Joyce Costello

Department: Marketing and Strategy

Office/Location: 02.55A, Ogmore Building, Cardiff School of Management, Llandaff Campus

Telephone: +44 (0)2920 417149


Staff Overview

Joyce is from the US Army/Department of Army and spent 21 years as a broadcast journalist and public affairs specialist before entering academia. She brings to the classroom a wide variety of experience in dealing with international crises around the world as well public sector integrated marketing campaigns. Her research focus is on public service motivation, pro-social behavior, and the public sectors integration of influencer relations. She is currently accepting PhD candidates who are wanting to explore Influencer Marketing.


Profile of Teaching Postgraduate

  • Masters Dissertation supervision

Profile of Teaching Undergraduate

  • Key Accounts Management for Marketers
  • Strategic Management for PR
  • Marketing in Practice
  • Undergraduate Dissertation supervision


Joyce is currently researching the dark side of Influencer Marketing by exploring how public service motivated individuals uses their influencer status to act as whistle-blowers on social media platforms.

Key Publications

Yesiloglu, S. & Costello, J. ed. (2020). Influencer Marketing: Building Brand Communities and Engagement. Routledge.

Costello, J. & Biondi, L. (2020) The art of deception: Will fake followers decay trust and can authenticity preserve it? Yesiloglu, S. & Costello, J. ed. Influencer Marketing: Building Brand Communities and Engagement. Routledge.

Costello, J. & Ubanska, K. (2020) “Hope this is not sponsored” – Is an influencer’s credibility impacted when using sponsored versus non-sponsored content? Yesiloglu, S. & Costello, J. ed. Influencer Marketing: Building Brand Communities and Engagement. Routledge.

Costello, J, Homberg, F., & Secchi, D. (2020) The Public Service Motivated Volunteer: Devoting Time or Effort? Nonprofit and Voluntary Sector Quarterly. Online March 2020.

Homberg, F., & Costello, J. (2019). Public Service Motivation and Civic Engagement: The Role of Pro-social Motivations in Shaping Society. Palgrave Pivot

Costello, J. (2019) Professed or actual corporate activism: An examination of when Nike’s actions conflict with social marketing efforts. In Corporate Activism: research, case studies and solutions for communicators to address a rising trend. pp. 57-63. Quadriga University of Applied Sciences. Ed. Ana Adi

Best, E., & Costello, J. (2019). The Impact of Public Service Motivation On Fundraising- The Emotional Charity Marketing Flaw. Ekonomski vjesnik/Econviews - Review of Contemporary Business, Entrepreneurship and Economic Issues. 2/2019. 22 pages.

Hayball, L., Waskiw, W. & Costello, J. (2019) An Analysis into the volunteering motivations of individuals in Denmark. Journal of Promotional Communications 7(2) 126-143.

Costello, J., & Oliver, J. (2018). Human Resource Management in the Media. In Handbook of Media Management and Economics (Media Management and Economics Series) (pp. 95-110). USA: Routledge.

Costello, J. (2018). Preparing tomorrow’s practitioners. In S. Waddington (Ed.), Platinum: An anthology of essays crowdsourced from members. Chartered Institute of Public Relations.

Costello, J., Homberg, F., & Secchi, D. (2017). The public service-motivated volunteer devoting time or effort: a review and research agenda. Voluntary Sector Review, 1. doi:10.1332/204080517X14993297654383

Offong, G., & Costello, J. (2017). Enterprise Social Media Impact on Human Resource Practices. Evidence-based HRM: a global forum for empirical scholarship, 36 pages.

Huyen, T., & Costello, J. (2017). Quality versus Quantity: An Investigation into Electronic Word of Mouth’s Influence on Consumer Buying Intention. Journal of Promotional Communications, 5(2), 137-155.

Theofilou, A., Veneti, A., Watson, T., Costello, J., & Musarskaya, M. (n.d.). Proceedings of the International History of Public Relations 2017.

Herath, D., Costello, J., & Homberg, F. (2016). Team Problem Solving and Motivation under Disorganization – An agent-based modeling approach. Team Performance Management, 23(1/2). doi:10.1108/TPM-10-2015-0046

Other Projects and activities

Journal reviewing / refereeing

  • European Management Review
  • Evidence based HRM: A Global Forum for Empirical Scholarship
  • Journal of Public Relations Research
  • International Journal of Organization Theory and Behavior
  • Local Government Studies
  • The International Journal of Entrepreneurship And Innovation
  • Voluntary Sector Review
  • Voluntas: International Journal of Voluntary and Nonprofit Organizations

Conference Presentations

  • Academy of Management 2015
  • British Academy of Management 2019, 2017
  • European Academy of Management 2019, 2018, 2017, 2016, 2015, 2014
  • European Media Management 2017
  • International Congress for Public and Nonprofit Marketing 2018
  • XXII IRSPM Conference -International Research Society for Public Management 2018
  • International Society for Third-Sector Research 2016

Professional Memberships

  • European Public Relations Education and Research Association
  • European Media Management Association
  • Chartered Institute of Public Relations (Accredited member since 2015)


  • European Media Management Association, European Media Management Summer School 2018-completed
  • Independent Television Service, ITV Advertising Effectiveness: Solus and Group Viewing 2017-completed
  • Bournemouth University, URAP, Investigating Forms of Leadership in a Digital Age 2017-completed.

External Links