Kathy-Ann Fletcher

Kathy-Ann Fletcher is a Lecturer in Marketing at the Division of Accounting, Business and Management within Dundee Business School, Abertay University since December 2018. She holds a PhD from the University of East London (UEL) focused on social media’s role in consumer-brand relationships, alongside an MSc in International Marketing Management. Her research explores consumer behavior, digital media’s impact on consumption patterns, and brand communities, with a focus on identity creation and social media’s role in emerging markets.

Teaching includes modules such as Marketing, Digital/Social Media Marketing, Strategic Marketing, and Customer Relationship Management. She has co-coordinated Research Seminars and chairs the Staff Engagement Team in her School. Her work contributes to UN Sustainable Development Goals, particularly Education and Gender Equality.

Key research areas include social media brand communities, consumer identity dynamics, and digital consumer behavior. Recent studies investigate Ghanaian women entrepreneurs’ sustainability practices, luxury brand adaptation in dynamic markets, and live-streaming’s influence on consumer decisions. She has presented at international conferences (e.g., British Academy of Management) and co-authored chapters on topics like religion’s role in consumer decision-making and Caribbean/Latin American Gen Y consumption patterns.