Skip to main content

Dr Mike Molesworth

Associate Professor in Marketing

Molesworth photo 75ipm4z84


  • Digital Consumption, 
  • Critical Marketing, 
  • Consumer Cultures


Whiteknights Campus

I have over 23 years experience of lecturing in marketing communications and consumer culture, following experience in financial services and the motor trade, and first taught digital marketing in 1998.

I was previously a Teaching Fellow in the Centre of Excellence for Media Practice at Bournemouth Media School where amongst other things, I was involved with innovations in online course delivery.

Whilst at Bournemouth I also helped set up the Creative Enterprise Bureau, a unique staff/student collaborative consultancy working for clients such as ITV, Channel 4, Toyota and Samsung. I maintain an active interest in consultancy work, especially in synthesising and translating academic research for practitioners.

My research interests include all areas of consumer culture, but especially emerging consumer practices related to technology, in non-Western contexts, and related to ethical consumption. I am also interested in the relationship between marketing practices and corporate responsibilities.

Reference: Grigore, G., Molesworth, M. , Vontea, A., Basnawi, A. H., Celep, O. and Jesudoss, S. P. (2021) Corporate social responsibility in liquid times: the case of Romania. Journal of Business Ethics. pp. 1-20. ISSN 1573-0697 doi:
Reference: Ali, I., Ali, M., Grigore, G. , Molesworth, M. and Jin, Z. (2020) The moderating role of corporate reputation and employee-company identification on work-related outcomes of job insecurity resulting from workforce localization policies. Journal of Business Research, 117. pp. 825-838. ISSN 0148-2963 doi:
Reference: Grigore, G. , Molesworth, M. , Vonțea, A., Basnawi, A. H., Celep, O. and Sylvian, P. J. (2020) Drama and discounting in the relational dynamics of corporate social responsibility. Journal of Business Ethics. ISSN 1573-0697 doi:
Reference: Grigore, G., Molesworth, M. , Miles, C. and Glozer, S. (2020) (Un)resolving digital technology paradoxes through the rhetoric of balance. Organization. ISSN 1350-5084 doi:
Reference: Molesworth, M. and Grigore, G. (2019) Scripts people live in the marketplace: an application of script analysis to Confessions of a Shopaholic. Marketing Theory, 19 (4). pp. 467-488. ISSN 1741-301X doi:
Reference: Husain, S., Molesworth, M. and Grigore, G. (2019) 'I once wore an angry bird t-shirt and went to read Qur’an': asymmetrical institutional complexity and emerging consumption practices in Pakistan. Marketing Theory, 19 (3). pp. 367-390. ISSN 1741-301X doi:
Reference: Molesworth, M. , Watkins, R. and Denegri-Knott, J. (2018) Possession work on hosted digital consumption objects as consumer ensnarement. Journal of the Association for Consumer Research, 1 (2). pp. 246-261. ISSN 2378-1823 doi:
Reference: Grigore, G. and Molesworth, M. (2018) 'Pouring politics down our throats': political CSR communication and consumer catharsis. In: Crowther, D. and Seifi, S. (eds.) Redefining Corporate Social Responsibility. Developments in Corporate Governance and Responsibility, 13. Emerald Publishing Limited, pp. 71-86. ISBN 9781787561625
Reference: Mardon, R., Molesworth, M. and Grigore, G. (2018) YouTube beauty gurus and the emotional labour of tribal entrepreneurship. Journal of Business Research, 92. pp. 443-454. ISSN 0148-2963 doi:
Reference: Molesworth, M. , Grigore, G. F. and Jenkins, R. (2018) Games people play with brands: an application of Transactional Analysis to marketplace relationships. Marketing Theory, 18 (1). pp. 121-146. ISSN 1741-301X doi:
Reference: Jenkins, R. and Molesworth, M. (2018) Conceptualizing consumption in the imagination: relationships and movements between imaginative forms and the marketplace. Marketing Theory, 18 (3). pp. 327-347. ISSN 1741-301X doi:
Reference: Grigore, G. , Molesworth, M. and Watkins, R. (2017) New corporate responsibilities in the digital economy. In: Theofilou, A., Grigore, G. and Stancu, A. (eds.) Corporate Social Responsibility Post Financial Crisis. Palgrave Studies in Governance, Leadership and Responsibility. Palgrave Macmillan, Cham, Switzerland, pp. 41-62. ISBN 9783319400952 doi:
Reference: Grigore, G. , Molesworth, M. and Farache, F. (2017) When corporate responsibility meets digital technology: a reflection on new discourses. In: Grigore, G. , Stancu, A. and McQueen, D. (eds.) Corporate Responsibility and Digital Communities: an International Perspective towards Sustainability. Palgrave Studies in Governance, Leadership and Responsibility. Palgrave Macmillan, Cham, Switzerland, pp. 11-28. ISBN 9783319634791 doi:
Reference: Watkins, R. D., Denegri-Knott, J. and Molesworth, M. (2016) The relationship between ownership and possession: observations from the context of digital virtual goods. Journal of Marketing Management, 32 (1-2). pp. 44-70. ISSN 1472-1376 doi:
Reference: Grigore, G. and Molesworth, M. (2016) Does corporate social responsibility mask business practices that are adhiaphoric? In: Change Cohesion Competitiveness. EGEA, Bocconi University, Milan, Italy.
Reference: Hobbs, J., Grigore, G. and Molesworth, M. (2016) Success in the management of crowdfunding projects in the creative industries. Internet Research, 26 (1). pp. 146-166. ISSN 1066-2243 doi:
Reference: Molesworth, M. and Watkins, R. D. (2016) Adult videogame consumption as individualised, episodic progress. Journal of Consumer Culture, 16 (2). pp. 510-530. ISSN 1741-2900 doi:
Reference: Jenkins, R., Molesworth, M. and Scullion, R. (2014) The messy social lives of objects: inter‐personal borrowing and the ambiguity of possession and ownership. Journal of Consumer Behaviour, 13 (2). pp. 131-139. ISSN 1479-1838 doi:

Marketing Communications: Digital, Social and Integrated

The module considers a variety of marketing communications theories and practices to equip students with the knowledge and skill to develop and communicate an effective marketing communications plan....

Module code: MMM124

Understanding Customers

Understanding customers, whether in consumer or business-to-business is at the heart of the marketing discipline. This module uses contributing social sciences such as psychology, sociology and economics to understand the...

Module code: MM390