![Rebecca Mardon BA (Hons), PhD, FHEA](https://profiles-cardiff.imgix.net/attachments/10238?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
Trosolwg
Mae fy ymchwil yn archwilio sut mae technolegau digidol yn newid sut rydyn ni'n bwyta, pwy ydym ni, ein perthynas ag eraill, a'n lles.
Mae fy ymchwil wedi'i gyhoeddi mewn cyfnodolion marchnata blaenllaw, 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 gan gynnwys The Guardian, The Independent, Forbes, a Business Insider. Rwy'n Olygydd Cyswllt 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 ymchwil diweddaraf ag arfer gorau cyfredol y diwydiant.
Cyhoeddiad
2026
- Costello, J. , Cocker, H. and Mardon, R. eds. 2026. The Routledge Companion to Influencer Marketing. Routledge.
- Cocker, H. , Costello, J. and Mardon, R. 2026. Conclusion: influencer marketing: reflections and future research directions. In: Cocker, H. , Costello, J. and Mardon, R. eds. The Routledge Companion to Influencer Marketing. Routledge
- Cocker, H. , Mardon, R. and Daunt, K. 2026. Parasocial relationship theory and influencer marketing: a lifecycle perspective on parasocial relationships with influencers. In: Cocker, H. , Costello, J. and Mardon, R. eds. The Routledge Companion to Influencer Marketing. Routledge
- Mardon, R. et al. 2026. Spheres of influence: How influencers impact society. Journal of Business Research 215 116339. (10.1016/j.jbusres.2026.116339)
- Knott, J. D. et al., 2026. How digital technology transforms consumption: a critical reflection on theoretical lenses and a research agenda. Journal of Marketing Management (10.1080/0267257x.2026.2729244)
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 2024. Academy 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)
- 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.
- 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.
2022
- Alkaffary, B. et al. 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.
- 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., 2018. Communicating corporate social responsibility in the digital era. Abingdon and New York: Routledge.
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. , 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.
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. Published in: 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
- 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. , 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, 2015. Proceedings of the SIGCHI Conference on Human Factors in Computing Systems. New York: ACM. , pp.3423-3432. (10.1145/2702123.2702380)
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 biographies of digital goods. Presented at: Consumer Culture Theory Tucson, Az 13-16 June 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.
2012
- 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.
- 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.
- Watkins, R. and Molesworth, M. 2012. Attachment to digital virtual possessions in videogames. Presented at: Consumer Culture Theory Conference Oxford 16-19 August 2012.
Adrannau llyfrau
- Cocker, H. , Costello, J. and Mardon, R. 2026. Conclusion: influencer marketing: reflections and future research directions. In: Cocker, H. , Costello, J. and Mardon, R. eds. The Routledge Companion to Influencer Marketing. Routledge
- Cocker, H. , Mardon, R. and Daunt, K. 2026. Parasocial relationship theory and influencer marketing: a lifecycle perspective on parasocial relationships with influencers. In: Cocker, H. , Costello, J. and Mardon, R. eds. The Routledge Companion to Influencer Marketing. Routledge
- 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.
- 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.
- 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.
Cynadleddau
- 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 2024. Academy Of Marketing Conference 2024 Paper Proceedings. Academy of Marketing. , pp.254-255.
- 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.
- 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.
- Alkaffary, B. et al. 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.
- 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. , 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. , 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. 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. Published in: 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.
- 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. , 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, 2015. Proceedings of the SIGCHI Conference on Human Factors in Computing Systems. New York: ACM. , pp.3423-3432. (10.1145/2702123.2702380)
- 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 biographies of digital goods. Presented at: Consumer Culture Theory Tucson, Az 13-16 June 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. 2012. Attachment to digital virtual possessions in videogames. Presented at: Consumer Culture Theory Conference Oxford 16-19 August 2012.
Erthyglau
- Mardon, R. et al. 2026. Spheres of influence: How influencers impact society. Journal of Business Research 215 116339. (10.1016/j.jbusres.2026.116339)
- Knott, J. D. et al., 2026. How digital technology transforms consumption: a critical reflection on theoretical lenses and a research agenda. Journal of Marketing Management (10.1080/0267257x.2026.2729244)
- 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)
Llyfrau
- Costello, J. , Cocker, H. and Mardon, R. eds. 2026. The Routledge Companion to Influencer Marketing. Routledge.
- Lindgreen, A. et al., 2018. Communicating corporate social responsibility in the digital era. Abingdon and New York: Routledge.
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
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 cymdeithasol-ddiwylliannol ar ddiwylliant defnyddwyr gan ddefnyddio dulliau ymchwil ansoddol. Mae gen i ddiddordeb arbennig mewn goruchwylio prosiectau sy'n ymwneud ag esblygiad perthnasoedd dylanwadwyr-dilynwyr, dylanwadwyr fel brandiau ac entrepreneuriaid, a defnydd wedi'i gyfryngu gan AI.
Goruchwyliaeth gyfredol
Zoe Feng
Prosiectau'r gorffennol
Wahura Kabutha, Prifysgol Caerdydd, 2026. Esblygiad Rolau Masnachol Dylanwadwyr Cyfryngau Cymdeithasol (SMIs): Cymhellion, Strategaethau a Phrofiadau.
Bader Alkaffary, Prifysgol Caerdydd, 2022. Rôl Perchnogaeth Seicolegol mewn Defnydd Seiliedig ar Fynediad: Mewnwelediadau o'r Diwydiant Ffasiwn.
James Davies, Prifysgol Caerdydd, 2021. Serendipity a'r Sgrin Arian: Mynedfeydd Gyrfa a Phrofiadau Gweithwyr yn Teledu y DU.
Contact Details
[email protected]
+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