Rebecca Mardon
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Lecturer in Marketing
United KingdomResearch Interests
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About
Dr. Rebecca Mardon is a Lecturer in Marketing at Cardiff University, UK. Her research focuses on the dynamics of social media influencers, particularly in relation to consumer behavior and community interactions. Recent articles examine themes such as negative influencer-follower relationships, the impact of influencers on consumer collectives, and the complexities of digital possessions. She continues to explore the evolving landscape of influencer marketing and its implications for consumer culture.
Recent Grants
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Commercialising Tribal Celebrities: How are Tribal Markets Legitimised?
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Articles (5)
Year:
2025
Year:
2023
Year:
2023
Year:
2023
Year:
2021
Collaborators (2)
Mike Molesworth
Associate Professor
University of Birmingham
Kate Daunt
Cardiff University
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