Dr Oliver Buckley is a Lecturer in Marketing at Salford Business School. His research examines the creator economy, a rapidly evolving frontier of digital innovation that spans influencer marketing, online content creation, and video game livestreaming. Drawing on his own experience as a former gaming content creator on YouTube, Oliver studies how brands and creators can build value together, and how emerging technologies, from livestreaming to artificial intelligence, are reshaping creative work, the autonomy and wellbeing of creators, and the long-term sustainability of the digital creator economy. His research has been published in California Management Review, and before joining Salford he was a researcher in the Oxford Future of Marketing Initiative at the University of Oxford. He is keen to collaborate with businesses and fellow researchers working across the creative industries, new technology, and responsible innovation.
Email: o.a.buckley@salford.ac.uk
LinkedIn: Dr Oliver Buckley | LinkedIn
Research & Impact
Dr Oliver Buckley | Salford University Repository | Worktribe