Dr Quynh Hoang

Dr Quynh Hoang joined University of Leicester School of Business as a Lecturer in Marketing in September 2022. She has completed her PhD at Lancaster University (LUMS full scholarship; "pass with no corrections") with the thesis entitled "Technoculture and its Lived Consequences: A Critical Marketing Approach". She is also a fellow of the Higher Education UK (FHEA). 

Her research interests revolve around socio-cultural and ideological aspects of consumption and can be situated between Interpretive Consumer Research, Consumer Culture Theory and Critical Marketing Scholarship. She is particularly interested in topics of digital dependency/addiction, digital consumer culture, anti-consumption and consumer resistance, sustainable marketing and consumption, and branding morality. Her work has drawn upon critical theories and cultural studies to explore deeper structural/ideological processes going on behind consumption and marketing-related phenomena that are often celebrated as progressive and meaningful. She is also concerned with how marketised capitalism, neoliberalism, and contemporary culture of individualism might engender privatised and apolitical forms of discourses/practices that negate the possibility for genuine societal transformation. She has published several articles at Marketing Theory journal (ABS3). 

Before embarking on her academic journey, Dr Quynh Hoang had been working as a Co-founder, Training Manager and Brand Ambassador for a language school in Vietnam where she obtained significant practical experience related to branding and digital marketing. She has also published three self-study books for Vietnamese learners of English language where she developed innovative methods of learning.

My research interest revolves around socio-cultural and ideological aspects of consumption. I tend to approach marketing and consumption phenomena from a critical perspective.

Concentrations:

Interpretive Consumer Research, Consumer Culture Theory, Critical Marketing, Sustainable Marketing, Ethical Consumption, Digital Consumer Culture, Technocapitalism, Consumer Resistance, Anti-consumption

Recent publications: 

Hoang, Q., Cronin, J., & Skandalis, A. (2023). Futureless vicissitudes: Gestural anti-consumption and the reflexively impotent (anti-) consumer. Marketing Theory, 14705931231153193. (ABS3) 

Hoang, Q., Cronin, J., & Skandalis, A. (2022). High-fidelity consumption and the claustropolitan structure of feeling. Marketing Theory 22 (1), 85-104. (ABS3) 

Hoang, Q., Cronin, J., & Skandalis, A. (2022, June). The function of Abstinence within Networks of Desire:: Digital Detox and Technology's Present Absence. In  Interpretive Consumer Research Conference.

Hoang, Q., Cronin, J., & Skandalis, A. (2023). Futureless vicissitudes: Gestural anti-consumption and the reflexively impotent (anti-) consumer. Marketing Theory, 14705931231153193. (ABS3) 

Hoang, Q., Cronin, J., & Skandalis, A. (2022). High-fidelity consumption and the claustropolitan structure of feeling. Marketing Theory, 22(1), 85-104. (ABS3)

Hoang, Q., Cronin, J., & Skandalis, A. (2022, June). The function of Abstinence within Networks of Desire:: Digital Detox and Technology's Present Absence. In Interpretive Consumer Research Conference.

I welcome enquiries from any potential PhD students who are interested in the research areas of:

Consumer Culture Theory 

Critical Marketing 

Sociology of Consumption 

Digital Sociology

Digital Addiction/Dependency 

Consumer Resistance / Anti-consumption /Intentional Non-consumption 

Sustainable / Ethical Marketing and Consumption 

Currently I am undertaking teaching for two main modules: MN1030 Consumers, Brands and Digital Marketing (Y1) & MN3163 Marketing Theory (Y3).  

PhD in Marketing (Lancaster University) 

Fellowship in Higher Education UK