Dr Alena Kostyk

  • Senior Lecturer (Management)

email: Alena.Kostyk@glasgow.ac.uk

Room 633, East Quadrangle, Main Building (North East), University Avenue, Glasgow, G12 8QQ

ORCID iDhttps://orcid.org/0000-0003-2691-0603

Biography

Dr Kostyk received her MBA from Michigan State University and her PhD from New Mexico State University in the United States. She worked as an Assistant Professor of Marketing at NEOMA Business School in France.

Her primary research projects focus on human decision making in the new, futuristic environments and marketplaces, both from the theoretical and empirical perspective. Her secondary research area lies within innovative research methodology.

Dr Kostyk’s work appears in academic outlets such as the Journal of Business Research, European Journal of Marketing, International Journal of Market Research, Journal of Consumer Behaviour, Journal of Macromarketing among others.

Prior to academia, she spent nearly 10 years working in the private sector. These professional experiences serve as an excellent source for research ideas and provide her with relevant classroom examples.

You can find Dr Kostyk on Instagram

CV: Alena Kostyk (pdf)

Research interests

Dr Kostyk is a member of the School's Marketing research cluster.

Areas of expertise: 

  • Consumer decision making/consumer behaviour in technology-enhanced environments
  • Quantitative methodology of consumer research

Publications

List by: Type | Date

Jump to: 2022 | 2021 | 2020 | 2019 | 2018 | 2017 | 2016 | 2015
Number of items: 29.

2022

Shabbir, H. A., Hyman, M. R. and Kostyk, A. (2022) A solidarity–care ethics and human flourishing approach to the COVID-19 pandemic: a UK perspective. In: Shultz, II, C. J., Rahtz, D. R. and Sirgy, M. J. (eds.) Community, Economy and COVID-19: Lessons From Multi-Country Analyses of a Global Pandemic. Series: Community quality-of-life and well-being. Springer: Cham, pp. 549-573. ISBN 9783030981518 (doi: 10.1007/978-3-030-98152-5_26)

Trafimow, D., Hyman, M. R., Kostyk, A. , Wang, Z., Tong, T., Wang, T. and Wang, C. (2022) Gain-probability diagrams in consumer research. International Journal of Market Research, 64(4), pp. 470-483. (doi: 10.1177/14707853221085509)

Kostyk, A. and Sheng, J. (2022) VR in customer-centered marketing: purpose-driven design. Business Horizons, (doi: 10.1016/j.bushor.2022.06.005) (Early Online Publication)

Hyman, M. R., Kostyk, A. and Trafimow, D. (2022) True consumer autonomy: A formalization and implications. Journal of Business Ethics, (doi: 10.1007/s10551-022-05114-0) (Early Online Publication)

Trafimow, D., Hyman, M. R. and Kostyk, A. (2022) Are structural equation models theories and does it matter? Journal of Global Scholars of Marketing Science, (doi: 10.1080/21639159.2022.2048960) (Early Online Publication)

2021

Kostyk, A. , Zhou, W., Hyman, M. R. and Paas, L. (2021) Securing higher-quality data from self-administered questionnaires. International Journal of Market Research, 63(6), pp. 685-692. (doi: 10.1177/14707853211057172)

Hyman, M. R., Kostyk, A. and Shabbir, H. A. (2021) Disruptive events and associated discontinuities: a macromarketing prescription. Journal of Macromarketing, 41(3), pp. 441-448. (doi: 10.1177/0276146720979134)

Kostyk, A. and Huhmann, B. A. (2021) Perfect social media image posts: symmetry and contrast influence consumer response. European Journal of Marketing, 55(6), pp. 1747-1779. (doi: 10.1108/EJM-09-2018-0629)

Shabbir, H. A., Hyman, M. R. and Kostyk, A. (2021) A macromarketing prescription for Covid-19: solidarity and care ethics. Journal of Macromarketing, 41(2), pp. 181-193. (doi: 10.1177/02761467211001544)

Kostyk, A. , Leonhardt, J. M. and Niculescu, M. (2021) Processing fluency scale development for consumer research. International Journal of Market Research, 63(3), pp. 353-367. (doi: 10.1177/1470785319877137)

Trafimow, D., Hyman, M. R., Kostyk, A. , Wang, C. and Wang, T. (2021) The harmful effect of null hypothesis significance testing on marketing research: an example. Journal of Business Research, 125, pp. 39-44. (doi: 10.1016/j.jbusres.2020.11.069)

Kostyk, A. , Dessart, L. and Cowan, K. (2021) Memory of Virtual Reality Brand Experiences: What Consumers Remember and Why. In: 2021 SMA Annual Conference, Orlando, Florida, USA, 3-6 Nov 2021, pp. 127-129. ISBN 9781732040823

2020

Hyman, M., Trafimow, D. and Kostyk, A. (2020) The (im)precision of scholarly consumer behavior research. Journal of Business Research, 114, pp. 93-101. (doi: 10.1016/j.jbusres.2020.04.008)

2019

Kostyk, A. (2019) Believe me, believe me not: analyzing survey data quality. Survey Magazine,

Hyman, M. R. and Kostyk, A. (2019) Guest editorial: A prospectus on marketing futurology. European Journal of Marketing, 53(8), pp. 1485-1503.

