I am a Senior Lecturer (Marketing and Entrepreneurship Discipline) at AIB with over fifteen years of experience in industry and academia. I earned my PhD degree in Business at the University of Adelaide (the Dean Commendation Award for Doctoral Thesis Excellence). I also hold an MBA (summa cum laude) from the Uzbek-American Academy in collaboration with Tashkent State University of Economics and obtained Master of Public Health (cum laude) from the University of Maastricht, the Netherlands.

I have published in top-ranking and impactful academic journals (A*/A; Q1), including European Journal of Marketing, Journal of Services Marketing, Psychology & Marketing etc., and has authored several book chapters. My research insights appeared on the International Research Impact Knowledge Platform: Turning Research into Action, Gambling Research Exchange Ontario/GREO (Canada) and attracted attention beyond academia (FIVEaa Interview with Alan Hickey [Radio Broadcast]; Interview- based article published in Advertiser and Sunday Mail

I am a member of the European Academy of Marketing, Academy of Marketing Science, the Australian Marketing Institute, and Australian and New Zealand Marketing Academy. I have been a peer reviewer of publications for Journal of Advertising, Journal of Gambling Studies, Asia Pacific Journal of Management, among others and peer-reviewed book proposals with Routledge | Taylor & Francis Group.

I have been a Member for the International Conference on E-Education, E-Business and E-Technology (ICEBT 2020; 2021) and, a technical committee member for the 7th International Conference on e-Society, e-Learning and e-Technologies (University of Portsmouth, UK, 2021). I have attracted a number of research and industry grants (Higher Research Degree Grant, University of Adelaide, Business School; Industry Grant for Gambling Advertising Project with Echo Entertainment; and National Association for Gambling Studies, AIB Research Grants).

My current research interests revolve around the key research themes at AIB (i.e, sustainable development, fourth industrial revolution, people and work etc) and beyond.  In particular, I have been leading and/or involved in the following research projects: 

• Services marketing and transformative service research with the focus on credence services, vulnerable consumers, co-design and co-creation; 
• Consumer behaviour and consumer psychology inclusive of  compulsive consumption, marketing communications and persuasion theories, emotions in advertising and consumer judgments of advertising, consumer wellbeing and health, mHealth apps; 
• Customer experience (CX ), Consumer journey and Virtual reality/VR experiences; 
• Health care management (i.e, complex adaptive systems, servant leadership); 
• On-line teaching and learning for working adults.