Şenay Sabah

Ankara University

Şenay Sabah is an Associate Professor of Marketing at the Faculty of Political Sciences, Ankara University, Turkey, where she obtained an MBA and Ph.D. in Marketing. She teaches macro-marketing, principles of marketing, marketing management, and marketing research. Her research interests include consumer research and social marketing phenomena, with a focus on identity, fandom, memory and self-related consumer research, materialistic consumption, consumption behaviour of football fans, narcissism-related consumption, and needs/desires and their relevance to consumption, disposal, and cognition. Dr. Sabah has several conference proceedings, book chapters, and papers to her credit.

2books edited

2chapters authored

Latest work with IntechOpen by Şenay Sabah

Storytelling is a form of communication that has been present throughout a substantial span of human history. The advent of emerging technologies, such as augmented reality (AR), virtual reality (VR), and mixed reality, has significantly transformed the conventional narrative in the realm of digital storytelling. Currently, this technology has the potential to be utilised in various application domains spanning multiple fields of study. It holds significant value for various entities within a given society, including corporations, non-profit organisations, tourism operators, educators, developers of online and mobile games, marketers, and numerous other stakeholders operating within diverse contexts. Hence, one might suggest that digital storytelling possesses significant potential in contemporary society.

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