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Mathew Parackal image 2022BSc (Allahabad), MSc (Allahabad), PGDip (Massey), PhD (Massey)

Room: Otago Business School 4.35
Tel +64 3 479 7696

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


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

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

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