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Consumer Behaviour & Marketing


This research group examines the role of marketing, communication and digital media in business and society, focused on four areas:

  • Entrepreneurial marketing, to understand and support the needs of small and medium sized enterprises;
  • Digital media in general and in the specific areas of personal relationships, communication and the sharing economy;
  • The changing nature and environment of retail marketing;
  • Sustainable and ethical marketing.

Research focus

Whilst today’s business environment is turbulent and challenging, it also presents a number of opportunities for businesses, consumers and other stakeholders to make and take ownership of. It is in this environment that Marketing operates, and marketers’ interventions and impact on the business environment help to shape the landscape of study. The group’s research focus operates at the theory/practice interface and seeks to enrich theory through real-world marketing insights, just as much as it seeks to enrich practice through theory development and application.

The many and varied academic debates taking place in Marketing are summed up in the group’s core question that it asks of itself and others: “How can marketing and marketing research provide fresh insights and solutions as a way to add value that will enrich us all?”

This question is being addressed by members of the group researching topics including how the sharing economy is disrupting traditional business models and driving change that impacts on communities, property markets, and the economy; ethical issues associated with social media and communication, retail and consumer behaviour, family businesses and succession, and digital media and personal relationships; understanding the workings and impact of digital and social media. Researching different stakeholders’ perspectives is a key theme of much research, as this serves to demonstrate the complex and dynamic nature of the field and the challenges it presents to academic marketers and marketing practitioners.

The group’s work is varied and eclectic, and rich as well as diverse in nature. It includes research ranging from traditional “big business” marketing and communication to specialisms in sustainable marketing/corporate social responsibility, entrepreneurial marketing/enterprise education, and retail marketing. Additionally, the group is active in enterprise activities, business consultancy and research tackling practice based issues associated with for example, family businesses. The group’s work offers deep and meaningful insights to the real world practices of marketers and marketing and does so with a critical approach that is theoretically underpinned and academically robust.

Selected research outputs

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  • Nath, P., Devlin, J. and Reid, V. (2018) The effects of online reviews on service expectations: Do cultural value orientations matter? Journal of Business Research, May.
  • McKechnie, S., Nath, P. and Xun, J. (2018) New insights into emotion valence and loyalty intentions in relational exchanges. Psychology and Marketing, January.
  • Yu, W., Ramakrishnan, R. and Nath, P. (2016) Environmental pressures and performance: An analysis of the roles of environmental innovation strategy and marketing capability. Technological Forecasting and Social Change, December.
  • McKechnie, S. and Nath, P. (2016) Effects of New-to-Market E-Store Features on First Time Browsers. International Journal of Human-Computer Studies, 90 March, pp. 14-26.
  • Jones, B.T., Peeroo, S. and Samy, M. (2018) Trialogue on Facebook pages of grocery stores: Customer engagement or customer enragement? Journal of Marketing Communications, June.
  • Peeroo, S., Samy, M. and Jones, B.T. (2017) Facebook: a blessing or a curse for grocery stores? International Journal of Retail and Distribution Management, 45 (12) November, pp. 1242-1259.
  • Devins, D. and Jones, B.T. (2016) Strategy for succession in family owned small businesses as a wicked problem to be tamed. Vezetéstudomány / Budapest Management Journal, November.
  • Miguel, C. (2016) Researching intimacy through social media: A cross-platform approach. MedieKultur : Journal of Media and Communication Research, 32 (60) June, pp. 50-69.
  • Golzard, V. and Miguel, C. (2016) Negotiating intimacy through social media: Challenges and opportunities for Muslim women in Iran. Middle East Journal of Culture and Communication, 9 (2) June, pp. 216-233.
  • Miguel, C. (2016) Visual Intimacy on Social Media: From Selfies to the Co-Construction of Intimacies Through Shared Pictures. Social Media + Society, April.
  • Miguel, C. (2017) Beyond engineered intimacy: Navigating social media platforms to manage intimate relationships. In: Mediated intimacies. Connectivities, relationalities and proximities. London: Routledge.
  • Clare, C.J., Wright, G., Paucar Caceres, A. and Sandiford, P. (2016 "Why should I believe this?" Deciphering the qualities of credible online customer reviews. Journal of Marketing Communications February
  • Richardson, N. (in press) Entrepreneurial insights into sustainable development: a case study of UK music festivals. Strategic Change- Briefings In Entrepreneurial Finance, December.

Plus other members of the marketing subject group and related doctoral research students.

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