![Rebecca Mardon BA (Hons), PhD, FHEA](https://profiles-cardiff.imgix.net/attachments/1344?w=200&h=200&auto=format&crop=faces&fit=crop&q=90")
Dr Rebecca Mardon
(hi/ei)
BA (Hons), PhD, FHEA
- Ar gael fel goruchwyliwr ôl-raddedig
Timau a rolau for Rebecca Mardon
Darllenydd (Athro Cyswllt) mewn Marchnata
Trosolwyg
Mae fy ymchwil yn archwilio defnydd trwy lens gymdeithasol-ddiwylliannol, gan ganolbwyntio ar sut mae technolegau digidol yn siapio arferion defnydd ac yn dylanwadu ar hunaniaethau, perthnasoedd a lles defnyddwyr.
Mae fy mhrosiectau cyfredol yn archwilio:
- Sut mae technolegau digidol yn effeithio ar brofiadau o berchnogaeth
- Sut mae dylanwadwyr yn llywio perthnasoedd cymhleth gyda'u dilynwyr
- Sut mae cymunedau defnydd 'deviant' yn ffynnu er gwaethaf vilification allanol
- Pam mae gwrthdaro sy'n ymddangos yn afresymol yn parhau o fewn cydweithfeydd defnyddwyr ar-lein
Mae fy ymchwil wedi'i gyhoeddi mewn cyfnodolion academaidd blaenllaw ym maes marchnata, gan gynnwys y Journal of Consumer Research, European Journal of Marketing, Journal of Business Research a Marketing Theory, ac mae wedi cael sylw mewn allfeydd fel The Guardian, The Independent, Forbes, a Business Insider. Rwy'n Olygydd Cyswllt yn y Journal of Marketing Management a'r Journal of Business Research, ac yn aelod o Goleg Adolygu Cymheiriaid ESRC.
Rwy'n addysgu marchnata digidol ar lefel israddedig ac ôl-raddedig, gan gyfuno'r mewnwelediadau diweddaraf sy'n seiliedig ar ymchwil gydag arferion gorau cyfredol y diwydiant. Rwyf hefyd yn gwasanaethu fel Cyfarwyddwr y Rhaglen PhD Astudiaethau Busnes ac rwy'n aelod o Fwrdd Rheoli Cysgodol Ysgol Busnes Caerdydd.
Cyhoeddiad
2025
- Mardon, R., Cocker, H. and Daunt, K. 2025. When fans become anti-fans: How to navigate negative influencer–follower relationships. NIM Marketing Intelligence Review 17(1), pp. 30-35. (10.2478/nimmir-2025-0005)
2024
- Mardon, R., Cocker, H. and Daunt, K. 2024. When parasocial relationships turn sour: social media influencers, eroded and exploitative intimacies, and anti-fan communities. In: Gurrieri, L., Drenten, J. and Abidin, C. eds. Influencer Marketing Interdisciplinary and Socio-Cultural Perspectives. London: Routledge, (10.4324/9781003559412)
- Cocker, H., Mardon, R. and Daunt, K. 2024. We’re not deviant, you are! How consumption communities neutralize accusations of deviance. Presented at: AM2024: Marketing: Fusing resilience and power for public value – igniting marketing’s social spirit, Cardiff, UK, 1 - 4 July 2024Academy Of Marketing Conference 2024 Paper Proceedings. Academy of Marketing pp. 254-255.
2023
- Mardon, R., Cocker, H. and Daunt, K. 2023. How social media influencers impact consumer collectives: An embeddedness perspective. Journal of Consumer Research 50(3), pp. 617-644. (10.1093/jcr/ucad003)
- Mardon, R., Denegri-Knott, J. and Molesworth, M. 2023. “Kind of Mine, Kind of Not”: Digital possessions and affordance misalignment. Journal of Consumer Research 50(2), pp. 255-281. (10.1093/jcr/ucac057)
- Mardon, R., Cocker, H. and Daunt, K. 2023. When parasocial relationships turn sour: Social media influencers, eroded and exploitative intimacies, and anti-fan communities. Journal of Marketing Management 39(11-12), pp. 1132-1162. (10.1080/0267257X.2022.2149609)
- Molesworth, M., Grigore, G. and Mardon, R. 2023. The psychosocial relational dynamics of rescuer platforms. Presented at: Consumer Culture Theory Conference, Lund, Sweden, 27 – 30 June 2023.
