My research interests revolve around consumer behaviour, consumer culture, cultural sociology, arts and experiential marketing, and digital cultures, amongst others. I am particularly interested in conducting research within the cultural and creative industries.
A key aspect of my research relates to aesthetics and taste and the consumption of space and place. My doctoral research aimed to explore spatial taste formation processes via individuals' aesthetic experiences in the marketplace within the context of live music. I have previously conducted ethnographic research within diverse musical spaces (e.g. festivals, concert halls) and fields (e.g. indie, classical music). One of my recent research projects dealt with the exploration of the variety of ways in which individuals further develop their musical tastes in the indie music field by drawing upon place-specific practices and experiences in Manchester, UK.
Another central aspect of my research focuses on the study of digital cultures and experiences within the context of online communities from a post-postmodern perspective. To the ends, I have also been working in the application of psychoanalytic theories in improving our understanding of digital cultures and I am particularly interested in the work of British psychoanalyst Donald Winnicott on transitional space and phenomena.
My work has appeared in several international peer-reviewed journals such as Advances in Consumer Research, European Journal of Marketing, Journal of Business Research, Journal of Marketing Management, Journal of Place Management and Development, Marketing Theory, and Sociology.
I presented my research outputs in numerous international conferences including the Association of Consumer Research Conference (ACR), Consumer Culture Theory Conference (CCT), Academy of Marketing Conference, Interpretive Consumer Research Conference (ICR), and European Academy of Design Conference, amongst others.
I was awarded the best paper prize in the Arts & Heritage Marketing Track of the 2015 Academy of Marketing Conference in Limerick, Ireland.