Mrs. Megi M. Gogua

• Doctoral Program, Economics and Management, Marketing Department, Graduate School of Management, St. Petersburg State University, 2021
• Certificate of advanced professional training, “Artificial Intelligence” program, St. Petersburg State University, 2020
• Master Degree in Economics, “International Trading System” program, Faculty of Economics, St. Petersburg State University, 2018              
• Bachelor Degree in Business Administration, Marketing Specialization, Mikkeli University of Applied Sciences (Mikkeli, Finland), 2015

• Personalization in Marketing
• Information and communication technology and artificial intelligence in marketing
• Marketing analytics

Articles

Gogua M. «Development of personalization strategy algorithm for online retailers’ marketing activities: customer perspective» (2021), International Journal of Management Theory and Practice, 8/2021, pp. 161-176 (in Russian)

Gogua M., Smirnova M. “Revisiting personalization through customer experience journey” (2020), Vestnik of Saint Petersburg University. Management. 19 (4): 430-460

Malchenko, Y., Gogua M., Golovacheva, K., Smirnova, M. and Alkanova, O. “A critical review of digital capability frameworks: a consumer perspective” (2020), Digital Policy, Regulation and Governance, Vol. 22 No. 4, pp. 269-288.

Conferences

50th Annual Conference of the European Marketing Academy (EMAC), Madrid, Spain (Online): Gogua M. “Enhancing customer relationships through personal data collection in retail” (2021)

Digital Transformation and Global Society 2021, ITMO University, St. Petersburg, Russia (Online): Gogua M., Rebiazina V., Smirnova M., “How has the COVID-19 Pandemic Transformed the E-Commerce Market on the Firm Level: Qualitative Insights from the Russian Market” (2021)

Annual Conference of the Academy of International Business (AIB), Miami, USA (Online): Gogua M., Smirnova M. “Personalization Preferences of Russian Consumers: The Implications for International E-Tailers for Customer Relationships Establishment” (2021)

XXII April International Academic Conference on Economic and Social Development, HSE, Moscow, Russia (Online): Gogua M., Smirnova M. “Qualitative insights into firm perception of e-commerce potential in the context of the Russian emerging market” (2021)

46th Annual Conference of the European International Business Academy (EIBA), Brussels, Belgium (Online): Gogua M. Smirnova M. “What are Personalization Preferences of Russian Consumers? The Implications for International E-Tailers” (2020)

Emerging Markets Conference, Graduate School of Management St. Petersburg, Russia: Gogua M. “Personalization in Marketing: Potential Strengths and Weaknesses in the New Realities” (2020)

VI International Doctoral Conference on Innovation and Entrepreneurship, Lappeenranta University of Technology, Lappeenranta, Finland: Gogua M. “Consumer behavior in electronic commerce in emerging and developed markets” (2019)

Emerging Markets Conference, Graduate School of Management, St. Petersburg, Russia: Gogua M. “Integrated approach to personalization in marketing in e-commerce transactions” (2019)

Conference proceedings

Gogua M. “External economic vector of forestry sector development scenarios in Russia” (2018), Contemporary problems of economics: from financial and social institutions to marketing, editor N. M. Starobinskaya, pp.107-113 (in Russian)

Gogua M. “Foreign trade barriers and the issue of the information security in Russia” (2018), Development of the contemporary economy of Russia (12 April): International Conference, editor. Yu. N. Guzov, pp. 106

Gogua M. “Factors affecting Finnish companies’ sales in Russia (the case of Metsä Group and Metso Corporation)” (2017), International Economic Symposium – 2017: Conference reports, editor O. L. Margania   p. 142

Gogua M. “External and internal factors of digital economy development of Russian Federation” (2017), Entrepreneurship and reforms in Russia: XXIII international conference of young economists (1-2 December 2017): Conference reports, editor A. V. Belov, pp. 92-93

Gogua M. “Doing Business in Russia and Finland: Comparative Analysis” (2016), Entrepreneurship and reforms in Russia: XXII international conference of young economists (1-2 December 2016): Conference reports, editor A. V. Belov, pp. 91-92

• Researcher, «PERSOGRAPHICS: Typologizing personalization in the context of AI solutions in online retail», 2021-2022 (St Petersburg State University, project ID 77098515).
• Researcher, «A three-component model of consumer performance in the digital marketplace: motivational, cognitive and competence-based drivers (MCC-framework)», 2018-2020 (St Petersburg State University, project ID 41108405).