Dr Alyaa Darwish

Assistant Professor

Key Publications

Please visit the Pure Research Information Portal for further information
Branded Virtual Experiences in the Metaverse: Exploring the Impact of Immersiveness and Digital Embodiment via Avatars on Marketing Outcomes, Sohail, S., Darwish, A. 18 Jul 2026, XR and Metaverse: Proceedings of the 10th International XR-Metaverse Conference 2025, Cham, Switzerland, Springer
Technology Anxiety in Virtual Reality Adoption: Examining the Impact of Age, Past Experience, and Cybersickness, Al Khalifah, E., Hammady, R., Abdelrahman, M., Al-Shamaileh, O., Marghany, M., El-Jarn, H., Darwish, A., Kurt, Y. 30 Apr 2025, In: IEEE Access
Virtual Reality’s Impact on Tourist Attitudes in Islamic Religious Tourism: Exploring Emotional Attachment and VR Presence, Alkhalifah, E., Hammady, R., Abdelrahman, M., Darwish, A., Cranmer, E., Al-Shamaileh, O., Bourazeri, A., Jung, T. 10 Jun 2025, In: Human Behavior and Emerging Technologies
Virtual vs human influencers: Can Instagram users detect the difference?, Barbe, D., Darwish, A., Aleksandra, M. 31 May 2024, Proceedings of the European Marketing Academy, European Marketing Academy
Tourist destination reputation: an empirical definition, Darwish, A., Burns, P. 3 Apr 2019, In: Tourism Recreation Research
Tourist Destination Reputation: Seeking a Definition, Darwish, A., Burns, P. Dec 2018, Back to the Future, Society of Marketing Advances

PGR Supervision

Sehar Sohail Brand Experiences in the Metaverse: An Exploratory Study Start Date: 01/10/2023 End Date: 17/10/2025
Sehar Sohail Brand Experiences in the Metaverse: An Exploratory Study Start Date: 01/10/2023

Qualifications

Marketing PhD March 01 2020