- Mardon, R., Maraj, V. and Bardhi, F. 2023. What’s mine isn’t necessarily yours: How digital technology affordances destabilise couples’ sharing practices. Presented at: Consumer Culture Theory Conference, Lund, Sweden, 27 – 30 June 2023.
2022
- Alkaffary, B., Koenig-Lewis, N., Bosangit, C. and Mardon, R. 2022. Psychological ownership in access-based services: The role of the virtual closet. Presented at: 12th SERVSIG Conference, Glasgow, UK, 16-18 June 2022.
- Mardon, R., Maraj, V. and Bardhi, F. 2022. What’s mine isn’t necessarily yours: How digital object affordances destabilise couples’ sharing practices. Presented at: 11th Interpretive Consumer Research Workshop, Liverpool, UK, 9 – 10 June 2022.
2021
- Cocker, H., Mardon, R. and Daunt, K. 2021. Social media influencers & transgressive celebrity endorsement in consumption community contexts. European Journal of Marketing 55(7), pp. 1841-1872. (10.1108/EJM-07-2019-0567)
2019
- Mardon, R., Cocker, H. and Daunt, K. 2019. Community-embedded human brands and dysfunctional community role dynamics: A study of the YouTube beauty community. Presented at: Consumer Culture Theory Conference, Montreal, QC, Canada, 17-19 July 2019. pp. -.
- Mardon, R., Denegri-Knott, J. and Molesworth, M. 2019. Possessing digital objects: Affordances and agency in Possession. Presented at: Consumer Culture Theory Conference, Montreal, QC, Canada, 17-19 July 2019.
2018
- Mardon, R. and Belk, R. 2018. Materializing digital collecting: an extended view of digital materiality. Marketing Theory 18(4), pp. 543-570. (10.1177/1470593118767725)
- Mardon, R., Molesworth, M. and Grigore, G. 2018. YouTube beauty gurus and the emotional labour of tribal entrepreneurship. Journal of Business Research 92, pp. 443-454. (10.1016/j.jbusres.2018.04.017)
- Mardon, R., Cocker, H. and Daunt, K. 2018. Constructing and commodifying the tribal celebrity: A dramaturgical perspective. Presented at: Academy of Marketing Conference, Stirling, Scotland, 2-5 July 2018.
- Lindgreen, A. et al. eds. 2018. Communicating corporate social responsibility in the digital era. Abingdon and New York: Routledge.
2017
- Watkins, R., Molesworth, M. and Grigore, G. 2017. Selling without selling out: YouTube beauty gurus & the emotional labour of tribal entrepreneurship. Presented at: 9th Interpretivist Consumer Research Workshop (ICR), Stockholm, Sweden, 26-29 April 2017.
- Watkins, R., Denegri-Knott, J. and Molesworth, M. 2017. A relational ontology of objects & possession. Presented at: 9th Interpretivist Consumer Research Workshop (ICR), Stockholm, Sweden, 26-29 April 2017.
2016
- Watkins, R. 2016. Actor-network theory, consumer-object relations and method assemblage: methodological reflections from a study of digital possessions. Presented at: Consumer Culture Theory Conference 2016, Lille, France, 6-9 July 2016.
- Watkins, R. and Belk, R. 2016. Collections and collecting in a digital age. Presented at: Consumer Culture Theory Conference 2016, Lille, France, 6-9 July 2016.
