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Personal profile

Personal profile

I am Lecturer in Marketing in the Division of Accounting, Business and Management at Abertay University since December 2018. 

Previous to Abertay, I earned my PhD and taught Marketing at University of East London in London. In my previous career, I was a marketing consultant and project co-ordinator within the advertising industry. 

My research interests include consumer behaviour, consumerism, social/digital media, brand communities and brand relationships. 


I teach four modules at Abertay:

  • MKT102: Marketing
  • MKT202: Digital and Social Media Marketing
  • MKT401: Strategic Marketing
  • MKT402: Customer Relationship Management

I have also taught MKT101: Understanding the Customer.

Research interests

  • Social Media Brand Communities
  • Consumer Identity
  • Consumerism
  • Digital Consumer Behaviour


Speaker and the main facilitator of the British Academy of Management Workshop - 'Teaching Research Methods to International Students' held at Abertay University on April 4, 2019.

Speaker - Dundee and Angus Chamber of Commerce - Connect Series - Marketing - September 24, 2020.

Leadership, Management and Administrative Roles / Experience

Co-coordinator of the Research Seminars from the School of Business, Law and Social Sciences.

Chair of the Staff Engagement Team of the School of Business, Law and Social Sciences



Gbadamosi, A., Fletcher, K.A., Sani, K., Panditharathna, R. and Bamber, D.J. (2021) ‘Exploring the role of religion in consumer decision-making processes: Perspectives on developing nations’, in Gbadamosi, A. and Oniku, A. (eds.) Religion and Consumer Behaviour in Developing Nations. Cheltenham: Edward Elgar Publishing, pp. 76-115.

Gbadamosi, A., Fletcher, K. P., Emmanuel-Stephen, C. and Olotula, I. C. (2017) ‘Consumerism and Consumer: A Focus on Young Consumer’, in Gbadomosi, A. (ed) Young Consumer: A Research Companion, Oxon: Routledge.

Fletcher, K. P. and Stephen, C. M. (2016/18) ‘Social Media Engagement: Reshaping the Consumption Patterns of Generation Y Caribbean and Latin American Consumers’, in Gbadamosi, A. (ed.) Handbook of Research on Consumerism and Buying Behavior in Developing Nations. Pennsylvania: IGI Global, pp. 218-238.


Fletcher, K. P. (2020) ‘Hashtag Community: Charting Consumer-Brand Community Evolution through Innovative Netnographic Research’, British Academy of Management Conference, (September, 2020), Conference in the Cloud.

Fletcher, K. P., Emmanuel-Stephen, C, and Olutola, I. (2017) ‘Entrepreneurship, Social Media and Household Consumption among Africa’s Middle Class Families: Perspectives on Creating Viable Emerging Economies’, IAABD Conference, (May 2017), Atlanta, USA.


Fletcher, K. P. (2016) ‘Social Media Brand Communities: Facilitators of Identity Creation and Expression in Generation Y and Beyond’, Social Media: Connected Culture Conference, (May 2016), Prague, Czech Republic.


Fletcher, K. P., Gbadamosi, A. and Nwankwo, S. (2016) ‘Consumer-Generated Radical Marketing: A Business Opportunity in the Digital Age’, Academy of Marketing 2016 Conference on Radical Marketing, (July 2016), Newcastle, U. K.


Fletcher, K. P. (2016) ‘Drivers and consequences of using social media for consumer identity creation’, Affect and Social Media Symposium, University of East London, (March 2016) London, United Kingdom.


Fletcher, K. P. (2016) ‘Social Media and Virtual Communities’ Role in the Consumer Brand Relationship: An Online Investigation into the Development of Consumer-Brand Identification’ Royal Docklands Business School Post Graduate Conference, (May 2016), London, United Kingdom.


Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 12 - Responsible Consumption and Production

Education/Academic qualification

Business, PhD, Social media and virtual communities’ role in the consumer-brand relationship: an online investigation into the development of consumer identity, University of East London

30 Sept 201419 Jun 2018

Award Date: 5 Feb 2019

Marketing, MSc, International Marketing Management, University of East London


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