Research Focus
My research examines how marketing communications and physical and digital technologies influence consumer decision-making and behaviour.
Building on my previous work in Integrated Marketing Communications, I study how communication evolves in omnichannel and phygital environments, where brands interact with consumers through AI, robots, digital platforms, and physical touchpoints.
Core: Marketing communications, phygital marketing, and consumer behaviour
Technologies: AI, robots, omnichannel systems, AR/VR, and smart services
Outcomes: Decision-making, engagement, adoption, choice, trust, loyalty, and continued use
Contexts: Luxury, tourism, hospitality, retail, and wellness
Research Methods: T-test, ANOVA, Regression Analysis, Exploratory and Confirmatory Factor Analysis (EFA & CFA), Structural Equation Modelling (SEM), and Multi-group Analysis (MGA).
Research Areas
Integrated and Omnichannel Marketing Communications
- Integrated Marketing Communications
- Communication consistency across channels
- Integration of physical and digital touchpoints
- AI-enabled and automated communication
- Sustainable and purpose-driven communication
Phygital Marketing and Smart Technologies
- Phygital consumer environments
- Service robots and human–robot interaction
- AI personalisation and recommendation systems
- AR/VR and virtual product interaction
- Smart and self-service technologies
Consumer Decision-Making and Behaviour
- Consumer responses to marketing communication
- Technology adoption and resistance
- Choice and decision confidence
- Engagement and continued use
- Trust, perceived risk, and privacy
International and Cross-Cultural Marketing
- Standardisation and adaptation of marketing communication
- Cross-cultural differences in technology adoption
- International consumer behaviour
- Global and local communication strategies
- Multi-country comparisons
Student Research Topics
I supervise bachelor’s and master’s research projects related to:
- AI-enabled marketing communication
- Human versus AI-generated communication
- Omnichannel communication consistency
- Consumer acceptance of service robots
- Human–robot interaction in service environments
- AR/VR and consumer decision-making
- Personalisation, trust, and privacy
- Gamification, engagement, and continued use
- Digital fatigue and technology resistance
- Smart technologies in luxury and premium services
- Cross-cultural differences in technology adoption