- Molesworth, M. and Watkins, R. 2016. Adult videogame consumption as individualised, episodic progress. Journal of Consumer Culture 16(2), pp. 510-530. (10.1177/1469540514528195)
- Molesworth, M., Watkins, R. D. and Denegri-Knott, J. 2016. Possession work on hosted digital consumption objects as consumer ensnarement. Journal of the Association for Consumer Research 1(2), pp. 246-261. (10.1086/685474)
- Watkins, R. D., Denegri-Knott, J. and Molesworth, M. 2016. The relationship between ownership and possession: observations from the context of digital virtual goods. Journal of Marketing Management 32(1-2), pp. 44-70. (10.1080/0267257X.2015.1089308)
- Grigore, G., Molesworth, M. and Watkins, R. 2016. New corporate responsibilities in the digital economy. In: Corporate Social Responsibility in the Post-Financial Crisis Era. Palgrave, pp. 41-62.
- Watkins, R. 2016. Conceptualising the ontology of digital consumption objects. Presented at: Association for Consumer Research North American Conference 2015, New Orleans, LA, 1-4 October 2015 Presented at Diehl, K., Yoon, C. and Duluth, M. N. eds.Advances in Consumer Research – North American Conference Proceedings, Vol. 43. Association for Consumer Research pp. 275-276.
2015
- Watkins, R., Sellen, A. and Lindley, S. E. 2015. Digital collections and digital collection practices. Presented at: SIGCHI Conference on Human Factors in Computing Systems, Seoul, Republic of Korea, 18 - 23 April, 2015Proceedings of the SIGCHI Conference on Human Factors in Computing Systems. New York: ACM pp. 3423-3432., (10.1145/2702123.2702380)
- Grigore, G., Molesworth, M. and Watkins, R. 2015. Conceptualising digital corporate social responsibility. Presented at: 4th International Conference on Social Responsibility, Ethics and Sustainable Business, Athens, 8-9 October 2015.
2014
- Watkins, R. 2014. Fragmented ownership and the fencing in of digital virtual possessions. Presented at: Connected Life, Oxford, 12 June 2014.
2013
- Watkins, R. and Molesworth, M. 2013. The ongoing exploitation of consumers' possession work via the permanent deferral of DVG ownership. Presented at: 7th Workshop on Interpretive Consumer Research, Brussells, 11 - 12 April 2013.
- Watkins, R. and Molesworth, M. 2013. The biographies of digital goods. Presented at: Consumer Culture Theory, Tucson, Az, 13-16 June 2013.
2012
- Watkins, R. and Molesworth, M. 2012. Attachment to digital virtual possessions in videogames. Presented at: Consumer Culture Theory Conference, Oxford, 16-19 August 2012.
- Watkins, R. and Molesworth, M. 2012. Attachment to digital virtual possessions in videogames. In: Belk, R. W., Scott, L. and Askegaard, S. eds. Research in Consumer Behaviour., Vol. 14. Bingley: Emerald Group Publishing, pp. 153-171.
- Denegri-Knott, J., Watkins, R. and Wood, J. 2012. Transforming digital virtual goods into meaningful possessions. In: Molesworth, M. and Denegri Knott, J. eds. Digital Virtual Consumption. Routledge Studies in Innovation, Organization and Technology Vol. 23. Oxford: Routledge, pp. 76-91.
