Dr Reika Igarashi
| Biography | Reika is a Lecturer in Marketing at Edinburgh Napier University. Reika completed her PhD in Marketing at the University of Leeds (Leeds University Business School) where she studied salespeople's' burnout in Japan. Her current research focuses on employee well-being technostress (stress that comes from using technologies) in marketing contexts as well as virtual influencers and AI-related topics. Reika's research projects include technostress, stress coping, salesperson bricolage, AI in service jobs, virutal influencers and WOM. Reika currently teaches Marketing Strategies such as international marketing, global marketing, brand management and social media and content marketing. She also has experience in teaching consumer behaviour and CSR and Sustainability. |
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| Research Interests | Technostress in Marketing Virutal Influencers WOM AI in service and sales AI capabilities in strategy |
| Teaching and Learning | AFEHA International Marketing Global Marketing (Module Leader) Brand Management Social Media and Content Marketing |