My research focuses on how social media practices have changed value formations within consumer and brand relations. Specifically, I focus on the social media practice: Influencer marketing. Through the lens of practice theory, my research aims to get insights on how the practice of influencer marketing have changed branding practices such a co-branding.
I am also interested in philosophy of science and the nature of qualitative research

• Branding
• Consumer behaviour
• Social Media
• Influencer Marketing
• Practice Theory