Professor Lynne Eagle  holds a PhD from the University of Auckland in her native New Zealand. Her research interests centre on:

  • Marketing communication effects and effectiveness, including the impact of persuasive communication on children
  • Impact of new, emerging and hybrid media forms and preferences for / use of formal and informal communications channels
  • Trans-disciplinary approaches to sustained behaviour change in social marketing / health promotion / environmental protection campaigns. 

She has published in a wide range of academic journals, including the Journal of Advertising and European Journal of Marketing, led the development of both Marketing Communications and Social Marketing texts and contributed several book chapters for other texts as well writing commissioned expert papers and presenting numerous research papers at international conferences. She is on the editorial board of several journals including Journal of Marketing Communication, Marketing Intelligence & Planning and Young Consumers. Her work has been cited extensively by academics and industry spokespeople and she has given numerous media interviews regarding research findings

  • LB5210: Independent Studies (Level 5; CNS & TSV)
  • Marketing communication effects and effectiveness
  • New and emerging media forms - impact on communications patterns
  • Behaviour change, both in health and environmental areas
  • Social Marketing
  • Not-for-profit Marketing
  • Marketing Management
  • Social Marketing
  • Not-for-profit Marketing
  • 2010 to 2011 - Public Health Interventions Advisory Committee, National Institute for Health and Clinical Excellence (NICE) (England)
  • 2007 to 2011 - Professor of Marketing , Bristol Business School. Co-Director of Bristol Centre for Social Marketing, University of the West of England (England)
  • 2007 to 2011 - National Social Marketing Centre Academic Advisory Board, National Social Marketing Centre (London, England)
  • 2005 to 2007 - Professor of Marketing, Middlesex University (England)
Research Disciplines
Socio-Economic Objectives
  • 2012 - Australian Association of Social Marketers
  • 2002 - Editorial board of several journals including Journal of Marketing Communication, Marketing Intelligence & Planning and Young Consumers.
  • 2007 to 2011 - University of Salerno Doctorate Board (Marketing / Marketing Communication and Social Marketing)

These are the most recent publications associated with this author. To see a detailed profile of all publications stored at JCU, visit ResearchOnline@JCU. Hover over Altmetrics badges to see social impact.

Journal Articles
Book Chapters
Conference Papers
Current Funding

Current and recent Research Funding to JCU is shown by funding source and project.

Department of the Environment and Energy - National Environmental Science Program (NESP) - Tropical Water Quality Hub (TWQ Hub)

Harnessing the science of social marketing and behaviour change for improved water quality in the GBR: an action research project

Indicative Funding
$480,000 over 3 years
Working in partnership with staff from the Australian Government's DOtE, DSITI and DEHP, this project will use data collected from land managers and elsewhere to critically evaluate the way water quality improvement programmes are 'marketed'. It will use insights from those evaluations to inform the reconfiguration of marketing and engagement strategies associated with programmes scheduled for roll-out during 2017, demonstrating methods for monitoring and assessing the extent to which these different programmes and changed strategies improve adoption and alter behaviours.
Lynne Eagle, Natalie Stoeckl and Marina Farr in collaboration with Michelle Esparon, Meryl Churchill and Rachel Hay (College of Business and Law & Governance)
Water Quality; Great Barrier Reef; land managers; Behaviour Change; Social Marketing; assessing impact

Department of the Environment and Energy - National Environmental Science Program (NESP) - Tropical Water Quality Hub (TWQ Hub)

Harnessing the science of social marketing in communication materials development and behaviour change for improved water Quality in the GBR a desktop review

Indicative Funding
This project extends project 2.1.3 which contains an analysis of communications to land holders for the Reef Trust Tender-Burdekin and the Reef Programme concerning readability, message framing, message tone and visual imagery, factors that significantly impact on message acceptance, engagement and adoption of recommended behaviours. The analysis identified that 1. Material is written in too complex language 2. Message tone may be a barrier 3. Visual imagery may have unintended effects These findings have implications across wider programs and there has been considerable interest in extending this analysis to assist in developing and revising foundational material and messages.
Lynne Eagle in collaboration with Rachel Hay, Margaret Gooch, Fiona McCartney, Phillip Trendell, John James, Neroli Roocke, Bronwyn Roberts and Andrea Evers (College of Business, Law & Governance, Great Barrier Reef Marine Park Authority, QLD Department of Science, Information Technology and Innovation, Department of Agriculture, Fisheries and Forestry, Not in list?.., Fitzroy Basin Association and Sugar Research Australia)
readability; visual imagery; message framing; Social Marketing; message tone; Communication Effectiveness

Australian Government Department of Education and Training - National Priorities Pool

Social Marketing Strategy for Impacting Participation in Higher Education by Low Socio-economic Communities

Indicative Funding
$30,000 (administered by Queensland University of Technology)
The Queensland Consortium, through the lead university QUT, will work collaboratively across Australia to research, and then design a social marketing strategy for low-SES communiies. The approach will be genuinely national, inclusive and evidence-based, and use a definition of the term 'social marketing' to encompass a broad range of social change programmes, not just communication strategies.
Lynne Eagle (College of Business and Law & Governance)
Social Marketing; Widening participation; Higher Education; Low socio economic groups

Advisory Accreditation: I can be on your Advisory Panel as a Primary or Secondary Advisor.

These Higher Degree Research projects are either current or by students who have completed their studies within the past 5 years at JCU. Linked titles show theses available within ResearchOnline@JCU.

  • UTAUT: Exploring Small Business Adoption of Facebook Technology for Consumer Engagement in Townsville, North Queensland. (PhD , Secondary Advisor)
  • The role of modern built heritage tourism on community wellbeing (PhD , Secondary Advisor)
  • Optimising environmental science communication (PhD , Secondary Advisor)
  • Nexus of Public Private Partnerships and Institutions: Evidence from Developing Countries (PhD , Secondary Advisor)
  • SME Stock Markets and their Contribution to Economic Growth (PhD , Secondary Advisor)
  • Conquering the Digital Divide, with a Digital Native Who Never Was (PhD , Primary Advisor/AM)
  • Model of Eco-Socially Concious Consumer Behaviour (ESCCB) Related to Choice and Use of Personal Cars - Evidence from an Emerging Economy (PhD , Primary Advisor/AM)
  • Mapping the actors and factors in the private fertility decision making process in Zambia (PhD , Primary Advisor/AM)

The map shows research collaborations by institution from the past 7 years.
Note: Map points are indicative of the countries or states that institutions are associated with.

  • 5+ collaborations
  • 4 collaborations
  • 3 collaborations
  • 2 collaborations
  • 1 collaboration
  • Indicates the Tropics (Torrid Zone)

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  • 27.312, Law, Business And Creative Arts (Townsville campus)
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