Peeroo Swaleha - Universite des Mascareignes

Dr Swaleha Peeroo holds a PhD in Marketing from Leeds Beckett University, UK, along with a digital pedagogy diploma from Université Caen Normandie, France. She is currently Senior Lecturer in Marketing and Management at Université des Mascareignes (UdM), Mauritius, where she also serves as Responsible Officer for the Pôle Étudiant Entrepreneur Mascareignes (PEEM) student entrepreneurship hub since 2023. Her earlier roles include Head Doctoral School (2018–2024), and she supervises doctoral candidates.

Her research spans social media marketing, sustainability, CSR, and higher education quality, published in journals such as the Journal of Marketing Communications and International Journal of Retail & Distribution Management. She has led and collaborated on Higher Education Commission-funded projects with the University of Mauritius, and engaged in international capacity-building through AUF workshops in Senegal and Lebanon, plus doctoral supervisor training at Stellenbosch University (South Africa) and Murdoch University (Australia). She reviews for journals including the Social Responsibility Journal and Journal of Strategic Marketing.

Research

Biography

Dr Swaleha Peeroo holds a PhD in Marketing from Leeds Beckett University, UK, along with a digital pedagogy diploma from Université Caen Normandie, France. She is currently Senior Lecturer in Marketing and Management at Université des Mascareignes (UdM), Mauritius, where she also serves as Responsible Officer for the Pôle Étudiant Entrepreneur Mascareignes (PEEM) student entrepreneurship hub since 2023. Her earlier roles include Head Doctoral School (2018–2024), and she supervises doctoral candidates.

Her research spans social media marketing, sustainability, CSR, and higher education quality, published in journals such as the Journal of Marketing Communications and International Journal of Retail & Distribution Management. She has led and collaborated on Higher Education Commission-funded projects with the University of Mauritius, and engaged in international capacity-building through AUF workshops in Senegal and Lebanon, plus doctoral supervisor training at Stellenbosch University (South Africa) and Murdoch University (Australia). She reviews for journals including the Social Responsibility Journal and Journal of Strategic Marketing.

Peeroo Swaleha

Designation: Senior Lecturer, Faculty of Business and Management

Research/field of study:
Marketing, Sustainability, Corporate Social Responsibility

Email:
speeroo@udm.ac.mu

Research

Testing of a Quality Assessment Model for Mauritian Higher Education Institutions and Development of a Roadmap for Continuous Quality Improvement

  • Role: Collaborating Investigator (Principal Investigator: Dr Viraiyan Teeroovengadum, University of Mauritius)
  • Duration: 2023 – 2025 (Interdisciplinary/Inter-institutional Team-Based Research Grant 2023/26)
  • Funding Amount: MUR 1,709,606
  • Funding Body/Source: Tertiary Education Commission, in collaboration between Université des Mascareignes and other universities
  • Description: This project tests a quality assessment model tailored to Mauritian higher education institutions and develops a roadmap to guide continuous quality improvement across the sector.

Publications

Journal Articles

  • Cotton, R., Javidan, M., Egri, C., Dorfman, P., Bullough, A., Fitzsimmons, S., Lazarova, M., Kumar, M.S., Kar, M., Peeroo, S. et al. (forthcoming), “The New GLOBE Integrative Model of Outstanding Leadership: A Springboard for Large-Scale Comparative Research in 134 Societies.” Journal of World Business.
  • Lockmun-Bissessur, V.N., Samy, M. and Peeroo, S. (2024), “Inclusive Education in Higher Education Institutions: A Comprehensive Review of Key Components and Framework for Implementation.” Journal of Business and Social Sciences, 2024(15), pp. 1-9. DOI: 10.61453/jobss.v2024no15.
  • Preston, M.J. and Peeroo, S. (2023), “An analysis of the possibility to implement a CSI tax levy in South Africa: Lessons from Mauritius.” De Jure (Pretoria), 56(1), pp. 280-308. DOI: 10.17159/2225-7160/2023/v56a19.
  • Auleear Owodally, A.M. and Peeroo, S. (2021), “Multilingualism in Mauritius: Using a virtual linguistic servicescape lens.” Linguistic Landscape, 7(1), pp. 6-36. DOI: 10.1075/ll.19014.aul.
  • Peeroo, S., Samy, M. and Jones, B. (2019), “Trialogue on Facebook pages of grocery stores: Customer engagement or customer enragement?” Journal of Marketing Communications, 25(8), pp. 861-883. DOI: 10.1080/13527266.2018.1482559.
  • Peeroo, S., Samy, M. and Jones, B. (2017), “Facebook: a blessing or a curse for grocery stores?” International Journal of Retail & Distribution Management, 45(12), pp. 1242-1259. DOI: 10.1108/IJRDM-12-2016-0234.
  • Peeroo, S. (2017), “Empowered Customers in the Grocery Sector: An Analysis of Comments Posted by Customers on Facebook.” PEOPLE: International Journal of Social Sciences, 3(2), pp. 2034-2052. DOI: 10.20319/pijss.2017.32.20342052.

