Profile

Merve is a Lecturer in Marketing at Newcastle University Business School. She holds a PhD in International Marketing from the University of Leeds. Her research interests include consumer behaviour, international marketing, and sales, with a particular focus on consumer dispositions, consumer–brand relationships, international marketing strategy, and the use of technology in sales. More recently, her research has also explored consumer well-being and the psychological processes that shape consumer behaviour.

Her research has been published in journals including the Journal of Business Research, International Marketing Review, and Technological Forecasting and Social Change. She has presented her work at international conferences including the European Marketing Academy (EMAC) and American Marketing Association (AMA) conferences. She also regularly reviews for academic journals and conferences in marketing. 

• Articles

  • Adeniji J, Igarashi R, Vardarsuyu M, Ghasem Zaefarian G. The technostress Paradox: Understanding when CRM systems and their AI functions Hurt or help sales performance. Journal of Business Research 2026.
  • Javed A, Vardarsuyu M, Can A, Ekinci Y. Social media influencers in tourism and hospitality: a comprehensive review combining bibliometric analysis and systematic literature review. Anatolia 2025.
  • Bhoumik, K,Igarashi, R, Vardarsuyu, M, Fang, L. From sales exaptation to digital transformation: Value creation from remote selling. Technological Forecasting and Social Change 2025.
  • Vardarsuyu M, Papadopoulou C, Matarazzo M, Diamantopoulos A. Consumer Xenocentrism: A Systematic Literature Review. International Marketing Review 2025.
  • Vardarsuyu M, Spyropoulou S, Menguc B, Katsikeas C. Managers’ process thinking skills, dynamic capabilities and performance in export ventures. International Marketing Review 2024.
  • Papadopoulou, C, Vardarsuyu, M, Oghazi, P. Examining the relationships between brand authenticity, perceived value, and brand forgiveness: The role of cross-cultural happiness. Journal of Business Research 2023.