Nina Michaelidou

Professor Nina Michaelidou holds the position of Professor in Marketing at Loughborough University, where she leads the Marketing group. Previously, she held faculty roles at the University of Birmingham and the University of Nottingham. Her research focuses on consumer behavior, personality traits, emotions, health behaviors, and the impact of social media and advertising. She is an Associate Editor for the International Marketing Review and the Journal of Consumer Behaviour, and chairs the Academy of Marketing Special Interest Group (SIG) on Consumer Psychology and Cross-Cultural Research.

Professor Michaelidou’s educational background includes a PhD from the University of Warwick, an MA from Coventry University, a Postgraduate Certificate in Higher Education from the University of Birmingham, and a BA (Hons) from Wolverhampton University.

Her research explores how emotions, cultural contexts, and digital platforms influence consumer decision-making. Key themes include the role of social media in brand engagement, ethical considerations in marketing practices, and the psychological drivers behind luxury consumption. Recent work examines the impact of virtual influencers, mobile app user behavior, and the ethical implications of social media analytics.

Her editorial roles and conference leadership reflect her commitment to advancing marketing scholarship. She has published extensively in top-tier journals such as the Journal of Business Ethics, European Journal of Marketing, and Journal of Marketing Management, contributing to debates on contemporary marketing challenges like digital nomad preferences, sustainability, and cross-cultural consumer behavior.