Cowan, K. and Kostyk, A. (2019) Luxury Brand Identity and Digital Strategy. 22nd AMS World Marketing Congress, Edinburgh, UK, 09-12 Jul 2019.

Kostyk, A. , Zhou, W. and Hyman, M. R. (2019) Use of Surveytainment Elements in Knowledge-Assessment Tests. 52nd Academy of Marketing Conference, London, UK, 02-04 Jul 2019.

Kostyk, A. , Zhou, W. and Hyman, M. R. (2019) Using surveytainment to counter declining survey data quality. Journal of Business Research, 95, pp. 211-219. (doi: 10.1016/j.jbusres.2018.10.024)

2018

Cowan, K. and Kostyk, A. (2018) Luxury Brand Identity and Digital Strategy: Modern vs. Traditional Luxury Brands. 4th International Colloquium on Corporate Branding, Identity, Image and Reputation (COBIIR), Calabria, Italy, 3-4 Sept 2018.

Cowan, K. and Kostyk, A. (2018) Modern Versus Traditional Luxury Brand Digital Strategy. In: Global Marketing Conference, Tokyo, Japan, 26-29 Jul 2018, pp. 257-262.

Kostyk, A. and Huhmann, B. A. (2018) Formula for a Perfect Instagram Post: Drivers of Audience Hedonic Response on Social Media. EMAC 47th Annual Conference, Glasgow, UK, 29 May - 01 Jun 2018.

Cowan, K., Ketron, S. and Kostyk, A. (2018) How Virtual Environments Enhance Brand Experiences: The Role of Cognitive Engagement. 14th Global Brand Conference, Berlin, Germany, 08-10 May 2019.

Cowan, K. and Kostyk, A. (2018) Unique or Popular Choice: How Sustainable Apparel Descriptions Influence Brand Evaluations. 13th Global Brand Conference, Newcastle, UK, 2-4 May 2018.

2017

Kostyk, A. , Niculescu, M. and Leonhardt, J. M. (2017) Less is more: online consumer ratings' format affects purchase intentions and processing. Journal of Consumer Behaviour, 16(5), pp. 434-441. (doi: 10.1002/cb.1643)

Kostyk, A. , Leonhardt, J. M. and Niculescu, M. (2017) Simpler online ratings formats increase consumer trust. Journal of Research in Interactive Marketing, 11(2), pp. 131-141. (doi: 10.1108/JRIM-06-2016-0062)

2016

Kostyk, A. and Niculescu, M. (2016) Online Customer Ratings: Does Format Matter? Summer AMA Conference 2016: Regaining Relevance: Doing Research that Reshapes the Practice of Marketing, Atlanta, GA, USA, 05-07 Aug 2016.

Kostyk, A. and Hyman, M. R. (2016) Average is Over: Powering America Beyond the Age of the Great Stagnation, T. Cowen, Penguin Group (2013), 290 pp. Social Science Journal, 53(1), pp. 137-138. (doi: 10.1016/j.soscij.2016.02.002)[Book Review]

Kostyk, A. , Zhou, W. and Hyman, M. R. (2016) Surveytainment: a possible solution to declining survey data quality. In: Fowler, J. G. and Weiser, J. (eds.) Reimagining: The Power of Marketing to Create Enduring Value. Society for Marketing Advance: Atlanta, GA, pp. 38-40. ISBN 9780984088478

2015

Kostyk, A. and Niculescu, M. (2015) From Objective to Subjective Risky Options: The Mediating Effect of Processing Fluency. AMA Summer Educators' Conference 2015: Improving Business Practice Through Marketing Insight, Chicago, IL, USA, 14-16 Aug 2015.

This list was generated on Mon Jan 30 11:58:11 2023 GMT.
Number of items: 29.

