Marketing Research Group
Who We Are
The Marketing Research Group (MaRG) collates and develops the research calibre of a group of colleagues, both early career and well established, who are contributing to a wide range of marketing-related studies. These include marketing strategies, consumption, consumer culture, consumer behaviour, communications, advertising, digital and social media, brand management, entrepreneurial marketing and consumer technology.
By means of a wide range of scholarly activities, MaRG aims to enhance knowledge and offer insights for marketing and consumer studies in various local or global contexts, from a spectrum of perspectives that draw on cross-disciplinary approaches. Our research puts emphasis on creating and fostering sustainable values and resources for markets, consumers and related stakeholders.
With diverse background and scholarly interests of our members, we offer a number of undergraduate programmes ( BA (Hons) Marketing and Advertising, and BA (Hon) Business and Marketing Management) as well as postgraduate programmes (MSc Digital Marketing, MSc Management with Marketing, MSc Marketing, MPhil/PhD Marketing).
United Nations Sustainable Development Goals
Research at the University of Lincoln is supporting the United Nations Sustainable Development Goals, which are an urgent call for action to tackle some of the world's most pressing problems, now and into the future.
Research Students
A list of research students of the Marketing Research Group
Publications and Scholarly Activity
View the latest publications and scholarly activity by members of the Marketing Research Group.
Our Research
A Self-Sustaining Business Model for the Lincoln Trauma Centre
Dr Victoria Ellis-Vowles is pleased to announce that she is working with Lincoln Trauma Centre to create a self-sustaining business model. The consultancy is funded by the European Regional Development Fund Productivity Voucher Scheme.
How Agricultural Shows can be Strategically Planned for "Blended" Events
Dr Barry Ardley is working with Northumbria University on how agricultural shows can be strategically planned for “blended” events that incorporate value from online and physical offerings.
Developing Home Gym's Value Offering for their Social Media Community
Dr Victoria Ellis-Vowles is pleased to announce that she is working with Home Gym UK Community to develop their value offering for their social media community. The consultancy is funded by the European Regional Development Fund Productivity Voucher Scheme.
Understanding Intergenerational differences in visitors’ sustainable behaviours
Dr. Samira Zare’s project explores intergenerational differences in sustainability-related behaviours within the broader leisure context to inform both theory and practice about the implications of such behavioural differences
Using cultural capital for acculturation
Dr Connie Mak’s study draws on the sociological perspective of practice theories to explore the ‘process’ of how educated and affluent immigrants from the Mainland China adapt to their new life and identities in Hong Kong through the consumption and acquisition of cultural capital
Exploring the Role of Consumption in the Acculturation Process of International Students in the Higher Education Sector
Dr Connie Mak's project adopts a processual perspective and a sociological angle to understand how students acquire and mobilize different consumption resources and practices to adapt progressively to their studying journey abroad.
Developing a Governance Structure and Marketisation Strategy for People's Pub Partnership
Dr Victoria Ellis-Vowles has teamed up with People's Pub Partnership to develop a new pub company governance model that brings about social change to the industry. By prioritising the pub's contribution to community, using local supply chains, achieving carbon neutral and reimagining measures of success for the landlord, this project progresses People's Pub Partnership to proof of concept via a bespoke marketisation strategy.
Cultural perspectives on consumers’ (un-)willingness to engage in dynamic ride sharing: Insights from an emerging African market
In a bid to promote more sustainable transport options, shared mobility transport options including dynamic ride sharing have gained momentum in the last decade. Despite its advantages, uptake remains comparatively low with consumers unwillingness to share considered to be a key deterring factor. Within the context of an emerging African market, Dr. Abigail Ehidiamen’s project draws on the multidimensional aspects of cultural sharing values to examine the drivers and barriers to consumers (un-)willingness to engage in dynamic ride sharing.
Chatbot Failures: Investigating Avoidance Through Dehumanization and Psychological Contract Breach
Dr. Huu Nguyen is conducting experimental research to explore how failures in service chatbot influence customers' intention to avoid this AI-enabled platform. Specifically, he is investigating whether there are varying effects based on the use of emojis in chatbots, the availability of human employees as a fallback option, brand familiarity, and the promises made by chatbots. These insights assist industry practitioners and AI developers in understanding customer behaviours during chatbot interactions, facilitating the design of optimized chatbots for enhanced customer service.
UK Mask Wearing Behaviour and Attitudes in the COVID-19 Pandemic
Ms Ngoc Nguyen, along with colleagues from Bangor University and Birmingham University, is currently investigating the influence of media communications and consumer identities on sustainable practices regarding consumers’ mask wearing choices. It is one of the research themes of the interdisciplinary research grew out of the £426,513 Arts and Humanities Research Council project (AHRC/UKVI): "Between environmental concerns and compliance: How does media messaging affect motivation and choice between disposable versus reusable facemasks?", led by Prof. Nathan Abrams (Bangor University).
A brand I once loved”: The trajectory of broken consumer-brand relationships.
Dr. Abigail Ehidiamen and Dr. Connie Mak’s study examines the phenomenon of broken-consumer brand relationships. The research explores the nuanced and complex transitional journey of consumers who have previously experienced brand love and lost it. The study seeks to provide practical and managerial implications on nurturing and re-building existing and damaged consumer-brand relationships.
Research Seminars and Public Engagements
Find out about research seminars and public engagement activities from the Marketing Research Group.
Connect with Us
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Lincoln International Business School, University of Lincoln, Brayford Wharf East, Lincoln, LN5 7AT, UK
Telephone: +44 (0)1522 835509 | Email: libs@lincoln.ac.uk