 

Book Chapters

  • Peeroo, S., Samy, M. and Jones, B. (2018), “Social Media: from asymmetric to symmetric communication of CSR.” In: Lindgreen, A., Vanhamme, J. and Watkins, R. (eds.) Communicating Corporate Social Responsibility in the Digital Era: The Role of Digital in Communicating and Managing Corporate Social Responsibility. London: Routledge.

 

Conference Proceedings

  • Zvashura, B., Sarada, V. and Peeroo, S. (2025), “The Promise of Advanced SMM Strategies to enhance Customer Loyalty: A Systematic Review of Sustainable Financial Benefits for Emerging Economies.” In: Proceedings of the Emerging Countries International Conference on Business, Finance and Economics (ECIC2025). University of Mauritius, Reduit, Mauritius, 3-4 December 2025.
  • Teeroovengadum, V., Seetanah, B., Teeluckdharry, N., Padachi, K., Peeroo, S., Belle, J. and Rajaballee, Y. (2025), “Workplace Conditions and Well-Being in Mauritian Public Universities: Insights from a National Survey.” In: Proceedings of the Emerging Countries International Conference on Business, Finance and Economics (ECIC2025). University of Mauritius, Reduit, Mauritius, 3-4 December 2025.
  • Peeroo, S. (2023), “Organizing for Social Media Marketing: A Case of Conglomerates in Mauritius.” In: Pati, B., Panigrahi, C.R., Mohapatra, P. and Li, K.C. (eds.) Proceedings of the 6th International Conference on Advance Computing and Intelligent Engineering. Lecture Notes in Networks and Systems, vol. 428. Singapore: Springer.
  • Lockmun-Bissessur, V.N., Samy, M. and Peeroo, S. (2022), “Contribution to the Implementation of SDG 4 – the case of Université des Mascareignes, the youngest public Higher Education Institution in Mauritius.” In: Proceedings of the 19th International Conference on Corporate Social Responsibility and 10th Organisational Governance Conference. Université des Mascareignes, Mauritius, 7-10 September 2022.
  • Preston, M.J. and Peeroo, S. (2022), “An Analysis of the Possibility to Implement CSI Taxes in South Africa: Lessons From Mauritius.” In: Proceedings of the 19th International Conference on Corporate Social Responsibility and 10th Organisational Governance Conference. Université des Mascareignes, Mauritius, 7-10 September 2022.
  • Mungroo, G., Samy, M. and Peeroo, S. (2022), “Border security viewed from the lens of small island states in the East and Southern Africa (ESA) region. The case of the island of Mauritius.” In: Proceedings of the 19th International Conference on Corporate Social Responsibility and 10th Organisational Governance Conference. Université des Mascareignes, Mauritius, 7-10 September 2022.
  • Peeroo, S. and Auleear Owodally, A.M. (2021), “An analysis of communication strategies of fast food outlets on social media in Mauritius.” In: Proceedings of the 5th International Conference on Advanced Computing and Intelligent Engineering. Université des Mascareignes, Mauritius, 25-27 June 2020. DOI: 10.1007/978-981-33-4299-6_65.
  • Lockmun-Bissessur, V.M., Peeroo, S. and Savy, D. (2021), “Using Stakeholder Expectations and Perceptions to Guide the Brand Refresh of a Tropical Airline.” In: Proceedings of the 5th International Conference on Advanced Computing and Intelligent Engineering. Université des Mascareignes, Mauritius, 25-27 June 2020. DOI: 10.1007/978-981-33-4299-6_64.
  • Peeroo, S. (2019), “Customer-Initiated Conversations on Facebook Pages of Tesco and Walmart.” In: Proceedings of the Fifth International Conference INDIA 2018, Volume 2. DOI: 10.1007/978-981-13-3338-5_5.
  • Peeroo, S. (2019), “Content Analysis of Corporate Facebook Pages of Conglomerates in Mauritius.” In: Proceedings of the Global Trends in Management, IT and Governance in an e-World (e-MIG 2019). Intercontinental Resort Mauritius, Balaclava, 14-16 May 2019.

 

  • Peeroo, S. Samy, M. and Jones, B.  (2017), “Empowered Customers in the Grocery Sector: An analysis of comments posted by customers on Facebook.” In: Proceedings of the 20th International Conference on Social Science & Humanities (ICSSH). Mauritius, 2017.
  • Peeroo, S. Samy, M. and Jones, B. (2016), “Generating Customer Engagement and Customer Enragement on Facebook Pages of Tesco and Walmart.” In: Proceedings of the IFIP Conference on e-Business, e-Services and e-Society ‘Social Media: The Good, the Bad, and the Ugly!’ Swansea, UK, 2016.
  • Peeroo, S. Samy, M. and Jones, B.  (2015), “Customer engagement manifestations on Facebook pages of Tesco and Walmart.” In: Proceedings of the IEEE International Conference of Computing, Communication and Security. Mauritius, 2015.
  • Peeroo, S. (2014), “Engaging with customers using social media in hypermarkets and supermarkets: A conceptual framework.” In: Proceedings of the Academy of Marketing Conference. UK, 2014.

Any further inquiries?

Please contact on the following email: ecoledoctorale@udm.ac.mu