Articles

Trafimow, D., Hyman, M. R., Kostyk, A. , Wang, Z., Tong, T., Wang, T. and Wang, C. (2022) Gain-probability diagrams in consumer research. International Journal of Market Research, 64(4), pp. 470-483. (doi: 10.1177/14707853221085509)

Kostyk, A. and Sheng, J. (2022) VR in customer-centered marketing: purpose-driven design. Business Horizons, (doi: 10.1016/j.bushor.2022.06.005) (Early Online Publication)

Hyman, M. R., Kostyk, A. and Trafimow, D. (2022) True consumer autonomy: A formalization and implications. Journal of Business Ethics, (doi: 10.1007/s10551-022-05114-0) (Early Online Publication)

Trafimow, D., Hyman, M. R. and Kostyk, A. (2022) Are structural equation models theories and does it matter? Journal of Global Scholars of Marketing Science, (doi: 10.1080/21639159.2022.2048960) (Early Online Publication)

Kostyk, A. , Zhou, W., Hyman, M. R. and Paas, L. (2021) Securing higher-quality data from self-administered questionnaires. International Journal of Market Research, 63(6), pp. 685-692. (doi: 10.1177/14707853211057172)

Hyman, M. R., Kostyk, A. and Shabbir, H. A. (2021) Disruptive events and associated discontinuities: a macromarketing prescription. Journal of Macromarketing, 41(3), pp. 441-448. (doi: 10.1177/0276146720979134)

Kostyk, A. and Huhmann, B. A. (2021) Perfect social media image posts: symmetry and contrast influence consumer response. European Journal of Marketing, 55(6), pp. 1747-1779. (doi: 10.1108/EJM-09-2018-0629)

Shabbir, H. A., Hyman, M. R. and Kostyk, A. (2021) A macromarketing prescription for Covid-19: solidarity and care ethics. Journal of Macromarketing, 41(2), pp. 181-193. (doi: 10.1177/02761467211001544)

Kostyk, A. , Leonhardt, J. M. and Niculescu, M. (2021) Processing fluency scale development for consumer research. International Journal of Market Research, 63(3), pp. 353-367. (doi: 10.1177/1470785319877137)

Trafimow, D., Hyman, M. R., Kostyk, A. , Wang, C. and Wang, T. (2021) The harmful effect of null hypothesis significance testing on marketing research: an example. Journal of Business Research, 125, pp. 39-44. (doi: 10.1016/j.jbusres.2020.11.069)

Hyman, M., Trafimow, D. and Kostyk, A. (2020) The (im)precision of scholarly consumer behavior research. Journal of Business Research, 114, pp. 93-101. (doi: 10.1016/j.jbusres.2020.04.008)

Kostyk, A. (2019) Believe me, believe me not: analyzing survey data quality. Survey Magazine,

Hyman, M. R. and Kostyk, A. (2019) Guest editorial: A prospectus on marketing futurology. European Journal of Marketing, 53(8), pp. 1485-1503.

Kostyk, A. , Zhou, W. and Hyman, M. R. (2019) Using surveytainment to counter declining survey data quality. Journal of Business Research, 95, pp. 211-219. (doi: 10.1016/j.jbusres.2018.10.024)

Kostyk, A. , Niculescu, M. and Leonhardt, J. M. (2017) Less is more: online consumer ratings' format affects purchase intentions and processing. Journal of Consumer Behaviour, 16(5), pp. 434-441. (doi: 10.1002/cb.1643)

Kostyk, A. , Leonhardt, J. M. and Niculescu, M. (2017) Simpler online ratings formats increase consumer trust. Journal of Research in Interactive Marketing, 11(2), pp. 131-141. (doi: 10.1108/JRIM-06-2016-0062)

Book Sections

Shabbir, H. A., Hyman, M. R. and Kostyk, A. (2022) A solidarity–care ethics and human flourishing approach to the COVID-19 pandemic: a UK perspective. In: Shultz, II, C. J., Rahtz, D. R. and Sirgy, M. J. (eds.) Community, Economy and COVID-19: Lessons From Multi-Country Analyses of a Global Pandemic. Series: Community quality-of-life and well-being. Springer: Cham, pp. 549-573. ISBN 9783030981518 (doi: 10.1007/978-3-030-98152-5_26)

Kostyk, A. , Zhou, W. and Hyman, M. R. (2016) Surveytainment: a possible solution to declining survey data quality. In: Fowler, J. G. and Weiser, J. (eds.) Reimagining: The Power of Marketing to Create Enduring Value. Society for Marketing Advance: Atlanta, GA, pp. 38-40. ISBN 9780984088478

Book Reviews

Kostyk, A. and Hyman, M. R. (2016) Average is Over: Powering America Beyond the Age of the Great Stagnation, T. Cowen, Penguin Group (2013), 290 pp. Social Science Journal, 53(1), pp. 137-138. (doi: 10.1016/j.soscij.2016.02.002)[Book Review]

Conference or Workshop Item

Cowan, K. and Kostyk, A. (2019) Luxury Brand Identity and Digital Strategy. 22nd AMS World Marketing Congress, Edinburgh, UK, 09-12 Jul 2019.

Kostyk, A. , Zhou, W. and Hyman, M. R. (2019) Use of Surveytainment Elements in Knowledge-Assessment Tests. 52nd Academy of Marketing Conference, London, UK, 02-04 Jul 2019.

