Marketing research funding 

Dr Matthew Alexander (Department of Marketing) has been awarded research funding from the British Academy of Marketing for a project titled "Tackling Toxic Engagement: Investigating Adolescent Well-being in Digital Spaces”. In collaboration with Dr Jaylan Azer (University of Glasgow), the project explores the forms, motivations, and psychological impacts of toxic digital behaviours among adolescents, using netnography, experimental methods, and digital ethnography. The project aims to generate actionable insights for policymakers, educators, marketers, and digital platforms to support safer and healthier online environments for young people. 

Dr Amira Mukendi (Department of Marketing) and co-investigator, Dr Catherine Chavula (Department of Computer Science and Information), have been awarded research funding from the Academy of Marketing for a project titled “Bad Brands: Exploring the Role of Brands in Social Media Firestorms.” Using netnography, the project aims to have an impact in the beauty industry and social media marketing. 

Published: 31 July 2025