Ashleigh Logan-McFarlane
ashleigh logan mcfarlane

Dr Ashleigh Logan-McFarlane

Lecturer

Biography

Dr Ashleigh McFarlane is a Lecturer in Marketing and Co-Chair of the Academy of Marketing Visual Methods Research (SIG). She received her ESRC funded PhD from the University of Strathclyde and is a Fellow of the Higher Education Academy.

Ashleigh’s research explores societal issues related to consumer behaviour and marketing. Her expertise in digital, ethnographic methods reveals how emerging behaviours in digital spaces are shaping marketplace behaviours. Her research focuses on influencers, market dynamics, labour, fashion marketing and visual methodologies. This is reflected in her teaching on undergraduate and postgraduate modules. Recent work has explored the phenomenon of fashion influencers aged 50+ and how digital, aesthetic labours on social media platforms such as Instagram can lead to success in the fashion industry.

Ashleigh’s research has appeared in international peer-reviewed journals including: European Journal of Marketing, Journal of Fashion Marketing and Management, Advances in Consumer Research and Celebrity Studies. Her work has been presented at leading peer-reviewed conferences in Consumer Behaviour internationally. Ashleigh is an active member of the Association for Consumer Research and the Consumer Culture Theory Network. Ashleigh also has connections with a number of organisations specialising in understanding emerging consumer behaviours in digital contexts.

Research Groups

Research Areas

Esteem

Advisory panels and expert committees or witness

  • Academy of Marketing Visual Methods Special Interest Group (SIG) Co-Chair
  • Key member of the Academy of Marketing Visual Methods SIG advisory board

 

Conference Organising Activity

  • Workshop Chair Academy of Marketing Visual Methods

 

Fellowships and Awards

  • FHEA Fellow of the Higher Education Academy

 

Invited Speaker

  • #50+ Fashion Instagram Influencers: Cognitive age and Aesthetic Digital Labours

 

Media Activity

  • Channel 4 Super Shoppers (6th April 2018 aired June 2018) An interview with Anna Richardson on the impact of UK Supermarket chain product pricing and positioning strategies on shopper behaviours.

 

Membership of Professional Body

  • Membership of the Association for Consumer Research (ACR)
  • Membership of the Consumer Culture Theory (CCT) Network
  • Membership of the Academy of Marketing

 

Public/Community Engagement

  • Eco-Friendly Parenting, Cabaret of Dangerous Ideas (CODI), The Edinburgh Fringe (August).
  • Creative Sparks

 

Research Degree External Examining

  • External PhD examiner University of Manchester Faculty of Science and Engineering

 

Reviewing

  • Reviewer for Annals of Tourism Research
  • Pearson Education
  • Reviewer for Arts Marketing an International Journal
  • Reviewer for the Journal of Marketing Management

 

Date


14 results

Putting passion to work: Passionate labour in the fashion blogosphere

Journal Article
Logan-McFarlane, A., Hamilton, K., & Hewer, P. (2022)
Putting passion to work: Passionate labour in the fashion blogosphere. European Journal of Marketing, 56(4), 1210-1231. https://doi.org/10.1108/EJM-08-2019-0642
Purpose This study aims to explore passionate labour in the fashion blogosphere and addresses two research questions: How does passion animate passionate labour? How does the ...

Semiotics of the festival city: exploring the visual culture of Edinburgh. . Paper presented at Special Track: Visual Tourism

Presentation / Conference
Todd, L., & Logan-McFarlane, A. (2020, September)
Semiotics of the festival city: exploring the visual culture of Edinburgh. . Paper presented at Special Track: Visual Tourism. Paper presented at ATLAS annual conference 2020: Tourism as a driver of regional development and collaboration, Online
This paper presents emerging themes from our study of the semiotics that sustain the visual culture, consumption and place myth of Edinburgh, as the ‘world’s leading festival ...

#50+ fashion Instagram influencers: cognitive age and aesthetic digital labours

Journal Article
McFarlane, A., & Samsioe, E. (in press)
#50+ fashion Instagram influencers: cognitive age and aesthetic digital labours. Journal of Fashion Marketing and Management, 24(3), 399-413. https://doi.org/10.1108/JFMM-08-2019-0177
This paper demonstrates how #50+ fashion Instagram influencers contribute to the social construction of cognitive age through their aesthetic digital labours. Non-participativ...

Iconicity and Myth-Making: Exploring visual representations of Edinburgh as the original ‘festival city’

Presentation / Conference
Todd, L., & Logan-McFarlane, A. (2019, September)
Iconicity and Myth-Making: Exploring visual representations of Edinburgh as the original ‘festival city’. Paper presented at Academy of Marketing, 18th annual colloquium on Arts, Heritage, Nonprofit & Social Marketing, University of Stirling

Reproducing the Fashion System: The Myth of the Influencer

Conference Proceeding
Logan-McFarlane, A., & Samsioe, E. (2018)
Reproducing the Fashion System: The Myth of the Influencer
Previous work in marketing has shown that the social media influencer plays an important role in attracting consumers to brands (Kapitan and Silvera 2016). The fashion ‘influe...

Giving women a voice: Using netnography to analyse consumer reactions towards Instagram branded content.

Presentation / Conference
Rezai Namaghi, K., Thomson, E., & Logan-MacFarlane, A. (2017, July)
Giving women a voice: Using netnography to analyse consumer reactions towards Instagram branded content. Paper presented at Academy of Marketing Conference, Hull
Social media is a relatively new form of interaction and communication. As such, methodologies for its analysis – netnographic methodologies – are still evolving, with approa...

‘Replikating’ celebrity fashion: how professionalizing the selfie through embodiment can lead to the attainment of micro-celebrity status

Presentation / Conference
Logan-McFarlane, A. (2017, July)
‘Replikating’ celebrity fashion: how professionalizing the selfie through embodiment can lead to the attainment of micro-celebrity status. Paper presented at Academy of Marketing
With the heightening proliferation of the selfie, a practice that has become norm thanks to societies prevailing obsession with capturing and circulating images, staging the i...

Imaging Edinburgh as the ‘festival city’

Presentation / Conference
Todd, L., & Logan-McFarlane, A. (2017, June)
Imaging Edinburgh as the ‘festival city’. Presented at Critical Tourism Studies: Understand Tourism- Change Tourism, Understand Ourselves - Change Ourselves
We will present initial findings and emerging themes from our study into the imaging of a ‘festival city’, as it is represented and elicited by city stakeholders through share...

Passionate Labours: Fashion, Celebrity Culture and Bloggerpreneurs

Conference Proceeding
Logan-McFarlane, A., Hamilton, K., & Hewer, P. (in press)
Passionate Labours: Fashion, Celebrity Culture and Bloggerpreneurs. In Consumer Culture Theory 2017 Conference Proceedings
We explore passion and its link to consumption and entrepreneurial practice through the context of celebrity culture and fashion. Our contribution is to consider passionate la...

Netnography: observing and interacting with celebrity in the digital world

Journal Article
Logan, A. (2015)
Netnography: observing and interacting with celebrity in the digital world. Celebrity Studies, 6(3), 378-381. https://doi.org/10.1080/19392397.2015.1062652

Pre-Napier Funded Projects

  • ESRC +1 Nostalgic Celebrity Culture: Dynamics between Past and Present within Consumer Culture

Current Post Grad projects