Dr Kate Jones

Staff Profile Image of Kate Jones

Lecturer, Marketing, Advertising, Retailing and Sales

Phone: + 64 9 921 9999 ext 5036
Twitter: @KateJo2015
LinkedIn: linkedin.com/in/drkatejones

Email: Katherine.jones@aut.ac.nz


  • MA (Psychology)
  • PhD (Marketing)

Memberships and Affiliations:

  • Children's Media
  • Associate Member New Zealand Institute of Directors


Dr. Kate Jones has a strong brand management background in the consumer food and wine industries gained in New Zealand and Australia. These experiences have lead to Kate's interest in the impact of social media use upon consumer brand choices, with a special focus on how children make these choices. Kate's business psychology background adds key skills to investigating this interesting area of consumer's lives. Kate balances her PhD in marketing with a Masters degree in business psychology and a Bachelor of Arts degree.  Kate specialises in qualitative research approaches and is publishing in the area of children and their use of social media. Kate brings a strong business background to her research profile and experience working with government corporate clients.

Teaching Areas:

  • Communications in Marketing, Advertising, Retailing and Sales
  • Trends & Innovations in the Marketplace
  • Qualitative Research Techniques

Research Areas:

  • Social media
  • Children’s identity projects using social media
  • Children’s brand interactions on social media
  • Tweens and their social media lives
  • Digital communications and marketing
  • Contemporary discourses in the social media ecosystem

Research Summary:

Combining her post–graduate studies in psychology and marketing, Dr Kate Jones is interested to know how children and “Tweens” use social media to represent themselves, and to interact with consumer brands. Kate’s research interests include understanding the contemporary discourse across a range of social media platforms about children and Tweens and how such discourses shape young people’s market interactions.

Current Research Projects:

  • Children’s Micro-Interactions with Brands on Social Media.
  • Barbie and the Material Girls: Teaching Materialism.
  • Children as Vulnerable Consumers in Online Contexts.
  • Tweens and Snapchat: Representing the Self in Twenty Seconds.
  • “He Might Just Be a Dirtbag Anyway”: Using a Moral Minimums Perspective to Critique the Twitter content of rapper Tyler Okonma aka “The Creator”.


  1. Jones, K. R., & Glynn, M. (2016). Children and their Social Media Experiences: the Shaping of Long-Term Brand Relationships. (article in progress).
  2. Jones, K.R., Glynn, M., & Marshall, R. (2015). How Children Use Social Media to Interact with Brands. Internet Technologies & Society Conference, Florianopolis, Brazil. Nov. 2015.
  3. Jones, K. R., Marshall, R., & Glynn, M. (2012, March). Brand-Made Children in New Zealand: Children and Brand Attachment: Measuring the influence of social media as a brand information source: The influence of Facebook. In EIRASS 2012 19th International Conference on Recent Advances in Retailing and Services Science Vienna Austria July 9th-12th 2012.
  4. Jones, K. R., Marshall, R., & Glynn, M. (2011, November). Brand-Made Children in New Zealand: Children and Brand Attachment: Measuring the influence of social media as a brand information source: The influence of Facebook. In ANZMAC 2011 Annual Conference: Marketing in the Age of Consumerism: Jekyll or Hyde? Perth Australia November 29th – Dec 1st 2011.
  5. Jones, K. R. (2007). Return to Work after Injury: A return to the same employment role for most working people. Presented to the Innovation in Rehabilitation Conference, Rotorua New Zealand. February 2007. Contribution: Sole (100%).
  6. Research report: Evaluation of Vocational Rehabilitation under the IPRC Act 2001. A research report conducted for the Accident Compensation Corporation in 2006. Contribution: Multi-authorship (20%).
  7. Jones, K.R., Gilbert, K., & Morrison-Briars, Z. (2005). Maori Branding: A Report Investigating Market Demand for Maori Cultural Elements. For Mana Taiao, part of the Waka Tohu research program, Te Puni Kokiri, 2005


Vice Chancellors Award for Teaching Excellence 2015

Best Paper Award at the Internet Technologies & Society Conference, Florianopolis, Brazil. Nov 2015.

Business & Law School Faculty Teaching Awards 2010 & 2014.

Last updated: 07-Dec-2016 3.53pm

The information on this page was correct at time of publication. For a comprehensive overview of AUT qualifications, please refer to the Academic Calendar.