Leslie Cuevas, Ph.D.
Phone: (806) 834-2720
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 PublicationsLim, 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
Hospitality and Retail Management
AddressTexas Tech University, P.O. Box 41240, Lubbock, TX 79409-1240