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.