Dr Mathew Parackal, Our people, Department of Marketing

BSc (Allahabad), MSc (Allahabad), PGDip (Massey), PhD (Massey)

Room: Otago Business School 4.35
Tel +64 3 479 7696
Email mathew.parackal@otago.ac.nz

Mathew is interested in the application of technology in marketing. His research focuses on analytics, big data and digital communication. Mathew's work in Public Health led to the developing of a dynamic transactional model of communication for communicating health messages via social media. This research was a finalist in the 2020/21 Business Research Translation Award. Mathew pioneered a method to use natural language processing for studying marketing phenomena. In one study, using supervised machine learning, he quantified human values and used them in conjunction with voting intentions to improve the predictions of political election results.

Mathew teaches Sales & Sales Management at the undergraduate level and Digital Marketing at the postgraduate level. He supervises postgraduate and PhD research in digital communication and branding, sustainability and political election and crisis management.

Mathew comes from a family-business background. Having spent several years in the industry, working for leading agrochemical firms, and running his own chemical business, he comes with a rich experience in starting and setting up new ventures. He keeps his passion for business alive by actively helping New Zealand firms develop their business and digital strategies. Mathew uses his skills in designing and developing online systems to help firms take full advantage of technology.

Teaching responsibilities

Mathew's teaching responsibilities include:

MART 304 Sales and Sales Management (Semester One)
MART 466 Digital Marketing (Semester One)

Office Hours

Mathew's Office Hours are:
Mondays: 4:00pm to 5:00pm

Publications

Kamali, M., Zarea, H., Parackal, M., & Su, Z. (2024). Enhancing new service development effectiveness: The role of customer participation and the moderating effects of empowerment and satisfaction. International Journal of Productivity & Performance Management. Advance online publication. doi: 10.1108/IJPPM-11-2022-0596 Journal - Research Article

Karami, M., & Parackal, M. (2024). Sustainable business models: A shift in mindset for small businesses. In Reference module in social sciences. (Online ed.) Elsevier. doi: 10.1016/B978-0-443-13701-3.00148-1 Chapter in Book - Research

Al Haj Eid, M., Dandis, A. O., Cathro, V., & Parackal, M. (2024). Exploring public voice on social media: Twitter users' views on the circular economy. Sustainable Development. Advance online publication. doi: 10.1002/sd.3028 Journal - Research Article

Ibrahim, K., McNeill, L., Parackal, M., & Mather, D. (2023). The meaning, nature and dimensions of brand generosity: Qualitative approach. In M. Thyne & S. Biggemann (Eds.), Proceedings of the Australian & New Zealand Marketing Academy Conference (ANZMAC): Marketing for Good. (pp. 436). [Abstract] Conference Contribution - Published proceedings: Abstract

Karami, M., Mather, D., Parackal, M., Ali, S., & Fatima, F. (2023). G'day mate: My name is opportunity. In M. Thyne & S. Biggemann (Eds.), Proceedings of the Australian & New Zealand Marketing Academy Conference (ANZMAC): Marketing for Good. (pp. 302-304). [Full Paper] Conference Contribution - Published proceedings: Full paper

2024

Chapter in Book - Research

Journal - Research Article

2023

Journal - Research Article

Hamza, K. M., de Melo Pereira Lhamas, F. A., & Parackal, M. (2023). Development of a sustainable consumption measurement scale. International Journal of Consumer Studies, 12973. Advance online publication. doi: 10.1111/ijcs.12973

Parackal, S., Parackal, M., & Akhtar, S. S. (2023). A cross-sectional study on alcohol and contraception use among sexually active women of childbearing age: Implications for preventing alcohol-exposed pregnancies. Women's Health, 19, 1-10. doi: 10.1177/17455057231161479

Ghandour, A., Parackal, M., & Deans, K. R. (2023). A framework for relationships in eCommerce websites. International Journal of e-Business Research, 19(1). doi: 10.4018/IJEBR.317411

