Hedi Bigham Sohanaki

How Digital Humans influence consumer decision-making: A study on Brand communication strategies

Email:  hedi.bighamsohanaki@vuw.ac.nz

Supervisors: Prof Alex Richter and Dr Julian Marx

Profile

I have several years of experience in the field of marketing. In 2021, I began pursuing a Master’s degree in Strategic Marketing, which sparked my passion for exploring the impact of technology and information on systems and organizations. This journey has deepened my understanding of how we can leverage these insights to enhance branding strategies and influence consumer behavior effectively.

My PhD is examining the influence of digital humans on consumer decision-making in the context of brand communication strategies. This study explores how virtual personas influence consumer perceptions, behaviors, and choices, offering valuable insights into their role in shaping more effective and engaging brand interactions.

Qualifications

Master of strategic Marketing at Buckingham University

Research interests

My research interests lie in bridging the gap between technological advancements and customer needs. I am passionate about exploring innovative ways to enhance branding by leveraging cutting-edge technologies and understanding their psychological impact on consumers. My goal is to develop strategies that create meaningful and impactful connections between brands and their audiences.