual Model to Extend Post-Intervention Effectiveness. Journal Of Strategic Marketing, 1-14. DOI: 10.1080/0965254X.2023.2179653
• Campbell, A., Deshpande, S., & Rundle-Thiele, S. (2022). Corporate Social Marketing. In The Routledge Companion to Marketing and Society (Pp. 192-206). Routledge. DOI: 10.4324/9781003028079-16
• Blijlevens, J, Zhong, A, And Campbell, A. (2022, December 5-7). Informed Financial Decision-Making Interventions: Systematic Literature Review [Conference Proceeding], ANZMAC 2022
• Blijlevens, J., & Campbell, A. (2022). A New Constructivist Learning Approach Trialled Review. [Conference Proceeding], ANZMAC 2022
• Campbell, A., Carins, J., Rundle-Thiele, S., Deshpande, S., & Baker, B. (2021). Motivators Of Indiscriminate And Unsafe Supplement Use Among Young Australians. International Journal of Environmental Research and Public Health, 18(19), 9974. DOI: 10.3390/Ijerph18199974
• Deshpande, S and Campbell, A. (2020). Corporate Involvement in Positive Social Change [Conference Presentation], Govcomms Festival
• Campbell, A (2019, December 2-4). Social Advocacy, Extending Post Intervention Effectiveness [Conference Presentation], Doctoral Colloquium, ANZMAC

Projects

• VicHealth research project: 'Engage, Educate, Empower: A Gamified Campus Initiative Against Vaping' 2025 - 2026 (VicHealth, $150,000)
• Social Advocacy study on vaping, e-waste, and blood donation 2023 – 2024 (ACU Early Career Researcher Funding, $10,000)
•  Digital mental health systematic literature review 2022 - 2023 (We Lysn Funding, $9,000)
•  Retail sustainability purchasing intent 2022 – 2023
• Systematic review of experiment design for financial interventions 2022
• Evaluation of CRISIL's CSR program Mein Pragati 2020-2022 (Collaboration in-kind funding – estimated $249,000)

Awards

• Certificate of Appreciation, awarded by ACU in May 2024 for valuable contributions and dedication to the RIIPEN project.
• Faculty of Law and Business 2022 Innovation Award, awarded by ACU in October 2022 for innovative practices and contributions to the field.
• Student Experience of Teaching Commendation, awarded by Griffith University in April 2022 for exceptional teaching and positive impact on student learning.
• Emerging Star - Outstanding Practice, awarded by RMIT in December 2021 for demonstrating outstanding practice and potential in academia.
• Dean's Highly Commended Certificate - Learning & Teaching, awarded by Griffith University in August 2020 for excellence in learning and teaching methodologies.

Appointments and Affiliations

• Corporate Member of the Australian Marketing Institute
• Certified Practicing Marketing (Australian Marketing Institute)

Public engagement

• 2GB Breakfast News: Gen Z & Millennials Voters

• ABC Interview: Gen Z & Millennials will outnumber boomers in elections

• ACU Chip Chat: The Election of Reinvention of Messaging

• Commentary on Nine News: Social Media and State Elections