Mujde Yuksel

Associate Professor of Marketing at Suffolk University with publications on sports and entertainment consumption, digital consumer experiences, and consumer well-being

Research Expertise

Consumer Behavior

Digital consumption

Consumer Wellbeing

Sports and Entertainment

Marketing

Business and International Management

Strategy and Management

Tourism, Leisure and Hospitality Management

Social Psychology

Applied Psychology

Organizational Behavior and Human Resource Management

Management Science and Operations Research

Education

About

Mujde Yuksel is an accomplished academic and marketing professional with extensive education and experience in her field. She holds a Ph.D. from the University of Massachusetts Amherst, which she earned in 2014. She is currently an Associate Professor of Marketing at Suffolk University, where she has been teaching since 2014. Mujde's expertise in marketing has also been recognized internationally. In 2023-2024, she was selected as a Fulbright US Scholar and conducted research at the University of Vaasa in Finland. In addition to her teaching and research, Mujde has also published numerous articles in prestigious academic journals and presented her work at conferences around the world. Overall, Mujde's impressive education and experience make her a highly knowledgeable and skilled marketing professional, with a strong passion in consumer well-being, sports and entertainment consumption and digital consumer experiences. Prior to academia, she was a professional basketball player with a Nike endorsement deal and also worked for the organization of the 2010 FIBA World Championship event for a year. She currently sits on the Board of Directors of Merrimack Valley YMCA and is part of the Collective Think Tank, which aims to increase women representation and presence in all aspects of sports and entertainment.

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Publications

“Digital buddies”: parasocial interactions in social media

Journal of Research in Interactive Marketing

2016

Social media as complementary consumption: the relationship between consumer empowerment and social interactions in experiential and informative contexts

Journal of Consumer Marketing

2016

European Sport Management Quarterly

2016

When consumers own their work: Psychological ownership and consumer citizenship on crowdsourcing platforms

Journal of Consumer Behaviour

2018

The paradoxical relationship between fantasy football and NFL consumption: Conflict development and consumer coping mechanisms

Sport Management Review

2017

The work of mapping and the mapping of work: prosumer roles in crowdsourced maps

Journal of Marketing Management

2017

Fantasy sports and beyond: Complementary digital experiences (CDXs) as innovations for enhancing fan experience

Journal of Business Research

2021

Value Creation (vs Value Destruction) as an Unintended Consequence of Negative Comments on [Innocuous] Brand Social Media Posts

Journal of Interactive Marketing

2022

Student Interest in Client-Sponsored Projects: The Quest for Engagement in Marketing Research Courses

Journal of Marketing Education

2021

Digital Customer Empowerment Tools for Marketers: An Abstract

Marketing Opportunities and Challenges in a Changing Global Marketplace

2020

Don’t Kill the Suspense: How Outcome Knowledge Influences the Enjoyment of Entertainment (an Abstract)

Creating Marketing Magic and Innovative Future Marketing Trends

2017

Digital Buddies: Parasocial Interactions and Relationships in Social Media Communities

Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?

2016

Download and Run: An Investigation of Consumer Empowerment Through the Effects of Digital Self-Tracking

Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?

2016

An Exploration of Fantasy Football Consumption as a Technological Playground of Consumer Empowerment and Social Interactions

Developments in Marketing Science: Proceedings of the Academy of Marketing Science

2014

Education

University of Massachusetts Amherst

Ph.D. / May, 2014

Amherst, Massachusetts, United States of America

Experience

Suffolk University

Associate Professor of Marketing / July, 2021 — Present

Suffolk University

Assistant Professor of Marketing / July, 2014 — June, 2021

University of Vaasa

Fulbright US Scholar / August, 2023 — Present

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