Dr Laura Lavertu
Lecturer
Marketing
Personal statement
I pursued my PhD in Marketing at the University of Edinburgh, where I also taught several undergraduate and postgraduate courses for more than two years. I am now joining the University of Strathclyde as a Lecturer in the Marketing department. I also hold significant industry experience, having worked as a Category Manager for a global technology company for a few years prior to doing my PhD. My research focuses on the impact of technology (e.g., social media, augmented and virtual reality) on consumer-brand interactions. I use both qualitative and quantitative methods, although I am predominantly an experimental researcher. My research has been published in well-known journals such as Psychology & Marketing and Computers in Human Behavior. Beyond research, I really enjoy teaching digital marketing and interacting with motivated and enthusiastic students.
Area of Expertise
- Digital Marketing
- Social Media
- Augmented and Virtual Reality
- Artificial Intelligence
- Impression Management
- Service Experience
- Experimental Design
Prize And Awards
- Teaching Awards 2024 Nominee
- Recipient
- 2024
- SCP 2024 Diversity Grant - Competitive grant ($1,500) to support the costs associated with attending and presenting at the SCP annual conference
- Recipient
- 2024
- AMS/AFM Research Grant (Principal Investigator) - Competitive grant ($2,000) encouraging international research collaborations to further the advancement of marketing science.
- Recipient
- 2024
- Teaching Excellence Award 2024 Nominee
- Recipient
- 2024
- SCP 2023 Doctoral Grant - Competitive grant ($500) to support the costs associated with attending and presenting at the SCP annual conference and doctoral consortium
- Recipient
- 2023
- Fellow of the Higher Education Academy (FHEA)
- Recipient
- 2023
Qualifications
Doctorate of Philosophy (PhD) in Marketing
The University of Edinburgh
Postgraduate Certificate in Academic Practice (PgCAP) and Fellowship Accreditation (FHEA)
The University of Edinburgh
Master of Science (MSc) in Management
The University of Edinburgh
Undergraduate Degree in International Business with Languages (English and Mandarin)
University of Toulouse Jean Jaures and The University of Edinburgh (one-year Erasmus exchange)
Publications
- (How) does the number of followers impact the success of influencer marketing? A construal level perspective
- Cowan Kirsten, Marder Ben, Lavertu Laura, Li Jiayuan
- Journal of Advertising Research (2025)
- https://doi.org/10.1080/00218499.2025.2482276
- Gaming the system
- Harker Michael John, Lavertu Laura
- Academy of Marketing Conference (2025)
- Petfluencers, the fur-mula for sincere endorsements : examining how and when pets exhibit greater persuasion as influencers
- Lavertu Laura, Kulow Katina, Cowan Kirsten, Marder Ben
- Journal of Advertising Research (2025)
- https://doi.org/10.1080/00218499.2025.2463707
- To ChatGPT, or not to ChatGPT : navigating the paradoxes of generative AI in the advertising industry
- Osadchaya Elena, Marder Ben, Yule Jennifer A, Yau Amy, Lavertu Laura, Stylos Nikolaos, Oliver Sebastian, Angell Rob, Regt Anouk de, Gao Liyu, Qi Kang, Zhang Will Zhiyuan, Zhang Yiwei, Li Jiayuan, AlRabiah Sara
- Business Horizons Vol 67, pp. 571-581 (2024)
- https://doi.org/10.1016/j.bushor.2024.05.002
- What drives advertisers toward or away from immersive virtual spaces? : The Metaverse Conundrum: Affordances and “Disaffordances” Through the Eyes of Advertisers
- Marder Ben, Yau Amy, Yule Jennifer A, Osadchaya Elena, Angell Robert, Zhang Will Zhiyuan, Oliver Sebastian, Lavertu Laura, Stylos Nikolaos, Qi Kang, Gao Liyu, AlRabiah Sara, Regt Anouk de, Zhang Yiwei, Li Jiayuan
- Journal of Advertising Research Vol 64, pp. 255-283 (2024)
- https://doi.org/10.2501/JAR-2024-020
- An examination of digital corporate apologies featuring pet images in response to service failures
- Lavertu Laura, Marder Ben, Nazifi Amin, Cowan Kirsten
- Academy of Marketing Science World Congress (2024)
Teaching
As a teacher, I aim to not only develop the knowledge of my students but also to encourage them to build analytical and interpersonal skills that will be needed in their future careers. I enjoy co-creating knowledge with students and see myself as a guide/facilitator.
I taught both at postgraduate and undergraduate levels at the University of Edinburgh, and I am now mainly teaching at the postgraduate level here at Strathclyde.
Research Interests
My research focuses on the impact of technology (e.g., social media, augmented and virtual reality, artificial intelligence) on consumer-brand interactions and users' well-being. I use both qualitative and quantitative methods, although I am predominantly an experimental researcher. My research has been published in well-known journals such as Psychology & Marketing, the Journal of Advertising Research and Computers in Human Behavior.
Professional Activities
- Doctoral colloquium (Chair) - University of Strathclyde Business School
- Chair
- 13/5/2025
- News article - Earth.com - petfluencers paper
- Contributor
- 14/4/2025
- Interview - The Last Show with David Cooper (Canadian national radio and Spotify / Apple podcast) - petfluencers paper
- Interviewee
- 11/4/2025
- News article from Yahoo News UK - petfluencers paper
- Contributor
- 9/4/2025
- News article from Phys.org - petfluencers paper
- Contributor
- 8/4/2025
- News article from Popular Science - petfluencers paper
- Contributor
- 8/4/2025
Projects
- SCP 2024 Diversity Grant
- Lavertu, Laura (Principal Investigator)
- Competitive grant to support the costs associated with attending and presenting at the SCP annual conference
$1,500 - 07-Jan-2024 - 10-Jan-2024
- Social presence in the metaverse: an examination of the role of others in driving online and offline positive responses
- Lavertu, Laura (Principal Investigator)
- 31-Jan-2023 - 31-Jan-2025
- Social presence in the metaverse: an examination of the role of others in driving online and offline positive responses
- Lavertu, Laura (Principal Investigator) Lubart, Allan (Co-investigator)
- 01-Jan-2023
- SCP 2023 Doctoral Grant
- Lavertu, Laura (Principal Investigator)
- Competitive grant to support the costs associated with attending and presenting at the SCP annual conference and doctoral consortium
$500 - 02-Jan-2023 - 05-Jan-2023