Hayley Cocker

Hayley Cocker is a Senior Lecturer in Marketing at the Lancaster University Management School (LUMS), part of Lancaster University. Her research focuses on the social and cultural dimensions of consumption, particularly influencers, celebrity culture, and risky/deviant consumption contexts. She has won prestigious awards, including the 2023 Pilkington Teaching Award and the 2017 Early Career Teacher of the Year Award at LUMS. Her work has been published in leading journals like the Journal of Consumer Research and featured in media outlets such as The Guardian and Business Insider.

• Professional Roles: Programme Director for MSc Marketing (2018–2021).
• Teaching: Leads modules in Advertising (Undergraduate) and Marketing Communications (Postgraduate).

Her research explores topics such as parasocial relationships with influencers, anti-fan communities, and the dynamics of celebrity endorsements. She has supervised PhD students on themes including esports market legitimation, ethnic identification among British Indians, and Kenya’s illicit alcohol market. She actively participates in research groups like the Centre for Consumption Insights and contributes to academic activities through invited talks and conference engagements.