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social media marketing research customer insight segmentation digitalisation higher education artificial intelligence digital customer service brunel university london big data customer feedback brunel business school academia marketing strategy job search customer complaints wom advertising service automation twitter innovation branding consumer goods and services technology adoption research agenda job interview literature review co-creation classroom service recovery ana isabel canhoto poe campaign planning oxford brookes university marketing communications business analytics tourism maslow hierarchy of needs consumer behaviour 4g mobile phone research methods information quality surveillance conceptual framework social capital information systems social network budget marketing analysis recession business intelligence service failure bottom of the pyramid the washing machine project social enterprise six markets research centre qualitative analysis horizon2020 greenlit academic social media lecture workshop teaching materials data quality machine learning metaverse amswmc product innovation service servitisation business model manufacture financial services customer profiling coffee emotions sentiment analysis social media marketing communication science communication personal branding tribal marketing career marketing and advertising ecr brand digital marketing covid19 business recovery crisis management new normal hospitality chatbot customer satisfaction