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 Dr Rebecca Mardon (née Watkins)

Dr Rebecca Mardon (née Watkins)

Senior Lecturer in Marketing and Strategy

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


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 consumer collectives. Her research has appeared in a wide range of journals, including the Journal of Consumer Research, European Journal of Marketing, Journal of Business Research, Marketing Theory, the Journal of Marketing Management and the Journal of Consumer Culture.

Rebecca teaches at both undergraduate and postgraduate levels, specialising in digital marketing. She is the Admissions Tutor for the MSc Marketing and MSc Strategic Marketing programmes, serves as a departmental representative on the Business School's research ethics committee, and is a member of Cardiff Business School's Shadow Management Board.



  • Postgraduate Certificate in University Teaching & Learning, Cardiff University, 2019
  • PhD in Marketing, University of Southampton, 2015

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
  • Member of the Academy of Marketing
  • Fellow of the Higher Education Academy

Academic positions

  • 2019 - present: Senior Lecturer, Cardiff University
  • 2014 - 2019: Lecturer, Cardiff University
  • 2014: Researcher, Microsoft Research Cambridge
  • 2012 - 2014: Lecturer (part-time), Bournemouth University

Committees and reviewing

Admissions Tutor for MSc Strategic Marketing and MSc Marketing.

Departmental representative, Cardiff Business School Research Ethics Committee.














Modules taught currently:

  • BS3012 Digital Marketing, BSc Business Management, Yr 3 (Module Leader)
  • BST240 Digital Marketing, MSc Strategic Marketing 
  • BST356 Digital Marketing, MSc Marketing
  • BST212 Conducting Research in Marketing & Strategy, MSc Social Science Research Methods

Rebecca has previously taught a range of marketing modules at undergraduate and postgraduate levels, as well as supervising undergraduate and postgraduate dissertations and postgraduate consultancy projects.

Primary research interests

  • Digital materiality
  • Ownership and possession
  • Sharing
  • Online consumer collectives
  • Social media influencers


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)
  • Consumption of smart devices.

Past projects

Dr James Davies, Cardiff University, Project: ‘Serendipity and the Silver Screen: Career Entryways and Worker Experiences in UK Television’ (completed 2021, co-supervisor)