Texas Tech University

Leslie Cuevas, Ph.D.

Assistant Professor
Hospitality and Retail Management

Email: lcuevas@ttu.edu

Phone: (806) 834-2720

Office: 281J

Leslie Cuevas


Dr. Leslie M. Cuevas is an Assistant Professor in Retail Management in the College of Human Sciences. She received her BBA in Marketing from St. Mary's University (2011) and her MS degree in Merchandising and Consumer Studies from Texas State University (2016). She recently earned her Ph.D. in Retail and Consumer Sciences from the University of Tennessee, Knoxville. Dr. Cuevas has teaching, research, and management experience in fashion merchandising/marketing and social media.


Her research interests center on consumer culture, online consumer behavior, and marginalized individuals. Specifically, she focuses on the role of technology in consumer and retail settings as a tool that empowers and fosters personal and brand relationships. Her work has explored social media influencers' abilities and practices within digital spaces, especially focused on women. She has also studied topics regarding online consumer behavior relating to browsing and shopping experiences on social media. Her goal is to expand her research to incorporate Latina/o community experiences to learn about the current climate of online narratives and representation. With expertise in qualitative methodology, she is passionate about collaborative research with interdisciplinary fields/programs.

Selected Publications

Lim, H., Childs, M. L., Cuevas, L. M., Lyu, J. (in Press). Chanel's invitation to Backstage: The effects of visual storytelling and content ephemerality in luxury brands' social media communication, Journal of Global Fashion Marketing. doi: 10.1080/20932685.2021.1881579
Frankel, S., Cuevas, L. M., Lim., & Benjamin, S. (in Press). Exploring subculture storytelling on YouTube: A case study of Kat von D. Fashion Theory: doi: 10.1080/1362704X.2021.1882769
Cuevas, L. M., Lyu, J., & Lim, H. (2021). Flow matters: Antecedents and outcomes of flow experience in social search on Instagram. Journal of Research in Interactive Marketing. doi: 10.1108/JRIM-03-2019-0041
Ki, C. W. C., Cuevas, L. M., & Lim, H. (2020). Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. Journal of Retailing and Consumer Services. doi: 10.1016/j.jretconser.2020.102133