Cowan, K. and Kostyk, A. (2018) Luxury Brand Identity and Digital Strategy: Modern vs. Traditional Luxury Brands. 4th International Colloquium on Corporate Branding, Identity, Image and Reputation (COBIIR), Calabria, Italy, 3-4 Sept 2018.

Kostyk, A. and Huhmann, B. A. (2018) Formula for a Perfect Instagram Post: Drivers of Audience Hedonic Response on Social Media. EMAC 47th Annual Conference, Glasgow, UK, 29 May - 01 Jun 2018.

Cowan, K., Ketron, S. and Kostyk, A. (2018) How Virtual Environments Enhance Brand Experiences: The Role of Cognitive Engagement. 14th Global Brand Conference, Berlin, Germany, 08-10 May 2019.

Cowan, K. and Kostyk, A. (2018) Unique or Popular Choice: How Sustainable Apparel Descriptions Influence Brand Evaluations. 13th Global Brand Conference, Newcastle, UK, 2-4 May 2018.

Kostyk, A. and Niculescu, M. (2016) Online Customer Ratings: Does Format Matter? Summer AMA Conference 2016: Regaining Relevance: Doing Research that Reshapes the Practice of Marketing, Atlanta, GA, USA, 05-07 Aug 2016.

Kostyk, A. and Niculescu, M. (2015) From Objective to Subjective Risky Options: The Mediating Effect of Processing Fluency. AMA Summer Educators' Conference 2015: Improving Business Practice Through Marketing Insight, Chicago, IL, USA, 14-16 Aug 2015.

Conference Proceedings

Kostyk, A. , Dessart, L. and Cowan, K. (2021) Memory of Virtual Reality Brand Experiences: What Consumers Remember and Why. In: 2021 SMA Annual Conference, Orlando, Florida, USA, 3-6 Nov 2021, pp. 127-129. ISBN 9781732040823

Cowan, K. and Kostyk, A. (2018) Modern Versus Traditional Luxury Brand Digital Strategy. In: Global Marketing Conference, Tokyo, Japan, 26-29 Jul 2018, pp. 257-262.

This list was generated on Mon Jan 30 11:58:11 2023 GMT.

Supervision

Particularly interested in supervising PhD students willing to research consumer behaviour and decision-making in the technology-enhanced environments (e.g., virtual and augmented reality). 

  • Chen, Hui
    The Influence of Consumer-brand Relationship on Brand Self-expressiveness and Consumer Ethnocentrism.
  • Sheng, Jie
    A Comparative Study of Parasocial Interaction and Purchase Intention in China and UK

Teaching

  • Marketing management
  • Marketing strategy
  • Consumer behaviour
  • Digital marketing
  • UX Design
  • Marketing communications
  • Brand management
  • Marketing research
  • Green marketing

Professional activities & recognition

Prizes, awards & distinctions

  • 2019: Most Innovative Research Paper (Global Brand Conference (Academy of Marketing SIG))

Editorial boards

  • 2020 - 2021: Guest Editor, International Journal of Market Research
  • 2018 - 2019: Guest Editor, European Journal of Marketing
  • 2020: Editorial review board, Basic and Applied Social Psychology

Selected international presentations

  • 2019: Future of Brands conference (Columbia University, New York, USA)

Additional information

Dr Kostyk serves as an Associate Editor for the International Journal of Market Research, as well as an ERB member for Basic and Applied Social Psychology, and an ad hoc reviewer for multiple journals, such as the Journal of Business Research, Journal of Business Ethics, Journal of Marketing Theory and Practice, among others. 

In 2020-21, Dr Kostyk served as a guest editor for a special issue of the International Journal of Market Research and a guest editor for a special issue of the Basic and Applied Social Psychology.

Knowledge Exchange (KE) projects

Alena’s knowledge exchange strategy builds on proactive business engagement. She has worked in the US, France and Scotland. At each business school, she engaged with local businesses for teaching and research.

Her collaboration with INTERFACE, local museums and content producers for her knowledge exchange project Engagement with a 'digital tourist' via VR marketing, led to a change in their company marketing practices and marketing outcomes. This included an increase to their customer engagement on social media and new strategy and tactics developed to enhance their digital platforms. The project also contributed to the economic well-being of the organisation’s local communities.

Related links:

  • Scottish Digital Tourist: Aims to reshape engagement with a ‘digital tourist’ for the Scottish Tourism and Hospitality Sectors
  • Scottish Community Tourism (SCOTO): Leading two workshops on What's The Fuss About the Metaverse Buzz and How Social Media & Technology Can Support Community Tourism
  • Deep Vision Studios: A new project with two industry partners, St Giles cathedral and Deep Vision