Articles
- Mardon, R., Cocker, H. and Daunt, K. 2025. When fans become anti-fans: How to navigate negative influencer–follower relationships. NIM Marketing Intelligence Review 17(1), pp. 30-35. (10.2478/nimmir-2025-0005)
- Mardon, R., Cocker, H. and Daunt, K. 2023. How social media influencers impact consumer collectives: An embeddedness perspective. Journal of Consumer Research 50(3), pp. 617-644. (10.1093/jcr/ucad003)
- Mardon, R., Denegri-Knott, J. and Molesworth, M. 2023. “Kind of Mine, Kind of Not”: Digital possessions and affordance misalignment. Journal of Consumer Research 50(2), pp. 255-281. (10.1093/jcr/ucac057)
- Mardon, R., Cocker, H. and Daunt, K. 2023. When parasocial relationships turn sour: Social media influencers, eroded and exploitative intimacies, and anti-fan communities. Journal of Marketing Management 39(11-12), pp. 1132-1162. (10.1080/0267257X.2022.2149609)
- Cocker, H., Mardon, R. and Daunt, K. 2021. Social media influencers & transgressive celebrity endorsement in consumption community contexts. European Journal of Marketing 55(7), pp. 1841-1872. (10.1108/EJM-07-2019-0567)
- Mardon, R. and Belk, R. 2018. Materializing digital collecting: an extended view of digital materiality. Marketing Theory 18(4), pp. 543-570. (10.1177/1470593118767725)
- Mardon, R., Molesworth, M. and Grigore, G. 2018. YouTube beauty gurus and the emotional labour of tribal entrepreneurship. Journal of Business Research 92, pp. 443-454. (10.1016/j.jbusres.2018.04.017)
- Molesworth, M. and Watkins, R. 2016. Adult videogame consumption as individualised, episodic progress. Journal of Consumer Culture 16(2), pp. 510-530. (10.1177/1469540514528195)
- Molesworth, M., Watkins, R. D. and Denegri-Knott, J. 2016. Possession work on hosted digital consumption objects as consumer ensnarement. Journal of the Association for Consumer Research 1(2), pp. 246-261. (10.1086/685474)
- Watkins, R. D., Denegri-Knott, J. and Molesworth, M. 2016. The relationship between ownership and possession: observations from the context of digital virtual goods. Journal of Marketing Management 32(1-2), pp. 44-70. (10.1080/0267257X.2015.1089308)
Book sections
- Mardon, R., Cocker, H. and Daunt, K. 2024. When parasocial relationships turn sour: social media influencers, eroded and exploitative intimacies, and anti-fan communities. In: Gurrieri, L., Drenten, J. and Abidin, C. eds. Influencer Marketing Interdisciplinary and Socio-Cultural Perspectives. London: Routledge, (10.4324/9781003559412)
- Grigore, G., Molesworth, M. and Watkins, R. 2016. New corporate responsibilities in the digital economy. In: Corporate Social Responsibility in the Post-Financial Crisis Era. Palgrave, pp. 41-62.
- Watkins, R. and Molesworth, M. 2012. Attachment to digital virtual possessions in videogames. In: Belk, R. W., Scott, L. and Askegaard, S. eds. Research in Consumer Behaviour., Vol. 14. Bingley: Emerald Group Publishing, pp. 153-171.
- Denegri-Knott, J., Watkins, R. and Wood, J. 2012. Transforming digital virtual goods into meaningful possessions. In: Molesworth, M. and Denegri Knott, J. eds. Digital Virtual Consumption. Routledge Studies in Innovation, Organization and Technology Vol. 23. Oxford: Routledge, pp. 76-91.
Books
- Lindgreen, A. et al. eds. 2018. Communicating corporate social responsibility in the digital era. Abingdon and New York: Routledge.
Conferences
- Cocker, H., Mardon, R. and Daunt, K. 2024. We’re not deviant, you are! How consumption communities neutralize accusations of deviance. Presented at: AM2024: Marketing: Fusing resilience and power for public value – igniting marketing’s social spirit, Cardiff, UK, 1 - 4 July 2024Academy Of Marketing Conference 2024 Paper Proceedings. Academy of Marketing pp. 254-255.
- Molesworth, M., Grigore, G. and Mardon, R. 2023. The psychosocial relational dynamics of rescuer platforms. Presented at: Consumer Culture Theory Conference, Lund, Sweden, 27 – 30 June 2023.
- Mardon, R., Maraj, V. and Bardhi, F. 2023. What’s mine isn’t necessarily yours: How digital technology affordances destabilise couples’ sharing practices. Presented at: Consumer Culture Theory Conference, Lund, Sweden, 27 – 30 June 2023.
- Alkaffary, B., Koenig-Lewis, N., Bosangit, C. and Mardon, R. 2022. Psychological ownership in access-based services: The role of the virtual closet. Presented at: 12th SERVSIG Conference, Glasgow, UK, 16-18 June 2022.
