PhD in Technology Dependence And Consumer Vulnerability In Digital Marketing Ecosystems (phd)

The application deadline for the Oct 2027 intake is Jul 15, 2027.

This PhD project, supervised by Dr. Benjamin Afreh and Dr. Babatunde Musiliu Abina at Nottingham Business School, investigates how technology dependence affects consumer vulnerability in digital marketing ecosystems. The research focuses on understanding how consumers navigate privacy vulnerability in personalised advertising ecosystems, building on recent studies that show increased technology dependence can reduce scepticism and make consumers more vulnerable to false information.

Based on a mix of qualitative and quantitative methods, the doctoral researcher will contribute to theories on technology-mediated consumer vulnerability, algorithmic opacity in AI systems, and digital agency frameworks. The project aligns with Nottingham Business School's commitment to responsible management education and its triple-crown accreditation from EQUIS, AACSB, and AMBA, as well as its recent rankings by the Financial Times for Executive Education programmes.

Nottingham Trent University, located in Nottingham in the United Kingdom, combines a modern, student-focused campus with a broad academic offering. Founded in 1992, the university serves around 28,000 students and provides about 10 major program areas that reflect contemporary professional and creative disciplines. Known for strong industry connections and practical learning opportunities, NTU helps students prepare for meaningful careers while enjoying a vibrant city atmosphere.

Students at Nottingham Trent benefit from high ratings for campus life, city integration, facilities, and accommodation, reflecting an environment that supports study and wellbeing. Classroom experiences are designed to be engaging and applied, and the university’s facilities—libraries, labs, studios, and student services—are consistently well regarded. With a strong focus on employability and real-world projects, NTU offers pathways to internships, placements, and industry collaborations that enhance graduate prospects.

For international applicants, Nottingham Trent provides a welcoming community with extensive support for transitioning to study in the UK. The city of Nottingham is celebrated for its cultural offerings, affordability relative to larger UK cities, and active student scene. Whether you prioritize professional networks, high-quality facilities, or a lively campus experience, NTU presents a balanced, student-friendly option with proven outcomes and robust support structures.