Projects per year
Personal profile
Personal Statement
I joined the department as a lecturer in 2021. My research interests are primarily around sustainable consumption, social media, and market in/exclusion. Specifcally, I focus on the fashion and beauty contexts.
I have published my research in journals such as the European Journal of Marketing and the Journal of Fashion Marketing and Management.
Research Interests
- Sustainable Fashion Consumption
- Sustainable Consumption and Communication
- Social Media/ Social Media Influencers
- Market inclusion/exclusion
- Represention in Consumer Markets
Expertise related to UN Sustainable Development Goals
In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):
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SDG 12 Responsible Consumption and Production
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Dive into the research topics where Amira Mukendi is active. These topic labels come from the works of this person. Together they form a unique fingerprint.
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Collaborations and top research areas from the last five years
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Projects
- 1 Active
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Bad Brands: Exploring the Role of Brands in Social Media Firestorms
Mukendi, A. (Principal Investigator) & Chavula, C. (Co-investigator)
1/09/25 → 31/10/26
Project: Research
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In the Fire: Exploring How Social Media Influencers Navigate Social Media Firestorms
Mukendi, A. & Chavula, C., 9 Jul 2026, (Unpublished).Research output: Contribution to conference › Abstract › peer-review
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“I want to be honest…but how much can I share?”: Sustainable influencing and experiences of moral residue
Mukendi, A., Davies, I., Glozer, S., McDonagh, P. & Doherty, A. M., 1 Feb 2026, In: Journal of Business Research. 204, 115872.Research output: Contribution to journal › Article › peer-review
Open AccessFile1 Link opens in a new tab Citation (Scopus)9 Downloads (Pure)
Thesis
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Mainstreaming sustainable fashion? : the role of sustainable fashion influencers
Mukendi, A. (Author), Davies, I. (Supervisor) & Doherty, A. M. (Supervisor), 11 Mar 2022Student thesis: Doctoral Thesis
Prizes
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Worshipful Company of Marketors' Award
Battle, A. (Recipient), 2022
Prize: Prize (including medals and awards)
Activities
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Who Gets to Influence? Black and POC Voices in Beauty and Fashion
Mukendi, A. (Invited speaker)
13 Sept 2025Activity: Talk or Presentation › Invited talk
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Moderated Discussion bringing in examples from sustainable fashion
Mukendi, A. (Speaker)
17 Sept 2025Activity: Public Engagement and Outreach › Public Events