(2026). "Living the Luxury Lie: An Examination of Luxury Tourism as a Trigger for Imposter Syndrome and Downstream Consequences." Journal of Travel Research .
Accepted / In Press - Awaiting DOIResearch
Published work &
Academic achievements
My research mainly examines how consumers psychologically and behaviourally respond to digital technology interactions in social media, gamified environments, and novel or emerging technologies (e.g., artificial intelligence, virtual reality). My work is published in leading marketing and information systems journals.
Refereed Publications
(2025). "The hustle is real: an examination of the self-related consequences of consuming idealized self-promotional content on LinkedIn." Information Technology & People , 38(5) , 2220–2248.
https://doi.org/10.1108/ITP-02-2023-0134(2024). "To ChatGPT, or not to ChatGPT: Navigating the paradoxes of generative AI in the advertising industry." Business Horizons , 67(5) , 571–581.
https://doi.org/10.1016/j.bushor.2024.05.002(2024). "What Drives Advertisers Toward or Away From Immersive Virtual Spaces? The Metaverse Conundrum: Affordances and "Disaffordances" Through the Eyes of Advertisers." Journal of Advertising Research , 64(3) , 255–283.
https://doi.org/10.2501/JAR-2024-020(2024). "Does LinkedIn cause imposter syndrome? An empirical examination of well‐being and consumption‐related effects." Psychology & Marketing , 41(3) , 492–511.
https://doi.org/10.1002/mar.21926(2022). "Fitted: the impact of academics' attire on students' evaluations and intentions." Assessment & Evaluation in Higher Education , 47(3) , 390–410.
https://doi.org/10.1080/02602938.2021.1921105(2021). "Impression formation of PhD supervisors during student-led selection: An examination of UK business schools with a focus on staff profiles." The International Journal of Management Education , 19(1) , 100453.
https://doi.org/10.1016/j.ijme.2021.100453Awards & Nominations
Vice-Chancellor's Rising Star Award Nominee
University of Southampton
Peer Mentor Award
University of Edinburgh
Community Award
University of Edinburgh
Exemplary Paper Award
University of Edinburgh
Four-Year Marketing Group Doctoral Scholarship
University of Edinburgh
Mentions in the Media
The Conversation
"If using LinkedIn makes you feel like an imposter at work, here's how to cope."
Times Higher Education
"Suited and booted for the campus return, or is scruffy the new norm?"
Times Higher Education
"Is your university staff profile putting off PhD applicants?"
Teaching Matters Blog
"Dressing to impress: Suits may not be so suitable in front of students."