Conference Contribution - Published proceedings: Full paper

Conference Contribution - Published proceedings: Abstract

Li, L., & Parackal, M. (2023). Social media engagement with marketer-generated content. In M. Thyne & S. Biggemann (Eds.), Proceedings of the Australian & New Zealand Marketing Academy Conference (ANZMAC): Marketing for Good. (pp. 257). [Abstract]

2021

Journal - Research Article

Alwash, M., Savarimuthu, B. T. R., & Parackal, M. (2021). Mining brand value propositions on Twitter: Exploring the link between marketer-generated content and eWOM outcomes. Social Network Analysis & Mining, 11, 83. doi: 10.1007/s13278-021-00790-8

Parackal, M., Parackal, S., Mather, D., & Eusebius, S. (2021). Dynamic transactional model: A framework for communicating public health messages via social media. Perspectives in Public Health, 141(5), 279-286. doi: 10.1177/1757913920935910

Conference Contribution - Published proceedings: Full paper

Parackal, M., Mather, D., Redman, R., & Cox, P. (2021). Incongruence theory: Framework for FMCG brands to sell online. In L. L. Bove, S. J. Bell & A. Hito (Eds.), Proceedings of the Australian & New Zealand Marketing Academy (ANZMAC) Conference: Something Different. (pp. 290-295). Retrieved from https://anzmac.org

2019

Journal - Research Article

Parackal, S., Parackal, M., & Harraway, J. (2019). Associated factors of drinking prior to recognising pregnancy and risky drinking among New Zealand women aged 18 to 35 Years. International Journal of Environmental Research & Public Health, 16(10), 1822. doi: 10.3390/ijerph16101822

Parackal, M., & Parackal, S. (2019). A renewed media-mix, based on the dynamic transactional model, for communicating the harms of alcohol to women in New Zealand. Health Promotion International, 34, 921-930. doi: 10.1093/heapro/day033

Conference Contribution - Published proceedings: Full paper

Torkestani, M. S., Jahedi, P., Parackal, M., Biggemann, S., & Zadeh, K. B. (2019). Using brand concept map in destination marketing. In J. E. Richard & D. Kadirov (Eds.), Proceedings of the Australian & New Zealand Marketing Academy Conference (ANZMAC): Winds of Change. (pp. 1156-1159). Retrieved from https://confer.nz/anzmac2019

Alwash, M., Savarimuthu, B. T. R., & Parackal, M. (2019). Shallow vs. deep customer engagement: A study of brand value propositions in Twitter. Proceedings of the 27th European Conference on Information Systems (ECIS). (pp. 1-12). Retrieved from https://aisel.aisnet.org/ecis2019_rp/96

2018

Journal - Research Article

Parackal, M., Mather, D., & Holdsworth, D. (2018). Value-based prediction of election results using natural language processing: A case of the New Zealand General Election. International Journal of Market Research, 60(2), 156-168. doi: 10.1177/1470785318762234

Conference Contribution - Published proceedings: Abstract

Berg, D., Parackal, M., Anakin, M., & Casey, B. (2018). The value of optimising academic self-efficacy for students and its impact on curricula development: A panel discussion. Proceedings of the Higher Education Development Centre (HEDC) Symposium: Celebrating Higher Education. (pp. 19). Retrieved from https://www.otago.ac.nz/hedc

Mather, D., Parackal, M., McNeill, L., Wass, R., Casey, B., Insch, A., Zaharic, T., & Garry, T. (2018). Non-attendance at lectures: An investigation into the profiling of students by attendance at the University of Otago. Proceedings of the Higher Education Development Centre (HEDC) Symposium: Celebrating Higher Education. (pp. 28). Retrieved from https://www.otago.ac.nz/hedc

Parackal, M., Mather, D., Insch, A., Casey, B., Wass, R., McNeill, L., Zaharic, T., & Garry, T. (2018). Best-Worst Self-Efficacy Scale: A diagnostic tool for implementing customised interventions to improve the academic performance of students. Proceedings of the Higher Education Development Centre (HEDC) Symposium: Celebrating Higher Education. (pp. 27). Retrieved from https://www.otago.ac.nz/hedc

Conference Contribution - Verbal presentation and other Conference outputs

Parackal, M., McNeill, L., Mather, D., Wass, R., Casey, B., Insch, A., & Guthrie, J. (2018, June). An investigation into non-attendance at lectures, University of Otago. Verbal presentation at the SERGE Symposium 2018, Dunedin, New Zealand.

