Professor Margo Buchanan-Oliver

PhD, MA (Hons) BA

Research | Current

These focus on investigation of consumer responses to technology, the gendered body and technology, the marketing impact of the brand in electronic environments, new and interactive media, the semiotics of advertising and marketing, post-modern marketing. 

Areas of research:

  • Marketing in computer mediated environments 
  • The purchase/consumption cycle as a semiotic process of communication 
  • Post-modernism and the new media 
  • Database marketing and interactive media

Research in progress:

  • Service brand definition
  • Service systems, communication and digital enablement 
  • The gendered body and technology 
  • Jakobsonian semiotics and institutional theory 
  • Post-modernism and the new media
  • Luxury branding
  • Brands and national identity

Teaching | Current

  • 2015   MKTG 703 Advanced Research Methods (PG)
  • 2015   MKTG 710 Advanced Communications Research (PG)
  • 2014   MKTG 710 Advanced Communications Research (PG)
  • 2014   MKTG 703 Advanced Research Methods (PG)
  • 2014   MKTG 710 Advanced Communications Research (PG)
  • 2013   MKTG 703 Advanced Research Methods (PG)
  • 2013   MKTG 710 Advanced Communications Research (PG)
  • 2012    MKTG 710   Advanced Communications Research (PG)
  • 2012    MKTG 306   Advertising and Promotion (UG)
  • 2012    MKTG 703  Advanced Research Methods (PG)
  • 2011    BUS 1O1    Business and Enterprise (Stage 1 integrative)
  • 2011    MKTG 701    Advanced Marketing (theory and philosophy) (PG)
  • 2011    MKTG 704    Advanced Research Methods (PG)
  • 2011    MKTG 710    Advanced Communications Research
  • 2010    MARKET 719    Advanced Marketing (Graduate School)
  • 2010    MKTG 704    Advanced Research Methods (PG)
  • 2010    MKTG 710    Advanced Comunications Research (PG)
  • 2009    MKTG 314    Customer Relationship Management (CRM)
  • 2009    MKTG 701    Advanced Marketing (theory and philosophy) (PG)
  • 2009    MKTG 703    Advanced Resarch Methods (PG)
  • 2009    MKTG 710    Advanced Comunications Research (PG)
  • 2008    MKTG 151G    Intoduction to Marketing
  • 2008    MKTG 314    Customer Relationship Management (CRM)
  • 2008    MKTG 701    Advanced Marketing (theory and philosophy) (PG)
  • 2008    MKTG 703    Advanced Research Methods (PG)
  • 2008    MKTG 710    Advanced Communications Research (PG)
  • 2007    MKTG 701    Advanced Marketing (theory and philosophy) (PG)
  • 2006    MARKET 703    Marketing Communications (Graduate School)
  • 2005    MKTG 709    Information Technology in Marketing (PG)

UG = Undergraduate, PG = Postgraduate

Distinctions/Honours

  • 2002 Faculty nominee for National Tertiary Teaching Award
  • 2000 University of Auckland Distinguished Teaching Award

Committees/Professional groups/Services

  • Head of Department of Marketing
  • Acting and Deputy HOD - Department of Marketing
  • Co-Director: Centre of Digital Enterprise [CODE]
  • Executive Committee of the Australia New Zealand Marketing Academy (ANZMAC)
  • Faculty Representative IT Faculty Forum
  • Faculty Representative National Institute of Creative Arts and Industry
  • Faculty Research Committee
  • Faculty Staffing Committee
  • Independent Chair PHD Examination Committee for Faculty of Arts
  • Member: Association for Consumer Research (ACR)
  • Member: Industrial Marketing and Purchasing (IMP) Group
  • Member: Marketing Association of New Zealand
  • Member: Telecommunication Users Association of New Zealand (TUANZ)

Selected publications and creative works (Research Outputs)

  • Seo, Y., Buchanan-Oliver, M., & Fam, K.-S. (2015). Advancing research on computer game consumption: A future research agenda. Journal of Consumer Behaviour, 14 (6), 353-356. 10.1002/cb.1557
    Other University of Auckland co-authors: Yuri Seo
  • Buchanan-Oliver, M., & Fitzgerald, E. M. (2015). Industry and agency views of social media: Issues implementing dialogic communication. Journal of Marketing Communications, 1-18. 10.1080/13527266.2014.975829
  • Seo, Y., Buchanan-Oliver, M., & Cruz, A. G. B. (2015). Luxury brand markets as confluences of multiple cultural beliefs. International Marketing Review, 32 (2), 141-159. 10.1108/IMR-04-2013-0081
    Other University of Auckland co-authors: Yuri Seo
  • Cruz, A. G. B., & Buchanan-Oliver, M. (2015). Questing for Capital: Tourism as Acculturating Practice. Advances in Consumer Research, 43, 500-501. Related URL.
  • Cruz, A. G. B., & Buchanan-Oliver, M. (2015). Acculturation and Remasculation. Advances in Consumer Research, 43, 498-499. Related URL.
  • Seo, Y., & Buchanan-Oliver, M. (2015). Luxury branding: the industry, trends, and future conceptualisations. Asia Pacific Journal of Marketing and Logistics, 27 (1), 82-98. 10.1108/APJML-10-2014-0148
  • Buchanan-Oliver, M., & Cruz, A. G. B. (2015). The Spectre of Posthumanism in Technology Consumption: The Death of the Human?. In S. Dobscha (Ed.) Death and Consumer Culture. Routledge.
  • Seo, Y., & Buchanan-Oliver, M. (2015). A uses and gratifications perspective of luxury brand meanings. Global Fashion Management Conference Florence, Italy.
    Other University of Auckland co-authors: Yuri Seo

Contact details

Alternative contact

Co-Director, Centre of Digital Enterprise [CODE]

Primary location

OWEN G GLENN BUILDING - Bldg 260
Level 4, Room 427
12 GRAFTON RD
AUCKLAND 1010
New Zealand