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, the topics 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). This chapter discusses the social media tactics employed by companion animal influencer social media accounts 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 that builds on the Shamayleh and Arsel (2026), is a paper I’ve recently submitted a paper co-authored with Dr. Rowan El-Bialy (University of Arizona) and Dr. Marie Kerekes (ESSCA) to International Journal of Research Marketing for their special issue on Rethinking Marketing for a More-Than-Human World.

I have presented my research at several academic conferences, such as Association for Consumer Research Conference, 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 digitized dyadic services, the management of relational tensions surrounding social media self-expression, practice destabilization and reconfiguration during the COVID-19 pandemic, the digitization of dyadic services, and end-of-life transitions as consumption practices.