Other Research Output

Parackal, M., Mather, D. & Casey, B. (2018, September). Does absenteeism affect performance? An investigation of the final year Otago students. Higher Education Development Centre, University of Otago, Dunedin, New Zealand. [Department Seminar].

2017

Journal - Research Article

Parackal, M., Parackal, S., Eusebius, S., & Mather, D. (2017). The use of Facebook advertising for communicating public health messages: A campaign against drinking during pregnancy in New Zealand. JMIR Public Health & Surveillance, 3(3), e49. doi: 10.2196/publichealth.7032

Parackal, M., & Parackal, S. (2017). Implication of alcohol consumption on aggregate wellbeing. Perspectives in Public Health, 137(4), 220-226. doi: 10.1177/1757913916669538

Conference Contribution - Published proceedings: Abstract

Parackal, S., & Parackal, M. (2017). Unravelling the pathways of alcohol exposed pregnancies in New Zealand. Proceedings of the New Zealand Public Health Association (PHA) Conference. 52. Retrieved from http://www.conference.co.nz/phanz17

Conference Contribution - Verbal presentation and other Conference outputs

Parackal, M. (2017, September). Sustainable marketing strategies and proactive promotion as well as the role of social media as a promotion tool. Verbal presentation at the New Zealand Institute of Dental Technologists (NZIDT) Conference, Dunedin, New Zealand.

2016

Journal - Research Article

Parackal, M. (2016). A Global Happiness Scale for measuring wellbeing: A test of immunity against hedonism. Journal of Happiness Studies, 17, 1529-1545. doi: 10.1007/s10902-015-9657-1

Conference Contribution - Published proceedings: Full paper

Alwash, M., Savarimuthu, B. T. R., & Parackal, M. (2016). Identifying and classifying value propositions in brand tweets: A study of top 10 coffee brands. Proceedings of the Pacific Asia Conference on Information Systems (PACIS). 168. Retrieved from http://aisel.aisnet.org/pacis2016/168

Eusebius, S., Parackal, M., & Gnoth, J. (2016). Text mining the expression of "brand love" in user-generated social media content. In D. Fortin & L. K. Ozanne (Eds.), Proceedings of the Australian & New Zealand Marketing Academy Conference (ANZMAC): Marketing in a Post-Disciplinary Era. (pp. 308-315). Christchurch, New Zealand: Department of Management, Marketing, and Entrepreneurship, University of Canterbury. [Full Paper]

Conference Contribution - Published proceedings: Abstract

Parackal, M., Parackal, S., & Eusebius, S. (2016). Facebook advertising: A channel for delivering social messages. In D. Fortin & L. K. Ozanne (Eds.), Proceedings of the Australian & New Zealand Marketing Academy Conference (ANZMAC): Marketing in a Post-Disciplinary Era. (pp. 871). Christchurch, New Zealand: Department of Management, Marketing, and Entrepreneurship, University of Canterbury. [Abstract]

2014

Conference Contribution - Published proceedings: Abstract

Eusebius, S., Parackal, M., & Gnoth, J. (2014). An exploratory study of customer-based brand equity on Facebook. In E. Bigné (Ed.), Proceedings of the 43rd European Marketing Academy (EMAC) Annual Conference: Paradigm Shifts & Interactions. (pp. 203). Brussels, Belgium: European Marketing Academy. [Abstract]

Eusebius, S., Parackal, M., & Gnoth, J. (2014). Luhmann's theory of social systems: A new foundation for research on social media. In S. Rundle-Thiele, K. Kubacki & D. Arli (Eds.), Proceedings of the Australian & New Zealand Marketing Academy (ANZMAC) Annual Conference: Agents of Change. (pp. 1224). ANZMAC. [Abstract]

