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 Dr Rebecca Mardon (née Watkins)

Dr Rebecca Mardon (née Watkins)

Senior 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’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 communities. Her 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 serves as Admissions Tutor for the MSc Strategic Marketing programme and is a member of the Business School's ethics committee.

Rebecca is interested in supervising PhD students pursuing interpretivist consumer research projects using qualitative methods, particularly projects relating to digital media.


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

2019 - present: Senior Lecturer, Cardiff University
2014-2019: Lecturer, Cardiff University
2014: Researcher, Microsoft Research Cambridge

Committees and reviewing

Admissions Tutor, MSc Strategic Marketing

Ethics Committee, Marketing & Strategy Section Representative

Ad-hoc journal reviewer:

  • Journal of Consumer Research
  • 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









Modules taught currently:

  • BS240 Digital Marketing, MSc Strategic Marketing (Module Leader)
  • BST547 Digital Media Management, MBA Media Management (Module Leader)
  • BS3012 Digital Marketing, BSc Business Management, final year elective (Module Leader)
  • BST212 Conducting Research in Marketing & Strategy, MSc Social Science Research Methods, Management & Business Studies pathway

Modules taught previously:

  • BS1528 Marketing, BSc Business Management, first year
  • BST513 Marketing, MBA
  • BST323 Marketing Management, MBA
  • Business Project Supervision, MBA
  • Marketing Project Supervision, MSc Strategic Marketing

Primary research interests

  • Materiality, digital materiality & consumer-object relations
  • Ownership and possession/psychological ownership
  • Sharing and collecting behaviours
  • Consumer tribes, communities, and other forms of social collective
  • Online communities and social media influencers
  • Consumer practice transformation
  • Digital marketing and its implications for consumers

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