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
About
Publications
“Digital buddies”: parasocial interactions in social media
Journal of Research in Interactive Marketing / Oct 10, 2016
Yuksel, M., & Labrecque, L. I. (2016). “Digital buddies”: parasocial interactions in social media. Journal of Research in Interactive Marketing, 10(4), 305–320. https://doi.org/10.1108/jrim-03-2016-0023
Social media as complementary consumption: the relationship between consumer empowerment and social interactions in experiential and informative contexts
Journal of Consumer Marketing / Mar 21, 2016
Yuksel, M., Milne, G. R., & Miller, E. G. (2016). Social media as complementary consumption: the relationship between consumer empowerment and social interactions in experiential and informative contexts. Journal of Consumer Marketing, 33(2), 111–123. https://doi.org/10.1108/jcm-04-2015-1396
Cause-related sport marketing: an organizing framework and knowledge development opportunities
European Sport Management Quarterly / Jan 01, 2016
Yuksel, M., McDonald, M. A., & Joo, S. (2016). Cause-related sport marketing: an organizing framework and knowledge development opportunities. European Sport Management Quarterly, 16(1), 58–85. https://doi.org/10.1080/16184742.2015.1119172
When consumers own their work: Psychological ownership and consumer citizenship on crowdsourcing platforms
Journal of Consumer Behaviour / Dec 19, 2018
Yuksel, M., Darmody, A., & Venkatraman, M. (2018). When consumers own their work: Psychological ownership and consumer citizenship on crowdsourcing platforms. Journal of Consumer Behaviour, 18(1), 3–11. Portico. https://doi.org/10.1002/cb.1747
The paradoxical relationship between fantasy football and NFL consumption: Conflict development and consumer coping mechanisms
Sport Management Review / Apr 07, 2017
Yuksel, M., McDonald, M. A., Milne, G. R., & Darmody, A. (2017). The paradoxical relationship between fantasy football and NFL consumption: Conflict development and consumer coping mechanisms. Sport Management Review, 20(2), 198–210. https://doi.org/10.1016/j.smr.2016.07.001
The work of mapping and the mapping of work: prosumer roles in crowdsourced maps
Journal of Marketing Management / Jul 17, 2017
Darmody, A., Yuksel, M., & Venkatraman, M. (2017). The work of mapping and the mapping of work: prosumer roles in crowdsourced maps. Journal of Marketing Management, 33(13–14), 1093–1119. https://doi.org/10.1080/0267257x.2017.1348384
Fantasy sports and beyond: Complementary digital experiences (CDXs) as innovations for enhancing fan experience
Journal of Business Research / Sep 01, 2021
Yuksel, M., Smith, A. N., & Milne, G. R. (2021). Fantasy sports and beyond: Complementary digital experiences (CDXs) as innovations for enhancing fan experience. Journal of Business Research, 134, 143–155. https://doi.org/10.1016/j.jbusres.2021.05.037
Value Creation (vs Value Destruction) as an Unintended Consequence of Negative Comments on [Innocuous] Brand Social Media Posts
Journal of Interactive Marketing / Feb 01, 2022
Labrecque, L. I., Markos, E., Yuksel, M., & Khan, T. A. (2022). Value Creation (vs Value Destruction) as an Unintended Consequence of Negative Comments on [Innocuous] Brand Social Media Posts. Journal of Interactive Marketing, 57(1), 115–140. https://doi.org/10.1177/10949968221075820
Student Interest in Client-Sponsored Projects: The Quest for Engagement in Marketing Research Courses
Journal of Marketing Education / Mar 03, 2021
Yuksel, M., Smith, A. N., Smith, R. S., Bicen, P., Wilson, E. J., & Weiner, J. (2021). Student Interest in Client-Sponsored Projects: The Quest for Engagement in Marketing Research Courses. Journal of Marketing Education, 43(3), 354–370. https://doi.org/10.1177/0273475321996797
Digital Customer Empowerment Tools for Marketers: An Abstract
Marketing Opportunities and Challenges in a Changing Global Marketplace / Jan 01, 2020
Yuksel, M., Milne, G. R., & Labrecque, L. I. (2020). Digital Customer Empowerment Tools for Marketers: An Abstract. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 145–146). Springer International Publishing. https://doi.org/10.1007/978-3-030-39165-2_63
Don’t Kill the Suspense: How Outcome Knowledge Influences the Enjoyment of Entertainment (an Abstract)
Creating Marketing Magic and Innovative Future Marketing Trends / Jan 01, 2017
Yuksel, M., Miller, E., & Iyer, E. (2017). Don’t Kill the Suspense: How Outcome Knowledge Influences the Enjoyment of Entertainment (an Abstract). In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 1439–1439). Springer International Publishing. https://doi.org/10.1007/978-3-319-45596-9_264
Digital Buddies: Parasocial Interactions and Relationships in Social Media Communities
Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing? / Jan 01, 2016
Yuksel, M. (2016). Digital Buddies: Parasocial Interactions and Relationships in Social Media Communities. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 763–763). Springer International Publishing. https://doi.org/10.1007/978-3-319-26647-3_163
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? / Jan 01, 2016
Yuksel, M., & Milne, G. R. (2016). Download and Run: An Investigation of Consumer Empowerment Through the Effects of Digital Self-Tracking. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 203–203). Springer International Publishing. https://doi.org/10.1007/978-3-319-26647-3_39
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 / Oct 13, 2014
Yuksel, M., & Milne, G. R. (2014). An Exploration of Fantasy Football Consumption as a Technological Playground of Consumer Empowerment and Social Interactions. In Ideas in Marketing: Finding the New and Polishing the Old (pp. 375–378). Springer International Publishing. https://doi.org/10.1007/978-3-319-10951-0_140
Education
University of Massachusetts Amherst
Ph.D. / May, 2014
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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