Social Media & Marketing Scholar
I am a third-year Marketing Ph.D. Candidate at the John Molson School of Business of Concordia University and am lucky enough to call Professor Zeynep Arsel, my academic supervisor. My background is in Marketing, as I have a BSc in Economics with a concentration in Marketing from the Wharton School of Business and an MSc in Marketing from Concordia University. My research interests pertain to the effect of technology and the internet, namely social media, on consumers in terms of their expression of identity, their relationships with other consumers, and their relationships with the brands they consume.
Cute Economy. The Conversation.
Shamayleh, G. & Arsel, Z. (Accepted, 2021), “From Blogs to Platforms: Content Landscape and Affordances,” in Routledge Handbook of
Dolbec, P., Fischer, E., & Shamayleh, G. (Working Paper).
Shamayleh, G. & Arsel, Z. (Under Review). Performative Human Pet Assemblages on Social Media.
Shamayleh, G. (2019). Engagement and Monetization on Instagram Pet Influencer Communities [Unpublished Master’s thesis]. Concordia
University, Montreal, Canada.
Conferences, Invited Talks, Podcasts, & Posters
Shamayleh, G. (2022, July). The Digital Emotional Economy of Cute Animals on the Internet, Consumer Culture Theory Conference.
Shamayleh, G. (2022, February). The Digital Emotional Economy of Cute Animals on the Internet, Montreal Business Schools’ Ph.D.
Shamayleh, G. (Guest) (2022, Jan 05), The Cute Economy [Global News Radio 630 CHED] https://globalnews.ca/radio/630ched/
Shamayleh, G. (Guest) (2021, Dec 24), The Cute Economy [Global News Radio 770 CHQR] https://globalnews.ca/radio/770chqr/
Shamayleh, G. (2021, October). Family Influencers as Digital Family Entrepreneurship: Monetizing a Collective Human
Brand, Association for Consumer Research Conference.
Shamayleh, G. & Arsel, Z. (Guests) (2021, May 21), They're all good dogs (and cats?) [Audio podcast
Shamayleh, G. & Arsel, Z. Performative Human Pet Assemblages on Social Media. (guest speaker for Consumption, Media and
Participatory Culture Seminar at HEC Montréal, Fall 2020)
Arsel, Z., & Shamayleh, G. (2020, October). Orchestrating Pet Influencers: Rhetorical and Visual Strategies in Creating Mediated Platform
Content, Association for Consumer Research Conference.
Shamayleh, G. (2018). Man’s Best Social Media Proxy: Instagram Pet Micro-Celebrities [Poster]. Annual Graduate Research Exposition,
Montreal, Qc, Canada.
Shamayleh, G. (2017). Cats, Account Managers, and Followers: Pet Micro-celebrities as Influencers [Poster]. Annual Graduate
Research Exposition, Montreal, Qc, Canada.
Graduate Courses Taken
MSc & Ph.D. courses
Master of Science in Marketing
January 2017 - September 2019
Consumer Research Methodology (A+)
Qualitative Research Methodology (A+)
Price Management (A-)
Applied Linear Statistics (A)
Research Methodology (A+)
Brand Management (A)
Motivation, Evaluation, & Rewards (A)
Entrepreneurship Seminar (A-)
Program CGPA: 4.04
Doctor of Philosophy, Business Administration (Marketing)
September 2019 - May 2024
Technology and Intimacy (A)
Advances in Consumer Behavior (A-)
Digital Culture/Methodology (A)
Online Consumer Marketing (A)
Consumer Culture Theory Seminar (A+)
Seminar in Qualitative Research Methods (A)
Literature Reviews and Knowledge Synthesis (A)
Comprehensive Exam (PASS)
Current Program CGPA: 4.00