An EconoTimes perspective

Murooj Yousef

PhD Candidate, Griffith University

PhD Candidate, Griffith University Murooj Yousef is a Research Fellow at Social Marketing @ Griffith passionate about behaviour change and the role of emotions in social advertisements. She is currently working with Blurred Minds, a gamified alcohol, vaping and drugs education initiative for Australian high schools. Murooj helped in engaging over 100 schools with different Blurred Minds programs and resources. Murooj's research aims to increase understanding of the role of emotions in social advertising. Murooj helps social marketers to produce more effective messages though different digital and social media channels. Murooj’s research follows the consumer journey from exposure to behavioural action, looking at how emotions drive actions online and offline. She helped in evaluating many campaigns targeted at different behaviours including reducing drink driving among young adults, increasing quality donations for Australian charities, encouraging smoking cessation through different packaging strategies and increasing the uptake of COVID-19 vaccination.