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Staff Profile

Professor Stuart Barnes

Professor of Marketing

Background

Professor Stuart J. Barnes is a Chair in Marketing at Newcastle University Business School. He joined Newcastle University in October 2021 from King's College London, where he worked for six years, having held chair positions at other universities since 2005. He gained a first-class BSc Hons. in Economics from University College London and a PhD from Manchester Business School. A polymath, Stuart is opposed to disciplinary silos and enjoys working across a number of academic disciplines, particularly those that combine marketing, technology, analytics, and/or sustainability. At King's College, he was the founder and director of the Consumer and Organisational Digital Analytics research centre, focusing on innovative methods and technology to provide novel solutions to business and sustainability problems. He has worked overseas, including in New Zealand for three years, and with visiting positions held in countries such as Australia, Denmark, Chile, Brazil, the US, China and Germany. Most recently he held a visiting position at the University of New South Wales for three years. Professor Barnes is a Fellow of the Royal Society of the Arts and the Royal Statistical Society. Stuart is rated in the top-100 Business & Management researchers according to Research.com (61st in the UK and and 4398th in the world: https://research.com/u/stuart-j-barnes). According to Stanford University, he is ranked in the top 2% of scientists in the world, across all subjects (https://elsevier.digitalcommonsdata.com/datasets/btchxktzyw/6): in the top 0.27% of all scientists in all subjects for his career and 0.06% of all scientists for 2023.

Research
Stuart's research has involved collaboration and engagement with many types of businesses and government, and has been widely publicised, including as a keynote speaker and report writer for the European Parliament. Stuart reviews for many leading  journals and more than 10 international grant awarding bodies, is associate editor of Information & Management, and has been involved as programme committee member or track chair in more than 50 academic conferences. A key intellectual focus of his research is understanding human behaviour around technology, particularly new technologies, and most recently, his research has implemented advanced statistical methods and machine learning to analyse unstructured big data sets and develop theory. Recent research projects have focused on understanding behavioural responses to the pandemic, the sharing economy, health analytics, environmental sustainability, customer experience value, technology addiction, social media influencers, mobile marketing, virtual reality, virtual worlds, and behavioural inference using text, image and audio analytics. Professor Barnes has won more than £2.5 million in research funding as PI or CI in the last 10 years, including in collaboration with colleagues in China, Turkey, Sweden, Denmark, Saudi Arabia and Kuwait. Stuart has published five books (one a bestseller for Butterworth-Heinemann) and more than two hundred articles. Further information about Stuart's research can be found on Google Scholar or ResearchGate. Selected recent publications appear in the Publications section.
Teaching
Stuart teaches NBS8604: Marketing Analytics on the MSc in International Marketing. He also supervises MSc dissertations.

Publications