I am currently a Senior Lecturer at the University of Portsmouth, where I also earned PhD in Marketing. Before this role, I was a Lecturer at the same university. I also holds a Master of Business Administration (MBA) degree from the University of Wolverhampton (UK) and a BA degree in Public Finance from Ankara University (Turkiye).

Before joining academia, I gained experience in the cultural and tourism industries, focusing on international promotion and marketing strategy.

My research interests lie primarily in the areas of online marketing communications, branding, online consumer behavior, social media marketing, sustainability in marketing, and the applications of AI in marketing and consumer settings. I mostly focus on experimental research design to explore these dynamic fields.

My work has been published in top-tier journals, including the Journal of Advertising, International Journal of Advertising, Decision Support Systems, Tourism Management, Journal of Travel Research, Annals of Tourism Research, International Journal of Hospitality Management, among others.

My work closely adheres to the UN Sustainable Development Goals (SDGs), particularly Goal 12: Responsible Consumption and Production. My research often explores sustainable marketing practices and their impact on consumer behaviour and brand perception. I am a member of the Agile Centre for Equitable Sustainability and Experimental Research cluster.

I have been an editorial board member for Tourism Planning & Development (2 ABS) starting from August 2024 for two years, and also serves as an ad-hoc reviewer for various marketing and tourism journals. Additionally, I have been a British Academy of Management Peer Review College Member since April 2024, with a term lasting three years. I am currently a member of the organising committee for the Conference on Managing Tourism Across Continents, International West Asia Congress of Tourism Research and an advisory committee member for the International Tourism, Culture, and Architecture Conference.

I received the “Best International Collaboration” award from the University of Portsmouth's School of Strategy, Marketing & Innovation in June 2024 for the paper titled “Do Blue Flag promotions influence tourists’ willingness to pay a price premium for coastal destinations?”. I was also featured as the Researcher of the Month by the University of Portsmouth's School of Strategy, Marketing & Innovation in January 2023.

I acted as a Session Chair for various conferences, most recently at the Sustainability and Responsible Business track at the British Academy of Marketing (BAM) Conference, held at the University of Sussex on 5 September 2023.

Here you can get access to my LinkedIn and Google Scholar profiles.

I have taught and delivered seminars across a diverse range of undergraduate and postgraduate modules. My current teaching responsibilities include coordinating Global Marketing Strategy at the postgraduate level, and delivering seminars on Data Science, Creative Communications and International Business at the undergraduate level.

I have supervised one doctoral student and 43 postgraduate students successfully to completion. I am also currently supervising both undergraduate and postgraduate dissertations, as well as two doctoral theses (DBA and PhD) within the field of marketing