Personal profile
Research interests
I received my PhD in Marketing from the University of Wisconsin-Madison. My current research explores three separate streams: 1) How markets are shaped by knowledge systems, 2) The intersection of technology, consumption, and markets, and 3) Consumption in relational contexts
Willing to supervise doctoral students
I am interested in working with graduate students who plan to write their theses on topics that fall into one of my four main interests, preferably on something at the intersection of the two.
- Taste and aesthetics
- Platforms and technology
- Markets shaping and evolution
- Digital consumption
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Collaborations and top research areas from the last five years
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Digital Affective Encounters: The Relational Role of Content Circulation on Social Media
Shamayleh, G. & Arsel, Z., 7 Apr 2025, In: Journal of Consumer Research. 52, 5, p. 914-934 21 p., ucaf023.Research output: Contribution to journal › Article › peer-review
Open Access6 Link opens in a new tab Citations (SciVal) -
Platform capture: a review of the state of the art of research on platforms and a research agenda
Arsel, Z., 1 Sept 2025, (E-pub ahead of print) In: Journal of Marketing Management .Research output: Contribution to journal › Article › peer-review
Open Access7 Link opens in a new tab Citations (SciVal) -
Sponsored Content as an Epistemic Market Object: How Platformization of Brand-Creator Partnerships Disrupts Valuation, Co-production, and the Relationship between Market Actors
Arsel, Z., Zanette, M. C. & Melo, C. D. R., 30 Nov 2025, In: Journal of Marketing. 89, 6, p. 57-76Research output: Contribution to journal › Article › peer-review
Open AccessFile9 Link opens in a new tab Citations (SciVal)441 Downloads (Pure) -
Surviving as a Vegan in a World of Omnivores: Relational Fractures in Shared Practices
Aboelenien, A. & Arsel, Z., 2 Sept 2025, (E-pub ahead of print) In: Journal of Consumer Research. ucaf052.Research output: Contribution to journal › Article › peer-review
Open Access -
Influencer marketing doesn’t need more metrics — it needs more trust and collaboration between brands and influencers
Arsel, Z. & Zanette, M. C., 3 Dec 2024, The Conversation.Research output: Contribution to specialist publication › Article
Open Access
Prizes
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Newsmaker of the month award
Arsel, Z. (Recipient), Nov 2020
Prize: Prize (including medals and awards)
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Consumption Markets & Culture (Journal)
Arsel, Z. (Peer reviewer)
2022 → 2023Activity: Publication peer-review and editorial roles › Editorial activity
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Recherche et Applications en Marketing (Journal)
Arsel, Z. (Editorial board member)
2022Activity: Publication peer-review and editorial roles › Editorial activity
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Journal of Marketing (Journal)
Arsel, Z. (Peer reviewer)
2022 → …Activity: Publication peer-review and editorial roles › Editorial activity
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Consumption Markets & Culture (Journal)
Arsel, Z. (Peer reviewer)
2016 → 2021Activity: Publication peer-review and editorial roles › Editorial activity
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Journal of Marketing (Journal)
Arsel, Z. (Peer reviewer)
2018 → …Activity: Publication peer-review and editorial roles › Publication peer review