Dr Zofija Tupikovskaja-Omovie

CEEF Research Fellow

Dr Zofija Tupikovskaja-Omovie

CEEF Research Fellow

Email: z.tupikovskaja-omovie@mmu.ac.uk

Academic and professional qualifications

PhD - Fashion Mobile Marketing and Consumer Behaviour in Apparel m-Retail, 2016.

MA - Fashion Promotion and Merchandising, 2007.

BA - Fashion Design, 2005.

FHEA - Fellow of the Higher Education Academy, 2018.

PGCLTHE - Postgraduate Certificate in Learning and Teaching in Higher Education, 2017 - present.

Prizes and awards

AHRC CEEF Award (2018) – Creative Economy Engagement Fellowship (AHRC 2018), postdoctoral fellowship for a research project ‘Eye Pupil Dilation Measurement for Digital Consumer Satisfaction’.

RDCF Award (2015) – Research Degrees Conference Fund award to present a paper at the 17th International Conference on Mobile Business and Commerce (ICMBC 2015).

RDCF Award (2014) – Research Degrees Conference Fund award to present a paper at the 2014 International Conference on Mobile Business (ICMB 2014).

The best Poster Presentation Prize (2013) - The 6th MMU Postgraduate Research Conference 2013 ‘A celebration of Interdisciplinarity’.

Socrates/Erasmus Programme Prize (2004) - Hogeschool voor de Kunsten Utrecht, The Netherlands

Membership of professional associations

ACM – Association for Computing Machinery (2018 – onwards)

Immerse UK.ORG (2018 – onwards)

Academy of Marketing (2017 – onwards)

User Experience Professionals Association (2014 – onwards)

Textile Institute (2014 – onwards)

Testing Experience (2014 - onwards)

NUX – Northern User Experience (2014 – onwards)

MMM – Mobile Monday Manchester (2013 – onwards)

Research

Research Interests

Zofija holds a PhD in Fashion Mobile Marketing and Consumer Behaviour in Apparel m-Retail. Her PhD research focused on analysing mobile fashion consumers’ behaviour, decision-making process, shopping journey and consumer perceived benefits and value when shopping via mobile devices. Her recent research focused on consumer segmentation, mobile consumer behaviour and shopping experience, eye tracking consumer actual shopping journey and mobile marketing strategy development.

The current research interests include tailoring mobile marketing strategy accounting for differences between mobile consumer segments to maximise customer satisfaction, diagnosing the strengths and weaknesses of fashion mobile shopping platforms and developing recommendations for apparel retailers using a novel methodological framework. Her research interest is in exploring consumer behaviour in multi-channel fashion retailing, with particular interest in consumer shopping experience, capturing actual shopping behaviour using eye tracking technology in-store, online and via mobile.

Journal Articles

Tupikovskaja-Omovie, Z., Tyler, DJ., Hayes, S., Chandrasekara, 2015. 'Mobile App versus Website: A Comparative Eye-Tracking Case Study of Topshop', International Journal of Social, Behavioral, Educational, Economic, Business and Industrial Engineering, 9 (10), pp. 3251-3258.

Conference Papers

Tupikovskaja-Omovie, Z., Tyler, DJ., 2018. 'Mobile Consumer Shopping Journey in Fashion Retail: Eye Tracking Mobile Apps and Websites', ETRA 2018 - The 10th Symposium on Eye Tracking Research and Applications, Warsaw, Poland, 14/6/2018 - 17/6/2018, in ETRA, 3.

Tupikovskaja-Omovie, Z., Tyler, D., Chandrasekara, S., Hayes, S., 2014. 'The role of mobile technologies on seamless shopping experience in apparel m-retail: A case study of Topshop', The 7th MMU Postgraduate Research Conference 2014 ‘Making an Impact with Research’, Manchester, UK, 4/11/2014, in https://e-space.mmu.ac.uk/556206/.

Tupikovskaja-Omovie, Z., Tyler, DJ., Hayes, S., Chandrasekara, 2014. 'Segmenting the UK Mobile Fashion Consumer', 2014 International Conference on Mobile Business, London, England, 4/6/2014 - 5/6/2014, pp. 1-12.

Tupikovskaja-Omovie, Z., Tyler, DJ., Chandrasekara, S., Hayes, S., 2014. 'Segmenting the UK Mobile Fashion Consumer.', in ICMB, pp. 2-2.

Office Location

Room C 2.17
Cavendish Building