Contact
- +44 (0)20 7040 4955
- Yusuf.Oc@citystgeorges.ac.uk
About
Overview
Dr. Yusuf Öç is an Associate Professor (Senior Lecturer) in the Marketing Department at Bayes Business School in London. He is the co-author of Consumer Behavior: Building Market Strategy, a popular textbook used in universities on customer behaviour.
His research focuses on digital marketing, mobile marketing, big data, and data analytics, with a particular interest in improving marketing efficiency and exploring the use of data and technology. He has presented his research at international conferences, and some of his work has been published in prestigious journals such as Psychology & Marketing, Computers in Human Behavior, Journal of Marketing Education, Journal of Consumer Marketing, and the International Journal of Sports Marketing and Sponsorship.
Beyond Bayes Business School, Dr. Yusuf Öç also teaches at London School of Economics (LSE) and King’s College London, delivering courses such as consumer behaviour, behaviour economics, marketing analytics, principles of marketing, creativity, innovation and design, marketing communication both executive level and master's level . He also serves as the Director of the MSc Marketing Strategy and Consumer Insights and MSc Digital Marketing with AI programmes at Bayes Business School.
He is a Senior Fellow of the UK Higher Education Academy (SHEA Fellow) and regularly teaches at other international universities. Before joining academia, he worked as a Brand Manager for international companies and founded two tech startups.
He currently conducts workshops and training sessions for leading companies, including Garanti Bank, Fiba Holding Company, Kale Holding, Yemeksepeti and Tüpraş, covering topics such as digital marketing, social media marketing, behavioral economics and persuasion, and AI-powered marketing. Dr. Oc also provides consultancy services and has previously worked with Nike and Digital Turbine.
For more information about executive training and consultancy, please visit www.yusufoc.com
Administrative role
- Marketing Strategy and Innovation MSc Course Director, Bayes Business School, September 2023 - present
Fellowships
- Senior Fellow of Higher Education Academy (SFHEA), Advanced HE, July 2023 - present
Expertise
Primary topics
- Digital Marketing
- Social Media
- Innovation & Creativity
- Consumer Behaviour
Publications
Book
- Mothersbaugh, D., Kleiser, S.B., Hein, W. and Oc, Y. (2023). Consumer Behaviour Building Market Strategy International Edition. McGraw-Hill Education UK Limited. ISBN 9781526850027.
Chapter
- Oc, Y. (2025). Developing an experiential formative assessment activity with the GIST framework. Formative Assessment and Feedback in Post-Digital Learning Environments (pp. 107-113). Routledge.
Journal articles (8)
- Gottschalk, S.A., Lorenz-Kornfeld, A., Oc, Y. and Eisler, N. (2026). Customer responses to smart shopping carts in supermarkets. Journal of Business Research, 215, pp. 116337-116337. doi:10.1016/j.jbusres.2026.116337
- Oc, Y., Eisend, M., Okazaki, S. and Wang, F. (2026). Effects of multiple models and group diversity in social media advertising. International Journal of Advertising pp. 1-22. doi:10.1080/02650487.2026.2682657
- Oc, Y., Gonsalves, C. and Quamina, L.T. (2025). Generative AI in Higher Education Assessments: Examining Risk and Tech-Savviness on Student’s Adoption. Journal of Marketing Education, 47(2), pp. 138-155. doi:10.1177/02734753241302459
- Cao, Y., Oc, Y., Wang, F. and Pei, Y. (2025). When we are alike: homophily in livestream commerce. Journal of Consumer Marketing, 42(3), pp. 287-301. doi:10.1108/jcm-03-2024-6668
- Oc, Y. and Hassen, H. (2025). Comparing The Effectiveness Of Multiple-Answer And Single-Answer Multiple-Choice Questions In Assessing Student Learning. Marketing Education Review, 35(1), pp. 44-57. doi:10.1080/10528008.2024.2417106
- Oc, Y., Plangger, K., Sands, S., Campbell, C.L. and Pitt, L. (2023). Luxury is what you say: Analyzing electronic word‐of‐mouth marketing of luxury products using artificial intelligence and machine learning. Psychology & Marketing. doi:10.1002/mar.21831
- Oc, Y. and Toker, A. (2022). An acceptance model for sports technologies: the effects of sports motivation, sports type and context-aware characteristics. International Journal of Sports Marketing and Sponsorship, 23(4), pp. 785-803. doi:10.1108/ijsms-03-2021-0060
- Oc, Y. and Plangger, K. (2022). GIST do it! How motivational mechanisms help wearable users develop healthy habits. Computers in Human Behavior, 128, pp. 107089-107089. doi:10.1016/j.chb.2021.107089
Working paper
- Oc, Y., Bernritter, S., Plangger, K. and Sotgiu, F. (2025). Touch, Swipe, and Tilt: Exploring the Impact of Mobile In-App Advertising Content on Consumer Brand Choice Intention.