I joined Edinburgh Napier University in 2015. I am currently a lecturer in Marketing and the MSc Marketing suite programme leader.
As MSc Marketing suite programme leader, I lead on curriculum review/development and enhancing student experience. I also co-ordinate the MSc two-day induction experience in September and January. I predominantly teach at undergraduate and postgraduate level on consumer behaviour and culture, marketing and society modules. This is reflective of my multidisciplinary research interests. I draw from a variety of social and cultural theories, primarily from sociology and media studies, to explore notions of consumption practices, celebrity brands, consumer identity work and community to further understanding of consumer practices in marketing. I specialise in qualitative methodologies; in particular, online ethnographic approaches such as netnography (see Logan (2015).
In November 2016, I graduated with an ESRC+1 funded PhD from the University of Strathclyde. My thesis is titled: “Consuming Kate: Unpacking the feminine ideologies surrounding the Celebrity Princess Brand”. This project explored how consumers negotiated the feminine ideologies surrounding the Kate Middleton brand into sources of meaning for their identity projects. The impact of this work at the wider macro societal level will inform policymaking on celebrity, gender, and health.