Reika Igarashi

Dr. Reika Igarashi is a Lecturer in Marketing at the Adam Smith Business School, University of Glasgow. She holds a PhD in Marketing and an MA in Corporate Communications from the University of Leeds. Her research focuses on technology's impact in marketing contexts, including technostress among frontline employees, AI applications in sales/services, online consumer behavior, and virtual influencer marketing.

Education:

• PhD in Marketing (University of Leeds)
• MA in Corporate Communications & Public Relations (University of Leeds)

Research Interests:

• Technostress: Examining stress arising from technology use in workplace and consumer contexts.
• AI in Sales/Services: Exploring AI-driven strategies and their implications for frontline employees.
• Virtual Influencer Marketing: Analyzing consumer perception and identity construction in digital marketing.
• Quantitative Methods: Specializes in experimental design and structural equation modeling.

Grants:

• Academy of Marketing Small Research Grant (2023)

Teaching: Leads the Digital Marketing Strategy course at the Adam Smith Business School.