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Rebecca Mardon

Dr Rebecca Mardon

Senior Lecturer in Marketing and Strategy

Cardiff Business School

Email
MardonRD@cardiff.ac.uk
Telephone
+44 29208 75195
Campuses
Aberconway Building, Room T33, Colum Road, Cathays, Cardiff, CF10 3EU
Users
Available for postgraduate supervision

Overview

Rebecca’s research explores emerging consumer behaviours in digital contexts, with a current focus on digital materiality and influencer marketing. Her research has appeared in a leading academic journals in the field of marketing, including the Journal of Consumer Research, European Journal of Marketing, Journal of Business Research and Marketing TheoryShe is a Fellow of Advance HE and serves on the Editorial Review Board at the Journal of Business Research.

Rebecca teaches at both undergraduate and postgraduate levels, specialising in digital marketing. She is the Admissions Tutor for the MSc Marketing and MSc Strategic Marketing programmes, serves as a departmental representative on the Business School's research ethics committee, and is a member of Cardiff Business School's Shadow Management Board.

Publication

2023

2022

2021

2019

2018

2017

2016

2015

2014

2013

2012

Articles

Book sections

Books

Conferences

Research

Primary research interests

  • Digital materiality
  • Ownership and possession
  • Sharing
  • Online consumer collectives
  • Social media influencers

Teaching

Modules taught currently:

  • BS3012 Digital Marketing, BSc Business Management, Yr 3 (Module Leader)
  • BST240 Digital Marketing, MSc Strategic Marketing 
  • BST356 Digital Marketing, MSc Marketing
  • BST212 Conducting Research in Marketing & Strategy, MSc Social Science Research Methods

Rebecca has previously taught a range of marketing modules at undergraduate and postgraduate levels, as well as supervising undergraduate and postgraduate dissertations and postgraduate consultancy projects.

Biography

Qualifications

  • Postgraduate Certificate in University Teaching & Learning, Cardiff University, 2019
  • PhD in Marketing, University of Southampton, 2015

Honours and awards

  • Academy of Marketing Research Award, 2017
  • Best Paper Awards - Highly Commended, Journal of Marketing Management, 2016
  • Best Paper, Consumer Culture Theory Conference, Lille, 2016
  • Editor's Choice, Journal of Marketing Management, 2016
  • Best Paper, Consumer Culture Theory Conference, Arizona, 2013

Professional memberships

  • Member of the Association for Consumer Research
  • Member of Consumer Culture Theory Consortium
  • Member of the Academy of Marketing
  • Fellow of Advance HE

Academic positions

  • 2019 - present: Senior Lecturer, Cardiff University
  • 2014 - 2019: Lecturer, Cardiff University
  • 2014: Researcher, Microsoft Research Cambridge
  • 2012 - 2014: Lecturer (part-time), Bournemouth University

Committees and reviewing

Admissions Tutor for MSc Strategic Marketing and MSc Marketing.

Departmental representative, Cardiff Business School Research Ethics Committee.

Supervisions

I am interested in supervising PhD students conducting qualitative research projects relating to consumers' interactions with and experiences of digital media and digital technologies, in particular:

  • Digital materiality (e.g. appropriating, interacting with, owning and possessing digital consumption objects)
  • Online sociality (e.g. online communities and tribes, and their relation to commercial activity)
  • New forms of commercialisation online (e.g. influencer marketing, crowdfunding business models)
  • Consumption of smart devices.

Specialisms

  • Consumer behaviour
  • Digital consumption
  • Consumer culture theory