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 Dr Rebecca Mardon (née Watkins)

Dr Rebecca Mardon (née Watkins)

Lecturer in Marketing and Strategy

Cardiff Business School

+44 (0)29 2087 5195
T33, Aberconway Building, Colum Road, Cathays, Cardiff, CF10 3EU
Available for postgraduate supervision

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, in particular ownership and possession in the context of digital materiality and emerging forms of commercialisation within online tribes and communities.

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

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

Honours and awards

  • 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

Professional memberships

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

Academic positions

Researcher, Microsoft Research Cambridge

Committees and reviewing

Admissions Tutor, MSc Strategic Marketing

Ad-hoc journal reviewer:

  • European Journal of Marketing
  • Marketing Theory
  • Consumption Markets & Culture
  • Journal of Consumer Culture
  • Journal of Marketing Management
  • Social Media & Society

I also review for many conferences, including:

  • Consumer Culture Theory Conference
  • Association for Consumer Research Conference
  • Macromarketing Conference
  • ACM CHI Conference on Human Factors in Computing Systems








  • 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