Staff profile

Dr Chrysostomos Apostolidis is an Associate Professor in Marketing and Faculty Exchange Coordinator for Durham University Business School. He is also the National Representative of the UK for the European Marketing Academy (EMAC) and the co-Chair of the Services and CRM Special Interest Group (SIG) of the Academy of Marketing.

His research straddles the increasingly interconnected areas of Sustainability, Management, and Technology, focusing on how (digital) marketing strategies and new technologies can be developed and adopted to improve the social, environmental, and financial sustainability of businesses in various industries. Chrysostomos uses a mix of qualitative, quantitative, and experimental methodologies to investigate and improve the sustainability of different sectors, including the food, fashion, tourism, and financial service industries, as well as the public and social business sectors. He has published his research in many leading journals and academic books and has presented in many international conferences and has received several awards for his work.

Chrysostomos has received funding for his research from businesses, organizations and local government authorities in different countries and he has provided analysis and advice in international workshops and seminars in order to support the development of more effective strategies and policies on issues such as tackling undeclared work and supporting more sustainable food consumption.

He is an Associate Editor of the Journal of Services Marketing and sits on the Editorial Board of several prestigious journals including the Journal of Business Research and Journal of Research in Interactive Marketing. He has guest edited Special Issues focusing on digital technologies, sustainable business and international marketing in top journals in the respective fields including Technological Forecasting and Social Change and the Asia Pacific Journal of Management.

Chrysostomos’ has successfully supervised PhD students and welcomes applications from PhD applicants interested in research in digital business/marketing, digital transformation, sustainable consumer behaviour and responsible/ethical marketing.

Mini-Biography

Dr Chrysostomos Apostolidis is an Associate Professor in Marketing and Faculty Exchange Coordinator. He is also the National Representative of the UK for the European Marketing Academy (EMAC) and the co-Chair of the Services and CRM Special Interest Group (SIG) of the Academy of Marketing. His research straddles the increasingly interconnected areas of Sustainability, Management, and Technology, focusing on how (digital) marketing strategies and innovative technologies can be developed and adopted to improve the social, environmental, and financial sustainability of businesses in various industries. He has published his research in many leading journals and academic publications and has presented his work in many international conferences and invited (guest) sessions. Chrysostomos is an experienced PhD supervisor, and welcomes PhD applications in the areas of Digital Marketing, Digital Transformation and Responsible Marketing.

• Artificial Intelligence (A.I.) and Internet of Things (IoT)
• Blockchain and NFTs
• Digital Marketing
• Responsible Marketing
• Sustainable Consumer Behaviour
• International Marketing
• Services Marketing

Chapter in book

• Apostolidis, C. From ‘yucky’ to ‘yummy’. Drivers and barriers in the meat alternatives market. In D. Bogueva, D. Marinova, T. Raphaely, & K. Schmidinger (Eds.), Environmental, health and business opportunities in the new meat alternatives market. Hershey, PA: IGI Global. – GOURMAND WORLD BOOK AWARD 2020
• Apostolidis, C. I’m not fussy, I’m just vegetarian. A story of vegetarianism in the UK. In C. De Backer, J. Dare, & L. Costello (Eds.), Exploring the Social Implications of Vegetarian Food Choices: A Narrative Approach to Experiences around the Globe. Lanham, MD: Rowman & Littlefield
• Brown, J., & Apostolidis, C. (2022). Rationing during COVID-19: Is an “Equal share” always fair?. In E. Gallitto, M. Massi, & P. Harrison (Eds.), Consumption, Production and Entrepreneurship in the time of Coronavirus: A Business Perspective of the Pandemic (11-37). Palgrave Macmillan

