Hedi Bigham Sohanaki

Hedi is exploring how 'Digital Humans' influence consumer decision-making

Email:  hedi.bighamsohanaki@vuw.ac.nz

Supervisors: Prof Alex Richter and Dr Julian Marx

Profile

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

Hedi's PhD is examining the influence of digital humans on consumer decision-making in the context of brand communication strategies. Her research explores how virtual personas influence consumer perceptions, behaviours, 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

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