Dr Ezgi Merdin Uygur
Lecturer in Digital Marketing
ESGW 202-PD33
- Email: ezgi.merdinuygur@brunel.ac.uk
- Tel: +44 (0)1895 265321
- Marketing
Research area(s)
Mainly trained in consumer psychology using experimental methodology, she is interested in examining how various experiences (such as together-alone experiences, and virtual experiences) affect individual consumers. Her recent works look at the role of algorithmic and robotic services` impact on consumers and desired marketing outcomes. Over the years, she has established several fruitful research partnerships with co-authors from other countries, including Sweden, Denmark, and Turkey. She frequently collaborates across disciplines, serves in external boards and currently serves as RDA in two PhD student committees and co-supervising an external PhD student.
Research Interests
Topics she is interested in include the following:
- robotic services
- virtual experiences
- algorithmic digital nudging
- social influence
- self-construal
Research grants and projects
Grants
Funder: British Academy
Duration: August 2024 - August 2026
Funder: The Marketing Trust
Duration: August 2023 - May 2024
This research uniquely aims to demonstrate how various modes of interference by humans and other robots result in key desirable outcomes for practitioners: how comfortable the customer feels and how favourable customers perceive the service robot. Specifically, we aim to understand customer attitudes and comfort levels when a service fails due to human versus robot interference, and whether customer aggression affects these outcomes.
Project details
Research Projects, Grants and Awards:
03.06.2024-02.08.2026 co-investigator in BA/Leverhulme Small Research Grants research project “Encouraging Sustainable Consumption: The Comparative Advantage of Artificial Intelligence Technology” £9,660.10
12.2023-2024 research collaborator in 香港六合彩搅珠直播 University RDF research project “RDF: B-STAR Network (香港六合彩搅珠直播 – Space Travel & Applied Research Network)” £4,335.
12.2023-2024 research collaborator in 香港六合彩搅珠直播 University BRIL research project research project “Space for Everyone” £3,402.40
01.08.2023 – 30.05.2024 principal investigator (PI) in Marketing Trust funded research project “The Role of Physical Interference Modes in Robotic Service Failures: Implications for Customer Comfort and Desired Service Outcomes” £5,280