Gokhan Aydinمشاهده پروفایل
مدرس ارشد
Dr. Gokhan Aydin serves as a Senior Lecturer at the University of Brighton's School of Business and Law, affiliated with the Digital Innovation and Transformation Research Excellence Group and Centre for Regenerative Medicine and Devices. His academic profile reflects expertise in digital consumer behavior and quantitative research methodologies within business contexts. Education: PhD from Istanbul Technical University (2009) with thesis on "Effect of consumer based brand equity on firms' financial performance" His research centers on online consumer behavior , digital marketing (mobile/social media), digitalization (mobile applications/payments), and brand equity . Methodologically, he employs cross-sectional data with multivariate analyses including structural equation modeling (SEM) and machine learning clustering algorithms, frequently applying frameworks like UTAUT and PLS-SEM. Recent publications (2023-2025) reveal strong thematic convergence in sustainability-driven consumer behavior, Gen Z technology adoption, and virtual human interactions. Key trends include green fashion purchasing motivations, mobile health app usage barriers, and anthropomorphism effects in digital environments, demonstrating consistent application of advanced statistical modeling across diverse digital marketing contexts. Scientific Awards: None documented Dr. Aydin has supervised at least one student and maintains active academic service through 29 recorded activities including peer-review for the Journal of Global Fashion Marketing, Health Expectations, Australian Journal of Management, and Journal of Business Analytics. His May 2025 invited talk addressed "Personal Health, Digital Transformation and Healthy aging: Mobile Devices and Applications". He contributes to the Digital Innovation and Transformation Research Excellence Group and Centre for Regenerative Medicine and Devices, focusing on digital transformation impacts across business and healthcare sectors through collaborative research initiatives.











