My research is situated in the domain of Consumer Culture Theory, which looks at the intersection of consumption, markets and culture. To date I have studied diverse contexts such as online poker, Irish road bowlers, anonymous social media apps, fantasy football players, consumers with disabilities and carers. In my research I tend to apply qualitative methods such as ethnography, netnography and in depth interviews as a means to build inductive reasoning to interpret consumers marketplace actions. My work has appeared in international peer-reviewed journals including Marketing Theory, European Journal of Marketing, Consumption, Markets & Culture and the Journal of Gambling Studies. 

Current teaching includes:

Postgraduate Teaching

MKTG503 Consumers

MKTG506 Digital Marketing

Undergraduate Teaching

MKTG233 Digital Marketing

MKTG310 Marketing Research and Consultancy Project

Early Career Researcher Representative for the Academy of Marketing

Member of the Academy of Marketing Executive Committee

Member of the Academy of Marketing Research Committee