E. (Edlira) Shehu, Prof

Edlira Shehu is Full Professor of Digital Marketing at the University of Groningen. Before joining Groningen in 2023, she held academic positions in Denmark and Germany and earned both her PhD and habilitation at the University of Hamburg. Her research studies how firms and organizations can improve marketing effectiveness and influence customer behavior in digital environments. She uses econometric models and AI applications to address research questions with academic, managerial, and societal impact. Her work has appeared in leading journals including Management Science, Journal of Marketing Research, International Journal of Research in Marketing, Journal of Retailing, and Research Policy. She serves on the editorial review boards of International Journal of Research in Marketing, Journal of Retailing, and MarkTech. Prior to academia, she worked in marketing analytics and data science.