- Mardon, R., Maraj, V. and Bardhi, F. 2022. What’s mine isn’t necessarily yours: How digital object affordances destabilise couples’ sharing practices. Presented at: 11th Interpretive Consumer Research Workshop, Liverpool, UK, 9 – 10 June 2022.
- Mardon, R., Cocker, H. and Daunt, K. 2019. Community-embedded human brands and dysfunctional community role dynamics: A study of the YouTube beauty community. Presented at: Consumer Culture Theory Conference, Montreal, QC, Canada, 17-19 July 2019. pp. -.
- Mardon, R., Denegri-Knott, J. and Molesworth, M. 2019. Possessing digital objects: Affordances and agency in Possession. Presented at: Consumer Culture Theory Conference, Montreal, QC, Canada, 17-19 July 2019.
- Mardon, R., Cocker, H. and Daunt, K. 2018. Constructing and commodifying the tribal celebrity: A dramaturgical perspective. Presented at: Academy of Marketing Conference, Stirling, Scotland, 2-5 July 2018.
- Watkins, R., Molesworth, M. and Grigore, G. 2017. Selling without selling out: YouTube beauty gurus & the emotional labour of tribal entrepreneurship. Presented at: 9th Interpretivist Consumer Research Workshop (ICR), Stockholm, Sweden, 26-29 April 2017.
- Watkins, R., Denegri-Knott, J. and Molesworth, M. 2017. A relational ontology of objects & possession. Presented at: 9th Interpretivist Consumer Research Workshop (ICR), Stockholm, Sweden, 26-29 April 2017.
- Watkins, R. 2016. Actor-network theory, consumer-object relations and method assemblage: methodological reflections from a study of digital possessions. Presented at: Consumer Culture Theory Conference 2016, Lille, France, 6-9 July 2016.
- Watkins, R. and Belk, R. 2016. Collections and collecting in a digital age. Presented at: Consumer Culture Theory Conference 2016, Lille, France, 6-9 July 2016.
- Watkins, R. 2016. Conceptualising the ontology of digital consumption objects. Presented at: Association for Consumer Research North American Conference 2015, New Orleans, LA, 1-4 October 2015 Presented at Diehl, K., Yoon, C. and Duluth, M. N. eds.Advances in Consumer Research – North American Conference Proceedings, Vol. 43. Association for Consumer Research pp. 275-276.
- Watkins, R., Sellen, A. and Lindley, S. E. 2015. Digital collections and digital collection practices. Presented at: SIGCHI Conference on Human Factors in Computing Systems, Seoul, Republic of Korea, 18 - 23 April, 2015Proceedings of the SIGCHI Conference on Human Factors in Computing Systems. New York: ACM pp. 3423-3432., (10.1145/2702123.2702380)
- Grigore, G., Molesworth, M. and Watkins, R. 2015. Conceptualising digital corporate social responsibility. Presented at: 4th International Conference on Social Responsibility, Ethics and Sustainable Business, Athens, 8-9 October 2015.
- Watkins, R. 2014. Fragmented ownership and the fencing in of digital virtual possessions. Presented at: Connected Life, Oxford, 12 June 2014.
- Watkins, R. and Molesworth, M. 2013. The ongoing exploitation of consumers' possession work via the permanent deferral of DVG ownership. Presented at: 7th Workshop on Interpretive Consumer Research, Brussells, 11 - 12 April 2013.
- Watkins, R. and Molesworth, M. 2013. The biographies of digital goods. Presented at: Consumer Culture Theory, Tucson, Az, 13-16 June 2013.
- Watkins, R. and Molesworth, M. 2012. Attachment to digital virtual possessions in videogames. Presented at: Consumer Culture Theory Conference, Oxford, 16-19 August 2012.