Journal Article

• Singh, G., Roy, S. K., Apostolidis, C., Quaddus, M., & Sadeque, S. (2025). Identifying the Metaverse Value Recipe(s) Affecting Customer Engagement and Well-being in Retailing. Technological Forecasting and Social Change, 210, Article 123870. https://doi.org/10.1016/j.techfore.2024.123870
• Brown, D., Apostolidis, C., Singh, P., Dey, B. L., & Chelekis, J. (online). Exploring multi-stakeholder value co-creation as an entrepreneurial approach to survival and sustainability: The case of Pennine Pubs. International Journal of Entrepreneurship and Innovation, https://doi.org/10.1177/14657503221145101
• Joshi, Y., Chatterjee, S., Chaudhuri, R., Shams, S. M. R., & Apostolidis, C. (online). Assessing the impact of digital transformation capability for international market growth: the role of leadership support. International Marketing Review, https://doi.org/10.1108/IMR-03-2024-0100
• Das, R., Ahmed, W., Sharma, K., Hardey, M., Dwivedi, Y., Apostolidis, C., Zhang, Z., & Filieri, R. (2024). Towards the development of an explainable e-commerce fake review index: An attribute analytics approach. European Journal of Operational Research, 317(2), 382-400. https://doi.org/10.1016/j.ejor.2024.03.008
• Jabbar, A., Apostolidis, C., Baines, N., Devine, A., Christofi, M., & Trivedi, S. (2024). Help those helping others - the role of universities in facilitating digitalisation and virtualisation in non-profit organisations. The Journal of Technology Transfer, https://doi.org/10.1007/s10961-024-10109-2
• Anwar, A., Zafar, A., Papa, A., Thu Thuy Pham, T., & Apostolidis, C. (2024). Exploring the Ascendancy of Social Capital in Entrepreneurial Behavior: New Insights. International Journal of Entrepreneurial Behavior & Research, https://doi.org/10.1108/IJEBR-04-2023-0350
• Brown, D. M., Apostolidis, C., Lal Dey, B., Singh, P., Thrassou, A., Kretsos, L., & Mohiuddin Babu, M. (2024). Sustainability Starts from Within: A critical analysis of internal marketing in supporting sustainable value co-creation in B2B organizations. Industrial Marketing Management, 117, 14-27. https://doi.org/10.1016/j.indmarman.2023.12.006
• Apostolidis, C., Brown, J., & Farquhar, J. (2023). Stigma in payday borrowing: a service ecosystems approach. European Journal of Marketing, 57(10), https://doi.org/10.1108/EJM-04-2022-0268
• Apostolidis, C. (2022). Technology as a Catalyst for Sustainable Social Business: Advancing the Research Agenda. Technological Forecasting and Social Change, 183, Article 121946. https://doi.org/10.1016/j.techfore.2022.121946
• Apostolidis, C., Devine, A., & Jabbar, A. (2022). From Chalk to Clicks - The impact of (rapid) technology adoption on employee emotions in the higher education sector. Technological Forecasting and Social Change, 182, Article 121860. https://doi.org/10.1016/j.techfore.2022.121860
• Apostolidis, C., & Brown, J. (2022). Sharing Is Caring? Conflict and Value Codestruction in the Case of Sharing Economy Accommodation. Journal of Hospitality & Tourism Research, 46(5), 1027-1055. https://doi.org/10.1177/1096348020986853
• Singh, P., Brown, D., Chelekis, J., Apostolidis, C., & Dey, B. (2022). Sustainability in the Beer and Pub Industry During the COVID-19 Period: An Emerging New Normal. Journal of Business Research, 141, 656-672. https://doi.org/10.1016/j.jbusres.2021.11.066
• Dey, B. L., Apostolidis, C., Nasef, Y. T., Samuel, L., Singh, P., & Brown, D. M. (2022). (Im)migrants’ appropriation of culture: Reciprocal influence of personal and work contexts. Journal of World Business, 58(2), Article 101417. https://doi.org/10.1016/j.jwb.2022.101417
• Brown, J., Apostolidis, C., & Farquhar, J. (2021). Blaming me, blaming you! The pendulum of blame in payday lending. Marketing Theory, 21(4), 517-538. https://doi.org/10.1177/14705931211027930
• Devine, A., Jabbar, A., Kimmitt, J., & Apostolidis, C. (2021). Conceptualising a social business blockchain: The coexistence of social and economic logics. Technological Forecasting and Social Change, 172, Article 120997. https://doi.org/10.1016/j.techfore.2021.120997
• Huang, L., Xie, G., Huang, R., Li, G., Cai, W., & Apostolidis, C. (2021). Electronic Commerce for Sustainable Rural Development: Exploring the Factors Influencing BoPs’ Entrepreneurial Intention. Sustainability, 13(19), Article 10604. https://doi.org/10.3390/su131910604
• Apostolidis, C., Brown, D., Wijetunga, D., & Kathriarachchi, E. (2021). Sustainable value co-creation at the Bottom of the Pyramid: using mobile applications to reduce food waste and improve food security. Journal of Marketing Management, 37(9-10, SI), 856-886. https://doi.org/10.1080/0267257x.2020.1863448
• Apostolidis, C., & McLeay, F. (2019). To meat or not to meat? Comparing empowered meat consumers' and anti-consumers' preferences for sustainability labels. Food Quality and Preference, 77, 109-122. https://doi.org/10.1016/j.foodqual.2019.04.008
• Apostolidis, C., & Haeussler, S. (2018). Sea, sand and shadow economy - consumer acceptance of shadow hospitality in Greece. Hospitality & Society, 8(3), 205-227. https://doi.org/10.1386/hosp.8.3.205%5C_1
• Apostolidis, C., & McLeay, F. (2016). Should we stop meating like this? Reducing meat consumption through substitution. Food Policy, 65, 74-89. https://doi.org/10.1016/j.foodpol.2016.11.002
• Apostolidis, C., & McLeay, F. (2016). It's not vegetarian, it's meat-free! Meat eaters, meat reducers and vegetarians and the case of Quorn in the UK. Social Business, 6(3), 267-290