Dr Tugra Nazli Akarsu is a Lecturer in Marketing at Southampton Business School and the Programme Leader for MSc Digital Marketing. Tugra is a member of the Centre for Marketing Research and a Fellow of the Higher Education Academy.
- Sensory marketing
- Digital marketing
- Sharing economy
Tugra's research interests are in the areas of sensory marketing and digital marketing. She asks these broad questions: (1a) how do sensorial stimuli influence consumers' decision-making processes, perceptions, and experiences? (1b) how do the psychological and socio-cultural traits (morality, religion) shape these relationships; (2a) how do digital innovations (e.g. peer-to-peer platforms, design, service-related cues) influence end-users in different market models (e.g. sharing economy)? , and (2b) how does that impact consumers’ opinion and behaviour?
Her research has been accepted for publication in top-tier journals including Journal of Business Research, Industrial Marketing Management, European Journal of Marketing. She has contributed chapters to edited books on various topics such as sensory marketing, reflective critics on dual marketing and co-branding. She also presented her research at various conferences belonging to reputable bodies.
Tugra has taught on several modules, including:
External roles and responsibilities
Tugra holds a PhD in Business from Middlesex University London as a recipient of the Dean Excellence Scholarship. She completed her Bachelors’ with honours in Business Administration at Koc University, Istanbul.
Prior to joining Middlesex University London, she received her Master’s degree in Business Administration from Kadir Has University, Istanbul, where she worked as a Research Fellow on various funded projects.
Her prior work experience includes working as a consultant for clients in the UK, Italy and Turkey, where she helped clients with a wide range of marketing challenges.