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Influencer culture
Influencer marketing
Media and Entertainment
Social networking
Social media
LocationLancaster, United Kingdom
Sector ExpertHayley Cocker

Senior lecturer in marketing, expertise in influencers and influencer marketing

Dr. Hayley Cocker is a senior lecturer in marketing at Lancaster University. Her research focuses on influencer culture and online communities and has looked at the popularity and appeal of influencers, consumer responses to influencers’ commercial content, the impact that influencers have on online communities, and the parasocial relationships that influencers cultivate with their followers. Dr. Cocker is guest editing a special issue in the Journal of Business Research on influencers and influencer marketing and their implications for consumers and society.
Recent workInfluencer marketing is big business: here are five mistakes the stars (and the brands who sponsor them) should avoid
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