Dr Conor Drummond

Biography

Conor Drummond is a Marketing Lecturer in the Department of Management and Marketing, Cork University Business School, University College Cork. Conor's teaching is focused on the areas of Business-to-Business (B2B) marketing, strategic marketing, market research, social media marketing and research methods. 

Conor’s research interests are predominantly in the area of social media and B2B marketing. Having received a Government of Ireland Postgraduate Scholarship (GOIPG) award in 2017, Conor completed his PhD in 2020 titled 'Social media resource mobilisation in B2B relationships of entrepreneurial firms'. This research focused on the novel area of social media use by entrepreneurial craft food and micro-brewing organisations, for the development of their B2B relationships and networks. Conor has recently published part of this work in journals such as Industrial Marketing Management, the European Journal of Marketing, and the Journal of Business Research. His work has also been presented at numerous international conferences, including the Industrial Marketing and Purchasing (IMP) group conference and the Center for Business and Industrial Marketing (CBIM) Conference.

Conor’s other areas of research interest include entrepreneurship, resource interaction and resource mobilisation, and digitization of industrial markets (e.g. use of Virtual Reality, the Internet of Things and Artificial Intelligence in a B2B context). Since graduating with a Bachelor of Commerce (BComm) Degree from UCC, Conor has also engaged in a number of roles as a market researcher and consultant, working in several industries such as; food and retail, ethical clothing, finance, and NGO/charitable or Not-for-Profit organisations.