I am currently a Senior Lecturer in Marketing at the University of Portsmouth, where I also earned my PhD. Prior to this role, I served as a Lecturer at the same institution. I hold a Master of Business Administration (MBA) from the University of Wolverhampton (UK) and a BA in Public Finance from Ankara University (Türkiye).

In addition to my academic responsibilities, I serve as the PhD Programme Lead for the Agile Centre for Equitable Sustainability at the University of Portsmouth and as an External Examiner for the MSc International Business Management (Marketing) programme at Royal Holloway, University of London.

Before transitioning into academia, I gained substantial marketing management experience in international promotion, managing digital branding and social media marketing activity and supporting strategic communications delivery.

My research interests lie primarily in the areas of digital marketing communications, consumer-brand relationships, social media marketing, sustainability communication, and applications of AI in marketing and consumer settings. I mainly use experimental research designs to examine consumer behavioural responses in these fields.

My work has been published in top-tier journals, including AJG 4: Tourism Management, Journal of Travel Research, Annals of Tourism Research; AJG 3: Internet Research, Decision Support Systems, Journal of Advertising, 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.

Editorial and Committee Roles

• Associate Editor, Cogent Business & Management (AJG 1) — February 2026 - Ongoing
• Editorial Board Member, Health Marketing Quarterly (AJG 1) — November 2025 - Ongoing
• Editorial Board Member, The Service Industries Journal (AJG 2) — July 2025 to July 2028
• Editorial Board Member, Tourism Planning & Development (AJG 2) — August 2024 to August 2026

• Peer Review College Member, British Academy of Management (BAM) — April 2024 to April 2027

• American Academy of Advertising (AAA) Research Committee Member — February 2026-Ongoing
• External Reviewer, Research Grants Council (RGC), Hong Kong, China

• Ad-hoc Reviewer for several AJG-listed journals across business, marketing, and tourism (AJG 4: Annals of Tourism Research, Tourism Management; AJG 3; European Journal of Marketing, International Marketing Review; Psychology & Marketing; Journal of Advertising; Journal of Sustainable Tourism).

• Advisory Committee Member, International Congress on Architecture and Cultural Heritage in Tourism 

• Organising Committee Member, The Conference on Managing Tourism Across Continents 2025

• Organising Committee Member, International West Asia Congress of Tourism Research

Awards & Recognitions

• Best Early Career Researcher (ECR) Output Award, Faculty of Business and Law Annual Research and Innovation Conference, University of Portsmouth, June 2025
  For the article titled “Leveraging Cittaslow Promotion on Social Media to Enhance Tourists’ Behavioral Responses Toward Small Urban Tourism Destinations”

• Best International Collaboration Award, Faculty of Business and Law Annual Research and Innovation Conference, University of Portsmouth, June 2024
  For the paper titled “Do Blue Flag promotions influence tourists’ willingness to pay a price premium for coastal destinations?”

• Researcher of the Month, University of Portsmouth – School of Strategy, Marketing & Innovation, January 2023

Selected Invited Talks and Leadership Roles at Academic Events

Plenary Keynote: “From Human to Metahuman (AI-generated) Influencers: Shaping Cultural Heritage City Brands”, Cultural Crossroads: Heritage, Hybridity, and Horizons, Novi Sad, Serbia, 24–26 September 2026 (forthcoming)

Keynote: “Communicating Culture: Storytelling and Marketing Communication for Heritage Sites and Cities”, 6th International Congress on Architecture and Cultural Heritage in Tourism, Baku, Azerbaijan, 16–18 October 2025

Keynote: “How Brands Turn Sustainability Communication into Effective Marketing Strategies?”, 9th International West Asia Congress of Tourism Research (IWACT), Bitlis, Türkiye, 15–17 May 2025

Workshop: “From Correlation to Causality: Practical Experimental Design and Analysis”, Cultural Crossroads: Heritage, Hybridity, and Horizons, Novi Sad, Serbia, 24–26 September 2026 (forthcoming)

Workshop: “Experimental Research Design and Analysis”, The University of Bedfordshire's Research Graduate School, Online, 15 May 2026 (forthcoming)

Workshop: “Practical Experimental Research: Design, Analysis, and Application”, The Faculty of Economics and Administrative Sciences, Piri Reis University, Istanbul, Turkiye, Online, 24 April 2026 

Workshop: “Experimental Research Design and Analysis”, Doctoral College, University of Portsmouth, Online, 11 March 2026

Workshop: “Experimental Research Design and Analysis”, Doctoral College, University of Portsmouth, 7 November 2025 

Workshop: “Designing and Conducting Experiments for Causal Inference”, 6th International Congress on Architecture and Cultural Heritage in Tourism, Baku, Azerbaijan, 16–18 October 2025 

Workshop: “Experimental Research Design and Analysis”, 12th Advances in Hospitality and Tourism Marketing and Management (AHTMM) Conference, University of the Algarve, Faro, Portugal, 30 June – 4 July 2025

Workshop: “Experimental Research Design and Analysis”, 9th International West Asia Congress of Tourism Research (IWACT), Bitlis, Türkiye, 15–17 May 2025

Invited Speaker: “Causal Evidence for Marketing Strategy and Management Decision-Making: Experimental Insights for Theory and Practice”, Contemporary Conversations (monthly research seminar series), Contemporary Issues in Strategic Management & Marketing Research Group, Westminster Business School, University of Westminster, Online, 25 February 2026 

Invited Speaker: “Bridging Theory and Practice: Harnessing Professional Experience for Postgraduate Research Excellence”, Faculty Research Culture Seminar Series, School of Strategy, Marketing, and Innovation, University of Portsmouth, UK, 12 February 2025

Session Chair: 6th Conference on Managing Tourism Across Continents (MTCON), Eresin Hotel Topkapi, İstanbul, Türkiye, 1–3 May 2025

Session Chair: British Academy of Marketing (BAM) Conference – Sustainability and Responsible Business Track, University of Sussex, UK, 5 September 2023

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

Teaching & Coordination: I currently coordinate Global Marketing Strategy (postgraduate) and Social Media Marketing (undergraduate), and deliver postgraduate lectures in Consumer Insights & Analytics and Digital Marketing Strategy.

Supervision: I have supervised one doctoral student and 43 postgraduate dissertations to successful completion. I am currently supervising undergraduate dissertations and two doctoral theses (DBA and PhD) in marketing.

Personal Tutoring & Mentoring: I have provided guidance and mentorship to over 100 personal tutees across undergraduate and postgraduate levels.