Parackal, M., & Parackal, S. (2014). An S-D logic based communication strategy to inform New Zealand women of zero alcohol in pregnancy. In E. Bigne (Ed.), Proceedings of the 43rd European Marketing Academy (EMAC) Conference: Paradigm Shifts & Interactions. (pp. 121). EMAC. [Abstract]

2013

Chapter in Book - Research

Harris, P., Parackal, M., Rudd, C., & Williams, J. (2013). Reflections on engagement in an evolving political process: Evidence from Aotearoa, the Land of the Long White Cloud. In K. Gouliamos, A. Theocharous & B. Newman (Eds.), Political marketing: Strategic campaign culture. (pp. 114-131). New York, NY: Routledge.

Journal - Research Article

Parackal, S. M., Parackal, M. K., & Harraway, J. A. (2013). Prevalence and correlates of drinking in early pregnancy among women who stopped drinking on pregnancy recognition. Maternal & Child Health Journal, 17(3), 520-529. doi: 10.1007/s10995-012-1026-7

Conference Contribution - Published proceedings: Abstract

Parackal, M., Biggemann, S., & Mitchell, R. (2013). Experiential education: A sales proposition with zero budget. In J. McDonald, S.-K. Loke, A. McLean & M. Rajoo (Eds.), Proceedings of the Spotlight on Teaching and Learning Colloquium. (pp. 58). Dunedin, New Zealand: HEDC, University of Otago. [Abstract]

Parackal, M. (2013). Google Adwords: A tool to bring the market place into the classrooms. In J. McDonald, S.-K. Loke, A. McLean & M. Rajoo (Eds.), Proceedings of the Spotlight on Teaching and Learning Colloquium. (pp. 21). Dunedin, New Zealand: HEDC, University of Otago. [Abstract]

2012

Journal - Research Article

Chua, A., Robertson, K., Parackal, M., & Deans, K. R. (2012). Conveying trust: Transparency and credibility methods in corporate blogs. New Zealand Journal of Applied Business Research, 10(2), 1-15.

Conference Contribution - Published proceedings: Abstract

Jackson, R., Parackal, M., & Gnoth, J. (2012). Mutual disclosure: Another twist to the relationship mix-up. Proceedings of the Australian & New Zealand Marketing Academy (ANZMAC) Conference. Retrieved from http://anzmac.info/conference/anzmac-2012-proceedings/

2011

Journal - Research Article

Fam, K.-S., Shukla, P., Sinha, A., Luk, C.-L., Parackal, M., & Chai, J. C. Y. (2011). Rankings in the eyes of the beholder: A vox populi approach to academic journal ranking. Asian Journal of Business Research, 1(1), 1-17.

Conference Contribution - Published proceedings: Abstract

Parackal, M., Parackal, S., & Harraway, J. (2011). Micro-level stratification: A sampling method to eliminate post survey weighting. Proceedings of the Population Association of New Zealand (PANZ) Conference: New Zealand's Demographic Futures: Where to from here? PANZ. Retrieved from http://www.population.org.nz/2007-conference/2011-conference-presentations/

Conference Contribution - Verbal presentation and other Conference outputs

Parackal, S. M., Parackal, M. K., & Harraway, J. A. (2011, March). Alcohol consumption among a national sample of New Zealand women of childbearing age. Verbal presentation at the 4th International Conference on Fetal Alcohol Spectrum Disorder: The Power of Knowledge: Integrating Research, Policy, and Promising Practice Around the World, Vancouver, Canada.

2010

Journal - Research Article

Chua, A. P. H., Parackal, M., & Deans, K. R. (2010). Conceptualising co-creation of value via corporate Blogs: A proposed research framework. International Journal of the Computer, the Internet & Management, 18(1), 1-8.

