Elena Osadchaya

osadchaya-elenaBirmingham Business School, Department of Marketing

Contact details: EXO898@pgr.bham.ac.uk 

Supervisors: Dr David Houghton and Dr Caroline Moraes

Life Crisis and Message Framing


  • 2013: Undergraduate Certificate in Oriental Studies, Korean Studies Philology (FEFU, Vladivostok, Russia) – 2:1
  • 2016: MA International Business (University of Greenwich, London, UK) - Distinction
  • 2018: MSc by Research in Mangement (University of Edinburgh, Edinburgh, UK) - Distinction
  • In progress: PhD in Marketing (University of Birmingham, Birmingham, UK)



Elena is a doctoral researcher in Marketing at Birmingham Business School, University of Birmingham. She is a holder of the Business School Doctoral Research Studentship. Before joining the University of Birmingham, Elena completed two Master’s degrees with distinction: MA International Business and MSc by Research in Management (Marketing). 

In the past, Elena worked as a marketing specialist for a Korean export promotion agency. Currently, Elena is a seminar tutor and personal tutor for undergraduate students at Birmingham Business School. 

Elena’s research interests lie in consumer psychology. Her current PhD research examines how life crisis may affect the perception of persuasive messages that are related to the theme of crisis. Specifically, her research focuses on career crisis in young adults and career-related persuasive messages (e.g., advertisements for employment agencies and career development MOOCs).  

Research Interests 

  • Consumer Psychology
  • Consumer Behaviour


  • 2016: MSc by Research Academic Excellence Scholarship in Marketing (the University of Edinburgh)
  • 2018: School of Business Doctoral Research Studentship (the University of Birmingham)

Teaching responsibilities 

  • Seminar tutor for undergraduate and postgraduate students


Erz, A., Marder, B., & Osadchaya, E. (2018). Hashtags: Motivational drivers, their use, and differences between influencers and followers. Computers in Human Behaviour, Volume 89, Pages 48-60.

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