Lauren’s research interests focus on digital and social media communication and marketing within the sport industry.

She examines the portrayals of athletes through social media and how this relates to consumer perceptions. This includes network analysis of organizational communication with stakeholders, gendered self-presentation, personal branding, and brand authenticity of athletes on social media, and media framing to influence consumer behaviour or public perception of social issues.

She is also passionate about examining the online abuse directed toward athletes and developing safeguarding policies to combat online abuse.