Dr Ezgi Merdin Uygur
Lecturer in Digital Marketing
ESGW 202-PD33
- Email: ezgi.merdinuygur@brunel.ac.uk
- Tel: +44 (0)1895 265321
- Business Analytics and Marketing
- Brunel Business School
Summary
Ezgi (PhD, FHEA) is a Lecturer in Digital Marketing and Social Media Lead at Brunel Business School and a Human-Technology Interaction Researcher.
Her primary research interest has focused on the contexts of robotic services, virtual experiences, and the social influence effects in those settings. Ezgi published in international academic journals, such as Annals of Tourism Research, Journal of Consumer Behaviour, and Behaviour & Information Technology. She is the recipient of prestigious funds such as the British Academy/Leverhulme and Marketing Trust and the Best Paper Award in the AMA Winter Conference. Her research was mentioned in prestigious media outlets such as the Conversation and Stanford Social Innovation Review (SSIR).
She currently serves in the Editorial Review Board of Psychology & Marketing.
Responsibility
Tech, Robots, and AI in Marketing
Digital Marketing
Social Media for Business MBA masterclass
Consumer Behaviour
Newest selected publications
Kiygi-Calli, M., Merdin-Uygur, E., Onden, A. and El Oraiby, M. (Accepted) 'Understanding customer conversations in social media support interactions: divergent sentiments in material and experiential brands'. Global Knowledge, Memory and Communication. pp. 1 - 22. ISSN: 2514-9342
Merdin-Uygur, E., Ozturkcan, S., Özbilgin, M., Yilmaz, F. and Ince, O. (2025) 'Human–robot collaboration in surgery at the nexus of knowledge, agency, and ownership'. Scientific Reports, 15 (1). pp. 1 - 11. ISSN: 2045-2322 Open Access Link
Merdin-Uygur, E. and Ozturkcan, S. (2025) 'From cafés to clinics: Consumer attitudes toward human-like and machine-like service robot failures'. International Journal of Hospitality Management, 131. pp. 1 - 4. ISSN: 0278-4319 Open Access Link
Merdin-Uygur, E. and ozturkcan, S. (2024) 'The robot saw it coming: physical human interference, deservingness, and self-efficacy in service robot failures'. Behaviour and Information Technology, 44 (7). pp. 1320 - 1339. ISSN: 0144-929X Open Access Link
Merdin-Uygur, E. and Ozturkcan, S. (2023) 'Consumers and service robots: Power relationships amid COVID-19 pandemic'. Journal of Retailing and Consumer Services, 70. pp. 1 - 12. ISSN: 0969-6989 Open Access Link