Ewch i’r prif gynnwys
 Dr Rebecca Mardon (née Watkins)

Dr Rebecca Mardon (née Watkins)

Lecturer in Marketing and Strategy

Ysgol Busnes Caerdydd

+44 (0)29 2087 5195
B06, Adeilad Aberconwy, Rhodfa Colum, Cathays, Caerdydd, CF10 3EU
Ar gael fel goruchwyliwr ôl-raddedig


Rebecca is a Lecturer (Assistant Professor) in Marketing at Cardiff Business School. She recieved her PhD from the University of Southampton and is a Fellow of the Higher Education Academy. Rebecca's research  explores emerging consumer behaviours in digital contexts. Her primary research interests are: 1) materiality and consumer-object relations, 2) consumer sociality online, and 3) digital marketing ethics. 

Rebecca's research has appeared in international peer-reviewed journals including the Journal of Marketing Management, the Journal of Consumer Culture, and the Journal of the Association for Consumer Research, amongst others.

Rebecca teaches at both undergraduate and postgraduate levels, specialising in digital marketing. She is interested in supervising PhD students pursuing consumer research projects using qualitative methods, particularly projects relating to digital consumption/digital marketing.

Recent updates:

  • Rebecca was awarded the prize for 'Best Competitive Paper' at the 2016 Consumer Culture Theory Conference in Lille, France.
  • Rebecca's paper was Highly Commended in the Journal of Marketing Management's 2016 Best Paper Awards
  • In 2017 Rebecca was awarded Academy of Marketing research funding for her work on YouTube Beauty Gurus and the legitimation of tribal markets



  • PhD (Marketing) - University of Southampton
  • BA (Advertising with Marketing Communications) - Bournemouth University

Anrhydeddau a Dyfarniadau

  • Academy of Marketing Research Award, 2017
  • Best Paper Awards - Highly Commended, Journal of Marketing Management, 2016
  • Best Paper, Consumer Culture Theory Conference, Lille, 2016
  • Editor's Choice, Journal of Marketing Management, 2016
  • Best Paper, Consumer Culture Theory Conference, Arizona, 2013

Aelodaethau proffesiynol

  • Member of the Association for Consumer Research
  • Member of Consumer Culture Theory Consortium
  • Fellow of the Higher Education Academy

Safleoedd academaidd blaenorol

Researcher, Microsoft Research Cambridge

Pwyllgorau ac adolygu

Admissions Tutor, MSc Strategic Marketing

Ad-hoc journal reviewer:

  • Marketing Theory
  • Consumption Markets & Culture
  • Journal of Consumer Culture
  • Journal of Marketing Management












  • MSc - Digital Media Marketing (Module Leader)
  • MBA - Digital Media Management (Module Leader)
  • BSc - Marketing
  • MBA - Business Project Supervision
  • MSc - Marketing Project Supervision

Primary research interests

  • Materiality and Consumer-Object Relations
  • Ownership, Property and Possessions
  • Consumer Tribes/Communities Online
  • Digital Marketing & Ethics


I am interested in supervising PhD students conducting qualitative research projects relating to consumers' interactions with and experiences of digital media and digital technologies, in particular:

  • Digital materiality (e.g. appropriating, interacting with, owning and possessing digital consumption objects)
  • Online sociality (e.g. online communities and tribes, and their relation to commercial activity)
  • New forms of commercialisation online (e.g. influencer marketing, crowdfunding business models)
  • Advertising literacy in new digital/online contexts 

Past projects