Michelle Kovacs

Michelle Kovacs is a Lecturer in the Academy for AI, Games & Media under the Digital Media Concepts department. She has led and collaborated on five major research projects focusing on digital media, consumer behavior, and technology applications.

• Active Project (2025-2026): CRAFT: your own audience (Co-Investigator), exploring Minecraft's use in technology education for young audiences.
• Finished Projects:
• Marketing, Entrepreneurship, and Information Technology (PI, 2020-2024): Studied sacrifice in consumer behavior.
• MENSES (Media Sport Experience, Co-I, 2017-2020): Enriched live sports media.
• GREEN BUBBLES (VR Games, Co-I, 2016-2019): Virtual Reality applications in South Africa.
• Creative Economy in Brazil (PI, 2014-2019): Digital influencers and tourism.

Research Interests: Kovacs specializes in the intersection of digital media, entrepreneurship, and consumer behavior. Her work analyzes how technology shapes marketing strategies, virtual environments, and cultural sustainability.