Projects per year
Personal profile
Biography
Dr. Kardi Somerfield is an educator, researcher, and business owner, known for her innovative approach to bridging theory and practice. She currently serves as a Deputy Subject Leader at The University of Northampton, where she teaches digital marketing.
Dr. Somerfield earned her Doctoral Degree in Marketing from the University of Northampton, focusing her research on motivation and reward for brand related user-generated content creation. Throughout her career, she has focused on creativity, innovation and experiential teaching and learning, currently focusing on research projects exploring the application of artificial intelligence and virtual reality.
Beyond her academic pursuits, Dr. Somerfield is actively involved in community outreach. She frequently collaborates with non-profit organisations and industry partners to develop initiatives that respond to real-world challenges including Northamptonshire Police Fire & Crime, Channel 4, Northamptonshire Business Improvement District.
When she’s not teaching or conducting research, Dr. Somerfield runs her social enterprise FridgeStreet, a giftware design and manufacture business which promotes SMEs through illustrations and merchandise featuring her hometown of Northampton.
Her blend of academic excellence, industry expertise, and community engagement continues to set her apart as a leading voice in digital marketing, making her a frequent media commentator and public speaker.
Education/Academic qualification
PhD, Sharing the Love: Motivation and reward in brand-related user-generated content creation on social media, University of Northampton
2017 → 2024
Award Date: 28 Mar 2024
Supervised by |
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Master, MSc International Marketing Strategy, University of Northampton
Award Date: 28 May 2016
External positions
Global Academic Advisory Panel, Digital Marketing Institute
22 Sept 2022 → …
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Projects
- 1 Finished
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#UpForTheCup
Stone, E. (PI), Maxwell, L. (CoI), Paterson-Young, C. (CoI), Somerfield, K. (CoI) & Douglas, I. (CoI)
16/09/19 → 2/12/20
Project: Research › Charitable Funding
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Family Business in Northamptonshire
Fakoussa, R., Wang, Y. & Somerfield, K., 2019.Research output: Contribution to Conference › Poster
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Sharing the Love - Motivation & Reward in User-Generated Content
Somerfield, K., 14 Jun 2019.Research output: Contribution to Conference › Poster
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Sharing the Love - Motivation & Reward in User-Generated Content
Somerfield, K., 20 Jun 2019.Research output: Contribution to Conference › Poster
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The relevance of images in user generated content. A mixed method study of when and why major brands retweet
Somerfield, K., Mortimer, K. & Evans, G., 24 Sept 2018, In: International Journal of Internet Marketing and Advertising (IJIMA). 12, 4, p. 340-357 17 p.Research output: Contribution to Journal › Article › peer-review
Open AccessFile
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Faculty Best Practice Day
Somerfield, K. (Organiser), Brzozowska, H. (Participant), Punter, K. (Participant), Meechan, D. (Participant), Little, B. (Participant), Howe, R. (Participant) & Holloway, A. (Participant)
23 Jan 2025Activity: Organising a conference or workshop › Knowledge Exchange
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Tamer Alkadash
Somerfield, K. (Host), Ogilvie-Johns, G. (Host), Ghaleeh, M. (Host) & Wragg, S. (Host)
28 Apr 2025 → 30 Apr 2025Activity: Hosting a visitor › Hosting an Academic Visitor › Knowledge Exchange
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AI for all - simplify learning, working and living
Somerfield, K. (Consultant)
31 Jan 2025Activity: Further Knowledge Exchange Activity › Industry Engagement › Knowledge Exchange
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Charge or cheat? The ethics of billing AI generated work
Somerfield, K. (Author)
29 May 2025Activity: Academic Talks or Presentations › Invited talk › Knowledge Exchange
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A Virtual Reality Approach to Safety Messaging
Somerfield, K. (Consultant)
21 May 2025Activity: Further Knowledge Exchange Activity › Industry Forum › Knowledge Exchange
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Digital Northants
Somerfield, K. (Academic)
14 Jun 2024Activity: Public Engagement and Outreach › Exhibition › Knowledge Exchange
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StudySmart: AI for Creativity & Employability Workshop
Somerfield, K. (Speaker) & Mills, J. (Speaker)
19 Jun 2024Activity: Academic Talks or Presentations › Conference Presentation › Research
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TMM Diversity & Inclusion
Somerfield, K. (Author)
11 Jul 2024Activity: Academic Talks or Presentations › Invited talk › Knowledge Exchange
Press/Media
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Innovative illustrator who turns buildings into collectable merch ‘astonished’ to approach eight years
28/04/25
1 Media contribution
Press/Media
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Meet the business founder who turns illustrations of Northampton buildings into innovative collectable merch
4/04/24
1 Media contribution
Press/Media
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Owner of quirky Northampton gift company named as ‘emerging entrepreneur’
1/10/20
1 Media contribution
Press/Media
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The top 10 UK higher education social media superstars of 2017
13/11/17
1 Media contribution
Press/Media
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The NBS Marketing Department takes Newcastle by storm
Laurie, S., Mortimer, K., Read, S., Somerfield, K., Vaughan, J., Daboul, M., Beeson, H. & Leer, C.
18/07/16
1 Media contribution
Press/Media
Thesis
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Sharing the love: Motivation and reward in brand-related user-generated content creation for social media
Somerfield, K. (Author), Mortimer, K. (Supervisor), Opoku Agyeman, M. (Supervisor) & Fakoussa, R. (Supervisor), 28 Mar 2024Student thesis: Doctoral Thesis
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