Emma has an academic background in business, entrepreneurship and marketing. She holds a Master’s degree in Marketing from Durham University (UK) and a Bachelor’s degree in Fashion Entrepreneurship from University Of Central Lancashire (UK).
Emma’s research interests revolve around social media marketing, social media influencers, influencer marketing and consumer purchase intentions online. The research project that Emma is currently undertaking is focused on the rise of micro-influencers and their impact on consumer purchase intentions online. The research aims to examine and understand the features and factors of micro-influencers and their content on social media to help determine the effectiveness on consumer purchase intentions online. The study will also explore consumers perceptions of micro-influencers to understand the influence of perceived source credibility and its impact on consumer behaviour online.
Supervisors: Prof Danae Manika , Prof Savvas Papagiannidis
- Consumer Behaviours
- Consumer Purchase Intentions
- Social Media Marketing
- Influencer Marketing