Dr. Mehmet Özer graduated from Çukurova University Department of Business Administration in 2010. He received his master's (2013) and Ph.D. (2022) degrees from Ankara University. Mehmet Özer started his academic career in 2010 at Mardin Artuklu University as a research assistant and continued to work at Ankara University Faculty of Political Sciences. During this period, he was a visiting researcher in the UK at the University of Portsmouth Business School by a TÜBİTAK scholarship. He joined the Social Sciences University of Ankara in 2023. His academic work was published in leading marketing journals such as Psychology & Marketing and the Journal of Marketing Management. He still works on several projects about branding, consumer behaviour, marketing communication, and social marketing for different articles and conferences.