My research seeks to understand the impact of new technologies on Marketing theory and practice. This has included work in adult and young people's virtual worlds which has led to the creation of new frameworks to understand the culture within these worlds. These immersive technologies create new forms of experience both individual and shared. I am interested in all aspects of 'digital marketing' but particularly social media, virtual and augmented reality and artifical intelligence.
Unusually I have won funding from a wide range of external organisations. These include The British Academy, The Academy of Marketing and The Marketing Trust. From the enterprise persective I have been an Academic Lead for a Knowledge Transfer Project (KTP). While from a marketing pedagogy perspective I have won funding from the EU, HEFCE and The Academy of Marketing.
My early research focused on relationship marketing and included research with small businesses and their banks.
From a qualitative perspective, virtual ethnographic work including autoethography, netography, virtual interviews and friendship groups and subjective personal introspection have been used. My work with Nigel Coates ( Northumbria university) combined longitudinal online and offline work with subjective personal introspection to produce what we term a Netrospection. Quantitative survey work has also been undertaken including factor and cluster analysis. Some studies mix qualitative and quantitative methods.
My British Academy project was an international project across Finland and the UK. This included developing a collaboration with a subsidiary of The Elisa Corporation an international telecommunications company based in Helsinki, Finland. I acted as Principal invesigator with Dr Johanna Gummerus, Hanken School of Economics as my Co-applicant.
I am keen to supervise students interested in projects linked to social media, virtual & augmented reality and artificial intelligence.