Parackal, S. M., Parackal, M. K., & Harraway, J. A. (2010). Warning labels on alcohol containers as a source of information on alcohol consumption in pregnancy among New Zealand women. International Journal of Drug Policy, 21(4), 302-305. doi: 10.1016/j.drugpo.2009.10.006

Parackal, M. (2010). Correcting the illogicality in probability data of mutually exclusive behaviours. Australasian Marketing Journal, 18(2), 105-111. doi: 10.1016/j.ausmj.2009.12.001

2009

Journal - Research Article

Parackal, M., Harris, P., & Rudd, C. (2009). Election forecasting: Development of the constant sum scale to be used in telephone surveys. International Journal of Market Research, 51(6), 735-750. doi: 10.2501/s1470785309200943

Parackal, S. M., Parackal, M. K., Harraway, J. A., & Ferguson, E. L. (2009). Opinions of non-pregnant New Zealand women aged 16-40 years about the safety of alcohol consumption during pregnancy. Drug & Alcohol Review, 28(2), 135-141. doi: 10.1111/j.1465-3362.2008.00018.x

Conference Contribution - Published proceedings: Full paper

Chua, A. P. H., Deans, K. R., & Parackal, M. (2009). Corporate blogs in New Zealand: Motivations and challenges. In M. Ewing & F. Mavondo (Eds.), Proceedings of the Australian and New Zealand Marketing Academy Conference (ANZMAC): Sustainable Management and Marketing. Retrieved from www.anzmac2009.org

2008

Journal - Research Article

Parackal, M. (2008). The effect of item-order-effect on Juster Scale estimates. Australasian Journal of Market & Social Research, 16(1), 19-25.

Conference Contribution - Verbal presentation and other Conference outputs

Parackal, M. (2008, December). An investigation into the impact of information loading on purchase behaviour. Verbal presentation at the International Marketing Conference on Creating, Communicating, and Delivering Value, Chennai, India.

2007

Chapter in Book - Research

Rudd, C., Connew, S., Harris, P., & Parackal, M. (2007). Political advertising in the metropolitan newspapers. In S. Levine & N. S. Roberts (Eds.), The Baubles of office: The New Zealand general election of 2005. (pp. 197-210). Wellington, New Zealand: Victoria University Press.

Journal - Research Article

Parackal, M. (2007). Use of the Juster Scale to identify optimal prices for services with no historical data. Canadian Journal of Marketing Research, 24(1), 41-45.

Journal - Professional & Other Non-Research Articles

Parackal, M., Goodwin, P., & O'connor, M. (2007). Judgement in forecasting [Editorial]. International Journal of Forecasting, 23, 343-345. doi: 10.1016/j.ijforecast.2007.05.004

Conference Contribution - Published proceedings: Full paper

Parackal, M., Parackal, S., Ferguson, E., & Harraway, J. (2007). An application of the verbal probability scale for estimating socially undesirable behaviour. In M. Thyne, K. R. Deans & J. Gnoth (Eds.), Proceedings of the Australia and New Zealand Marketing Academy Conference. [CD-ROM], (pp. 3461-3468). Dunedin, New Zealand: Department of Marketing, University of Otago. [Full Paper]

Conference Contribution - Verbal presentation and other Conference outputs

Parackal, M. (2007, December). A Juster Scale application to estimate demand schedule for a new service based product. Verbal presentation at the Product Development & Management Association India Conference, Bangalore, India.

2006

Journal - Research Article

Parackal, M., & Garland, R. (2006). Investigating the contextual requirements of the Juster Scale. Australasian Journal of Market & Social Research, 14(2), 27-38.

Conference Contribution - Published proceedings: Full paper

Harris, P., Parackal, M., Rudd, C., & Williams, J. (2006). Reflections on engagement in an evolving political process: Evidence from Aotearoa, the Land of the Long White Cloud. Proceedings of the 3rd International Political Marketing Conference. (pp. 1-18). [Full Paper]

Commissioned Report for External Body

Parackal, S., Parackal, M., Ferguson, E., & Harraway, J. (2006). Awareness of the effects of alcohol use during pregnancy among New Zealand women of childbearing age (Alcohol in Pregnancy Study). Commissioned by Alcohol Advisory Council and Ministry of Health. Dunedin, New Zealand: University of Otago. 35p.

