Fatma Demirağ

Fatma Demirağ is an Associate Professor at Kütahya Dumlupınar University's Faculty of Applied Sciences, Department of Electronic Commerce and Management. She holds a PhD in Business from Dumlupınar University (2015-2019), an MSc in Business Administration (2013-2015), and a BSc in Business Administration from Marmara University (2007-2011).

• Academic roles: Associate Professor (2025–present), Research Assistant (2013–2021).
• Teaching: Courses on Consumer Behavior in the Digital Environment, E-Commerce Strategies, Marketing Research, and Marketing Communications.

Her research focuses on consumer behavior, digital marketing, AI applications in marketing, and export strategies. Key areas include metaverse engagement, influencer marketing, and green supplier evaluation in the textile industry. She has published over 30 articles and authored/co-authored books on marketing, digital transformation, and consumer insights.

Her recent projects include analyzing the relationship between marketing capital and job performance (2020–2021) and supporting national marketing congresses (2016–2017). She actively contributes to academic journals and conferences, emphasizing methodological rigor in qualitative marketing research.

Her work extends to practical applications such as improving SMEs' customer agility via AI tools and exploring social media motivations in the metaverse context.