Vahideh Arghashi

2021 Ph.D. – Marketing, Istanbul University

2014 M.A. – Executive Management Business Administration, Tabriz University

2009 B.A. – Management Business Administration, Tabriz Nabi Ekram University

Marketing, Consumer behavior, Metaverse, AR, VR and Digital Marketing, Strategic Brand Management, and Multi-Channel Marketing

2024 – Associate Professor, Tokyo International University

2022 – 2024 Assistant Professor, Bahcesehir University, Istanbul, Turkey

2023-2024, Principal Investigator: TUBITAK Project, 1002, Augmented Reality Marketing: Sensory Simulation, Psychological Ownership, and Positive Brand Outcomes, No: 124K204

2022-2023, Principal Investigator: Grant-in-Aid for Scientific Research (B), Metaverse and consumer behavior, Bahcesehir University, Scientific Research Fund BAP Project No. BAP.2022.01.43

2019-2021, Co-Investigator: Research Grant, Istanbul University, Scientific Research Fund BAP Project No. 34500

2019-2020, Recipient: Erasmus Grant, Bundeswehr University Munich, Germany

Arghashi, V. (2024). “Compulsive Social Media Use and Impulsive Buying: Social Capital in the Post-Pandemic Era.” International Journal of Electronic Commerce, under publication.

Arghashi, V. (2024). “Exploring Users’ Fluidity and Adaptation in Virtual Worlds: Metaverse Features and the Interaction of Awe and Realism.” Asia-Pacific Journal of Business Administration, under publication.

Arghashi, V. (2022). “Shopping with Augmented Reality: How the Wow Effect Changes the Equations.” Electronic Commerce Research and Applications, 54, 101166. https://doi.org/10.1016/j.elerap.2022.101166

Arghashi, V., & Cenk, A. Y. (2022). “Interactivity, Inspiration, and Perceived Usefulness: How Retailers’ AR Apps Can Improve Consumer Engagement through Flow.” Journal of Retailing and Consumer Services. https://doi.org/10.1016/j.jretconser.2021.102756

Arghashi, V., & Cenk, A. Y. (2022). “Customer Brand Engagement Behaviors: The Role of Cognitive Values, Intrinsic and Extrinsic Motivations, and Self-Brand Connection.” Journal of Marketing Theory and Practice. https://doi.org/10.1080/10696679.2021.2018936

Arghashi, V., Bozbay, Z., & Karami, A. (2021). “An Integrated Model of Social Media Brand Love: Mediators of Brand Attitude and Consumer Satisfaction.” Journal of Relationship Marketing. https://doi.org/10.1080/15332667.2021.1933870

Arghashi, V., & Okumus, A. (2020). “Country-of-Origin Image: SMEs and Emerging Economies – Evidence from a Case Study of Manufacturing SMEs in Turkey.” Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-04-2020-0106

Bozbay, Z., Başlar, A. K., Erdoğan, G., & Arghashi, V. (2020). “Identifying Consumer Attitudes Towards Celebrity Endorsement in Advertisements of Competing Brands.” Anadolu University Journal of Social Sciences, 20(4), 1-22. https://doi.org/10.18037/ausbd.845682

Arghashi, V., & Hazrati Tarzam, A. (2024). “Impact of Central and Peripheral Route Processing on Mental Imagery and Purchase Intention in Augmented Reality.” Presented at the International AIRSI2024 Conference, Spain, June 10-12, 2024.

Arghashi, V., & Gunalay, Y. (2024). “Metaverse is for Me: Millennials’ and Gen Z’s Intrinsic and Extrinsic Motivations.” Presented at the 9th International XR Metaverse Conference, Busan, May 20-22, 2024.

Bozbay, Z., Karami, A., & Arghashi, V. (2018). “The Relationship Between Brand Love and Brand Attitude.” Presented at the 2nd International Conference on Management and Business, Tabriz, Iran, May 8-9, 2018.

Karami, A., Bozbay, Z., & Arghashi, V. (2018). “The Influence of Social Media Trust on Consumer Behavioral Intention in the Tourism Industry.” Presented at the 2nd Conference on Management & Business, Tabriz, Iran, May 8-9, 2018.

Arghashi, V., & Fazlzadeh, A. (2015). “The Evaluation of the Factors Affecting Brand Love on Loyalty and Word-of-mouth Advertising: Evidence from Biscuit Brands in Iran.” Presented at the International Conference of Modern Research in Management, Economics, and Accounting, Istanbul, Turkey, July 27-28, 2015.