Dr Gokhan Aydin holds a Ph.D. in Management Engineering and is currently working as a Senior Lecturer at the University of Brighton School of Business and Law, where he leads Digital Innovation and Transformation Research Excellence Group. His areas of expertise span Brand Management, Services Marketing, and Digital Marketing. He has authored over 30 articles and book chapters, with a particular focus on consumer behavior and brand management, emphasizing sustainable marketing practices. Beyond academia, Dr. Aydin boasts 12 years of hands-on experience in the private sector.
Research briefs
Paving the way for increased e-health record use: elaborating intentions of Gen-Z
Examines the determinants of Gen-Z’s intention to adopt and use personal electronic health records (PAEHRs) in Turkey, highlighting the effects of social influence, performance expectancy, privacy concerns, and trust in the health system.