Dr Sylvian Patrick Jesudoss

I joined the School of Business in September 2022 as Lecturer in Marketing after completing my PhD from Henley Business School, University of Reading. During my PhD, I worked as a part-time Lecturer in Marketing at Henley Business School. In addition, I led the Marketing Communications: Digital, Social and Integrated for the Master’s Program at Henley Business School. Before my PhD, I worked in Digital Marketing for 11 years in various companies in India. I have worked in multiple positions during my corporate stint and developed digital marketing strategies for B2B and B2C companies.

My Doctoral thesis used Affordance Theory and De Certeau’s Tactics of the weak to examine how consumers use self-quantification to resist neoliberalism.  

My research is rooted in Consumer Culture Theory and Critical Marketing. I am interested in human-technology relationships and digital consumption. My doctoral thesis studied the everyday self-quantification and self-tracking practices of consumers. I used the Affordance theory and De Certeau’s Tactics of the weak to theorise how self-quantification has become a habitual resistance against neoliberalism. My publications have focused on a critical reading of Corporate Social Responsibility and digital aspects of marketing. Methodologically, my research is part of Interpretative (Qualitative) Research paradigm. 

Journal Articles

1. Truong, H.-B., Jesudoss, S. P., &Molesworth, M. (2022). Consumer mischief as playful resistance to marketing in Twitter hashtag hijacking. Journal of Consumer Behaviour,21(4), 828–841.https://doi.org/10.1002/cb.2040TRUONGET AL.841
2. Grigore, G., Molesworth, M., Vontea, A. et al. Corporate Social Responsibility in Liquid Times: The Case of Romania. J Bus Ethics 174, 763–782 (2021). https://doi.org/10.1007/s10551-021-04926-w
3. Grigore, G., Molesworth, M., Vonțea, A. et al. Drama and Discounting in the Relational Dynamics of Corporate Social Responsibility. J Bus Ethics 174, 65–88 (2021). https://doi.org/10.1007/s10551-020-04591-5

Interested to work in the following areas:

1. Critical Marketing 
2. Consumer culture especially related to digital media and new technologies 
3. Digital sociology, Digital Privacy and Ethics
4. Human-Technology relationships especially self-tracking devices, quantified self and artificial intelligence

 

I have taught Marketing Communications and Digital Marketing in my previous stint. Currently, I teach the following subjects in University of Leicester. I also supervise dissertations for Undergraduate and Post Graduate students. 

Undergraduate Subjects

• MN3115 Business in the Digital Economy
• MN3163 Marketing Theory
• MN3204 Dissertation (Marketing)

Post Graduate Subjects

• MN7012 Research Methods for Marketing 
• MN7020 Dissertation (MSc., Marketing)