Salma is a doctoral researcher in Management and an Associate Lecturer at the Institute of Management Studies (IMS). Since 2021, she has been teaching in the UK at Goldsmiths University of London. She completed her MSc in Marketing Innovation at the University of Winchester in 2019. Salma's primary research interest is the interaction between consumer behaviour and artificial intelligence (AI) agents. Her PhD research area is about consumers' emotional experience towards social AI agents (e.g. AI companions) and consumers' perceptions of emotions expressed by social AI agents via social cues.
Research interests:
- Marketing
- Consumer Behaviour
- Qualitative Social Research (e.g., Interviews, Netnography, and Diary Studies).
- Quantitative Social Research
- Human-computer Interaction
- Artificial Intelligence Companions
- Social Interactions
- Consumer Emotions
- Technology Adaptation
Publications and research output
Al Azmeh, S.G., 2019. The relationship between e-learning service and student satisfaction: a case study at the Syrian Virtual University (SVU). Business, Management and Education, 17(1), pp.49-71. DOI:
Conference papers
Al Azmeh, S., Doern, R., Van den Bossche, A., and Campana, M. 2026. Consumers and their Relationship with AI Social Companions: A Study on Novice Replika Users, American Marketing Association, Madrid, Spain, February 13-15 (online).
Al Azmeh, S., Doern, R., Van den Bossche, A. and Campana, M. 2025. Triggers of Consumer Emotions During Interactions with AI Social Companions
Track: Marketing and Retail, British Academy of Management, Kent, Sept 1-5.
Al Azmeh, S., Doern, R., Van den Bossche, A. and Campana, M. 2025. Consumers and their Relationship with AI Social Companions: A Study on Novice Replika Users, Consumer Culture Theory, London, June 24-27.
Academic honors, awards and grants
2023: I received a 2000 pound research grant to conduct my data collection from Goldsmiths University of London from the Institute of Management Studies (IMS).
2020: I received the Faculty Award for Outstanding Academic Achievement from The University of Winchester.