Dr Mike Molesworth

Dr Mike Molesworth

Department of Marketing
Associate Professor in Marketing

Contact details

University House
University of Birmingham
B15 2TT

Mike Molesworth is an Associate Professor in Marketing. He has been teaching marketing communications, including digital marketing since 1999. His current research interests include the consumption of digital goods and engagement with online platforms, and aspects of business ethics and responsibilities in the use of digital media. His research uses qualitative approaches, including psychoanalytic interpretations of manager and consumer behaviours.


  • PhD Consumer Culture
  • CIM Dip
  • BA(Hons) Advertising Management


Mike Molesworth teaches on the following modules: 

  • LM37281 Marketing Communications
  • LM31673 International Brand Management
  • LI32116 Consumer Behaviour

Postgraduate supervision

Mike Molesworth Is an experienced PhD supervisor. He is interested in supervising projects related to:

  • Critical marketing
  • Consumer culture, especially related to digital media
  • Psychoanalytic approaches to consumer culture, or marketing
  • Corporate responsibility, especially related to new technology


Recent publications


Truong, HB, Jesudoss, SP & Molesworth, M 2022, 'Consumer mischief as playful resistance to marketing in Twitter hashtag hijacking', Journal of Consumer Behaviour, vol. 21, no. 4, pp. 828-841. https://doi.org/10.1002/cb.2040

Mardon, R, Denegri-Knott, J & Molesworth, M 2022, '“Kind of mine, kind of not”: digital possessions and affordance misalignment', Journal of Consumer Research. https://doi.org/10.1093/jcr/ucac057

Grigore, G, Molesworth, M, Miles, C & Glozer, S 2021, '(Un)resolving digital technology paradoxes through the rhetoric of balance', Organization, vol. 28, no. 1, pp. 186-207. https://doi.org/10.1177/1350508420968196

Grigore, G, Molesworth, M, Vontea, A, Basnawi, AH, Celep, O & Jesudoss, SP 2021, 'Corporate social responsibility in liquid times: the case of Romania', Journal of Business Ethics, vol. 174, no. 4, pp. 763-782. https://doi.org/10.1007/s10551-021-04926-w

Grigore, G, Molesworth, M, Vonțea, A, Basnawi, AH, Celep, O & Jesudoss, SP 2021, 'Drama and discounting in the relational dynamics of corporate social responsibility', Journal of Business Ethics, vol. 174, no. 1, pp. 65-88. https://doi.org/10.1007/s10551-020-04591-5

Molesworth, M 2020, 'A Heteronomous Consumer Romance', Marketing Theory, vol. 20, no. 2, pp. 159-165. https://doi.org/10.1177/1470593119897767

Ali, I, Ali, M, Grigore, G, Molesworth, M & Jin, Z 2020, 'The moderating role of corporate reputation and employee-company identification on the work-related outcomes of job insecurity resulting from workforce localization policies', Journal of Business Research, vol. 117, pp. 825-838. https://doi.org/10.1016/j.jbusres.2019.02.060

Molesworth, M & Grigore, G 2019, 'Scripts people live in the marketplace: An application of script analysis to confessions of a shopaholic', Marketing Theory, vol. 19, no. 4, pp. 467-488. https://doi.org/10.1177/1470593118821725

Husain, S, Molesworth, M & 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, vol. 19, no. 3, pp. 367-390. https://doi.org/10.1177/1470593118821717

Jenkins, R & Molesworth, M 2018, 'Conceptualizing consumption in the imagination: Relationships and movements between imaginative forms and the marketplace', Marketing Theory, vol. 18, no. 3, pp. 327-347. https://doi.org/10.1177/1470593117740753

Molesworth, M, Grigore, GF & Jenkins, R 2018, 'Games people play with brands: An application of transactional analysis to marketplace relationships', Marketing Theory, vol. 18, no. 1, pp. 121-146. https://doi.org/10.1177/1470593117706530

Mardon, R, Molesworth, M & Grigore, G 2018, 'YouTube Beauty Gurus and the emotional labour of tribal entrepreneurship', Journal of Business Research, vol. 92, pp. 443-454. https://doi.org/10.1016/j.jbusres.2018.04.017

Molesworth, M & Watkins, RD 2016, 'Adult videogame consumption as individualised, episodic progress', Journal of Consumer Culture, vol. 16, no. 2, pp. 510-530. https://doi.org/10.1177/1469540514528195


Grigore, G & Molesworth, M 2018, “Pouring politics down our throats”: Political csr communication and consumer catharsis. in Developments in Corporate Governance and Responsibility. Developments in Corporate Governance and Responsibility, vol. 13, Emerald Group Publishing Ltd., pp. 71-86. https://doi.org/10.1108/S2043-052320180000013007

Other contribution

Grigore, G, Molesworth, M & Watkins, R 2016, New Corporate Responsibilities in the Digital Economy.. https://doi.org/10.1007/978-3-319-40096-9_3

View all publications in research portal