Cynthia Webster

Associate Professor

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Personal profile


Cynthia Webster is an Associate Professor of Marketing, Faculty of Business and Economics, Macquarie University, Sydney, Australia. Currently, she is the Department of Marketing’s Bachelor of Commerce Marketing Major Coordinator. Prior to this role she held the position of Associate Dean Higher Degree Research for the Faculty of Business and Economics. 

She holds a PhD in in Social Science specialising in Social Network Analysis from the University of California, Irvine, USA. Her current research interests focus on: consumer value, well-being and engagement; social network analysis and exchange; relationship marketing within membership associations; social marketing and entrepreneurship. She has published articles in such journals as Journal of Business Research, Journal of Small Business Management, European Journal of Marketing, Social Networks, Psychology & Marketing, Industrial Marketing Management, and the Journal of Macromarketing. She is an Associate Editor of Journal of Consumer Behaviour and is a regular reviewer for top marketing journals.

Over the past 20 years Cynthia has educated and trained researchers in social network analysis by conducting workshops in Australia and overseas. She has given lectures and consulted to industry, government agencies and universities, such as: Department of Community Health Sciences, University of Calgary; WHO Collaborating Centre for Obesity Prevention, Deakin University; SAX Institute; NSW Health Promotion Research and Evaluation Network; and Primary and Preventative Health, Western District Health Service, VIC, Building Healthy Communities RFA, La Trobe University, Collaboration for Evidence and Research in Public Health (CERIPH), Curtin University.

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Projects 2008 2017

Research Outputs 1998 2018

Small to medium-sized enterprises

Longitudinal analysis of online consumer disengagement patterns in times of crisis

Dhaoui, C., Webster, C. & Tan, L., 2017.

Research output: Contribution to conferenceAbstractResearchpeer-review

Pre and post-entry resource needs for international entrepreneurs: the role of government and industry networks

Chang, F. Y. M., Jack, R. & Webster, C. M., Mar 2017, In : Journal of Management and Organization. 23, 2, p. 186-205 20 p.

Research output: Contribution to journalArticleResearchpeer-review

Network industries
Role of government
International markets

Social capital and consumer value co-created within an online health community

Stewart Loane, S. & Webster, C. M., 2017, In : Journal of Nonprofit and Public Sector Marketing. 29, 3, p. 317-345 29 p.

Research output: Contribution to journalArticleResearchpeer-review

Consumer value
Social capital
Community health
Online communities

Social media sentiment analysis: lexicon versus machine learning

Dhaoui, C., Webster, C. & Tan, L., 2017, In : Journal of Consumer Marketing. 34, 6, p. 480-488 9 p.

Research output: Contribution to journalArticleResearchpeer-review

Machine learning
Social media
Sentiment analysis