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“Consumer-brand relationship in a social media age” (SF19/MOS/CUI)

  • Full or part time
  • Application Deadline
    Applications accepted all year round
  • Self-Funded PhD Students Only
    Self-Funded PhD Students Only

Project Description

In the current transformation to digitalisation and social media in marketing and consumption, consumers are getting more involved in access based and dematerialised consumption in contrast to enduring, ownership-oriented tangible consumption. This new phenomenon has aroused conflicting views regarding consumers’ change in attitudes towards identity, materialism, sustainable consumption, brand equity and meanings in consumer-brand relationships. New research is needed for understanding the boundary conditions that underlie this phenomenon. For example, do consumers assume greater importance of the practical benefit in access-based and dematerialised consumption than ownership-oriented tangible consumption? How do consumers experience materialism, sustainable consumption values and relationships with brands in access-based dematerialised consumption as compared with ownership-oriented tangible consumption? How can marketers better use social media in these contexts?

A PhD candidate is invited to work on a project surrounding the above issues. Through the work of this project, Knowledge in consumer psychology, branding, social media marketing and sustainable consumption/marketing strategies will be involved and developed. Research methods may involve qualitative data analysis and building and testing theoretical models by experimental design and statistical analysis.

Suggested readings:

Bardhi, F. and Eckhardt, G.M. (2017), “Liquid Consumption,” Journal of Consumer Research, 44(3), 582-597.

Colicev, A.; Malshe, A.; Pauwelse, K.; and O’Connor, P. (2018), “Improving Consumer Mindset Metrics and Shareholder Value through Social Media: The Different Roles of Owned and Earned Media,” Journal of Marketing, 82, 37-56.

Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing, 80(6), 146-172.

Eligibility and How to Apply:

Please note eligibility requirement:
• Academic excellence of the proposed student i.e. 2:1 (or equivalent GPA from non-UK universities [preference for 1st class honours]); or a Masters (preference for Merit or above); or APEL evidence of substantial practitioner achievement.
• Appropriate IELTS score, if required.

For further details of how to apply, entry requirements and the application form, see
https://www.northumbria.ac.uk/research/postgraduate-research-degrees/how-to-apply/

Please note: Applications that do not include a research proposal of approximately 1,000 words (not a copy of the advert), or that do not include the advert reference (e.g. SF19/…) will not be considered.

Northumbria University takes pride in, and values, the quality and diversity of our staff. We welcome applications from all members of the community. The University holds an Athena SWAN Bronze award in recognition of our commitment to improving employment practices for the advancement of gender equality and is a member of the Euraxess network, which delivers information and support to professional researchers.

Funding Notes

Please note this is a self-funded project and does not include tuition fees or stipend.

Related Subjects

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