معرفی
Mujde Yuksel is an Associate Professor of Marketing and Assistant Chair at Suffolk University's Sawyer Business School. She serves as Co-Editor-in-Chief of the Journal of Consumer Marketing and Director of the X Lab, focusing on consumer behavior research. Her work emphasizes digital consumption, sports/entertainment marketing, and consumer well-being. Yuksel has held roles including sponsorship coordinator for the 2010 FIBA World Championship and professional basketball player for the Turkish National Team.
Education:
- Ph.D., University of Massachusetts-Amherst
- MBA, Bahcesehir University (Turkey)
- BSBA, Marmara University (Turkey)
Research Interests: Yuksel explores how digital tools shape consumer empowerment and experience, with particular emphasis on fan engagement (fantasy sports), parasocial interactions, and complementary digital experiences. She advocates customer-centric approaches in marketing education, integrating design thinking and neuromarketing principles into her teaching.
Awards & Grants:
- 2024-2026 Massachusetts Gaming Commission Community Research Grant
- 2023 Fulbright-University of Vaasa Scholarship
- 2018-2019 Top 10% Downloaded Paper in Journal of Consumer Behaviour
Professional Activities: Track co-chair for Transformative Consumer Research Dialogical Conference (2024-2025), member of Wasserman's Collective Think Tank (2021-present), and Board member of Merrimack Valley YMCA. She also collaborates with organizations like the NFL, SiriusXM, and Grubhub.
Labs & Initiatives: Leads Suffolk's X Lab, pioneering research in consumer behavior and digital marketing. Active in the Collective Think Tank promoting diversity in sports/entertainment industries.
