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School of Business and Management

Marketing Insights & Digital Societies (MINDS)

The Marketing Insights & Digital Societies (MINDS) research group conducts research, dissemination, engagement and scholarly activities related to marketing in a digital age. The topics we study are related to:

  • Consumer Behaviour
  • Digital Marketing & Digital Economy
  • Marketing Education
  • Sustainability & Social Marketing
  • Strategic Marketing
  • Service Marketing

Our collective contribution to theoretical and empirical research and scholarship is evidenced by publications in high quality journals such as the British Journal of Management; Business Ethics, the Environment and Responsibility; Ecological Economics; Industrial Marketing Management; International Marketing Review; International Journal of Information Management; Journal of Interactive Marketing; Journal of Public Policy and Marketing; Journal of Business Ethics; Journal of Business Research; Journal of Behavioral Decision Making; Journal of Consumer Behaviour; Journal of Service Research; Marketing Theory; PNAS; Production and Operations Management; Psychology & Marketing;  Technological Forecasting and Social Change; Tourism Management as well as numerous books, conference presentations and classes taught.

For further information, please contact Dr. Zahra Sharifonnasabi, Sianne Gordon-Wilson, or Dr. Stephan Dickert.

Follow us on Twitter @MINDS_SBM

Board of Directors

Dr Stephan Dickert

Judgment and Decision Making, Risk Perception, Charitable Giving


Dr Sianne Gordon-Wilson

Consumer Behaviour /Psychology, Sustainable Consumption/Living, Sustainable Messaging


Dr Zahra Sharifonnasabi

Consumer Behavior in Global Mobilities, Consumer Interactions with Smart Products, Brand Management and Cultural Branding



Dr Zafeirenia Brokalaki

Market Aesthetics, Ethics & Politics, Art Consumption, Creative Market(s), Market & the Body, Market / Marketing History, Social Marketing, Participatory Marketing

Dr Swagato Chatterjee

User generated content, Text mining and natural language processing hashtags, Marketing analytics, Business Analytics and Data Science

Dr Sayed Elhoushy 

Sustainability Marketing and Sustainable Consumption, AI and Customer Experience

Dr Adèle Gruen

Consumer culture; future of work; digital culture; sharing economy

Dr Nastaran Hajiheydari

Digital Transformation, Artificial Intelligence, Computational social science, analysing online behaviours by using machine learning techniques.


Prof Yasmin Ibrahim

Digital Economy, Data Capitalism, Digital Culture, Migration, Alterity, Inequalities


Dr Tana Licsandru

Inclusive marketing in multicultural marketplaces; transformative consumer research; brands and (cultural) branding


Dr Teidorlang Lyngdoh

Sales-Service interactions, digital transformation, transformative consumer research, Indigenous people knowledge systems


Dr S M A Moin

Brand storytelling, trust, purposeful leadership, creativity  


Dr Jie Sheng

New media; Digital platforms; Big data analytics

Dr Haytham Siala

Technology enhanced learning environments, digital and social media marketing, sustainable supply chain management and the application of responsible AI in digital healthcare


Dr Mina Tajvidi

Service Marketing, Social commerce, Social Media & Digital Marketing, Consumer behaviour and engagement, Big Data and AI, Consumer sustainable behaviour

Dr Arash Valipour

Services Marketing, Front-Line Employees, Occupational Health Psychology, B2B Marketing, Professional Services Firms

Dr Vignesh Yoganathan

Service Robots; Finite Mixture Models; Predictive Modelling; Digital Marketing; CSR Communication

Current PhD Students

Fareeha Akhtar

Topic: TBC

Fozan Alfarshouty

Topic: TBC

Md Al Amin

Topic: TBC

Ali Al-Naama

Topic: Consumer journey for a sustainable experience-based economy

Yuetong Guo

Topic: Brand's digital characters and user engagement 

Jiawei Huang

Topic: Gamification in live video streaming e-commerce

Mohd Adderly Bin Suhaimi

Topic: Consumer movement identity

Li Xiang

Topic: CSR and Social media

Filoumena Zlatanou

Topic: Emotions in Business Relationships


Peer Reviewed Articles since January 2022:

