Aimee Riedel

Dr Aimee Riedel is a Senior Lecturer in Marketing at Griffith University and Co-Director of the Social Marketing Insight Lab. She is an emerging research leader whose program examines how vulnerability is created and amplified in digital and service environments, particularly in relation to artificial intelligence, misinformation, and complex service systems.

Dr Riedel’s research focuses on understanding why some individuals and communities are more susceptible to harm and how organisations and policy can better anticipate and respond to these risks. She has developed a definition of consumer vulnerability and advanced a systems-based perspective that conceptualises vulnerability as shaped by interconnected service and digital ecosystems rather than individual characteristics alone. Her work extends across key areas of contemporary relevance, including online misinformation, digital harms, and equitable access to services for vulnerable populations.

Her research is published in leading international journals, including Journal of Retailing and Consumer Services, International Journal of Information Management, and Journal of Service Management, and is supported by competitive funding from the Office of National Intelligence and industry partners. It has informed policy, industry practice, and public discourse.

Dr Riedel’s research aims to reduce susceptibility to harms and support the design of more inclusive, ethical, and resilient service and digital environments.