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)
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, Constructor 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
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):
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SDG 9 Industry, Innovation, and Infrastructure -
SDG 12 Responsible Consumption and Production -
SDG 13 Climate Action
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Projects
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Factors influencing retention and success in the online higher education
Qesja, B. (PI) & De Vos, S. (PI)
Project: Research
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Promoting International Tourism of a wine region using virtual reality
Qesja, B. (PI)
Project: Research
Research output
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Applying an experiential lens to the strength-based approach for students living with disabilities: Insights from online higher education professionals
De Vos, S., Qesja, B., Lipnickas, G. & Harris, J., 1 May 2026, In: Journal of Business Research. 210, 116165.Research output: Contribution to journal › Article › peer-review
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Enhancing phygital employee experience in high-involvement professional service organizations
De Vos, S., Haykal, K.-A., Qesja, B., Soleimani, S., Harris, J., Lipnickas, G., Ahmadi, S., Brochado, A., Rao Hill, S. & Rajic, S., 20 Apr 2026, In: Journal of Services Marketing. p. 1-23Research output: Contribution to journal › Article › peer-review
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The Phygital Education Paradigm: Blended Learning and its Impact on Student Experiences in Sport and Dance Education
Ahmadi, S., De Vos, S., Qesja, B., Soleimani, S., Harris, J., Lipnickas, G., Haykal, K.-A., Brochado, A., Rao Hill, S., Rajic, S. & Cormack, J., 27 Feb 2026, In: Journal of Macromarketing.Research output: Contribution to journal › Article › peer-review
2 Link opens in a new tab Citations (Scopus) -
Adaptive online course design: Analysis of changes in student behaviour throughout the degree lifecycle
Lipnickas, G., Harris, J., Qesja, B. & De Vos, S., 1 Jun 2025, In: Internet and Higher Education. 66, 101017.Research output: Contribution to journal › Article › peer-review
Open Access3 Link opens in a new tab Citations (Scopus) -
Application of the TCQ Model to Phygital Professional Dance Education
Ahmadi, S., De Vos, S., Qesja, B. & Soleimani, S., 2025.Research output: Contribution to conference › Conference abstract › peer-review
Prizes
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APA Education Research Excellence Award
De Vos, S. (Recipient), Qesja, B. (Recipient), Soleimani, S. (Recipient) & Ahmadi, S. (Recipient), 28 Feb 2025
Prize
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Finalist - Most Inspirational MBA Lecturer Award
Qesja, B. (Recipient), 24 Sept 2024
Prize: Other distinction
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AIB 3 Minute Research Pitch (3MRP) Competition 2026
Qesja, B. (Member of programme committee)
7 May 2026Activity: Participating in or organising an event › Participating in a conference, workshop, ...
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The Phygital Education Paradigm: Blended Learning and Its Impact on Student Experiences in Dance, Sports, and Higher Education
De Vos, S. (Speaker), Ahmadi, S. (Speaker), Haykal, K.-A. (Speaker), Qesja, B. (Speaker), Soleimani, S. (Speaker), Brochado, A. (Speaker), Lipnickas, G. (Speaker), Harris, J. (Speaker), Rao Hill, S. (Speaker), Rajic, S. (Speaker) & Cormack, J. (Speaker)
27 Feb 2025Activity: Talk or presentation › Invited talk
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AIB Research Candidate Conference 2024
Morris, G. (Organiser), Rammal, H. G. (Participant), Kaufmann, U. (Chair), Gellel, J. (Participant), Ahmadi, S. (Participant), Khan, S. (Participant), Qesja, B. (Chair), Winn, M. (Participant), Derksen, D. (Participant), Ocampo, I. (Participant), Osei Bonsu, C. (Chair), De Vos, S. (Chair), Lemon, B. (Participant), MacKinnell, A. (Participant), Sun, M. (Chair), Yeomans, A. (Participant), Stresnjak, N. (Participant), Shahami, A. (Participant), Kruithoff, G. (Participant), Nair, S. (Participant), Patel, P. (Chair), Lindquist, C. (Participant), Tyndall, L. (Participant), Phung, P. (Participant), Ahmadi, S. (Participant), Kalendra, D. (Chair), Goh, A. (Participant), Jimma, S. B. (Participant), Soleimani, S. (Participant), Boucher, C. (Chair), Riemschneider, U. (Participant), Ainsworth, A. (Participant), Power, W. (Participant), Albabaa, A. (Participant), Warren, D. (Participant), Clark, A. (Participant), Prashad, D. (Participant), Kaufmann, U. (Chair) & Mauriello, B. (Participant)
30 Oct 2024 → 1 Nov 2024Activity: Participating in or organising an event › Participating in a conference, workshop, ...
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