Investigating emerging marketing technologies, focusing on digital marketing innovations such as virtual/augmented reality, metaverse, predictive analytics, generative AI, online communities and social media marketing, cross-media brand building, human-computer interaction, chatbots and AI-supported personalized recommendation systems to address global challenges, research will consider ethical issues for marketing tech applications and AI marketing to promote responsible consumption.

Our research explores consumer psychology, adoption/behavioural intention predictors, designing responsible persuasive systems, and balancing customization with privacy in marketing strategies using state-of-the-art analysis methods (i.e. ML algorithms) and neuromarketing tools (i.e. eye-tracking software).

Dr Gokhan Aydin

REG Director & Marketing Technology Lead