Domen Bajde

Domen Bajde is a Professor at the Department of Business and Management, Faculty of Business and Social Sciences, University of Southern Denmark (SDU). He also serves as the head of the PhD School (BSS), reflecting his leadership in academic training and research supervision. His work bridges marketing, consumer culture, and social theory, with a strong emphasis on contemporary digital transformations.

His research centers on consumer culture studies, where he investigates digital consumption, market dynamics, consumer governance, and ethical dimensions of consumption. Drawing on theoretical frameworks such as cultural theory, actor-network theory, and affect theorizing, he explores how new technologies like blockchain and NFTs reshape notions of ownership and identity. His current research themes include digital ownership, consumer governance, and industry branding.

Recent publications reveal a strong focus on digital ownership and Web3, particularly the cultural and social implications of NFTs. His work integrates philosophical and sociological perspectives to critique and understand emerging market forms. He frequently collaborates with scholars across Europe, contributing to journals like Marketing Theory and Journal of Marketing Management.

Scientific Awards:

• Best paper in the Ethics & Socially Responsible Marketing Track - American Marketing Association Summer Conference (2018)

He is actively involved in research leadership and knowledge dissemination, having led projects on drone technology and public privacy, and participating in the EU-funded GINNGER project on neighborhood regeneration. He teaches courses such as Consumption Studies, Brand Management, and Qualitative Methods, and has supervised academic work. His role as guest lecturer, journal editor, and peer reviewer underscores his engagement with the global academic community.

He is affiliated with research networks in Slovenia and Switzerland and contributes regularly to conferences and public discourse through media appearances and policy impact, especially in the area of drone regulation and public perception of technology.