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Personal profile

PhD Project

Rebecca’s research aims entail of: Understanding what roles motivations plays within consumers’ knowledge sharing, how the construct knowledge sharing and consumer empowerment inter-relate, and understanding the relationship between motivations, knowledge sharing and consumer empowerment, within an online community.


The significant growth of the internet has seen rise to empowered consumers online and vast knowledge sharing across online platforms. A staggering 8 in 10 empowered consumers are more likely to share knowledge if they have enjoyed a product with friends and family. However, research is still warranted to understand what motivates consumers to share knowledge online, and why are empowered consumers sharing knowledge? This question really intrigues me, as technology charges on and the growth of the internet continues, we as researchers and industry consultants are left behind puzzled. In particular, about what role do consumers’ motivations play when sharing knowledge? And why consumers are empowered to share knowledge, or is it the other way round?


The study is set within the context of green clothing, a social phenomenon which is of interest at present. As studies suggest that consumers are becoming more aware about how their clothes are made, and their environmental impact of their garments. Thus, the context fits as an interesting background to situate the study.



Rebecca previously studied her Undergraduate BA (Hons) Business and Marketing (2011-2014), and Masters MSc Strategic Marketing (2014-2015) at Coventry University. At present Rebecca is a PhD Student (2016-2019) at Coventry University within the Centre of Business and Society. Rebecca is also a member within two research clusters, firstly, Sustainable Production and Consumption, and secondly, Data, Organisations and Society. Her research explores knowledge sharing within an online community, within the context of green (environmental) clothing. Rebecca has industry experience working as a consultant for a branding agency project. Rebecca has worked within 4 marketing disciplined research projects, which have given her insights into using NVivo, qualitative data collection methods, ethical flower supply chain, and sustainable food research. 

Education/Academic qualification

Marketing, MSc, Coventry University

20 Sep 201411 Nov 2015

Marketing, Degree, Coventry University

22 Sep 201111 Nov 2014

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  • 1 Similar Profiles
empowerment Earth & Environmental Sciences
citizenship Earth & Environmental Sciences
Business schools Business & Economics
New media Business & Economics
Symposium Business & Economics
Cross-cultural studies Business & Economics
Consumer perceptions Business & Economics
Consumer attitudes Business & Economics

Research Output 2014 2017

  • 2 Poster
  • 1 Conference proceeding

Impact of new media technologies on green brand consumption

Beech, R., 20 Apr 2016, (Unpublished).

Research output: Contribution to conferencePoster

New media

Consumer’s attitudes and perceptions of ethical clothing brands: a cross-cultural study

Beech, R. & Tyrrell, J., 5 Jul 2014, (Unpublished) Consumer’s attitudes and perceptions of ethical clothing brands: a cross-cultural study.

Research output: Chapter in Book/Report/Conference proceedingConference proceeding

Consumer perceptions
Consumer attitudes
Cross-cultural studies
Business schools


2nd Prize poster competition

Rebecca Beech (Recipient), 11 Jul 2017

Prize: Prize (including medals and awards)

Circular economy

Course Tutors Award

Rebecca Beech (Recipient), 1 Jun 2015

Prize: Prize (including medals and awards)


PhD Centre of Business in Society 2016-2019 Studentship full scholarship

Rebecca Beech (Recipient), 18 Jan 2016

Prize: Prize (including medals and awards)