Irmak Tuncay Sadig-zada

Research Student

Irmak Tuncay Sadig-zada is affiliated with the Department of Strategy and Marketing.

You can email Irmak Tuncay Sadig-zada directly but for media enquiries, please contact a member of The Open University's Media Relations team.

Biography

Irmak Tuncay Sadig-zada holds a bachelor’s degree in international relations (2015) from Ankara University, Turkey and a Master of Business Administration (MBA-2022) with a specialisation in Digital Marketing from the University of East London, where she graduated with Distinction. Her thesis, titled “A Content Analysis Regarding the Metaverse Customer Experience” received high praise, reflecting her keen interest in digital transformation and emerging technologies. This work also contributed to her publication in the Springer series “Developments in Marketing Science” where she explored the strategic and operative roles of the Metaverse in luxury fashion brand marketing.

Irmak’s research interest lies at the intersection of digital innovation, sustainability, and consumer behaviour. She is passionate about exploring how metaverse, AI and emerging digital technologies can drive sustainable value creation for businesses and society.

Current Research

The Power of Marketing and Technology Integration: A Solution for Addressing Environmental Issues or Social Challenges in Underserved Communities

By focusing on the consumer behaviours of younger generations, her research investigates how virtual experiences can promote sustainable consumption within the fashion industry, addressing its significant environmental impact. The study aims to provide actionable insights for fashion brands, marketers, and policy makers, offering strategies that align digital innovation with environmental responsibility.