Skip to main content

Olivier Sibai

  • Overview

    Overview

    Biography

    Olivier Sibai joined Birkbeck in 2014 and completed his PhD at Aston University, Birmingham. His research interests revolve broadly around Consumer Culture and Social Marketing.  He has a particular interest in violence, peace, and the exercise of power in the marketplace. His current research projects focus on brand activism, brand purpose, consumer burn-out, the brutalization of social media, deviance in consumer communities, and marginal consumption practices. While Olivier conducts mainly interpretivist research, he is interested in various methodologies and approaches. Olivier currently convenes postgraduate dissertations in the Management department. He teaches Strategic Brand Management and Digital Marketing.

    Qualifications

    • PhD in Marketing, Aston Business School, UK , 2015
    • MSc Marketing, Aston Business School, UK, 2010
    • MA in Business management, Audencia Nantes, France, 2010

    Administrative responsibilities

    • Postgraduate dissertation convenor

    Visiting posts

    • Visiting Scholar , Cass Business School, 02-2019 to 06-2019
    • Visiting Scholar, EM Lyon, 01-2019 to 01-2019
    • Visiting Scholar , Cass Business School, 09-2013 to 08-2014
    • Visiting PhD, HEC Paris, 06-2012 to 12-2012
    • Teaching Assistant, Aston Business School, 09-2011 to 08-2014

    Professional activities

    Ad hoc academic journal reviewer

    British Journal of Management (ABS 4), Journal of Business Research, Psychology & Marketing, Industrial Marketing Management, International Marketing Review, Journal of Strategic Marketing (ABS 3), Journal of Product & Brand Management, Recherche et Application en Marketing (ABS 2)



    Ad hoc conference reviewer

    Association of Consumer Research (ACR), Consumer Culture Theory (CCT), Academy of Marketing Science (AMS), European Marketing Academy Conference (EMAC)


    Professional memberships

    • Teaching Association

      Higher Academy Fellow 

      Research Associations

      The American Association for Consumer Research (ACR)
      The Consumer Culture Theory Consortium (CCT)
      The Academy of Marketing Science (AMS)
      The European Academy of Marketing (EMA)
      European Group for Organisation Studies (EGOS)

  • Research

    Research

    Research interests

    • Consumer Culture
    • Social Marketing and Transformative Consumer Research
    • Brand Purpose and Brand Activism
    • Violence on Social Media
    • Games, play and ludic consumption
    • Sociology of academic careers and the mentorship of early career researchers
    • Interpretive methodologies

    Research overview

    Olivier’s research interests revolve broadly around Social Marketing and Consumer Culture.

    Olivier has a particular interest in the exercise of power in the marketplace and its ethical implications. In his current projects, Olivier investigates the brutalization of social media, brand activism, brand purpose, and consumer rest and burn-out.

    Olivier currently conducts a Leverhulme funded project on "Brand purposing: a history of branding moralization"

    While Olivier enjoys various methodologies and approaches to research, he conducts mainly interpretivist research, with experience of ethnography, online ethnography, collective auto-ethnography, interview research, archival media research, and text-mining.

      
    Individuals interested in doing a PhD in the broad areas of Social Marveting and Consumer Culture are welcome to email Olivier. In your email, please make sure you indicate why you would like to do a PhD, what you would like to research on (short summary of your intended research topic), and how your research fits with Olivier's research expertise or interests. Please make sure you also attach a copy of your CV. If you already wrote a first draft of a PhD proposal, you can also attach it to the email.

    Msc students interested in doing their dissertations on branding topics such as brand purpose and consumer rest and burnout are welcome to contact Olivier about it.

    Research clusters and groups

    Research projects

    The Brutalization of Online Consumer Communities

    Authenticating Brand Activism through Controversy

    #MyBlackReceipt: Fighting Racial Exclusion Through the Marketing Place

    Marketplace exclusion

  • Supervision and teaching

    Supervision and teaching

    Supervision

    Individuals interested in doing a PhD in the broad areas of Social Marveting and Consumer Culture are welcome to email Olivier. In your email, please make sure you indicate why you would like to do a PhD, what you would like to research on (short summary of your intended research topic), and how your research fits with Olivier's research expertise or interests. Please make sure you also attach a copy of your CV. If you already wrote a first draft of a PhD proposal, you can also attach it to the email.

    Msc students interested in doing their dissertations on branding topics such as brand activism, brand purpose and consumer rest and burnout are welcome to contact Olivier about it.

    Teaching

    Teaching modules

    • Brand Management (BUMN066H7)
    • Digital Marketing (BUMN104H5)
    • PG Dissertation Preparation (BUMN184Z7)
  • Publications

    Publications

    Article

  • Business and community

    Business and community

    I have media training.

    Media

    I am happy to receive enquiries from the media on the following topics:

    • Brand Purpose and Brand Activism
    • Violence and Brutality on Social Media
    • Academic isolation
    • Consumer collectives
    • Branding
    • Digital and social media marketing