Dr Lauren Burch
Senior Lecturer in Sports Business
Areas of expertise
Digital media/social media and communication within sport; athlete utilisation of social media for marketing/branding; gendered media portrayals of athletes; and online abuse of athletes.
Profile
Lauren’s research interests focus on digital and social media communication and marketing within the sport industry.
She examines the portrayals of athletes through social media and how this relates to consumer perceptions. This includes network analysis of organizational communication with stakeholders, gendered self-presentation, personal branding, and brand authenticity of athletes on social media, and media framing to influence consumer behaviour or public perception of social issues.
She is also passionate about examining the online abuse directed toward athletes and developing safeguarding policies to combat online abuse.
Interview booking
Please call the press office on +44 (0)1509 222224 to arrange an interview with Dr Lauren Burch.
