Dr Meda Burghelea

I joined LSBU in 2017 and I am currently working as a Lecturer in Marketing within the School of Business, where I teach across a range of undergraduate and postgraduate courses. My background is in Marketing, I have a Bachelors Degree in Marketing, a Masters Degree in Marketing Strategies, and a PhD in Marketing. During my PhD studies, I won a doctoral scholarship being a Visiting Lecturer at Westminster Business School (London, UK).
Before joining Business School, I was part of a research grant (a randomized controlled trial) conducted by Division of Psychology, School of Applied Sciences at LSBU.

My research focuses on Retail Marketing / E-retailing / Digital Retailing / Online Customer Experiences and Shopping Behaviour. I have conducted and published research on understanding the impact of store atmospheric variables on shopping behaviour in the context of fashion stores.

My current research interests focus on understanding the impact of digitalisation on store atmosphere variables that has been accelerated by the global pandemic. Digital screens and digital signage, sensory technologies, new layouts, and points, omnichannel, sustainability and the whole retail experience are transforming the way consumers make decisions about purchasing fashion products. I am keen to understand how all these new atmospheric variables add values to physical retail stores and have a greater impact on shopping behaviour and the whole customer experience.
I am also interested into interdisciplinary research mainly focusing on identifying the most effective digital marketing strategies used in large clinical trials & the impact of responsible marketing and responsible ad campaigns on gambling behaviour working on grants applications in this direction.
I moved to LSBU from Babes Bolyai University of Cluj Napoca (Romania) - Faculty of Economics and Business Administration, where I was a Part Time Lecturer in the Department of Marketing conducting research, teaching on Marketing module and supervise both undergraduate and postgraduate students.
I have also worked in retail industry on various positions within the marketing team. This was a great opportunity for me to put all my theoretical background and my research skills into practice including participation to Heimtextil, the biggest International Trade Fair for Home and Contract Textiles (Frankfurt, Germany)