Dr Shenaz Rangwala

Assistant Professor

School: Newcastle Business School

Research Themes and Scholarly Interests

Shenaz Rangwala is Assistant Professor in Marketing at Northumbria University, United Kingdom. Her broad research interest lies in the area of consumer behaviour, particularly how consumption influences contemporary cultures, communities and individuals specifically women in transitional societies. Her research examines issues related to gender and post-feminism in marketing and consumer culture. Her recent research particularly explores the role of technology in enhancing or reducing social and gender disparities. She particularly specialises in qualitative and visual research methods. Her work has been published in prestigious journals as well as presented in academic conferences.

Key Publications

Please visit the Pure Research Information Portal for further information
Silver lining in the cloud: Digital technology as an intervention mechanism for developing online social capital to achieve resilience during crisis, Rangwala, S., Djafarova, E. 4 Mar 2026, In: Information Technology and People
Resignifying Gender: How Women of the New Indian Middle Class Enact Gendered Aspiration in a Globalizing Society, Rangwala, S., Jayawardhena, C., Bettany, S. 1 Nov 2025, In: Gender, Work and Organization
Sustainable consumption in the developing world: the case of India, Rangwala, S., Jayawardhena, C. 16 Jul 2021, Research Handbook of Sustainability Agency, Cheltenham, Glos., Edward Elgar
"From caged birds to women with wings": A perspective on consumption practices of new middle-class Indian women, Rangwala, S., Jayawardhena, C., Saxena, G. 26 Feb 2020, In: European Journal of Marketing

PGR Supervision

Kashim Shuwa Ali Role of Social Media De-Influencers in Advocating Anti-Consumption Behaviour in the Travel and Tourism Industry. Start Date: 01/10/2024
Kashim Shuwa Ali Role of Social Media Influencers in Advocating for Anti-Consumption in the Travel and Tourism Industry. Start Date: 01/10/2024 End Date: 17/10/2025