Dr. David Houghton

I am a research active Associate Professor in Marketing with several collaborations internally and externally. My research centres on the examination of behaviour related to the use of technology, for individuals, groups, businesses and society. More specifically, I am interested in the behavioural processes underlying consumer interaction with, and through, digital technology, and how this impacts consumers, brands, organisations and wider society. Although I focus on researching how people engage with others online, my wider research area includes data analysis techniques and data analytics - where I focus on the use of different data collection methods and analysis techniques to capture new, difficult to reach data to benefit the development of knowledge - engagement, new technology and privacy.

Visit my Google Scholar profile, or my website for up-to-date information on publications and research.

My research brings together digital marketing, analytics, social and behavioural psychology and computer-mediated communication. I focus on the use of different data collection methods and analysis techniques to capture new, difficult to reach data to benefit the development of knowledge. My research papers demonstrate a breadth and depth of knowledge in the use of technology by consumers, from the fulfilment of basic human needs through the use of Facebook, to the use of self-censorship by consumers in platforms with diverse audience expectations, to identifying linguistic markers of successful brand and business-to-business engagement.

Marketing Communications and Digital Media

I am available for comment on a number of different topics relating to the use of technology.