Dr Elena Osadchaya

I am a Lecturer in Marketing at the University of Leicester School of Business (ULSB), a position I assumed in March 2023. I received my PhD from the University of Birmingham Business School. Before my PhD, I worked as a marketing specialist in a Korean Trade and Investment Promotion Agency (KOTRA), where my main responsibility was B2B consulting.

My current research interests are as follows:

• Consumer psychology (psychological crisis, self-discrepancy, and regulatory focus)
• Advertising (message framing)
• Digital technologies (social media, the Metaverse, and ChatGPT)
• The intersection of the above.

My current research interests encompass consumer psychology (psychological crisis, self-discrepancy, and regulatory focus), advertising (message framing), and digital technologies (e.g., social media, ChatGPT, and the Metaverse). I draw mainly from psychological theory, and I am pragmatic with regard to research methodology having experience in both quantitative and qualitative techniques. However, my preference leans toward quantitative approaches, with a particular affinity for experimental methodologies.

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

I am interested in supervising PhD projects that align with any of the following areas:

• Consumer psychology
• Advertising
• Digital technologies
• The intersection of the above.

I have 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, I am dedicated to fostering an inclusive and interactive learning environment in a classroom. My 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. I am an Associate Fellow of the Higher Education Academy.

Currently, I teach:

MN7011 Consumers, Brands and Communications

MBA MN7704 Managing International Marketing Communications, Brands and Relationships