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Qualifications

BA (Hons) Media Communications with Marketing (University of Glamorgan)
MSc Marketing (University of Glamorgan)
PhD in Business Management (in progress) (Swansea University)

About

Lauren is the Course Leader for BA (Hons) Marketing, leading a team of skilled academics who practice innovative teaching and assessment methods to produce work ready graduates. Lauren has been nominated for Best Lecturer, Best Course Leader, and Best Supervisor at USW’s Student Choice Awards, reflecting her student-first focus.

Experience

Lauren has extensive marketing experience across a diverse range of industries including medical sales, publishing, charity, and private education. She has also worked in project management.

Responsibilities

Course leader for BA (Hons) Marketing
Module leader for Foundations in Marketing
Graduate Gateway Co-ordinatior for Chartered Institute of Marketing at USW.

Publications

1. Thomas, L. J., Brooks, S., and McGouran, C. (2018). ‘Antecedents of value co-creation activities for online fashion brands’. Journal of Strategic Marketing. In press.

2. Thomas, L. J. (2018). ‘Comparing the Effectiveness of Marketer and User Generated Content in Influencing Brand Equity for UK Pureplay Fashion Brands’. British Academy of Management Conference. University of the West of England. 4th-6th September 2018.

3. Thomas, L. J., Parsons, M., and Whitcombe, D. (2018). ‘FALSE! Factors Affecting Learning in Smart Environments: A Case Study’. USW Learning and Teaching Conference, 30th June 2018.

4. Thomas, L. J. (2018). ‘It’s the sharing economy, stupid! A literature review and directions for future research’. University of South Wales Business School Research Conference. University of South Wales, UK. 29th May, 2018.

5. Thomas, L. J., and Brooks, S. (2017). ‘A qualitative exploration of factors influencing customer equity in social media platforms’. British Academy of Management Conference. University of Warwick, Warwick, 5th-7th September 2017.

6. Thomas, L. J. (2017). ‘A qualitative exploration of factors influencing customer equity in the UK’s online fashion industry’. Internal doctoral colloquium. Swansea University, Swansea. 17th May, 2017.

7. Thomas, L. J. (2017). ‘Conceptualising an extended model of customer equity for the UK’s online fashion industry’. University of South Wales Business School Research Conference. University of South Wales, UK. 11th May, 2017.

8. Thomas, L. J. (2016). ‘Comparing the effects of user and marketer generated content in an online fashion context’. Internal doctoral colloquium. Swansea University, Swansea. 15th June, 2016.

9. Thomas, L. J. (2016). ‘Comparing the effects of user and marketer generated content in a social commerce environment’ British Academy of Management E-Business and E-Government SIG doctoral colloquium. Queen Mary University, London. 18th-19th May, 2016.

Memberships

Member of the British Academy of Management
Member of the Academy of Marketing
Fellow of the Higher Education Academy

Research

Lauren’s research background is split into two areas; sharing, and teaching and learning. Her preferred research methods include qualitative content analysis and partial least squares structural equation modelling.

Sharing:
Lauren’s primary research focus is on sharing in various forms, applied to social commerce, and the sharing economy. She has worked with co-authors to produce well recieved research with implications for the UK’s economy, and for SMEs in particular. Recent work includes qualitative explanations for online co-creation behavior in UK fashion brands, and a literature review of the diverse work on the sharing economy. She has recently recieved funding to continue her work on the sharing economy.

Teaching and learning:
Lauren works with a small team of respected authors to produce research on technology-enhanced learning. Recent work includes the FALSE model, and the first mapping of students’ emotional journeys during simulations. The team have recently received funding to working on virtual reality applications for Business Schools.

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