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I am a Swedish-Turkish scholar specialising in human–robot interaction, service robots and the impact of AI on consumer behaviour, within the wider digital transformation of markets, organisations and society. I hold a tenured position as Docent of Business Administration at Linnaeus University, Sweden, and serve as Network Professor at Sabancı Business School, Turkey. I hold full professor titles in New Media (2017, Turkey) and Marketing (2021, France).

My academic career spans twelve countries through permanent, visiting and external appointments. I have published nearly two hundred scholarly works and taught 71 courses, on topics from AI and service robots to branding, sustainability and social media. I am also a co-founder of Robotimist.

Currently:

STINT Teaching Sabbatical Fellow at the University of Botswana (autumn 2026).

Visiting Research Fellow at the Center for Advanced Internet Studies (CAIS), Germany, 2027.

Research Interests

AI and society: Responsible AI · Zero-Click AI · Epistemic Justice · Fake News & Misinformation

Robots and consumers: Human–Robot Interaction · Service Robots · Consumer Behaviour

Markets and brands: Digital Marketing · Branding & Brand Heritage · Social Media Analytics · Sustainability

Selected Recent Publications

Digital polarization in sustainable rural retail (2027) — Sustainable Technology and Entrepreneurship. https://doi.org/10.1016/j.stae.2026.100151
Robotoid humanness: When selfhood becomes machine-legible (2026) — AI & Society https://doi.org/10.1007/s00146-026-03299-w
Identical Platform, Divergent Publics: Sweden and Finland During the 2022 NATO Crisis (2026) — Policy & Internet https://doi.org/10.1002/poi3.70051
Sustainable branding through AI-mediated repairability: Reconfiguring CSR in digital ecosystems (2026) — Journal of Sustainable Marketing https://doi.org/10.51300/JSM-2026-170
Beyond words: Emoji patterns in cross-cultural branding (2026) — Humanities and Social Sciences Communications https://doi.org/10.1057/s41599-026-06821-z
Sweden's quiet revolution: Rethinking AI training in business schools (2026) — Computers and Education Open https://doi.org/10.1016/j.caeo.2026.100363
Zero-click AI epistemic injustice and the governance of digital knowledge infrastructures (2026) — Discover Artificial Intelligence https://doi.org/10.1007/s44163-026-01164-9
Responsible AI in marketing: AI booing and AI washing cycle of AI mistrust (2025) — International Journal of Market Research https://doi.org/10.1177/14707853251379285
Human–robot collaboration in surgery (2025) — Scientific Reports https://doi.org/10.1038/s41598-025-08437-w
From cafés to clinics: Consumer attitudes toward service robot failures (2025) — International Journal of Hospitality Management https://doi.org/10.1016/j.ijhm.2025.104319

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