Dr Laura Lavertu

Lecturer

Marketing

Contact

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.

Back to staff profile

Area of Expertise

  • Digital Marketing
  • Social Media
  • Augmented and Virtual Reality
  • Artificial Intelligence
  • Impression Management
  • Service Experience
  • Experimental Design

Prize And Awards

Teaching Excellence Award 2024 Nominee
Recipient
2024
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
Fellow of the Higher Education Academy (FHEA)
Recipient
2023
Teaching Awards 2023 Nominee
Recipient
2023

More prizes and awards

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)

Back to staff profile

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)

More publications

Back to staff profile

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.

Back to staff profile

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 The Herald - petfluencers paper
Recipient
8/4/2025
News article from Popular Science - petfluencers paper
Contributor
8/4/2025

More professional activities

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

More projects

Back to staff profile

Contact

Dr Laura Lavertu
Lecturer
Marketing

Email: laura.lavertu@strath.ac.uk
Tel: 548 4734