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Lecturer in Marketing, The University of Edinburgh

Ben's main research interest surrounds social and commercial consumer behaviour linked to the use of social media. Previous research involved in-depth examination of the ‘Multiple Audience Problem’ existing when users self-present on Facebook. This discovered how and why this causes anxiety and stress, and even constrains behaviour both on and offline. Ben’s current research further explores the boundary spanning through social media in the workplace. This is the situation whereby a user is requested to become a ‘friend’ on Facebook by their employers. Other research addresses situational identity creation on social media, through metaphoric representation across generations. Additionally, Ben has researched and written about the formation of peer support social network sites for adolescents and young adults suffering from cancer. Recently Ben has been involved in research projects examining electronic word-of-mouth linked to online film trailers, what makes the 'Best' Facebook post, behaviour change associated with social media as a self-awareness stimuli, political engagement on social media and the role of social media in the acculturation process.

Ben is pragmatic with regards to research methodology and has experience in both quantitative and qualitative techniques. However he favours experimental design.


  • –present
    Lecturer in Marketing, University of Edinburgh