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)
• Persuasive communication (recipeint and message characteristics)
• 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), persuasive communication (recipient and message characteristics), digital technologies (e.g., social media, ChatGPT, and the Metaverse), and the intersections of the above. I draw mainly from psychological and communications theories, 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.

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 (in press). 

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 (in press). 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

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

• Consumer psychology
• Persuasive communications
• Digital technologies
• The intersection of the above.

To be considered, prospective PhD students need to demonstrate outstanding academic achievements in their most recent university degree.

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