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Mr Lalnunpuia Samuel
Lecturer in Marketing

Research area(s)

Sam's research is underpinned by his passion to create a nuanced understanding of ethnic consumer culture in a digital era. During his PhD studies, he contribute and co-authored on two journal articles (Journal of World Business and International Journal of Information Management). His PhD thesis explores the notion of value-driven acculturation and identity within the context of local politics. In doing so, he focused on the ethnic communities of South Asian continents for his PhD sample. 

Sam also presents his PhD thesis at the Academy of Marketing Conference in July 2022. 

Research Interests

  • Value-driven acculturation and ethnic communities
  • Digital consumer culture
  • Social identity 
  • Political Marketing 
  • Social Media (Digital Marketing)