Zeinab Esmaeili, Ph.D. Faculty Member

Interests

Dr. Zeinab Esmaeili is a faculty member at Thompson Rivers University (TRU), specializing in communication and public relations, international marketing, and management. She teaches across these areas and has made significant contributions to curriculum development.

She currently serves as Chair of the Academic Governance Committee at the Federation of Post-Secondary Educators of British Columbia (FPSE) and has served as Vice-Chair since 2023, contributing to academic policy development and inclusive governance practices across the province.

At TRU, she serves as Chair of the Academic Governance Committee on the TRUFA Executive, Chair of the Research and Scholarship Committee, and TRUFA Representative on the Equivalent Workload Committee. She is also an active member of the Human Rights Committee, Sustainability Committee, Indigenization Working Group, and Strategic Planning Discussion Committee, where she advocates for equitable academic policies, sustainability, and progressive curriculum development.

Previously, Dr. Esmaeili served as Vice-Chair of the Equity, Diversity, and Inclusion (EDI) Committee and contributed to key institutional bodies, including the Senate International Affairs Committee (SIAC), the Teaching and Learning Committee, and the Research Committee. She also served on the committee responsible for analyzing and authoring TRU's Research Collaboration Plan as part of the university's Strategic Research Plan, helping shape institutional research priorities.

Through her leadership in governance, research, and institutional planning, Dr. Esmaeili remains committed to advancing academic excellence, faculty advocacy, sustainability, and inclusive decision-making at both the institutional and provincial levels.

Research Interests

Sustainable E-Governance, International Marketing, AI Strategic Communication.

Publications

• 2025: Decentralism, AI, and Power Structures of Sustainable E-Governance: How Emerging Technologies Influence Global Social Justice Movements
• 2025: Communication Governance in International Franchise Networks: Introducing an OIPT-Based Framework
• 2025: The Impact of Perceived Website Design on Customer Performance Expectations in Online Banking: A Communication-Centered Approach in the Era of AI and Digital Governance
• 2025: Structuring Healthcare for Success: A Comparative Look at Centralized and Decentralized Models
• 2025: Communicating Sustainability Governance in the Age of AI: Toward a Responsible, Effective Public Communication Framework (Under Review)
• 2025: The Decentralization of Post-Secondary Education in Canada and the United States, A Communication Perspective on Challenges, Policies, and Impacts (Under Review)
• 2022: Decentralization and Control (Output and Process) in International Franchise
• 2021: Decentralization, Output Control, and Process Control in Franchise Networks
• 2021: Decision Making and Control in the International Franchise Networks
• 2018: Reviewing relationships between organizational undertaking with rehabilitating personal of deeds and properties registration organization
• 2017: Role of suppliers' selection on negotiation in oil and gas industry
• 2016: Assessment of factors affecting the uptake of internet shopping consumers
• 2015: Identifying Prioritizing criteria for selecting and appropriate supplier based on AHP technique for gas complex
• 2015: Reviewing market segmentation methods in the political marketing
• 2014: Evaluation of Bank Branch Efficiency Using Data Envelopment Analysis (DEA) Software
• 2014: Evaluation of the relationship between rate of banking facilities interest and deferred items and effective role of marketing
• 2013: Providing a Model for Promoting Productivity and Efficiency of Airport Services through Using Benchmarking Techniques
• 2013: Examining the Relationship Between Organizational Factors and Debt Collections in the Banking Industry
• 2013: Effective factors in an appointment and selecting banks, managers through using Fuzzy Topsis Model development
• 2013: Applying Knowledge Management to Address Challenges in the Energy Industry
• 2013: Effect of customers loyalty in the profitability of the organization
• 2012: Evaluation of the Relationship Between Bank Loan Interest Rates and Delinquent Accounts, and the Effective Role of Marketing
• 2012: Evaluation of Factors Affecting Brand Equity in the Banking Industry
• 2011: Green Brands and the Creation of Sustainable Competitive Advantage
• 2011: Investigating the Impact of Selected Marketing Mix Elements on Brand Equity
• 2011: Studying the relationship between organizational factors with debt collections of Banks
• 2011: Book: Author-Educational Methods for Dealing with Natural Disasters in Crisis Management
• 2010: Investigating the Impact of Selected Marketing Mix Elements on Brand Equity: The Case of the Banking Industry
• 2010: Smart marketing information systems in industrial marketing
• 2009: Book: Co-Author- Financial Services Marketing. Department of Education-Private Banking Industry.
• 2009: Book: Co-Author-Managerial Strategies. Department of Education-Private Banking Industry.

Courses Taught

Thompson Rivers University, University Instructor Sep 2025-Present:

• Courses taught: Media and Public Relations, Travel Media, Organizational Communications, Technical Communication, Professional Writing for Horticulture, Professional and Academic Composition, Professional and Academic Composition, Critical Thinking and Writing for Science and Technology

Thompson Rivers University, Assistant Teaching Professor, Sep 2024-Aug 2024:

• Courses taught: Strategies in Crisis Communication, Advanced Professional Communication, Professional Writing, Policy Development, Professional Presentations, Applied Research Project Planning, Critical Thinking and Writing for Science and Technology, Mass Communication and the Popular Culture Industry, Advanced Occupational Writing for ARET, Speech Communications, Organizational Communications, Professional Writing for Horticulture, Professional and Academic Composition.

Thompson Rivers University, Sessional Faculty Member Sep 2022-Present:

• Courses taught: Courses taught: Strategies in Crisis Communication, Professional Writing, Policy Development, Applied Research Project Planning, Integrated Marketing Communication, Cross-Cultural Management, Business to Business Marketing, Social Media Marketing, Introduction to Marketing.

Applied Science and Technology University, Associate Professor Jan 2012- July 2020:

• Courses taught- Statistics and Data Analytics, Organizational Communications, Research Methods and Data Analysis, Introduction to Public Relations, Documentary Storytelling, Mass Communication, Environmental Journalism, Media and Public Relations, Introduction to Multimedia and Reporting Techniques, Advanced Professional Communication, Online Journalism, Social Media Marketing, Strategies in Crisis Communication, E-Commerce, B2B Marketing, Human Rights and Social Justice and Communication

IAU University, University Professor 2012 - 2015:

• Courses taught - Communication and Digital Media Studies, Communication Analytics, Mass Communication, Communication Marketing and Design, Media and Public Relations, Advertisement, Exhibition Holding and Management, Media and Popular Culture, Organizational Communications, Communication Design, Public Opinion Polling, Advanced Professional Communication, Role Status of Small and Medium Enterprise(s)

Applied Science and Technology University, Assistant Professor 2010 - 2012:

• Courses taught - Research Methods, Communication, Popular Culture and the Media, Visual Communication, Introduction to Multimedia and Reporting Techniques, Online Journalism, E-Marketing, Communication and Digital Media Studies, Human Rights and Social Justice, Sports Event Marketing, Social Justice and Networked Culture

University of Applied Sciences-Culture and Art, Sessional Faculty Member 2010 - 2015:

• Courses taught - Introduction to Multimedia and Reporting Techniques, Online Journalism, Machine Learning, Communication and Digital Media, Social Media Marketing, Business Law, Business and Human Rights, Tourism Marketing, Market Research, Data Analysis