Artificial Intelligence in marketing: An exploration of changing consumer identities
Department: School of Business
Application deadline: 9 June 2023
Start date: 25 September 2023
- Dr Georgiana Grigore
- Dr Cristina Galalae
- Professor James Fitchett
The PhD in Management is based in the Business School
Highlights of the project
- This thesis will explore how the use of AI in marketing is changing consumer identities.
- To achieve this aim, a combination of qualitative approaches with consumers and marketing managers will be employed.
- In addition to new understandings of changing consumer identities, the project will also provide insights for digital marketing practitioners on responsible use of AI in marketing and the protection of vulnerable consumers in online marketplaces.
The use of AI is changing the role of the consumer. This is significant because consumption is recognised as a domain for identity construction. The consumer is a key social and economic figure and their choices within the market impact everything from wellbeing to economic structures and environmental sustainability. Any changes in what it means to be a consumer therefore have wide significance. This research will therefore explore how AI technologies change consumption practices, and how this impacts consumers’ identity, sense of self-worth and wellbeing, creativity, and agency. As the project deals with changes in marketing practice, it will also provide insights for digital marketing practitioners on the responsible use of AI in marketing, and on what is necessary to protect vulnerable consumers in online marketplaces.
The successful candidate is expected to:
- Expand knowledge gained through their Masters in Marketing, or related subject, and develop research skills by undertaking doctoral training and attending relevant seminars and workshops;
- Contribute to the research culture of the School of Business through sustained engagement with the academic community;
- Lead the project development independently and creatively, with the support of the supervision team.
A combination of qualitative approaches with consumers and marketing managers will provide deep insight into how AI technologies influence marketplace behaviours and related consumer identities.
Grigore, G., Molesworth, M., Miles, C., & Glozer, S. (2021). (Un) resolving digital technology paradoxes through the rhetoric of balance. Organization, 28(1), 186-207.
Kipnis, E., Demangeot, C., Pullig, C., Galalae, C., et al. (2021). Institutionalizing Diversity-and-Inclusion-Engaged Marketing for Multicultural Marketplace Well-Being. Journal of Public Policy & Marketing, 40(2),143-164.
Demangeot, C., Kipnis, E., Pulling C., Cross, S., Emontspool, J., Galalae, C., Grier, S., Rosenbaum, M. & Best, S. (2019). Constructing a Bridge to Multicultural Marketplace Well-Being: a Consumer-centered Framework for Market Action. Journal of Business Research, 100, 339-353.
Mardon, R., Molesworth, M., & Grigore, G. (2018). YouTube Beauty Gurus and the emotional labour of tribal entrepreneurship. Journal of Business Research, 92, 443-454.
Grigore, G., Molesworth, M., & Watkins, R. (2017). New corporate responsibilities in the digital economy. In Corporate social responsibility in the post-financial crisis era (pp. 41-62). Palgrave Macmillan, Cham.
Hobbs, J., Grigore, G., & Molesworth, M. (2016). Success in the management of crowdfunding projects in the creative industries. Internet Research, 26(1), 146-166.
Please note: Previous applicants need not apply
The Future 50 PhD Studentship
The studentship provides funding for 3.5 years to include:
- Tuition fees at UK rate
- Stipend at UKRI rates current £17,668 for 2022/3 (2023/4 to be announced shortly.)
- Access to a Research Training Support Grant of up to £1,500 pa for 3 years.
International applicants applying will need to be able to fund the difference between UK and International fees for the duration of study. This will amount to £11,488 per year.
Please explain how you will fund the difference in fees in your personal statement.
Entry requirementsApplicants are required to hold a UK Bachelor Degree 2:1 or better overseas equivalent and a Masters degree with Merit both in a relevant subject.
The University of Leicester English language requirements apply.
Informal enquiriesInformal project enquiries please email the supervisor: Dr Georgiana Grigore
Application enquiries: email@example.com
How to apply
How to apply
To apply, please use the Apply button at the bottom of the page and select September 2023
With your application, please include:
- Personal statement explaining, briefly, your interest in the project and your relevant experience (for international students include how you will pay the difference between UK and International fees).
- Degree Certificates and Transcripts of study already completed and if possible transcript to date of study currently being undertaken
- Evidence of English language proficiency, if applicable
- In the reference section please enter the contact details of your two academic referees in the boxes provided or upload letters of reference if already available.
- In the Funding section please enter F50 SOB Grigore
- In the proposal section please provide the name of the project supervisors and the project title (a proposal is not required)
We are unable to consider previous applicants.
UK and International applicants can apply. See below.
EU students who hold EU Settled or Pre-settled status please email a share code starting with S to firstname.lastname@example.org so that we can verify your status for UK fees.
Applicants who do not meet the criteria for UK fees will be classed as an international student.