Dr Quynh Hoang

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

Her research interests revolve around socio-cultural and ideological aspects of consumption and can be situated at the intersection of Interpretive Consumer Research, Consumer Culture Theory, and Critical Marketing Scholarship. She is particularly interested in topics such as digital dependency, AI (over)use, consumer resistance to the digital marketplace, (in)conspicuous consumption, and ethical/sustainable marketing and consumption.

Her work has drawn upon critical theories and cultural studies to explore deeper structural/ideological processes underlying consumption and marketing-related phenomena that are often celebrated as progressive and meaningful. She is also concerned with how marketised capitalism, neoliberalism, and the contemporary culture of individualism might engender privatised and apolitical forms of discourse and practice that negate the possibility of genuine societal transformation. She has published several articles in top international journals, including Sociology (AJG4), Marketing Theory (AJG3), and European Journal of Marketing (AJG3).

Before embarking on her academic journey, Dr Quynh Hoang worked 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, in which she developed innovative learning methods.

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

Concentrations:

Critical marketing, Consumer Cultural Theory, Sociology of Consumption, Digital Consumer Culture, Digital (Over)consumption, Digital Dependency, Digital Capitalism, Consumer Resistance, Ethical Consumption, Sustainable Marketing 

Recent publications: 

Journal articles

Hoang Q & Lascaux A (2025). ‘It’s So Hard to Control It’: Navigating Responsible Digital Consumption in an Age of Individualisation. Sociology (AJG4).

Hoang Q, Cronin J & Skandalis A (2025). Digital Detox & the “App-blocking App”: Abstinence as a Desire-Regenerating Force. European Journal of Marketing (AJG3). 

Hoang, Q., & Lascaux, A. (2025). Cyberspace-prompted consumption: Surrendering to technology in a ubiquitous digital era. Marketing Theory, 14705931251335252. (AJG3) 

Hoang, Q., Cronin, J., & Skandalis, A. (2023). Futureless vicissitudes: Gestural anti-consumption and the reflexively impotent (anti-) consumer. Marketing Theory, 14705931231153193. (AJG3) 

Hoang, Q., Cronin, J., & Skandalis, A. (2022). High-fidelity consumption and the claustropolitan structure of feeling. Marketing Theory 22 (1), 85-104. (AJG3) 

Conference papers 

Hoang Q (2025). Digital Dependency and the Perpetuation of Technocultural Market Violence. Cybernetic Culture Workshop (11^th April 2025, Lancaster University).

Hoang Q and Lascaux A (2024). Technoscape and Digital Dependency: Consuming Technology in a Ubiquitous Digital Era. 12th EIASM Interpretive Consumer Research Workshop (18^th–19^th April 2024).

Hoang Q, Cronin J and Skandalis A (2022). Disrupting or Sustaining Networks of Desire? Digital Detox and Technology’s Present Absence. 11th EIASM Interpretive Consumer Research Workshop (9^th­–10^th June 2022).

Hoang Q, Cronin J and Skandalis A (2022). Unplugged and Unregenerate: Countervailing market responses to Networks of desire. Academy of Marketing Conference (5^th–7^th July 2022).

Journal articles

Hoang Q & Lascaux A (2025). ‘It’s So Hard to Control It’: Navigating Responsible Digital Consumption in an Age of Individualisation. Sociology (AJG4).

Hoang Q, Cronin J & Skandalis A (2025). Digital Detox & the “App-blocking App”: Abstinence as a Desire-Regenerating Force. European Journal of Marketing (AJG3). 

Hoang, Q., & Lascaux, A. (2025). Cyberspace-prompted consumption: Surrendering to technology in a ubiquitous digital era. Marketing Theory, 14705931251335252. (AJG3) 

Hoang, Q., Cronin, J., & Skandalis, A. (2023). Futureless vicissitudes: Gestural anti-consumption and the reflexively impotent (anti-) consumer. Marketing Theory, 14705931231153193. (AJG3) 

Hoang, Q., Cronin, J., & Skandalis, A. (2022). High-fidelity consumption and the claustropolitan structure of feeling. Marketing Theory 22 (1), 85-104. (AJG3) 

Conference papers 

Hoang Q (2025). Digital Dependency and the Perpetuation of Technocultural Market Violence. Cybernetic Culture Workshop (11^th April 2025, Lancaster University).

Hoang Q and Lascaux A (2024). Technoscape and Digital Dependency: Consuming Technology in a Ubiquitous Digital Era. 12th EIASM Interpretive Consumer Research Workshop (18^th–19^th April 2024).

Hoang Q, Cronin J and Skandalis A (2022). Disrupting or Sustaining Networks of Desire? Digital Detox and Technology’s Present Absence. 11th EIASM Interpretive Consumer Research Workshop (9^th­–10^th June 2022).

Hoang Q, Cronin J and Skandalis A (2022). Unplugged and Unregenerate: Countervailing market responses to Networks of desire. Academy of Marketing Conference (5^th–7^th July 2022).

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 Consumer Culture 

Digital Dependency 

AI (over)use

Consumer Resistance / Anti-consumption /Intentional Non-consumption 

Sustainable / Ethical Marketing and Consumption 

(In)conspicuous Consumption 

I have been teaching several modules, including MN1030: Consumers, Brands, and Digital Marketing; MN3163: Marketing Theory; and MN7435: Market Intelligence, Data Analysis, and Research Methods.

PhD in Marketing (Lancaster University) 

Fellowship in Higher Education UK (FHEA)