  1. Chatterjee S and Panamand M, "Explaining and predicting click-baitiness and click-bait virality: Role of language", Industrial Management and Data Systems
  2. Chatterjee, S; Ghatak, A; Nikte, R; Kumar, A and Gupta, S. (2022), Measuring SERVQUAL dimensions and their importance for customer-satisfaction using online reviews: A text mining approach, Journal of Enterprise Information Management, Ahead of print
  3. ÇİFCİ, S., Japutra, A., Ekinci, Y., & Gordon-Wilson, S. (2022). Does Brand Concept Mapping Determine Destination Brand Associations and Image? Tourism Analysis, 27, 515-528.
  4. Delgosha, M. S., Hajiheydari, N., & Talafidaryani, M. (2022). Discovering IoT implications in business and management: a computational thematic analysis. Technovation, 118, 102236
  5. Deshpande, B., Pradhan, D., Sivakumaran, B., & Lyngdoh, T. (2022). The impact of advertising appeals on impulse buying. Marketing Intelligence & Planning.
  6. Elhoushy, S. (2022). To taste not to waste: Can exposure to TV cooking shows cultivate food waste reduction? Journal of Consumer Behaviour, 1– 15.
  7. Fruchter, G., Reutterer, T., Dickert, S., & Vacondio, M. (2023). Dynamic Formation of Quality Expectations: Theory and Empirical Evidence. Review of Marketing Science.
  8. Galalae, C., Kipnis, E., Cui, C.C., Johnson, E., Licsandru, T.C., Vorster, L. et al. (2022). A multi-contextual lens on racism and discrimination in the multicultural marketplace. Just accepted in Journal of the Association for Consumer Research, Special Issue on Race and Discrimination in the Marketplace.
  9. Gordon-Wilson, S., Modi, P., & Eastman, J. (2022). Values, Personality Traits, and Packaging-Free Shopping: A Mixed-Method Approach. Business Ethics, the Environment and Responsibility, 31, 2, 546-561.
  10. Hagman, W., Tinghög, G., Dickert, S., Slovic, P., & Västfjäll, D. (2022). Motivated down-regulation of emotion and compassion collapse revisited. Frontiers in Psychology. 13:801150.
  11. Hajli, N., Saeed, U., Tajvidi, M. and Shirazi, F., 2022. Social bots and the spread of disinformation in social media: the challenges of artificial intelligence. British Journal of Management33(3), pp.1238-1253.
  12. Hajiheydari, N., Delgosha, M.S., (2023) “Citizens' support in social mission platforms: Unravelling configurations for participating in civic crowdfunding platforms”, Technological Forecasting and Social Change (in Production)  Article no. 122366
  13. Hajiheydari, N., Kargar Shouraki, M., Vares, H., & Mohammadian, A. (2022). Digital sustainable business model innovation: applying dynamic capabilities approach (DSBMI-DC). foresight.
  14. Hajiheydari, N., & Delgosha, M. S. (2023). Citizens' support in social mission platforms: Unravelling configurations for participating in civic crowdfunding platforms. Technological Forecasting and Social Change, 189, 122366. 
  15. Hajiheydari, N., & Soltani Delgosha, M. (2022). How Crowdworkers Engage in the Age of Algorithms? An Empirical Study of On-Demand Service Platforms. In Academy of Management Proceedings (Vol. 2022, No. 1, p. 11174). Briarcliff Manor, NY 10510: Academy of Management.
  16. Khalid, A.S., & Dickert, S. (2022). Empathy at the Gates: Reassessing its Role in Moral Decision Making. Frontiers in Psychology. 13:800752.
