Head shot for Dr Máire O Sullivan

Dr Máire O Sullivan

is a Lecturer in Marketing at Munster Technological University, previously employed at Edge Hill University Business School and Cork University Business School. Her research focuses on gendered, therapeutic and craft consumption in consumption communities. She also has an interest in multilevel marketing communications and has served on the steering committee of MLM: The Consumer Protection Challenge since its inception in 2020. 

Sample publications

Journal Article

O Sullivan, M. and Richardson, B. (2020), "Close knit: using consumption communities to overcome loneliness", European Journal of Marketing, 54 (11). https://doi.org/10.1108/EJM-02-2019-0145

Book Chapter

O Sullivan, M., Eagar, T., and Bettany, S. (2019) “A Tale of Two Scarves: Pride and Pain” In Crafting Dissent: Handcraft as Protest from the American Revolution to the Pussyhats, edited by Hinda Mandell (Littlefield Brown)

Popular Press

O Sullivan, M. (2019) Multi-level marketing has been likened to a legal pyramid scheme – the backlash against it is growing, The Conversation.

In the media

New York Times

Bishop, Katie (2024), ‘They spent their life savings on life coaching', The New York Times, 3 Jun.

The Irish Times

Doyle, Jessica and Awobadejo, Adesewa (2022), ‘The young Irish women losing money in too-good-to-be-true social media sales jobs', The Irish Times, 20 Mar.


Bishop, Katie (2021), ‘It’s Desperation’ – The Multi-Level Marketing Scheme Using COVID to Attract Recruits', Vice.com, 3 Jun.

ABC Life

Scott, Kellie (2020), How to not lose a friend over multi-level marketing, ABC Life, 28 Jan.

The Sydney Morning Herald

Bouris, Catherine (2019), It may look attractive, but beware the toll of 'MLM' on friendships, The Sydney Morning Herald, September 4.

Marie Claire

Pascoe, Ally (2019), The False Promises And Brutal Reality Of Multi-Level Marketing, Marie Claire Australia, 16 Dec.

Marie Claire

Pascoe, Ally (2019), 5 Women Reveal The Moment They Realised They Were In A Pyramid Scheme, MarieClaire.com.au, 29 Nov.

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