Cherniece J. Plume is a PhD researcher in Business Management at Swansea University School of Management. She has an MSc in Marketing and BA (Hons) in Event Management from The University of South Wales. She has a background in the marketing and events sector, collaborating on a variety of projects with a number of organisations. In addition to work in industry Cherniece has also lectured in Business Research and Marketing Communications at the University of South Wales. Cherniece was an editor for the Journal of Leadership, Workplace Innovation and Engagement and Chair of the University of South Wales Marketing Chapter. Her research interests include consumer behaviour, consumer psychology, construction of self-concept and social media marketing.