Dr Paul Cook

My research interests are assembled in the humanist tradition. Specifically, my research has explored human interactions from dyadic exchanges to the construction of social networks. I favour a positive sociology approach, to examine what can be learned from individuals who act collaboratively to co-create solutions to life’s problems. The aim of the research is to give voice to marginalised and those who support them. I use data collection techniques such as ethnography, netnograophy, reader-response, interviews, and historical analysis. I also conduct research exploring consumer culture, in issues related to self-identity, interpretive strategies, and behaviour change. This research focuses on the cultural strategies’ marketers can adopt to ensure that they are perceived as authentic, non-co-opting, and consumer-centric. The aim is to provide a competitive advantage in an increasingly cynical marketplace.

My pedagogic research explores the student journey, from deciding which university to attend to reflecting on the learning experience. In these research projects I focus on student interactions and motivations. The research bridges the critical and neoliberal agenda, to examine the journey to employability. The aim is to inform higher educational practices and processes.

• Please visit the Pure Research Information Portal for further information
• Identifying sources of noise within the networked interplay of marketing messages in social media communication, Hardcastle, K., Edirisingha, P., Cook, P. 2024, In: International Journal of Internet Marketing and Advertising
• Localism and attitude, ‘it’s all good’: a surf tourist’s story analysis of simultaneous contradictory prosocial and anti-social interactions at an off-limits place, Cook, P. 13 May 2024, In: Journal of Sport and Tourism
• The Co-Existence of Brand Value Co-Creation and Co-Destruction Across the Customer Journey in a Complex Higher Education Brand, Hardcastle, K., Edirisingha, P., Cook, P., Sutherland, M. 27 Sep 2024, In: Journal of Business Research
• This is Scotland, not California: Revisiting the Model of Surf Scene Evolution, Cook, P. 24 Jul 2024, Do Surf: on surf, São Paulo, Brazil, Dialética
• Talk-story: Performing an Indigenous Research Methodology with Hesitant Non-Indigenous Participants to Learn Previously Silenced Knowledge, Cook, P. 2023, In: International Journal of Qualitative Methods
• Influence of Micro-Celebrities on the Formulation of Social Media Marketing Strategies, Mole, B., Cook, P., Crabtree, R. 15 Jul 2022, Marketing Analysis in Sport Business, London, Taylor & Francis
• Look at our Journey: Prompting the Marginalism of Superior Utility with a Higher Subjective Value to Motivate Management Student Meta-Learning Processes, Cook, P. 1 Dec 2022, In: Journal of Management Education
• Pleasurable Surfing is Possible: Ethnographic Insights into the Constructive Sociation Choices Behind Meaningful Nothingness, Cook, P. 2 Nov 2022, In: Leisure Studies
• Improving Student Transition and Retention; a Netnographic Insight into Information Exchange and Conversation Topics for Pre-arrival Students., Hardcastle, K., Cook, P., Sutherland, M. 21 Oct 2019, In: Journal of Perspectives in Applied Academic Practice

• Kimberley Hardcastle Co-creating brand meaning in the post-modern era: understanding consumer awareness of branding in the English Higher Education sector Start Date: 16/02/2015 End Date: 17/12/2020
• Michael Wood Spectator segmentation, and preferences for enhancements in an EPL stadium in the digital era Start Date: 01/06/2017

• Marketing PhD December 12 2013
• Teaching & Learning PCAPL October 11 2007
• Sports Science MA September 01 2003
• Fellow (FHEA) Higher Education Academy (HEA) 2006
• Member (MCIMPSPA) Institute of Sport, Parks and Leisure 2004