My research interests are in the areas of interpretive consumer research, critical marketing scholarship, and cultural and social theories of consumption. My doctoral research centres on the intersection of technology, markets, and consumption with attention specifically given to how consumers make sense of the digital trajectory of daily life and their attribution of agency to technology. I am also particularly interested in the cultural politics of digital marketing, marketplace ideologies, anti-consumption, and the functioning of ideological fantasies in contemporary consumer cultures. 

Graduate Teaching Assistant – Module "Introduction to Marketing" (October 2019 - Present) 

LUMS Scholarship – Lancaster University Management School Funding for three years of doctoral study from 10/2019 to 09/2022 (full tuition fee waiver and a stipend of £15,000 per annum). 

I explore the context of “digital detoxing” and draw upon analyses from netnography, archival data, personal reflections, and in-depth interviews to understand the symbolic and affective dimensions of a digitally-mediated marketplace within the broader context of semiocapitalism.

Thesis working title: (Anti-)consumption practices and (anti-)consumer subjectivity within the context of semiocapitalism.

Dr. James Cronin and Dr. Alexandros Skandalis 

via email n.q.hoang@lancaster.ac.uk