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Kaan Canayaz

Ph.D. Candidate in Marketing
College of Business
Florida International University

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About me

I am Kaan Canayaz, a fourth-year doctoral candidate at Florida International University, specializing in Consumer Behavior. Originally from Turkey, my academic journey has taken me across continents. I earned my Bachelor’s degree in Management from the University of Nottingham and then pursued a Master's degree in Global Enterprise and Entrepreneurship at the University of Southampton. While initially drawn to entrepreneurship, I quickly recognized the pivotal role of effective marketing in business success, leading me to obtain a second Master’s degree in Marketing from Syracuse University.

My research interests are centered around emerging technologies, particularly blockchain and artificial intelligence, and their profound impact on consumer behavior and firm marketing strategies. Specifically, my dissertation examines how NFT owners perceive and value their NFTs as well as how brands can effectively leverage NFTs as part of their marketing strategies. 

My goal is to pursue a tenure-track position at a university where I can contribute to the advancement of consumer behavior knowledge through rigorous research and innovative teaching. 

Doctoral Dissertation

Beyond Code and Pixels: Consumer Motivations and Valuation Dynamics in the Context of Non-Fungible Tokens

Advisor: Jae Hoon Lee | Committee: Ha Ta, Linnéa Chapman, Manjul Gupta

Essay 1: Emotional Attachment to Non-Fungible Tokens: The Role of Rarity (in preparation for submission to the Journal of Consumer Psychology)

  • Nominated for the Best Dissertation Proposal Award, Society for Marketing Advances (SMA) Conference, 2024

Essay 2: Redefining Luxury Perceptions With NFT Bundling: How NFTs Can Elevate (Or Dilute) the Image of Luxury Brands (targeting the Journal of Marketing Research)

Peer-Reviewed Publication

Sinha, J., Canayaz, K., & Serin, N. (2024). Improving Healthcare Management Students’ Nonverbal Communication Skills: Development of a Teaching Tool. Journal of Health Administration Education.

Manuscripts in Preparation

*Denotes First Author

  • When Using Robots in Service Backfires: Human vs. Robot Service Failure on Negative WOM with Shivam Agarwal, Todd Haderlie, and Jae Hoon Lee. Manuscript in preparation to be submitted to the Journal of the Academy of Marketing Science.

  • What is the Right Pick Up Option for You? Consumer Preferences for Buying Online and Picking Up In-Store with Ha Ta and Ji Qi. Manuscript in preparation to be submitted to the Transportation Journal.

  • The Role of Social Class on Service Recovery Expectations* with Todd Haderlie, Shivam Agarwal, and Jae Hoon Lee. Manuscript in preparation to be submitted to the Journal of Services Marketing.

Research in Progress

*Denotes First Author

  • Like, Comment, Repost, Repeat: Social Media Addiction and Consumer Well-Being in an Increasingly Connected Marketplace with Joshua Dorsey and Linnéa Chapman.

  • Can NFTs Help Brands Fight Counterfeits? The Role of Brand Trust* with Baris Karacan.

  • The Effect of Social Class on the Perceptions of Donation Recipient with Jae Hoon Lee.

  • The Effect of Bundling on Incongruent Product Purchase: Case of Liberals vs. Conservatives*

Conference Presentations

*Denotes Presenter

  • Dorsey, Joshua*, Linnéa Chapman, and Kaan Canayaz (2024). “Like Comment Repost Repeat: Social Media Addiction and Consumer Well-Being in an Increasingly Connected Marketplace” in AMA Marketing and Public Policy Conference, American Marketing Association.

  • Canayaz, Kaan*, and Jae Hoon Lee (2024). “Emotional Attachment to NFTs: Structured Abstract” in Academy of Marketing Science.

  • Agarwal, Shivam*, Todd Haderlie*, Kaan Canayaz*, and Jae Hoon Lee (2024). “How Does Service Failure Agent (Human Versus Robot) Affect Negative WoM” in Academy of Marketing Science.

  • Agarwal, Shivam*, Todd Haderlie*, Kaan Canayaz*, and Jae Hoon Lee (2024). “Effect of Service Failure Agent (Human versus Robot) on Negative WOM” in AMA Winter Educators’ Proceedings, American Marketing Association.

