Mary Ho

Background

Mary's educational background includes the study of MA (Hons) Business Studies and MSc by Research (Management) at the University of Edinburgh. Her ESRC-funded PhD explored how children and young people engage with charities by examining how they learn about, donate and relate to charities.

Research Taxonomy

• Advertising
• Branding
• Consumer behaviour
• Consumer culture and interpretive consumer research
• Consumer culture, identity & gender
• Consumer relationship marketing
• Consumption-orientated identity projects
• Consumption of local, organic and speciality food and drink
• Customer relation management
• Digital marketing
• E-commerce
• Emerging-adulthood
• Financial decision-making
• Food marketing and consumption
• Gender studies
• Internet
• Loyalty
• Marketing & society
• Marketing strategy and practice
• Non-profit marketing
• Origin and place as marketing resources
• Psychology & marketing
• Semiotic/visual theory
• Services marketing
• Sexology
• Social marketing
• User generated content

Research Interests

Her research interests include:

• nonprofit/charity marketing
• social marketing
• marketing to children and young people
• materialism
• sports marketing
• research methodologies.

Mary's teaching incorporates her research interests and she is currently course organiser for the Honours courses Marketing & Society and Marketing Strategy. She also teaches Marketing & Society to postgraduate students on the MSc Marketing/Marketing & Business Analysis programmes.

She has also led a research team examining the use of groupwork in Business Studies education.

Research Area

• Marketing