Zeynep Arsel

Zeynep Arsel is a Professor in the department of Management Marketing, Business & Society at the University of Bath. She holds a PhD in Marketing from the University of Wisconsin-Madison. Her research focuses on four core areas: taste/aesthetics, platforms/technology, market evolution, and digital consumption. She actively supervises doctoral students exploring intersections of these themes.

Recent research includes studies on influencer marketing dynamics, sponsored content in digital platforms, and marketplace moral sentiments. She has contributed to journals like the Journal of Consumer Research, Journal of Marketing, and Journal of Business Research, with work frequently emphasizing consumer behavior in evolving digital ecosystems.

• Editorial roles: Journal of Marketing, Journal of Consumer Research, Consumption Markets & Culture
• Peer review: Journal of Marketing Management, Journal of Consumer Psychology

Her work has been featured in 9 news outlets and garnered significant academic engagement (30+ Mendeley readers). She advocates for collaborative approaches in influencer-brand partnerships and emphasizes trust-building strategies in digital marketing.