معرفی
Varala Maraj is a Lecturer (Assistant Professor) in Marketing at the University of Bath's School of Management. She specializes in digital consumption and consumer behavior, adopting a Consumer Culture Theory perspective with qualitative methods. Her research explores materiality, sensory experiences, and digitization effects on consumer desire and technology valuation. She has contributed to the UN Sustainable Development Goals through her work. Notable collaborations include interdisciplinary roundtable discussions on digital possession. Her publications include a chapter in the Cambridge Handbook of Consumer Psychology (2023) and a peer-reviewed article in the Journal of Marketing Management (2020).
Research interests focus on tensions in digital ownership, sensory experiences, and the impact of digitization on consumer behavior. Her work addresses theoretical and methodological challenges in studying digital possessions through platforms and algorithmic cultures. She emphasizes moving beyond comparative analyses between digital and material possessions.
