Dr Gaye Bebek is Assistant Professor in Marketing at Birmingham Business School. She holds a PhD and an MSc in Marketing from the University of Kent, and a BA in Economics from Yildiz Technical University in Istanbul,Turkey.
Her academic career spans Henley Business School (University of Reading), De Montfort University, and Coventry University. Gaye’s research examines consumer behaviour, identity formation, and acculturation in digital and multicultural contexts. She specialises in how digitalisation shapes consumer identities and marketplaces, particularly in relation to inclusivity and minority consumer groups. Her current projects investigate social media as a space for acculturation and inclusivity, and the role of public and virtual spaces in consumer integration.
Gaye has taught across undergraduate, postgraduate, and executive levels, with expertise in curriculum design and pedagogic innovation. Her teaching portfolio includes modules in Marketing Essentials, Branding, International Marketing, Global Marketing, and Marketing in a Sustainable World. She has also contributed to research methods training for PhD students and delivered workshops in digital research methods, and content analysis and led initiatives in student support and academic tutoring, contributing to student progression and wellbeing.
At Birmingham, she teaches on both undergraduate and postgraduate programmes and supervises UG and MSc level dissertations. She brings an applied and critical approach to teaching that integrates innovative methods around AI to enable experiential learning.
She has published in journals including the International Journal of Information Management, Journal of Business Research, and Journal of Macromarketing, and contributes regularly to international conferences such as the Association for Consumer Research and Academy of Marketing Science.
She is an active member of academic networks including the British Academy of Management, Academy of Marketing, Association for Consumer Research, and Consumer Culture Theory, and is a Fellow of the Higher Education Academy.