My research focuses on the social and cultural aspects of consumption. I am particularly interested in youth identities and consumption, including youth alcohol consumption and the role celebrity plays in young people’s lives. My research has looked at the production and consumption of celebrities and celebrity brands, the popularity and appeal of YouTube celebrities, the fan communities that surround social media stars, as well as the potential for celebrities to bring about positive social change.

My research has appeared in international peer-reviewed journals such as the European Journal of Marketing, Journal of Business Research, Marketing Theory and Journal of Marketing Management.

I am interested in supervising PhD students in the broad area of Consumer Culture Theory (CCT), and in particular topics related to Celebrity Culture and Influencer Marketing.

Winner of the 'Early Career Teacher of the Year Award 2017' at the Lancaster University Management School's Dean Awards. Nominated for the Pilkington Teaching Award in 2018.

Current teaching includes:

Undergraduate Teaching

MKTG232 Advertising (Module Leader)

MKTG101 Introduction to Marketing (Marketing Communications)

MKTG316 Advanced Topics in Consumer Behaviour

Postgraduate Teaching

MKTG505 Marketing Communications (Module Leader)

Programme Director for the MSc Marketing since September 2018.

Anuja Pradhan (2020) "‘Strategies from below’: Middle-class British Indian consumers’ navigations of ethnic identification and intergenerational cultural transmission."

Virginia Mwangi (2018) "Social representations of marketplace immorality: The case of the Kenyan illicit alcohol market."