Project title: Co-production of Socially Inclusive Atmospheres: The Institutional Key to Broaden Societal Change, Marketplace Inclusion, and Marginalised Groups' Empowerment

Supervisors: Dr Katharina Husemann, Dr Sophie Whitehouse, Dr Patrick Elf

Year of entry: 2025, full-time

Vitor de Moura is an MPhil/PhD student in Marketing at King’s Business School. Funded by the King’s Business School Doctoral Collaborative Studentship, his doctoral research examines the co-production of socially inclusive consumption atmospheres, with a focus on the intersections of consumer culture and inclusivity.

He holds a BA in Business and Management from the Federal University of Pernambuco (UFPE - Brazil), where he received two undergraduate research grants, 'PIBIC', to develop marketing research projects. He also earned an MA in Communication and Media Studies, specialising in Digital Business Communication, from Eötvös Loránd University (ELTE - Hungary), supported by the 'Stipendium Hungaricum' and 'National Higher Education' scholarships.

Guided by Consumer Culture Theory (CCT), Vitor's previous research has examined prosumption, fandom, and queer media audiences to understand how consumption practices intertwine with identitarian, social, and cultural meanings. He has published in Brazilian peer-reviewed journals, presented at academic conferences, and volunteered at the 2025 CCT Conference at KBS.

Additionally, Vitor has gained international experience working with start-ups, NGOs, and multinational companies, including a role in Marketing Analytics at Ericsson. He has also developed mentoring experience as an academic teaching assistant and as a volunteer teacher for vulnerable children in Mexico, which deepened his interest in education and in researching sociocultural issues that profoundly shape consumption, markets, and cultures.