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Dr. Reika Igarashi is a Lecturer in Marketing at the Adam Smith Business School, University of Glasgow. She holds a PhD in Marketing and an MA in Corporate Communications and Public Relations from the University of Leeds. Reika's research focuses on the intersection of technology and marketing, specifically examining themes such as technostress—which refers to the stress associated with the use of technology—especially among frontline sales service employees and consumers. Additionally, her work investigates the application of artificial intelligence in sales service environments, online consumer behavior, and the impact of influencers and virtual influencers in marketing. She is an active member of the School's Marketing research cluster, contributing to the academic community through her expertise in quantitative methods, structural equation modeling, and experimental design. Her notable publications include research on technostress in the Journal of International Marketing and studies on virtual influencers in Psychology & Marketing, where she explores the dynamics of digital marketing strategies and consumer interactions.
University of Glasgow • Glasgow, Scotland
Teaching and researching in the field of marketing.