Reika Igarashi
reika igarashi

Dr Reika Igarashi

Lecturer

 0131 455 4375

  R.Igarashi@napier.ac.uk

  

Biography

Reika is a Lecturer in Marketing at Edinburgh Napier University. Reika completed her PhD in Marketing at the University of Leeds (Leeds University Business School) where she studied salespeople's' burnout in Japan. Her current research focuses on employee well-being technostress (stress that comes from using technologies) in marketing contexts as well as virtual influencers and AI-related topics.

Reika's research projects include technostress, stress coping, salesperson bricolage, AI in service jobs, virutal influencers and WOM.

Reika currently teaches Marketing Strategies such as international marketing, global marketing, brand management and social media and content marketing. She also has experience in teaching consumer behaviour and CSR and Sustainability.

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Whether and How Prepurchase Word of Mouth Affects Postpurchase Word of Mouth

Journal Article
Dao, H. M., Bhoumik, K., & Igarashi, R. (in press)
Whether and How Prepurchase Word of Mouth Affects Postpurchase Word of Mouth. Journal of Interactive Marketing, https://doi.org/10.1177/10949968241227923
Consumers often purchase new products based on online reviews and recommendations from both friends and strangers. Previous studies have extensively explored the effects of wo...

Sharing the Same Workspace: The Effect of AI Task Deployment on Frontline Service Employees’ Job Satisfaction and Customers Outcomes

Conference Proceeding
Bhoumik, K., & Igarashi, R. (2023)
Sharing the Same Workspace: The Effect of AI Task Deployment on Frontline Service Employees’ Job Satisfaction and Customers Outcomes. In 2023 AMA Winter Academic Conference: Proceedings (56-75
Organizations are progressively using service robots in frontline settings to enhance consumer experiences as we see an increasing trend in humans and robots working together ...

Digital Selling and Technostress: Preliminary Analysis

Conference Proceeding
Igarashi, R., & Vardarsuyu, M. (in press)
Digital Selling and Technostress: Preliminary Analysis.

Managing Foreign Subsidiaries Remotely: The Role of Culture in Techno-Stress Appraisal and Well-Being

Journal Article
Adeniji, J., & Igarashi, R. (2022)
Managing Foreign Subsidiaries Remotely: The Role of Culture in Techno-Stress Appraisal and Well-Being. Journal of International Marketing, 30(3), 83-89. https://doi.org/10.1177/1069031x221103847
Multinational enterprises’ increased dependence on work-enabling technologies to manage global operations may contribute to foreign subsidiary employees’ techno-stress (i.e., ...

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