Atya Zeb
Adelaide Business School
Faculty of Arts, Business, Law and Economics
Atya Zeb is a lecturer in marketing at the University of Adelaide. She completed her PhD in marketing from the University of Technology Sydney (UTS) in 2021. Atya has multicultural experience that spans across different countries, such as the UAE, South Korea, Australia, and Uzbekistan. She has also worked as an academic at the University of Technology Sydney (UTS) and the University of New South Wales (UNSW). Her research interests include entertainment marketing, marketing strategy, digital marketing, and the marketing-finance interface. She has a great passion for entertainment marketing research, where she examines a range of factors that drive consumer behaviour and commercial success.
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Language Competencies
Language Competency English Can read, write, speak, understand spoken and peer review Pushto; Pashto Can read, write, speak and understand spoken Urdu Can read, write, speak, understand spoken and peer review -
Research Interests
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Journals
Year Citation 2025 Ullah, R., Alam, M. A., & Zeb, A. (2025). How emotions in online reviews affect movie sales: Evidence from Hollywood. Journal of Retailing and Consumer Services, 85, 10 pages.
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Conference Papers
Year Citation 2025 Simonin, D., Padigar, M., Pupovac, L., Zeb, A., & Hada, M. (2025). The Effect of Supply-Chain Related Blockchain Adoption on Suppliers: The Role of Automated Trust. In wISE 2025 Scholarship in ASEAN & Oceania. Macquarie University Sydney City Campus. 2024 Simonin, D., Zeb, A., Pupovac, L., Padigar, M., & Hada, M. (2024). The Spillover Effect of Supply Chain Related Blockchain Announcement on Supplier’s Market Value. In the 46th ISMS Marketing Science Conference. Sydney. 2024 Simonin, D., Pupovac, L., Padigar, M., Zeb, A., & Hada, M. (2024). Supply Chain Related Blockchain Announcement. In ANZMAC Conference. Hobart, Australia. 2023 Zeb, A., Pupovac, L., Carrillat, F., & Garg, N. (2023). Optimizing the Duration of Campaign for Entertainment Products: evidence from the Movie Industry. In AMA Summer Academic Conference. San Farncisco.
Atya Zeb is currently coordinating and lecturing for MARKETNG 3002 - Marketing Analytics | Course Outlines, MARKETNG 3008 - Data Driven Customer Engagement, and MARKETNG 2006 - Delivering Customer Insights.
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