Dr Katie Louise Leggett

Katie is a lecturer in marketing. She specialises in cause-related marketing and marketing communications.

Background

Her research interests include social media influencers (including virtual influencers), digital marketing strategies, online communities, digital branding, diversity and inclusion, sustainability, and the circular economy.

Katie also has substantial experience in teaching and supervision at both undergraduate and postgraduate levels. Her background and experience are in the areas of product design and technology and marketing and innovation.

She regularly chairs tracks at conferences, most recently in the fields of macromarketing and sustainable design and manufacturing.

Research interests

• Marketing communications
• Branding
• Social Media Marketing
• Virtual influencers
• Endorsement
• Online communities
• Generation Z
• Sustainability
• Circular economy
• Cause-related marketing
• Digital marketing

Areas of research supervision

• Digital marketing
• Social media marketing
• Marketing communications
• Sustainability
• Circular Economy
• Millennials (Generation Y) and Generation Z

Teaching

• Module Leader Branding for the Future (Level 7 / PG)
• Module Leader Personal and Digital Branding (Level 7 / PG)
• Supervision of UGMP, PGMP and postgraduate research

Qualifications

• Doctor of Philosophy (PhD), Anglia Ruskin University
• PGCE Education, Anglia Ruskin University
• MA (Hons) Marketing and Innovation, Anglia Ruskin University
• BSc (Hons) Product Design and Technology, Loughborough University

Memberships, editorial boards

• FHEA – Fellow of Higher Education, Higher Education Academy
• EMAC Member
• ISPIM Member

Research grants, consultancy, knowledge exchange

Co-Investigator – ERDF – Eastern New Energy (ENE): Focused on low/zero carbon actions and local economic development this programme is designed to help local enterprises (private and social) and other organisations understand and remove the barriers to decarbonising communities, buildings, transport, and lives. At the same time, offering support to taking advantage of business opportunities that emerge in low carbon and environmental growth markets. Total Project Value £200,000. Participation: July 2022 – April 2023

Co-Investigator – INTERREG, BLUEPRINT - An Interreg EU France Channel England (FCE) project led by Essex CC aiming to engage alternative waste management and recycling strategies and contracts based on social enterprise. Through a circular economy (CE) approach, our researchers in FBL led on an innovative social enterprise accelerator which widened participation of disadvantaged people in local solutions. This builds on the faculty's pursuit of sustainable, innovative and ethical business in engaged communities, social justice, and build social value whilst improving value for money with our largest local authority partner. Total project value: €5,500,000, September 2020 – October 2023.

Hyria Business Institute – Consultancy - Online communities workshop including the role of influencers in the management of online groups and the interplay with and opportunities for brands.

Selected recent publications

Mevoli, A., Leggett, K.L., and Davies, W.E. (2024) The Gamification of Circular Practices. DOI: 10.1007/978-981-99-8159-5_10

Rasif, E., Leggett, K.L., and Ivory, C. (2024) The Most Appealing Steps Towards Decarbonisation of SMEs in the UK. DOI: 10.1007/978-981-99-8159-5_12

Leggett, K.L., Mykkänen, J., Repo, P., and Lammi, M. (2023) Evolving Markets in the Circular Economy: A Network Analysis of Exemplary Company Cases. DOI: 10.1007/978-981-19-9205-6_10

Leggett, K.L., Lammi, M., and Walsh, L. (2023) Shoving Not Nudging: A Case of Shaming ‘Waster’ Stickers. DOI: 10.1007/978-981-19-9205-6_11

Recent presentations and conferences

Repo, P., Leggett, K.L., Mykkänen, J., and Lammi, M. (2023) The emerging ecosystem of circular start-ups. In I. Bitran (Ed.), Proceedings of XXXIV ISPIM Innovation Conference International Society for Professional Innovation Management .

Leggett K.L. and Lammi, M. (2023) Born with a Nationality Online: The role of country-of-origin in virtual influencers personal brands EMAC Annual Conference 2023, 25 May (Poster), Odense, Denmark

Walsh L. Leggett K. L. Sanchez-Vazquez A.  (2021) INTERREG, BLUEPRINT 3rd International Congress - Age of New Economy and New Jobs - Blue Economy and Blue Innovation. Split, Croatia.