Dr Eman Gadalla


Research Interests

My principal research interests lie in the fields of E-tailing, and Consumer Behaviour. I am broadly interested in understanding how different technologies affect our life. In particular, my research explores the idea of enhancing customer experience through technology with a specific focus on novel and fast growing technologies such as virtual reality.

Areas of interest include:

  • Virtual reality applications and uses.
  • Online retailing in emerging markets.
  • Virtual Consumption.
  • Compensatory Consumption.
  • Hedonic/Experiential Consumption.

Second Life as a research environment: avatar-based focus groups (AFG)
Gadalla, E.T., Abosag, I., Keeling, K. 8/01/2016 In: Qualitative Market Research: An International Journal. 19, 1, p. 101-114. 14 p.
Journal article

Metaverse retail-service quality: a future framework for retail service quality in the 3D internet
Gadalla, E., Keeling, K., Abosag, I. 2013 In: Journal of Marketing Management. 29, 13-14, p. 1493-1517. 25 p.
Journal article


Quadruple-accredited world-ranked