• Social media resource mobilisation in B2B relationships of entrepreneurial firms 

  Drummond, Conor (University College Cork, 2020)

  Digitalisation has increased the importance of online forms of marketing. In the past decade, social media (SM) has had a notable influence on practices in a Business-to-Consumer (B2C) marketing context. Business-to-Business ...
• Disrupting routines, facilitating control: exploring a change towards healthier food purchasing behaviour using a health app 

  Flaherty, Sarah Jane (University College Cork, 2019)

  Background: Unhealthier food consumption patterns constitute a leading risk factor for ill health. As an important step in the food consumption process, changing food purchasing may improve the healthfulness of dietary ...
• The play-element of football fandom: reframing the fluidity of fan identity projects within the post-fandom era 

  Alton, Dave (University College Cork, 2018)

  This ethnographic study makes a number of original contributions to football fandom and fan identity projects by exploring the construction and development of fan identity, within the dynamic environment of what is ...
• Close Knit: an investigation of the therapeutic consumption tribe 

  O'Sullivan, Máire R. (University College Cork, 2018)

  This thesis interrogates the nature of and meanings behind consumption practices in a femaleled and -dominated consumption community, specifically Knitters. Informed by the data, the study focuses on the therapeutic nature ...
• Open innovation adoption in global high-tech SME firms: a qualitative multiple case study 

  Barrett, Gillian (University College Cork, 2016)

  Interest in the paradigm of open innovation has been considerable in recent years. However, limitations in the scope of this research are now evident. Some of those limitations are addressed in this research study by ...

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