Dr David Houghton

Dr David Houghton

Department of Marketing
Senior Lecturer in Marketing

Contact details

Room 212, Ash House
University of Birmingham
B15 2TT

David is a Senior Lecturer in Marketing at Birmingham Business School, University of Birmingham. Currently the Programme Director for BSc Business Management with Marketing, he has a Ph.D. in Management from the University of Bath, and an undergraduate degree in Psychology. His research centres on the psychology of communication online, with a specific interest in the way that consumers interact with brand content, and how this is utilised by brands for marketing. Combined with an interest in technology, privacy and security, David’s research covers a wide area, but ultimately looks to identify how people interact using modern technological platforms.

For more comprehensive information see David's site.


  • PhD Management, University of Bath
  • BSc (Hons) Psychology, University of Westminster.
  • Postgraduate Certificate of Academic Practice (PCAP).
  • Fellow of the Higher Education Academy


David joined Birmingham Business School as a lecturer in September 2011. He is interested in the development of personal and consumer relationships in online environments, specifically social media, with the aim of promoting best practices for successful relationship development. Identifying the specifics of the dialectic decisions involved in remaining private yet disclosing enough information for relational success, David's research draws on the fields of marketing, psychology, privacy, behavioural control, information systems and communications.


Programme Director for BSc Business Management with Marketing.

Programme Tutor for MSc Marketing Communications.

Teaches Marketing Analytics to MSc Marketing Communications and MSc Strategic Marketing and Consulting students.

Teaches Direct and Interactive Marketing to MSc Marketing Communications students.


  • Social Media and Digital MarketingInterpersonal relationships
  • Privacy
  • Communications
  • Information Systems
  • Psychology
  • Quantitative and Qualitative research methods


Marder, B. L., Shankar, A., Houghton, D. J., & Joinson, A. N. (In Press). ‘What if my mum sees it?’: Examination of visible brand interaction in the presence of a wider network. Information Technology and People, Forthcoming.

Marder, B. L., Houghton, D. J., Joinson, A. N., Shankar, A., & Bull, E. (2016). Understanding the psychological process of avoidance-based self-regulation on Facebook. CyberPsychology, Behavior and Social Networking, April 2016 ahead of print.

Marder, B. L., Slade, E. L., Houghton, D. J., & Archer-Brown, C. (In press). “I like them, but won’t ‘Like’ them”: An examination of impression management associated with visible political party affiliation on Facebook. Computers in Human Behavior, Forthcoming.

Marder, B. L., Joinson, A. N., Shankar, A., & Houghton, D. J. (In press). The extended ‘chilling’ effect of Facebook: The cold reality of ubiquitous social networking. Computers in Human Behavior, Forthcoming.

Leek, S., Canning, L., & Houghton, D. J. (2016). Revisiting the Task Media Fit Model in the era of Web 2.0: Twitter use and interaction in the healthcare sector. Industrial Marketing Management, Online January 2016.

Hodder, A., & Houghton, D. (2015). Union Use of Social Media: A Study of the University and College Union on Twitter, New Technology Work and Employment, 30(3), 173-189.

Vasalou, A., Joinson, A., & Houghton, D. (2015). Privacy as a fuzzy concept: a new conceptualization of privacy for practitionersJournal of the American Society for Information Science and Technology, 66(5), 918.

Joinson, A. N., & Houghton, D. J. (2013). Privacy Value Network Analysis. In Hildebrandt, M. et al. (Eds.), Digital Enlightenment Yearbook 2013, IOS Press.

Houghton, D. J., Joinson, A. N., Caldwell, N. D., & Marder, B. L. (2013). Engaging users in Facebook: The unintended consequences of photograph sharing on personal relationships. E-Marketing track prize for best paper, Academy of Marketing Conference 2013, 8-11th July 2013, University of South Wales.

Houghton, D. J., Joinson, A. N., Caldwell, N. D., & Marder, B. L. (2013). Tagger’s Delight? Disclosure and liking in Facebook: The effects of sharing photographs amongst multiple known social circles. Working Paper, Birmingham Discussion Paper Series.

Coiffait, F-M., Bartlett, K., Houghton, D. J., & Condie, J. (2013). Social Media and Clinical Psychology: Friends or Foes? Clinical Psychology Forum, 244, 20-26.

Houghton, D. J., & Joinson, A. N. (2012). Linguistic markers of secrets and sensitive self-disclosure in Twitter. Proceedings of the 45th Hawaii International Conference on Systems Sciences, January 4-7 2012, Grand Wailea, Maui, Hawaii. Paper here. Talk here.

Joinson, A. N., Houghton, D. J., Vasalou, A., & Marder, B. L. (2011). Digital Crowding: Privacy, Self-Disclosure and Technology. In S. Trepte & L. Reinecke (Eds.), Privacy Online. Perspectives on Privacy and Self-Disclosure in the Social Web (pp. 31-44). Heidelberg and New York: Springer.

Houghton, D. J., & Joinson, A. N. (2010). Privacy, Social Network Sites, and Social Relations. Journal of Technology in Human Services, 28(1), 74-94.


Dr Houghton has expertise in the field of social media and consumption, including the psychology of online behaviour and use of social media for organisations.

David can also comment on the development and application of online technologies, and has particular experience in the privacy/disclosure field and the possible violation of psychological (if not legal) contracts by companies. 

Media experience

David has previously appeared on BBC Breakfast BBC Radio 4, and has given numerous interviews for ABC news and other broadcast networks.