2005

Conference Contribution - Published proceedings: Full paper

Parackal, M. (2005). A study investigating the affect of item order effect on Juster Scale forecasts. In S. Purchase (Ed.), Proceedings of the Australia and New Zealand Marketing Academy Conference. [CD-ROM], (pp. 83-89). Fremantle, WA, Australia: ANZMAC. [Full Paper]

Parackal, M., Rudd, C., Harris, P., & Williams, J. (2005). Engagement in the political process. In S. Purchase (Ed.), Proceedings of the Australia and New Zealand Marketing Academy Conference. [CD-ROM], (pp. 178-183). Fremantle, WA, Australia: ANZMAC. [Full Paper]

Harris, P., Parackal, M., & Rudd, C. (2005). Forcasting election results: Contrasting political poll forecasting between a telephone survey with a hybrid survey approach. Proceedings of the Academy of Marketing incorporating the 5th American Marketing Association/Academy of Marketing Joint Biennial Conference. Dublin, Ireland: Dublin Institute of Technology. [Full Paper]

2004

Conference Contribution - Published proceedings: Full paper

Parackal, M., Garland, R., & Lewis, T. (2004). Investigating the contextual requirements of the Juster Scale. Proceedings of the Australian and New Zealand Marketing Academy. [CD-ROM] Wellington: Victoria University. [Full Paper]

Awarded Doctoral Degree

Parackal, M. (2004). A methodological investigation of the juster scale: Contextual requirements and mutually exclusive behaviours (PhD). Massey University, Palmerston North, New Zealand. 220p.

2003

Conference Contribution - Published proceedings: Full paper

Parackal, M. (2003). Internet-based and mail survey: A hybrid probabilistic survey approach. In A. Treloar & A. Ellis (Eds.), Proceedings of AusWeb03, the Ninth Australian World Wide Web Conference: Changing the way we work. (pp. 1-12). Lismore, NSW: Southern Cross University. [Full Paper]

2002

Conference Contribution - Published proceedings: Full paper

Parackal, M., & Parackal, S. (2002). Database driven web-based survey approach for forecasting adoption of new technology based products. In D. Bloesch (Ed.), Proceedings of the 26th CIRET Conference. http:/www., (pp. 1-12). Zurich: Swiss Institute for Business Cycle Research. [Full Paper]

1999

Journal - Research Article

Parackal, M., & Brennan, M. (1999). Obtaining purchase probabilities via a web based survey: Some Corrections! Marketing Bulletin, 10, 93-101.

Conference Contribution - Verbal presentation and other Conference outputs

Parackal, M., & Brennan, M. (1999, December). A comparative study of four purchase probability scales. Verbal presentation at the ANZMAC, Sydney, Australia.

1998

Journal - Research Article

Parackal, M., & Brennan, M. (1998). Obtaining purchase probabilities via a web based survey: The Juster Scale and the Verbal Probability Scale. Marketing Bulletin, 10, 67-75.

Brennan, M., Rae, N., & Parackal, M. (1998). Survey-based experimental research via the web: Some observations. Marketing Bulletin, 10, 83-92.

Conference Contribution - Verbal presentation and other Conference outputs

Brennan, M., Rae, N., & Parackal, M. (1998, November). Survey-based experimental research via the web: Some observation. Verbal presentation at the Australian and New Zealand Marketing Academy, Dunedin, New Zealand.

Parackal, M., & Brennan, M. (1998, November). A multimedia application to estimate purchase behaviour. Verbal presentation at the Australian and New Zealand Marketing Academy, Dunedin, New Zealand.

Parackal, M., & Brennan, M. (1998, November). Obtaining purchase probabilities via a web based survey: The Juster scale and the Verbal Proability Scale. Verbal presentation at the Australian and New Zealand Marketing Academy, Dunedin, New Zealand.