  17. Kittur, P., Chatterjee, S. and Upadhyay, A. (2022), Antecedents and consequences of reliance in the context of B2B brand image, Journal of Business & Industrial Marketing,
  18. Kuanr, A., Lyngdoh, T., Guda, S., & Pradhan, D. (2022). Think Happy Be Happy: Salesperson’s Personal Happiness and Flourishing. IIM Kozhikode Society & Management Review
  19. Kuanr, A., Pradhan, D., Lyngdoh, T., & Lee, M. S. (2022). Why do consumers subvert brands? investigating the influence of subjective well‐being on brand avoidance. Psychology & Marketing, 39, 612-633.
  20. Lyngdoh, T., Chefor, E., & Lussier, B. (2022). Exploring the influence of supervisor and family work support on salespeople’s engagement and unethical behaviors. Journal of Business & Industrial Marketing.
  21. Lyngdoh, T., El‐Manstrly, D., & Jeesha, K. (2022). Social isolation and social anxiety as drivers of generation Z's willingness to share personal information on social media. Psychology & Marketing.
  22. Mishra, T, Chatter, S and Thakkar, J, (2023), Effect of coronavirus pandemic in changing the performance barriers for textile and apparel industry in an emerging market, Journal of Cleaner Production
  23. Nasr, A. K., Rashidirad, M., Yoganathan, V., & Sadaghiani, A. S. (2022). CSR marketing through social media and contextual effects on stakeholder engagement: a multinational cross-industry analysis. Information Systems Frontiers, 1-18.
  24. Osburg, V. S., Yoganathan, V., McLeay, F., & Diallo, M. F. (2022). (In)compatibilities in sustainable luxury signals. Ecological Economics, 196, 107430.
  25. Osburg, V.-S., Yoganathan, V., Kunz, W. H., & Tarba, S. (2022). Can (A) I Give You a Ride? Development and Validation of the CRUISE Framework for Autonomous Vehicle Services. Journal of Service Research.
  26. Pitardi, V., Bartikowski, B., Osburg, V. S., & Yoganathan, V. (2022). Effects of gender congruity in human-robot service interactions: The moderating role of masculinity. International Journal of Information Management, 102489.
  27. Pittarello, A., Motsenok, M., Dickert, S., & Ritov, I. (2023). When the poor give more than the rich: The role of resource evaluability on relative giving. Journal of Behavioral Decision Making, 36, e2293.
  28. J., Grant, M.D., Flores, A., Dickert, S., Eom, K., Jiga-Boy, G.M., Kogut, T., Mayorga, M., Pedersen, E., Pereira, B., Rubaltelli, E., Sherman, D.K., Slovic, P., Västfjäll, D., Van Boven, L. (2022). Structured Analysis of Personal Criteria Increases Intentions to Minimize Others’ Health Risks During the COVID-19 Pandemic. PNAS Nexus, 1, pgac218.
  29. Siala, H., & Wang, Y. (2022). SHIFTing artificial intelligence to be responsible in healthcare: A systematic review. Social Science & Medicine, 114782.
  30. Yan, Y., Gupta, S., Licsandru, T. & Schoefer, K. (2022). Integrating machine learning, modularity and supply chain integration for Branding 4.0. Industrial Marketing Management, 104, 136-149.
  31. Zhao, C., Wang, X., Xiao, Y., and Sheng, J. (2022). Effects of online reviews and competition on quality and pricing strategies. Production and Operations Management, 31(10), 3840-3858.

