This is a potential research degree area, subject to the approval of the University. If you are interested in undertaking a research degree in this area, please make contact with the Dean to discuss your proposal.
Abertay’s research culture encourages areas of cross-disciplinary and inter-disciplinary working that are consubstantial to the latest evolutions of the marketing discipline.
We are particularly attentive to the latest evolutions in knowledge and practice that relate to strategic and digital marketing, and consumer behaviour. For example, the phenomenon of social media influencers presents ample opportunities for research, considering that billions of consumers regularly use social media platforms. Potential topics could include determinants of social media influencer success and ways in which social media influencers affect consumer behaviour.