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Mr Conor Drummond

Mr Conor Drummond


PhD Scholar


Conor Drummond is a PhD Scholar in the Department of Management and Marketing, Cork University Business School (CUBS), UCC. 

Having completed a Bachelor of Commerce (BComm) undergraduate degree in UCC, Conor began a Masters (MSc) By Research in the department in late 2015. This research subsequently developed into a full-time PhD. Conor’s research interests are in the area of social media and business-to-business (B2B) marketing. His teaching duties include lectures in Business Networks and International Marketing modules, tutorial co-ordination for a number of management and marketing modules, as well as undergraduate student workplace supervision.  

Conor’s PhD thesis, working title: ‘Exploring the resource mobilisation potential of social media in the business-to-business (B2B) relationships of entrepreneurial firms’, is funded by the Irish Research Council, having been awarded the coveted Government of Ireland Postgraduate Scholarship (GOIPG) award in 2017. This research focuses on the novel area of social media use by entrepreneurial craft food and micro-brewing firms, for the development of their B2B relationships and networks. Conor has recently published part of his work, ‘The impact of social media on resource mobilisation in entrepreneurial firms, in the prestigious Industrial Marketing Management (IMM) journal. His work has been presented at numerous international conferences to further disseminate his PhD study, including the Industrial Marketing and Purchasing (IMP) group conference in 2016, in Poland, and in 2017 in Kuala Lumpur, Malaysia.