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.
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
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)
O Sullivan, M. (2019) Multi-level marketing has been likened to a legal pyramid scheme – the backlash against it is growing, The Conversation.
Bishop, Katie (2024), ‘They spent their life savings on life coaching', The New York Times, 3 Jun.
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.
Scott, Kellie (2020), How to not lose a friend over multi-level marketing, ABC Life, 28 Jan.
Bouris, Catherine (2019), It may look attractive, but beware the toll of 'MLM' on friendships, The Sydney Morning Herald, September 4.
Pascoe, Ally (2019), The False Promises And Brutal Reality Of Multi-Level Marketing, Marie Claire Australia, 16 Dec.
Pascoe, Ally (2019), 5 Women Reveal The Moment They Realised They Were In A Pyramid Scheme, MarieClaire.com.au, 29 Nov.