Selma Saracevic

Selma Saracevic is a postdoctoral researcher at the Department of Marketing, Copenhagen Business School, since October 2023, working on the Carlsberg Foundation-funded project "The Dark Side of the Sharing Economy" which investigates negative externalities of access-based consumption. Previously, she obtained her PhD in International Marketing Management from Vienna University of Economics and Business (WU) where she also held an academic position.

Her educational background includes:

• BSc in Business and Management from Bosnia and Herzegovina
• MSc in International Business from Austria
• PhD in International Marketing Management from Vienna University of Economics and Business

Saracevic's research focuses on sustainable consumer behavior, brand and corporate activism, consumer stereotyping, and social media. Her work examines how social norms and brand activism influence sustainable behavior across cultures, with particular emphasis on pro-environmental actions and the role of self-construal. She investigates cross-cultural differences in consumer responses to normative appeals and corporate activism initiatives.

Her publication portfolio reveals a dominant trend in brand activism measurement and sustainable consumption patterns. She has pioneered scale development for consumer brand activism perception and conducted systematic reviews on corporate activism frameworks, consistently incorporating cross-cultural comparisons that highlight individualism-collectivism dimensions. Her work bridges environmental psychology with international marketing through rigorous empirical studies.

Her scientific recognition includes:

• Best Reviewer for the International Management Division at Academy of Management 2021 Annual Meeting

Saracevic has supervised multiple bachelor's and master's theses at WU and Thammasat University in Thailand. She secured research funding through the Carlsberg Foundation for her current sharing economy project and actively contributes to academic discourse through conference presentations at AMS, AIB, and ANZIBA. Her peer review service extends to major conferences including Academy of Management.

She collaborates within the "Dark Side of the Sharing Economy" research team at Copenhagen Business School, investigating platform governance failures and consumer vulnerability in access-based economic models.