Media, Management and Transformation Centre
In August 2017, MMTC welcomed Dr. Crystal Abidin aboard. She joined MMTC as a postdoctoral researcher funded by a grant from HandelsrÃ¥det, the Swedish Retail and Wholesale Council.
Crystal will research how Swedish and Scandinavian influencers impact Swedish fashion labels in relation to consumer behaviors, branding strategies, and retail practices. As a socio-cultural anthropologist, she will adopt traditional and digital ethnographic methods in the research.
Crystal received her PhD in Social Sciences from University of Western Australia. In 2015, she visited MMTC as a visiting Doctoral Fellow.