Combining my interest in marketing, my passion for music and my background in the leisure and music retail industries, has given me the enthusiasm to teach on modules including Marketing Principles, Marketing Communications, Marketing Research and Analysis, New Product and Brand Development, e-Interactivity and Social Media, and How Brands Work. I particularly enjoy attending live music events, which led me to a research interest in how consumers influence each other through both physical and digital environments to attend live music and share their experiences.
Music consumption behaviours and how they, together with live music attendance, can be used in identity construction.
Music consumption in relation to the influence of online social networking, investigated through webnography and structural equation modelling.
Other areas of research include tribal behaviours, online communities, consumer culture theory, socialisation behaviours, and the concept of the extended self in both physical and digital environments.