Lecturer in Marketing, University of Stirling

I completed both my undergraduate marketing degree and PhD in Dublin Institute of Technology (DIT). During my postgraduate research I taught a variety of marketing related modules and supervised dissertations in both DIT and Trinity College Dublin.

I am currently a Lecturer in the Marketing and Retail Division of the university of Stirling. Here, I am continuing my research on music consumption and subcultures as well as teaching consumer behaviour modules in both undergraduate and postgraduate degrees.

Research Interests:
My PhD dissertation focuses on the use of figurational sociology as an explanatory framework for contexts concerning consumer communities. This research reflects my general interest in sociological theories concerning emotion and identity and its application in consumer cultural contexts and publications can be viewed in Marketing Theory, the Journal of Macromarketing and the Ashgate Companion to Fan Studies.

My research interests also extend to the consumption of music and more specifically ethical and digital consumption. My recent research concerns the reaction of the music industry to the vast technological transformation that have taken place in recent years. I am particulalry interested in exploring consumer communities who support or who have previously championed music 'piracy' and now also engage in legal consumption via legal music subscription services.


  • –present
    Early Career Fellow, University of Stirling