Dr Doga Istanbulluoglu

Dr Doga Istanbulluoglu

Department of Marketing
Lecturer in Marketing
Director of Undergraduate Business Management with Marketing Programmes

Contact details

Room 154, University House
University of Birmingham
B15 2TT

Dr Doga Istanbulluoglu is a lecturer in marketing department. Her research interests focus on consumer behaviour on social media with a particular interest in consumer complaining, WOM, user-created content and brand communities.


  • PhD in Marketing, University of Birmingham (2014)
  • MSc (Merit) in Marketing, University of Birmingham (2008)
  • BSc (High Honour) in Business Management, Bilkent University, Turkey (2007)


Doga Istanbulluoglu is a lecturer in marketing department. She holds a Ph.D. (2014) and M.Sc. (2008) in marketing from University of Birmingham, and B.Sc. (2007) in Business Administration/Management from Bilkent University in Turkey. 

Her research interests focus on consumer behaviour on social media with a particular interest in consumer complaining, WOM, user-created content and brand communities. Her Ph.D. thesis explored consumers’ complaining activities on Facebook. She received a number of awards and achievements throughout her PhD such as ‘Best Doctoral Researcher Conference Paper Award’ by College of Social Sciences, University of Birmingham; ‘Best Paper Award’ by Midlands Doctoral Colloquium, and ‘Academy of Marketing Science Fellowship’ by 2nd Biennial Academy of Marketing Science Doctoral Consortium.


Doga is responsible for Research Skills (2nd Yr) on the Undergraduate courses.

She is also responsible for the delivery workshops of Principles of Marketing module (1st Year).


  • Online/Offline Consumer Behaviour
  • Complaining Behaviour
  • Complaint handling
  • Word-of-mouth
  • Online communities
  • Social media – Social Networking
  • E-marketing
  • Online Research Methods, Netnography


Recent publications


Pressey, A, Houghton, D & Istanbulluoglu, D 2023, 'The problematic use of smartphones in public: The development and validation of a measure of smartphone 'zombie' behavior', Information Technology & People.

Istanbulluoglu, D & Sakman, E 2022, 'Successful complaint handling on social media predicts increased repurchase intention: the roles of trust in company and propensity to trust', European Management Journal. https://doi.org/10.1016/j.emj.2022.06.004

OZ, S & Istanbulluoglu, D 2021, 'Advertising expenditures on media vehicles and sales', Accounting Perspectives. https://doi.org/10.1111/1911-3838.12284

Kawaf, F & Istanbulluoglu, D 2019, 'Online fashion shopping paradox: the role of customer reviews and Facebook marketing', Journal of Retail and Consumer Services, vol. 48, pp. 144-153. https://doi.org/10.1016/j.jretconser.2019.02.017

Athwal, N, Istanbulluoglu, D & McCormack, S 2019, 'The allure of luxury brands’ social media activities: a uses and gratifications perspective', Information Technology & People, vol. 32, no. 3, pp. 603-626. https://doi.org/10.1108/ITP-01-2018-0017

Houghton, D, Pressey, A & Istanbulluoglu, D 2019, 'Who needs social networking? An empirical enquiry into the capability of Facebook to meet human needs and satisfaction with life', Computers in Human Behavior, vol. 104, 106153. https://doi.org/10.1016/j.chb.2019.09.029

Istanbulluoglu, D, Leek, S & Szmigin, I 2017, 'Beyond exit and voice: developing an integrated taxonomy of consumer complaining behaviour', European Journal of Marketing, vol. 51, no. 5/6, pp. 1109-1128. https://doi.org/10.1108/EJM-04-2016-0204

Istanbulluoglu, D 2017, 'Complaint handling on social media: the impact of multiple response times on consumer satisfaction', Computers in Human Behavior, vol. 74, pp. 72-82. https://doi.org/10.1016/j.chb.2017.04.016

Conference contribution

Istanbulluoglu, D 2016, The impact of company response time on post-purchase customer satisfaction on social media. in SERVSIG International Research Conference. Maastricht University, Maastricht, Netherlands , SERVSIG 2016, Maastricht, Netherlands, 17/06/16.

Istanbulluoglu, D, Leek, S & Szmigin, I 2015, Complaining on Facebook Pages and Profiles: Connected and Social. in Academy of Marketing Conference 2015. Academy of Marketing Conference 2015, AM2015, Limerick, Ireland, 7/07/15.

Leek, S, Istanbulluoglu, D & Szmigin, I 2014, Understanding the Objectives of Online Complaining Behaviours. in 3rd Conference for Positive Marketing. 3rd , New York, United States, 3/03/14.


Istanbulluoglu, D & Sakman, E 2019, 'Not all online-complaint handling is created equal: apologize fast or compensate', Paper presented at 2019 AMS Annual Conference, Vancouver, Canada, 29/05/19 - 31/05/19.

Istanbulluoglu, D 2017, 'How do service recovery procedures in hospitality industry vary across Twitter?', Paper presented at 4th World Research Summit for Tourism and Hospitality, Orlando, United States, 8/12/17 - 11/12/17.

View all publications in research portal