Profile
Role
- Senior Lecturer in Marketing
- Programme Director for MSc Marketing and Digital Communications
- Senior Fellow in HEA
Biography
Dr Sevil Yesiloglu researches in the area of digital marketing communications including online harms, brand-related content, influencer marketing and social media engagement. Dr Sevil Yesiloglu is co-editor of Influencer Marketing: Building Brand Communities and Engagement book (2020). She is co-author of Advertising in the Digital Age: Theories and Practice book (Sage). She has contributed to policy work in influencer culture, defining influencers and the digital economy, and is cited in various UK and European government documents (DCMS, European Parliament). Sevil provided strategic advice on how to profit from digital promotional content including influencer branded content to well-known media companies and agencies, including Hearst, PhD Media, and Wearisma.
Dr Sevil Yesiloglu was the Course Leader for BA (Hons) Advertising at the London College of Communication (LCC). She gained her PhD in 2018 at Bournemouth University (Business School) thesis titled: ‘To post or not to post: Examining motivations of brand/product-related posts on Social Networking Sites’. Sevil is a Senior Fellow of the Higher Education Academy.
Research
Research Interests:
Dr Sevil Yesiloglu researches in the area of digital marketing communications including online harms, brand related content, influencer marketing and social media engagement.
Books
- Costello, J. and Yesiloglu, S. (2025). Influencer Marketing: Building Brand Communities and Engagement. Routledge. 2nd ed.
- Yesiloglu, S. and Costello, J (2024). Advertising in the Digital Age: Theories and Practices.
- Yesiloglu, S. and Costello, J. 2020. Influencer Marketing: Concepts and Cases for Building Brand Communities and Engagement. Routledge.
Chapters
- Yesiloglu, S. 2025. The Influencer Ecosystem and What it Means to be an Influencer. Influencer Marketing: Building Brand Communities and Engagement. Routledge.
- Shang, J. and Yesiloglu, S. 2025. The De-influencing Movement: Will it Harm or Help Influencer Marketing?. Influencer Marketing: Building Brand Communities and Engagement. Routledge.
- Yesiloglu, S. 2022. The future of Influencers: Virtual vs. in-house Influencers (in Turkish and English).
- Yesiloglu, S. and Waskiw, V., 2020. Can you make the world more sustainable with Influencers? Exploring consumers’ motivations to engage with and Influencers’ sustainable content on Instagram. Influencer Marketing: Building Brand Communities and Engagement. Routledge.
- Yesiloglu, S. and Gill, S., 2020. Post Millennials and Their Motivation to Engage with Influencers Brand-related Content on Instagram. Influencer Marketing: Building Brand Communities and Engagement. Routledge.
- Yesiloglu, S., (2020). Rise of Influencers. Influencer Marketing: Building Brand Communities and Engagement. Routledge.
Academic Journals
- Yesiloglu, S, Memery, J and Chapleo, C., 2021. To post or not to post? Examining motivations of brand-related engagement on social networking sites (Facebook and Twitter). Internet Research.
- Bosher, H. and Yeşiloğlu, S., 2019. An analysis of the fundamental tensions between copyright and social media: the legal implications of sharing images on Instagram. International Review of Law, Computers and Technology, 33 (2), 164-186.
- Lapacz, A., Miladinova, Y. and Yesiloglu, S. 2019. Human values and news’ impact on climate change beliefs: A comparative study on millennials in Sweden and Russia, Journal of Promotional Communications.
- Yesiloglu, S., Wedja, E., Aboh, M., and Eghweree, N. 2019. The role of human values on teachers’ well-being in the UK, Journal of Promotional Communications.
- R., Jenkins, Denegri-Knott, J. Yesiloglu, S. Angele, B., Kozla, O., Lapacz, A. and Miladinova, Y. 2019. ATTENTION TO BUS ADVERTISING: OPTIMISING ADVERTISING EFFECTIVESNESS THROUGH MOVEMENT.
Conferences
- Yesiloglu, S. and Costello, J. 2022. Exploring sharing behaviour of teens content creators: What are the impacts of Instagram content sharing on teenage girls (11-15 years old)’ perceived wellbeing. (Academy of Marketing, Huddersfield).
- Yesiloglu, S., and Gill, S., 2019. An exploration into the motivations behind post-millennials’ engagement with influencers’ brand-related content on Instagram. In: Academy of Marketing Science Annual Conference 29-31 May 2019 Vancouver, Canada.
- Yesiloglu, S., 2018. Motives of consumer brand-related engagement on Social Networking Sites. In: Academy of Marketing 2-6 July 2018 University of Stirling.
- Yesiloglu, S., 2017. Examining user typology and consumption- focused eWOM motivations. In: Academy of Marketing 4 July-7 April 2016 Northhumbria University.
- Yesiloglu, S. and Plank, E. (2024). Building Authentic Fame and Community Under Pressure: Exploring key types of pressures impacting content creators’ sharing behaviour on Instagram, Academy of Marketing , Cardiff university, 1-4 July.
- Yesiloglu, S. (2024). Social media influencing and students: Exploring potential ways to integrate students’ interests in social media influencing into their education. Learning, Teaching, Student Experience Conference, Birmingham. 14-15 May.
Articles
- Yesiloglu, S, Memery, J and Chapleo, C., 2021. To post or not to post? Examining motivations of brand-related engagement on social networking sites (Facebook and Twitter). Internet Research.
- Bosher, H. and Yeşiloğlu, S., 2019. An analysis of the fundamental tensions between copyright and social media: the legal implications of sharing images on Instagram. International Review of Law, Computers and Technology, 33 (2), 164-186.
- Lapacz, A., Miladinova, Y. and Yesiloglu, S. 2019. Human values and news’ impact on climate change beliefs: A comparative study on millennials in Sweden and Russia, Journal of Promotional Communications.
- Yesiloglu, S., Wedja, E., Aboh, M., and Eghweree, N. 2019. The role of human values on teachers’ well-being in the UK, Journal of Promotional Communications.
Public Engagement
Consultancy and Public Policy projects
- R. , Jenkins, Denegri-Knott, J. Yesiloglu, S. Angele, B., Kozla, O., Lapacz, A. and Miladinova, Y. 2019. ATTENTION TO BUS ADVERTISING: OPTIMISING ADVERTISING EFFECTIVESNESS THROUGH MOVEMENT.
Policy works/whitepapers
- Influencers: lights, camera, inaction: written evidence for DCMS (2022): a House of Commons Committee report, with recommendations to government.
- Michaelsen, F., Collini, L., Jacob, C., Goanta, C., Kettner, S.E., Bishop, S., Hausemer, P., Thorun, C. and Yesiloglu, S., 2022. The impact of influencers on advertising and consumer protection in the Single Market.
- Unlocking digital competition, Report of the Digital Competition Expert Panel (HM Treasury)
Professional Practice Projects
Branded content project (CI) The project will provide a survey of members that is of value to the KE partners, but go beyond this by including non-members and freelancers and by using survey results and wider data to discuss the composition of those working in professional contexts (racial, gender, socio-economic, age, disability), employment status and conditions, practitioner attitudes to sectoral activities and institutional arrangements, training and development, governance, diversity and inclusion.
Media appearance
Invited Talk
- October 2025: Exploring key characteristics of influential people and their impact on charity engagement, Faculty Media and Communication, Bournemouth University.