Ymchwil
Prif ddiddordebau ymchwil
- materoldeb a materoldeb digidol
- Perchnogaeth a rhannu
- Cydweithfeydd defnyddwyr ar-lein
- Dylanwadwyr cyfryngau cymdeithasol
- Fandom a gwrth-ffandom
- Gwrthdaro marchnad
Addysgu
- MSc - Digital Media Marketing (Module Leader)
- MBA - Digital Media Management (Module Leader)
- BSc - Marketing
- MBA - Business Project Supervision
- MSc - Marketing Project Supervision
Bywgraffiad
Cymwysterau
- Tystysgrif Ôl-raddedig mewn Addysgu a Dysgu Prifysgol, Prifysgol Caerdydd, 2019
- PhD mewn Marchnata, Prifysgol Southampton, 2015
- BA (Dosbarth Cyntaf) Cyfathrebu Hysbysebu a Marchnata, Prifysgol Bournemouth, 2011
Anrhydeddau a dyfarniadau
- Gwobr Sidney Levy Anrhydeddus Grybwyll, 2024
- Dewis y Golygydd, Journal of Consumer Research, 2023
- Gwobr Ymchwil, Academi Marchnata, 2017
- Gwobr Papur Gorau, Cynhadledd Theori Diwylliant Defnyddwyr, 2016
- Dewis y Golygydd, Journal of Marketing Management, 2016
- Gwobr Papur Gorau, Cynhadledd Theori Diwylliant Defnyddwyr, 2013
Aelodaethau proffesiynol
- Aelod o'r Gymdeithas Ymchwil Defnyddwyr
- Aelod o Gonsortiwm Theori Diwylliant Defnyddwyr
- Aelod o'r Academi Marchnata
- Cymrawd Advance HE
Safleoedd academaidd blaenorol
- 2023 - presennol: Darllenydd, Prifysgol Caerdydd
- 2019 - 2023: Uwch Ddarlithydd, Prifysgol Caerdydd
- 2014 - 2019: Darlithydd, Prifysgol Caerdydd
- 2014: Ymchwilydd, Microsoft Research Cambridge
- 2012 - 2014: Darlithydd (rhan-amser), Prifysgol Bournemouth
Pwyllgorau ac adolygu
- Aelod o Fwrdd Rheoli Cysgodol Ysgol Busnes Caerdydd (2022 - presennol)
- Cynrychiolydd adrannol, Pwyllgor Moeseg Ymchwil Ysgol Busnes Caerdydd (2018 - 2023)
- Tiwtor Derbyn MSc Marchnata Strategol ac MSc Marchnata (2015 - 2023)
- Cynrychiolydd Ysgol, Rhwydwaith Arloesi Academaidd Coleg y Celfyddydau, y Dyniaethau a'r Gwyddorau Cymdeithasol (2019 – 2020)
Meysydd goruchwyliaeth
Mae gen i ddiddordeb mewn goruchwylio myfyrwyr PhD sy'n archwilio agweddau cymdeithasolddiwylliannol ar ddiwylliant defnyddwyr gan ddefnyddio dulliau ymchwil ansoddol. Mae gennyf ddiddordeb arbennig mewn goruchwylio prosiectau sy'n ymwneud â'r cyfryngau/technolegau digidol
Goruchwyliaeth gyfredol
Wahura Kabutha
Zoe Feng
Prosiectau'r gorffennol
Bader Alkaffary, Prifysgol Caerdydd, Project: 'Rôl Perchnogaeth Seicolegol mewn Defnydd ar Sail Mynediad: Mewnwelediadau o'r Diwydiant Ffasiwn' (cwblhawyd 2022,2il oruchwyliwr)
James Davies, Prifysgol Caerdydd, Project: ' Serendipity and the Silver Screen: Career Entryways and Worker Experiences in UK Television' (cwblhawyd 2021, 3yddgoruchwyliwr )
Contact Details
MardonRD@caerdydd.ac.uk
+44 29208 75195
Adeilad Aberconwy, Ystafell T33, Rhodfa Colum, Cathays, Caerdydd, CF10 3EU
+44 29208 75195
Adeilad Aberconwy, Ystafell T33, Rhodfa Colum, Cathays, Caerdydd, CF10 3EU