Emily Moorlock

Emily Moorlock is a Lecturer in the Department of Management at Sheffield Business School, Sheffield Hallam University, where she has been affiliated since 2013. She holds a Doctor of Philosophy (2016) from Sheffield Hallam University, a Post Graduate Certificate (Non-business related) from 2014, and a BA in Business Management from the University of Leeds (2008). Prior to academia, she worked in marketing roles within the FMCG and Professional Services sectors.

Her research focuses on qualitative methodologies, consumer behavior, and branding dynamics, with particular emphasis on youth consumer culture and digital media influences. Key themes include brand attachment mechanisms, participatory culture, and the intersection of social media with identity formation. Recent work explores influencer culture, temporal tribes among teenagers, and the impact of platforms like TikTok on generational behavior.

Moorlock has contributed to peer-reviewed journals such as Journal of Business Research and European Journal of Marketing, and authored book chapters on visual methods in consumer research. She has presented at conferences including the European Early Childhood Education Research Association and the EIASM workshop on interpretive consumer research.