Κολέγιο CITY College
Main Campus, Thessaloniki, Greece
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Dr Elina Ketikidi Gerakis
Assistant Professor
| Academic Position |
Assistant Professor |
| Academic Qualifications |
PhD from Management School, The University of Sheffield
Title of the PhD: "Understanding unconscious reactions of consumers towards sustainable fashion messaging: a neuromarketing study of online vs. offline channels in Greece"
MSc in Digital Marketing & Social Media, The University of Sheffied
Master Thesis (with Distinction)
Bachelor Degree - School of Economic and Regional Studies, University of Macedonia
Department of Balkan, Slavic and Oriental Studies in Economics and International Business
|
| Office | 3, Leontos Sofou |
| elketikidi@york.citycollege.eu | |
| https://www.linkedin.com/in/dr-elina-ketikidi-gerakis-63707a107/ |
Dr Elina Ketikidi Gerakis is a dynamic academic, researcher and practitioner specializing in neuromarketing, digital transformation and sustainable business practices. Currently an Assistant Professor in Business and Economics at CITY College, University of York Europe Campus, she combines rigorous academic research with real-world industry experience to explore how emerging technologies and neuroscience can revolutionize marketing, consumer behavior, and organizational change.
Dr Elina Ketikidi Gerakis holds a PhD in Marketing and Communications, with her doctoral research focusing on the visual attention and consumer behaviour about sustainable fashion content on social media. Her expertise lies in applied neuroscience techniques such as EEG, eye-tracking, and biometric analysis to investigate how digital content impacts consumer decision-making and brand perception. As head of the Applied Neuroscience Lab at CITY College, she leads interdisciplinary research projects that bridge cognitive science and business, offering novel insights into digital consumer experiences and ethical marketing strategies.
Before transitioning to academia, Dr Elina Ketikidi Gerakis built a solid foundation in the advertising and digital marketing industry, working as a Digital Account Executive at a multinational advertising agency and managing dissemination and communication for research initiatives at the South-East European Research Centre (SEERC). This unique blend of academic and industry roles provides a well-rounded perspective on the challenges and opportunities of digital transformation in both corporate and research contexts.
Research Interests
Digital Marketing
Neuromarketing
Sustainability
Publications
Simeon Veloudis, Mark Ryan, Elina Ketikidi & Vincent Blok (2025) Responsible innovation in start-ups: entrepreneurial perspectives and formalisation of social responsibility, Journal of Responsible Innovation, 12:1, 2453251, DOI: 10.1080/23299460.2025.2453251
Dimitriadis, N., Gerakis, E.K., Venerucci, M., Alevizou, P. (2024). I’ve Got My Eyes on You: An Exploratory Eye Tracking Study of Consumers’ Attention to Sustainability-Inspired Labelling on Fashion Hang Tags. In: Henninger, C.E., Alevizou, P., Ryding, D., Goworek, H. (eds) The Palgrave Handbook of Sustainability in Fashion. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-031-69682-4_24
Evangelia, K. P. Investigating online consumer behaviour in the fashion market: a qualitative study of consumers and digital experts in Greece. In 6th International Conference on Contemporary Marketing Issues (ICCMI)(2018: Athens, Greece) 6th International Conference on Contemporary Marketing Issues (ICCMI): June 27-29, 2018, Athens, Greece/co-organized by Alexander Technological Educational Institute (ATEI) of Thessaloniki (p. 108).
Contact
elketikidi@york.citycollege.eu
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