Birkbeck launches Marketing and Consumer Research Group
Bringing together colleagues from across the Department of Management, the Group takes a multi-perspective, interdisciplinary approach to marketing and consumption research.
The Department of Management in Birkbeck’s School of Business, Economics and Informatics has launched the Marketing and Consumer Research Group, bringing together colleagues from across the Department to explore marketing and consumption phenomena from a wide range of perspectives.
The group moves beyond a traditional business approach to marketing and consumer research by drawing on socio-cultural, anthropological, organizational, managerial, psychological, feminist and literary traditions of research.
Dr Amy Hackley, Senior Lecturer in Marketing who formed the Group, said: “Our research community is building a strong reputation for our distinctive multi-disciplinary approach to marketing and consumer research. We look beyond the confines of the subject and are particularly interested in the shifts in the digital cultural economy, including the impact of social media marketing and Artificial Intelligence on consumption. We formed the group with the idea of making it as inclusive as possible, encompassing a range of perspectives in our research.”
Members of the Marketing and Consumer Research Group use quantitative, qualitative and interpretative and mixed research methods to explore the implications of contemporary shifts in the digital and cultural economy for business practice and consumer welfare.