Grants & Awards

  1. Stephan Dickert. Top Cited Article Award, Journal of Behavioral Decision Making, Wiley.
  2. Tana Licsandru. Highly Commended for the Marketing Scientist Award at the 2022 Women in Marketing Awards – individual contribution to marketing research and education, 16th November 2022.
  3. Zahra Sharifonnasabi. Queen Mary University of London, Seed-corn grant (2022), £6,650.
  4. Sianne Gordon-Wilson. BA/Leverhulme Small Research Grants (2023), £9,944.


  1. Ben, Z., Liu, H., Osburg, V. S., & Yoganathan, V. (2022). Cultural Accommodation: Does Online Sensory Marketing Count? Examining the Effects of Fashion Brands’ Cultural Accommodation through Multisensory Website Design: An Abstract. In Academy of Marketing Science Annual Conference-World Marketing Congress (pp. 453-454). Springer, Cham. DOI: 10.1007/978-3-030-95346-1_151
  2. Cross, S.N.N.*, Cui, C.C., Demangeot, C., Galalae, C., Johnson, E, Kearney, S., Kipnis, E., Licsandru, T.C., Mari, C., Martin-Ruiz, V*., Vorster, L. (2022). Leveraging Diversity for Innovative Outcomes. Plenary Session on Managing Long-Term Teams for Impact in Research, Education or Practice. At 2022 TCR-AMA Impact Festival, Chicago, IL.
  3. Gruen A., and Mimoun, L. (2022) Liquid Intimacy, Interpretive Consumer Research Workshop, Liverpool, UK, June 8-9.
  4. Licsandru, T.C.*, Meliou, E., & Steccolini, I. (2022). Citizens’ preferences for digital vs human enabled public services: the role of ethnicity. In Proceedings of the 2022 Frontiers in Service Conference, 23-26 June 2022, Babson College, MA.
  5. Licsandru, T.C.*, & Cui, C.C. (2022). Brand-Triggered Inclusion – A Theoretical Framework. In Proceedings of the 2022 Academy of Marketing Science Annual Conference, 25-27 May 2022, Monterey CA.
  6. Mal, C.* & Licsandru, T.C. (2022) The role of British brands in reshaping Romanian immigrants’ identity. At the Association for Consumer Research 2022 Conference, 20-23 October, Denver, CO.
  7. Millard, R.*, Licsandru, T.C., Manika, D. & Gregory-Smith, D. (2022). Surprise gift giving subscription services: understanding influences on well-being of both senders and receivers. In: Humphreys, A., Packard, G. & Gielens, K. (eds.) Proceedings of the 2022 American Marketing Association Winter Academic Conference, Vol. 33, virtual.
  8. Pirilä, T., Salminen, J., Osburg, V. S., Yoganathan, V., & Jansen, B. J. (2022, January). The Role of Technical and Process Quality of Chatbots: A Case Study from the Insurance Industry. In Proceedings of the 55th Hawaii International Conference on System Sciences. DOI:
  9. Sharifonnasabi, Z., Trujillo Torres, L. and Barbu, M., (2022). Multi-brand Market Legitimation: The Case of ‘Din Inimă’ Sectorial Brand in Moldova, Consumer Culture Theory Conference (CCTC)
  10. Sharifonnasabi, Z., Heirati, N., (2022). Retro-smart Products: When Paradoxes Enhance Evaluation of Incongruent new Products, 12th SERVSIG Conference

Invited Talks

  1. Stephan Dickert. “Perception and processing of information in charitable giving. Keynote talk given at the Austrian Psychology Society Conference (ÖGP), Klagenfurt, Austria, 5th Sept 2022.
  2. Gordon-Wilson, S., The PEER (processing, evaluating, executing, reflecting) in peer reviewing, University of Manchester, 7th November 2022, 9.30am – 4:30pm.
  3. Adele Gruen. Invited speaker at the forum "Reconsidering Social Class in Consumer Research", Consumer Culture Theory Conference 2022, Corvallis, Oregon, July 9-10.
  4. Tana Licsandru. “Diversity and Inclusion in Business and Marketing”. Invited speaker at the American Institute for Foreign Study, London, UK, 11th April 2022.
  5. Tana Licsandru .“Let’s talk about… collaborative working: Some reflections from TCR”. Research seminar at University of Liverpool Management School, Liverpool, UK (online), 18th March 2022.

Books and Book Chapters

Elhoushy, S. (2022). Chapter: Outsourcing.

Ibrahim, Y. (2022).

Ibrahim, Y. (2022).

Licsandru, T.C. & Cui, C.C. (2022). Chapter 3: Ethnic Marketing: the good, the bad and the unknown. 

Moin, S M A (2022). 

Sharifonnasabi, Z., Luedicke, M, Bardhi, F. and Veresiu, E. (2022).  Chapter 12: Global Mobilities.

Ibrahim, Y. (2022).

Licsandru, T.C. (2022). Chapter 6: Brand and value. 
May 2, 2023 - MINDS research group members away day MINDS research group away day
April 11, 2023 - Eye tracking research seminar by Dr. Andrea Pittarello Eye tracking research seminar by Dr. Andrea Pittarello
April 5, 2023 - MINDS research group official launch and research seminar by Professor Giampaolo Viglia MINDS research group official launch and research seminar by Professor Giampaolo Viglia
March 22, 2023 - Hofstra Student visit Hofstra Student visit
March 15, 2023 - Research seminar by Professor Varsha Jain on the metaverse. research seminar by Professor Varsha Jain
February 6, 2023 - Research seminar by Professor Justin Paul on publishing in high impact journals. Research seminar by Professor Justin Paul on publishing in high impact journals.



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