Sarah completed her Doctorate of Philosophy at Queen’s Management School. This research was concerned with examining the antecedents, consequences and performance outcomes of social CRM. Her Master of Business Studies by Research was concerned with the implications of social networking sites for marketing in Irish businesses. Currently, Sarah is researching the area of influencer marketing. Sarah has both quantitative and qualitative data collection and analysis experience. Quantitative analysis software experience includes SPSS, AMOS and SmartPLS.

Sarah was lead of a team that was awarded SATLE 3 funding to undertake a qualitative research project investigating how student-to-student interaction can be fostered within the online learning environment in the case of synchronous and asynchronous learning. She was also lead of a team that was awarded a bursary to analyse the 2019 and 2020 undergraduate Student Survey qualitative data. Sarah has experience of supervision at levels 9 and 10. Projects include Gen Z and marketing communications, crowdfunding and digital academic entrepreneurship. Journals published in include Qualitative Market Research: An International Journal, International Journal of Contemporary Hospitality Management and The Services Industries Journal.