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Dr Katie Dunn PhD, FHEA, MSc, BA (Hons)

Senior Lecturer in Marketing


Summary

I am a Senior Lecturer in the Marketing subject group at Sheffield Business School. I earned my PhD in Marketing from Hull University Business School and have previously held roles as a Visiting Lecturer at York St John University.

My PhD explored how user-generated content on social media influences consumer perceptions of corporate social responsibility (CSR), with particular focus on the food retail industry. I have since published in this field in journals such as Journal of Marketing Management. I have been awarded grants from Academy of Marketing and BA/Leverhulme for projects in the fields of CSR and sustainable consumption. I was also awarded a SHU Early Career Research and Innovation Fellowship in 2021.

Prior to joining academia, I worked in marketing in industry at organisations including Deloitte LLP. I am a mixed methods researcher, with experience of running experiments, structural equation modelling and qualitative studies. My research interests include corporate social responsibility, sustainability, social media, unethical corporate behaviour, and ethical/sustainable consumption.

About

Qualifications

  • 2018: Post Graduate Certificate - Learning and Teaching in Higher Education, Sheffield Hallam University, United Kingdom
  • 2018: Fellow of the Higher Education Academy
  • 2016: PhD in Marketing, University of Hull, United Kingdom
  • 2009: MSc Business Management (Distinction), University of Hull, United Kingdom
  • 2008: BA (Hons) in English Literature, University of Hull, United Kingdom

Member of professional body:

Membership: 2018 - present - Chartered Institute of Marketing, UK

Senior Lecturer in Marketing

Teaching expertise

  • Marketing and Business Ethics

Research

  • Corporate social responsibility, sustainability, social media, unethical corporate behaviour / crises, ethical consumption.

Lecturer in Marketing

Teaching expertise

  • Marketing and Business Ethics

Research

  • Corporate social responsibility, social media, unethical corporate behaviour / crises, ethical consumption

Teaching

Department of Management

Business, Technology and Enterprise

Subject Area

Marketing

Research

Social media interventions: A tool for reducing young adults' plastic consumption?

Widespread consumer (mis)use of plastics has significant negative environmental impacts, including increased litter, waste and pollution. Young adults feel particular pressure to solve environmental issues such as plastic waste, but are ill-equipped to make a difference. This study explores and tests tools that can effectively engage and educate young adults to reduce plastic consumption. Prior research identifies that social media interventions can change young peoples' behaviour towards healthy eating, reducing obesity, increasing fitness and reducing food waste. Thus far, the application of social media interventions in reducing plastic consumption has not been investigated. This project, funded by BA/Leverhulme Small Research Grants, uses experimentation and qualitative inquiry to identify the most effective social media interventions in educating young people about reducing plastic consumption. The study identifies how organisations can develop 'best practice' to positively affect plastic use reduction in young people and engagement in environmentally sustainable behaviour.

Publications

Key Publications

Dunn, K., & Harness, D. (2018). Communicating corporate social responsibility in a social world: The effects of company-generated and user-generated social media content on CSR attributions and scepticism. Journal of Marketing Management, 34 (17-18), 1503-1529. http://doi.org/10.1080/0267257X.2018.1536675

Dunn, K., & Harness, D. (2019). Whose voice is heard? The influence of user-generated versus company-generated content on consumer scepticism towards CSR. Journal of Marketing Management. http://doi.org/10.1080/0267257X.2019.1605401

Presentations

Dunn, K. (2019). Does online chatter matter? – The effect of user-generated content and company response on consumers’ perceptions of CSR communication. Presented at: 52nd Academy of Marketing Conference, Regent’s University London, UK

Dunn, K. (2018). Social Media - whose voice matters? : Challenges for CSR communication in the UK food retail sector. Presented at: 25th Annual International Vincentian Business Ethics Conference, New York, USA, 2018

Dunn, K. (2017). Communicating corporate social responsibility in a social world: The effect of consumer-generated content on consumer scepticism. Presented at: 50th Academy of Marketing Conference, University of Hull, UK

Dunn, K. (2015). The impact of consumer-generated social media on consumer attributions and behaviour towards UK supermarkets CSR.

Dunn, K. (2014). An exploration of the effects of uncontrolled social media on consumer perceptions and responses to supermarkets’ corporate social responsibility.

Dunn, K. (2011). UK supermarkets' corporate social responsibility activities - real or marketing rhetoric: A consumer perspective.

Other activities

Research Grant awards: Academy of Marketing grant (2018). 'Does online chatter matter? The moderating role of user-generated content on consumer trust and scepticism toward corporate social responsibility communication'. 

Postgraduate supervision

2 x PhD supervisions: 2 students in the fields of strategy and vegan consumption.

2 x DBA supervisions: 2 students in the fields of digital servitization and innovation.

I am interested in supervising PhD students with an interest in the fields of corporate social responsibility, sustainability and social media and welcome enquiries from prospective students.

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