Jeongsoo Han

Dr. Jeongsoo Han is an **Associate Professor in Marketing** at Middlesex University's Dubai Campus. His research focuses on consumer behavior, social media dynamics, brand management, and digital transformation. Key areas of interest include celebrity endorsement effectiveness, metaverse consumer experiences, and the psychological impacts of brand attachment on life satisfaction.

He has published extensively in journals like Journal of Business Research, International Journal of Contemporary Hospitality Management, and Asia Pacific Journal of Marketing and Logistics. His work explores topics such as online review behavior, avatar design in virtual environments, and wearable technology adoption. Notable contributions include studies on the role of self-connection in social media engagement and the negative relationship between hotel stay duration and customer satisfaction.

• Key Research Themes:
• Brand-Consumer Relationships
• Digital Marketing Strategies
• Social Media Analytics
• Metaverse and Virtual Consumer Behavior

Dr. Han's recent work addresses emerging trends like augmented reality filters' influence on purchase decisions and the ethical implications of unsolicited social media ads. He actively participates in global conferences such as the AMA Summer Academic Conference and the Global Marketing Conference.

He holds an ORCID identifier (0000-0003-2869-9100) and can be contacted via J.Han@mdx.ac.uk.