Research Topic
Consumer Behaviour in Virtual Shopping Experiences
Research Summary
Back in 2018, I published a research paper in IEEE on the effect of different types of information on trust in Facebook pages, using an eye-tracking experiment. Since then, I have developed a strong research interest in the intersection of marketing, technology, and consumer behaviour.
My current focus is on how virtual shopping environments influence consumer psychology, particularly in shaping feelings of ownership and engagement. By examining the role of visual design and immersive technology, I aim to understand how digital interfaces affect shopping experiences and decision-making.
My work bridges consumer behaviour and digital design, offering practical insights for brands seeking to enhance online retail through virtual experiences.
Supervisor(s)
- Lead supervisor: Ben Marder
- Second supervisor: Ewelina Lacka
Research Area
Background
Prior to his PhD, Farhan gained over five years of professional experience at leading e-commerce and technology firms in Southeast Asia, including Gojek, Shopee (Sea Group), and Traveloka. His academic background spans both business management and engineering; he holds a master’s degree from Cornell University, New York, USA, and a bachelor’s degree in industrial engineering from Institut Teknologi Bandung (ITB), Indonesia.
Farhan has also served as a Graduate Academic Tutor at the University of Stirling, where he taught Advanced Social Media Analytics (using tools such as Python and SPSS) to master’s students in early 2025.
He recently published opinion articles in The Conversation, including:
Education and Qualifications
| Institute | Award | Dates |
|---|---|---|
| Cornell University, SC Johnson College of Business, New York, USA | Master Professional Studies in Management | 2022-2023 |
| Institut Teknologi Bandung, Indonesia | Bachelor of Science in Industrial Engineering | 2014-2018 |
Professional & Voluntary Experience
- Growth Manager, Gojek (GoTo Group) (2023-2024)
- Business Development Lead, Shopee, Sea Group (NYSE:SE) (2020-2022)
- Pricing and Marketing Analyst, Traveloka (2018-2019)