معرفی
Dr. Oguzhan Essiz is a Lecturer in Marketing at the Department of Marketing, International Business, and Tourism (MIBT) within the Manchester Metropolitan University Business School. He holds a PhD in Business Administration (Marketing) from Central European University, awarded with high distinction for his work on socio-emotional dynamics in luxury brand management. His research focuses on sustainable consumption, nonverbal communication in advertising, and luxury marketing, employing quantitative methods like structural equation modeling and artificial neural networks.
Education: PhD in Business Administration (Marketing) from Central European University (with high distinction).
Research interests include sustainable marketing strategies, conspicuous consumption patterns, and the metaverse's impact on consumer behavior. He actively explores how socio-emotional factors like nonverbal cues influence advertising effectiveness, particularly in luxury markets. Recent work highlights the 'dark side' of overly intense smiles in luxury ads and intergenerational transmission of sustainable consumption practices.
He contributes to academic review processes for journals including Journal of Environmental Psychology, Psychology & Marketing, and Journal of Sustainable Tourism. He supervises undergraduate and postgraduate students in areas like sustainable marketing and luxury brand management.
As part of the Market Transformations Research Group, he collaborates on projects addressing contemporary marketing challenges. His teaching spans undergraduate modules on marketing fundamentals, consumption behavior, and responsible marketing practices.
