Research Interest

Current Research Interest:

• AI application in Marketing Practices (managers’ perspective)
• Customer perception of AI (customer perspective)
• AI in the transformation of academic activities (students, researchers, and professors)
• AI in marketing communications and content generation

Research Topics:

Integrated Marketing Communications, Omnichannel Communications, Customer Behaviour, Entrepreneurship, Artificial Intelligence, Sustainability, and Inter-Country Analysis.

Research Methods:

T-test, ANOVA, regression analysis, Exploratory and Confirmatory Factor analysis (EFA and CFA), Structural Equation Modelling (SEM), Multi-group analysis (MGA)

Industries: 

Retail, Fashion, Tourism

Research Projects >>> 

Publications >>>