  • Canayaz, Kaan* (2023). “Beyond Materiality: Unveiling the Emotional Attachments to Non-Fungible Tokens as Digital Possessions” in Society for Marketing Advances.

  • Agarwal, Shivam*, Todd Haderlie, Jae Hoon Lee, and Kaan Canayaz (2023). “How Service Failure Agent (Human versus Robot) Influences Consumers’ Negative WOM” in Marketing Management Association.

  • Canayaz, Kaan*, and Baris Karacan (2023). “Can NFTs Help Brands Fight Counterfeits? The Role of Brand Trust” in Association of Marketing Theory and Practice.

  • Agarwal, Shivam*, Todd Haderlie, Kaan Canayaz, and Jae Hoon Lee (2023). “Consumers’ Engagement in NWOM Post Service Failures: Robotic versus Human Failure Agent” in Association of Marketing Theory and Practice.

  • Agarwal, Shivam*, Todd Haderlie*, Kaan Canayaz, and Jae Hoon Lee (2023). “When Using Robots in Service Backfires: Human versus Robot Service Failure on Negative WOM” in Society for Marketing Advances, ed. Lucy Matthews.

  • Canayaz, Kaan*, Shivam Agarwal, Todd Haderlie, and Jae Hoon Lee (2023). “Service Recovery Expectations as a Function of Social Class” in Advances in Consumer Research, Vol. 50, ed. Haipeng (Allan) Chen, Giana Eckhardt, and Rebecca Hamilton, Duluth, MN: Association for Consumer Research.

  • Haderlie, Todd, Shivam Agarwal, Kaan Canayaz*, and Jae Hoon Lee (2023). “The Impact of Cultural Orientation on Consumer Responses to Service Failure as a Function of Humans Versus Robots” in Advances in Consumer Research, Vol. 50, ed. Haipeng (Allan) Chen, Giana Eckhardt, and Rebecca Hamilton, Duluth, MN: Association for Consumer Research.

  • Haderlie, Todd*, Jae Hoon Lee, Kaan Canayaz*, and Shivam Agarwal (2022). “How Social Class Affects Service Recovery Expectations in Response to Service Failure” in AMA Summer Educators’ Proceedings, Vol. 33, ed. Andrea Godfrey, Ravi Mehta, and Cinthia Satornino, American Marketing Association.

  • Canayaz, Kaan*, Shivam Agarwal, and Jae Hoon Lee (2022). “The Effect of Bundling on Incongruent Product Purchase: Case of Liberals vs. Conservatives” in Association of Marketing Theory and Practice.

  • Canayaz, Kaan, Shivam Agarwal*, and Jae Hoon Lee (2022). “Service Recovery Expectations from a Social Class Perspective” in Association of Marketing Theory and Practice

Academic Honors and Awards

  • Doctoral Consortium Fellow at Academy of Marketing Science, 2024

  • Best Paper in Track Award at Society for Marketing Advances, 2023 

    • Received $500 award from Society for Marketing Advances

  • The Centers for International Business Education and Research (CIBER) Grant

    • Received $1,500 in 2023 for “Beyond Code and Pixels: Emotional Attachment to NFTs in Developed Markets”

    • Received $1,000 in 2022 for “‘Smart’ Way to Reduce Loneliness: Role of Culture”

    • Received $2,000 in 2021 for “The Impact of Cultural Orientations on Consumer Responses to Service Failure/Recovery as a Function of Humans versus Robots” with Jae Hoon Lee, Shivam Agarwal, and Todd Haderlie

  • Graduate & Professional Student Committee, 2022

    • ​Received $332 travel grant

  • Received Phi Beta Delta Honorary Society Membership at Syracuse University, 2021

  • Received Beta Gamma Sigma Membership at Syracuse University, 2021

  • Top Performer of the Program at University of Southampton, 2017

    • ​Received £100 award from the Southampton Business School

Academic Services

Reviewer

  • Journal of Behavioral Decision Making

  • Journal of Health Administration Education

  • Society for Marketing Advances

  • Academy of Marketing Science

  • Association of Marketing Theory & Practice

Session Chair

  • Association of Marketing Theory & Practice

Volunteer

  • Society for Marketing Advances

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