20162022

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Personal profile

Research biography

My current research is mainly focused on customer experience and customer journey (with a particular focus on online education as a context); student engagement, success and retention; utilisation of virtual reality in promoting tourism; influencer marketing as well as sustainable consumption and consumer behaviour. I specialise in mixed methodology research (combining a qualitative and quantitative approach). 

My PhD (University of Adelaide, Australia) was a mixed-method study (qualitative and quantitative) focusing on product authenticity (with a key focus on wine authenticity), product innovation and consumer behaviour. The theoretical framework developed was tested cross country (exploring the cross-cultural impact) and across different products.

Research candidate supervision

Olga Tarabashkina (PhD candidate), University of Adelaide 

Title of thesis by publication: ‘Obliged to buy sustainable products: Effects of social norm and identity appeals on moral obligation’ (to submit in 2022) 

Methodology: Experimental Design 

Ivan Ocampo (DBA candidate), Australian Institute of Business

Title of thesis: ‘Remote work and employee well-being’ (to submit in 2023) 

Methodology: Mixed Methods (Qualitative and Quantitative) 

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 9 - Industry, Innovation, and Infrastructure
  • SDG 13 - Climate Action

Education/Academic qualification

Doctor of Philosophy (Marketing), University of Adelaide

… → Jan 2018

MSc in Luxury Goods & Services, International University of Monaco

… → Jan 2012

BSc in Bioinformatics & Computational Biology, Jacobs University

… → Jan 2010

Research Interests

  • Student engagement, retention and success (particularly in the online context)
  • Customer experience and customer journey (particularly the education context)
  • Product innovation and authenticity
  • Virtual Reality and Tourism
  • Factors contributing to consumption of Reduced Alcohol Wines
  • Sustainable consumption and consumer behaviour
  • Influencer Marketing
  • Wine Tourism
  • Remote work and employee wellbeing

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