Dr Elena Osadchaya

Elena is an Assistant Professor (Lecturer) in Marketing at the University of Leicester School of Business, a position she has held since March 2023. Before joining ULSB, she worked at the University of Liverpool.

She received her PhD from Birmingham Business School, supported by a fully funded Doctoral Research Studentship. Prior to her doctoral studies, she worked as a Marketing Specialist at the Korea Trade–Investment Promotion Agency (KOTRA), where she was primarily responsible for B2B consulting.

Elena’s current research interests include digital sustainability; consumer psychology, with a focus on motivation, self-concept, and psychological responses to stress and crisis; persuasive communication, particularly recipient and message characteristics; and digital technologies such as social media, generative AI, and virtual reality. Her work sits at the intersection of these areas. Elena’s research has been published in Journal of Advertising Research, Information Technology & People, Computers in Human Behavior, and Business Horizons.

Elena also has experience of working on grant projects, as well as leading grant applications. She has actively collaborated internationally and across disciplines and has partnered closely with practitioners and non-profit organisations in the advertising sector.

Elena's current research interests encompass digital sustainability; consumer psychology, with a focus on motivation, self-concept, and psychological responses to stress and crisis; persuasive communication, particularly recipient and message characteristics; and digital technologies such as social media, generative AI, and virtual reality. Her work sits at the intersection of these areas. She draws mainly from psychological and communications theories, and she is pragmatic with regard to research methodology having experience in both quantitative and qualitative techniques. However, her preference leans toward quantitative approaches, with a particular affinity for experimental methodologies.

Marder, B., Yau, A., Yule, J., Osadchaya, E., Angell, R., Zhang, Z., Oliver, S., Lavertu, L., Stylos, N., Qi, K., Gao, L., AlRabiah, S., de Regt, A., Zhang, Y., Li, J. (2024). What Drives Advertisers Toward or Away from Immersive Virtual Spaces? Journal of Advertising Research, 64(3).

Osadchaya, E., Marder, B., Yule, J. A., Yau, A., Lavertu, L., Stylos, N., Oliver, S., Angell, R., de Regt, A., Gao, L., Qi, K., Zhang, Z., Zhang, Y., Li, J., AlRabiah, S., (2024). To ChatGPT, or not to ChatGPT: Navigating the paradoxes of generative AI in the advertising industry. Business Horizons, 67(5). https://doi.org/10.1016/j.bushor.2024.05.002

Oliver, S., Marder, B., Lavertu, L., Cowan, K., Javornik, A. and Osadchaya, E. (2024), "The hustle is real: an examination of the self-related consequences of consuming idealized self-promotional content on LinkedIn", Information Technology & People, Vol. ahead-of-print No. ahead-of-print.https://doi.org/10.1108/ITP-02-2023-0134

Erz, A., Marder, B., & Osadchaya, E. (2018). Hashtags: Motivational drivers, their use, and differences between influencers and followers. Computers in Human Behavior, 83, 48-60. https://doi.org/10.1016/j.chb.2018.07.030

Elena is interested in supervising candidates with a strong academic record (i.e., a distinction degree or equivalent in their most recent university degree) and a genuine passion for research. Ideal candidates should have a well-developed and original research proposal with a clearly articulated theoretical contribution. To ensure an optimal doctoral experience, she only accept students whose research interests closely align with her own.

Elena has taught a broad range of marketing modules at both undergraduate and postgraduate levels (face-to-face, online, and in a hybrid setting). As an educator, she is dedicated to fostering an inclusive and interactive learning environment in a classroom. Her teaching philosophy revolves around real-world application, case studies, and hands-on projects, ensuring that students not only grasp theoretical concepts but also develop practical skills essential for success in the marketing industry. She holds a Fellowship of the Higher Education Academy.

Currently, She is a module lead for the following modules:

MK2106 Marketing Communications and Digital Media

MRes MK7620 Research Approaches and Design 

MBA MN7704 Managing International Marketing Communications, Brands and Relationships