Ghalia Shamayleh, PhD
Assistant Professor, ESSEC
SSHRC & FRQSC Doctoral Research Scholar
Sheth ACR/Dissertation Award Recipient 2022
Concordia University Public Scholar
Research interests: technologically-mediated phenomena, online and interspecies interactions, experiential consumption
I am an Assistant Professor of Marketing at ESSEC Business School. I have a BSc in Economics with a concentration in Marketing from the Wharton School of Business and an MSc and PhD in Marketing from Concordia University.
As a consumer researcher, I investigate digital affective networks, digital self-expression, technologically-mediated interactions, and shifts in consumption practices. I have co-authored a paper in the Journal of Consumer Research entitled “Digital Affective Encounters: The Relational Role of Content Circulation on Social Media.” I have also built on the JCR by solo-authoring a chapter entitled “Pet Influencers: Navigating Narrative and Sponsored Content” in the Routledge Companion for Influencer Marketing (Shamayleh, 2026), discussing the social media tactics companion animal influencer accounts use to harness engagement and strengthen parasocial bonds. Additionally, I have co-authored a chapter on eco-influencers with Dr. Aya Aboelenein (HEC Montréal) in the Routledge Companion to Social Media Influencers (Aboelenein and Shamayleh, 2026). Another project, building on Shamayleh and Arsel (2026), has been invited for a 1st round revision at International Journal of Research in Marketing, co-authored with Dr. Rowan El-Bialy (University of Arizona) and Dr. Marie Kerekes (ESSCA).
I have presented my research at several academic conferences, such as the Association for Consumer Research Conference, the Consumer Culture Theory Conference, the Annual Graduate Exposition at Concordia University, and the Montreal Business Schools’ Ph.D. Symposium. I’ve also published media articles in The Conversation, The Montreal Gazette, and Premières en affaires, and discussed my research on radio (Global News Radio 630CHED, CBC) and podcasts (Tales of Consumption).
I am currently working on four research projects, centered around the management of relational tensions on social media, practice destabilization and reconfiguration during the COVID-19 pandemic, the digitization of dyadic services, and the effect of online communities on ontological beliefs.
