معرفی
Edlira Shehu is a Professor of Marketing at the University of Groningen's Faculty of Economics and Business. She joined in February 2023 after prior roles in Denmark and Germany. She holds a PhD and state doctorate from the University of Hamburg. Her research focuses on digital advertising, multichannel retailing, and nonprofit marketing, emphasizing quantitative methods with academic, managerial, and societal impact. She serves on editorial boards for journals like the International Journal of Research in Marketing and Journal of Retailing. Her work addresses critical issues such as blood donation retention, product returns in e-commerce, and the ethical dimensions of marketing strategies. Edlira has extensive industry experience in marketing analytics and data science roles.
Education:
- PhD and State Doctorate in Marketing, University of Hamburg, Germany
Research Interests: Digital marketing innovations, advertising effectiveness, nonprofit engagement strategies, and consumer behavior in retail contexts. She employs advanced analytical techniques to explore topics like programmatic advertising risks, donor retention mechanisms, and the interplay between marketing instruments and consumer decisions.
Publications: Recent work includes studies on pandemic communication strategies, plasma donation incentives, and product return dynamics. Her articles highlight trends in leveraging data-driven insights for both commercial and social impact.
Grants & Advising: Advises on marketing analytics and digital intelligence. Her research has been supported by grants exploring topics such as blood donation behavior and multichannel retail strategies.
