معرفی
Dr Rebecca Mardon is a Reader (Associate Professor) in Marketing at Cardiff Business School, Cardiff University. Her research explores consumption through a sociocultural lens, focusing on how digital technologies shape consumption practices and influence consumers' identities, relationships, and well-being. She serves as Director of the Business Studies PhD Programme and is a member of Cardiff Business School's Shadow Management Board.
Dr Mardon holds a Postgraduate Certificate in University Teaching & Learning from Cardiff University (2019), a PhD in Marketing from the University of Southampton (2015), and a BA (First Class Hons) in Advertising and Marketing Communications from Bournemouth University (2011).
Her primary research interests include materiality and digital materiality, ownership and sharing practices, online consumer collectives, social media influencers, fandom and anti-fandom, and marketplace conflict. Her work examines how digital technologies impact experiences of ownership, how influencers navigate complex relationships with followers, how 'deviant' consumption communities thrive despite external vilification, and why seemingly irrational conflicts persist within online consumer collectives.
Dr Mardon's publications reveal a strong focus on the intersection of digital technologies and consumer behavior, particularly examining influencer marketing, parasocial relationships, digital possessions, and community dynamics. Her recent work shows increasing attention to negative relationship dynamics in influencer-follower interactions and the complexities of digital ownership in sharing economies.
- Sidney Levy Award Honourable Mention, 2024
- Editor's Choice, Journal of Consumer Research, 2023
- Research Award, Academy of Marketing, 2017
- Best Paper Award, Consumer Culture Theory Conference, 2016
- Editor's Choice, Journal of Marketing Management, 2016
- Best Paper Award, Consumer Culture Theory Conference, 2013
Dr Mardon is an Associate Editor at the Journal of Marketing Management and the Journal of Business Research, and a member of the ESRC Peer Review College. She supervises PhD students exploring sociocultural aspects of consumer culture using qualitative research methods, with current students Wahura Kabutha and Zoe Feng. Her past supervisees include Bader Alkaffary (completed 2022) and James Davies (completed 2021).
She teaches digital marketing at both undergraduate and postgraduate levels, including BS3012 Digital Marketing (Module Leader), BST240 Digital Marketing, BST356 Digital Marketing, and BST212 Conducting Research in Marketing & Strategy. Her teaching blends the latest research-based insights with current industry best practice.
