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 (Turkey).

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 extensive experience in the cultural and tourism sectors, with a particular focus 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, Journal of Retailing and Consumer Services, 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 was a member of the organising committee for the 6th, 7th, and 8th Conference on Managing Tourism Across Continents, International West Asia Congress of Tourism Research and am currently 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 have served as a Session Chair for various academic 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, and at the 6th Conference on Managing Tourism Across Continents (MTCON), held on 1–3 May 2025 at the Eresin Hotel Topkapi in İstanbul, Türkiye.

I was honoured to serve as a Keynote Speaker at the 9th International West Asia Congress of Tourism Research (IWACT2025), held from 15–17 May 2025 in Bitlis, Türkiye, where I delivered a keynote on the topic "How brands turn sustainability communication into effective marketing strategies?". Additionally, during the same congress, I organised and led a Workshop on "Experimental research design and analysis", focusing on developing robust experimental approaches in marketing and tourism research.

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.