Research
I have three degrees in four separate disciplines: Journalism, Political Science, International Development Studies, and Management. My unusual and circuitous journey to being a business school professor is my strength: in honing my expertise surrounding the relationship between consumers, marketing, and the marketplace, I have been at once enthusiastic and critical of the world around me.
When it comes down to it, what I love most about research is the privilege of asking big questions – of knowing that we don’t yet have it all figured out, but what if we tried?
My research process is an opportunity for me to envision new ways for marketers to use their platforms, and new ways for consumers to experience the world around them. In championing this optimistic view, I attempt to shift how we perceive traditional marketplace dynamics, arguing that if media are powerful, so are consumers. I want to see what happens when we harness this power for collective benefit, because I believe it is possible.
Scroll down to learn more about my work!
Work in Progress
Work in Progress
Drake, C., Mourali, M., & Pender, K. J. (In Preparation). Mental illness as consumer vulnerability: Ambivalent attachment to the college campus.
Grady, A., & Drake, C. (In Preparation). My friend the dietitian: Social media, postfeminist digital entrepreneurship, and eating disorder recovery. Manuscript in preparation.
Selected Publications
Selected Publications
Pradhan, A., & Drake, C. (2023). Netflix and cringe: Affectively watching ‘uncomfortable’ TV. Marketing Theory. OnlineFirst pre-print. doi:10.1177/14705931231154944
Drake, C. (2022). Willfulness and the market: (Post)feminist subjectivities and women’s body work. In G. Brodowsky, C. P. Schuster and R. Perren (Eds.), Handbook of Research on Ethnic and Intra-Cultural Marketing (pp. 104-118). Cheltenham, UK: Edward Elgar.
Mourali, C., & Drake, C. (2022). The challenge of debunking health misinformation in dynamic social media conversations: Online randomized study of public masking during Covid-19. Journal of Medical Internet Research, 24(3). doi:10.2196/34831
Drake, C., & Radford, S. K. (2021). Studying gendered embodied consumption with poststructuralist feminist hermeneutics. Qualitative Market Research, 25(1), 1-19.