Dr. David Houghton

Dr. David Houghton is a distinguished researcher in digital marketing and social media, based at the University of Leicester School of Business. An Associate Professor in Marketing and Dean of Accreditation, his work critically examines how individuals and organisations engage with online platforms, with a particular emphasis on privacy, self-disclosure, and the psychological effects of digital interaction.

With over 1,300 citations and an h-index of 17, Dr. Houghton’s research has made a lasting impact on the understanding of user behaviour in digital environments. The widely cited paper on the “chilling effect” of Facebook—co-authored with Ben Marder, Adam Joinson, and Avi Shankar—has been particularly influential in shaping discourse around online self-censorship and social dynamics.

Dr. Houghton’s collaborative research spans institutions such as the University of Bath, Birmingham, Bristol, and Edinburgh, reflecting a strong interdisciplinary approach that integrates marketing, psychology, linguistics, and information systems. His applied research has addressed key societal challenges, including healthcare communication, trade union engagement, and political impression management on social media.

Through rigorous empirical methods and a commitment to real-world relevance, Dr. Houghton continues to advance the field of digital consumer behaviour, offering valuable insights into how technology shapes human interaction and organisational strategy.

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

Dr. Houghton’s collaborative research spans institutions such as the University of Bath, Birmingham, Bristol, and Edinburgh, reflecting a strong interdisciplinary approach that integrates marketing, psychology, linguistics, and information systems. His applied research has addressed key societal challenges, including healthcare communication, trade union engagement, and political impression management on social media.

Through rigorous empirical methods and a commitment to real-world relevance, Dr. Houghton continues to advance the field of digital consumer behaviour, offering valuable insights into how technology shapes human interaction and organisational strategy.

Keywords: -

1. Digital Consumer Behaviour
2. Online Privacy and Self-Disclosure
3. Social Media Psychology
4. Interdisciplinary Marketing Research
5. Organisational Communication in Digital Contexts

Marketing Communications and Digital Media