Employee Profile

Jared Offei Lartey

PhD Candidate - Department of Marketing


I study how vibrant consumer identity projects enable technological innovations become mainstream.

My research often covers topics on technology, services, consumer culture, and market system dynamics. My current projects tackle questions including how controversial technological innovations become mainstream; and why consumers privilege than avoid consumption of stigmatized innovations.

Please reach out to me by email if you would like to be interviewed for my study on the recreational drone market.


Dwivedi, Yogesh K.; Hughes, Laurie, Wang, Yichuan, Alalwan, Ali Abdallah, Ahn, Sun Joo (Grace), Balakrishnan, Janarthanan, Barta, Sergio, Belk, Russell, Buhalis, Dimitrios, Dutot, Vincent, Felix, Reto, Filieri, Raffaele, Flavián, Carlos, Gustafsson, Anders, Hinsch, Chris, Hollensen, Svend, Jain, Varsha, Kim, Jooyoung, Krishen, Anjala S., Lartey, Jared Offei, Pandey, Neeraj, Ribeiro-Navarrete, Samuel, Raman, Ramakrishnan, Rauschnabel, Philipp A., Sharma, Amalesh, Sigala, Marianna, Veloutsou, Cleopatra & Wirtz, Jochen (2023)

Metaverse marketing: How the metaverse will shape the future of consumer research and practice

Psychology & Marketing, 40, s. 750- 776. Doi: 10.1002/mar.21767 - Full text in research archive

The initial hype and fanfare from the Meta Platforms view of how the metaverse could be brought to life has evolved into an ongoing discussion of not only the metaverse's impact on users and organizations but also the societal and cultural implications of widespread usage. The potential of consumer interaction with brands within the metaverse has engendered significant debate within the marketing-focused discourse on the key challenges and transformative opportunities for marketers. Drawing on insights from expert contributors, this study examines the marketing implications of the hypothetical widespread adoption of the metaverse. We identify new research directions and propose a new framework offering valuable contributions for academia, practice, and policy makers. Our future research agenda culminates in a checklist for researchers which clarifies how the metaverse can be beneficial to digital marketing and advertising, branding, services, value creation, and consumer wellbeing.

Mahmoud, Abdulai Mahmoud; Kastner, Adelaide Naa Amerley & Lartey, Jared Offei (2017)

Internet-Based Relationship Marketing: A Sub-Saharan African Perspective

Journal of Relationship Marketing Doi: 10.1080/15332667.2017.1349555

Gustafsson, Anders & Lartey, Jared Offei (2023)

Metaverse: On the human aspects, privacy and value destruction

[Academic lecture]. Seminar Series on the Digital Future for Business and Society.

Academic Degrees
Year Academic Department Degree
NA NA Other
2021 Lund University Master of Science
2015 University of Ghana Business School M.Phil in Marketing
2012 Valley View University B.B.A.
Work Experience
Year Employer Job Title
2021 - Present BI Norwegian Business School Doctoral Candidate
2024 - 2024 Schulich School of Business, York University Visiting Researcher
2020 - 2021 Lund University Supplemental Instruction Leader
2019 - 2019 Graduate School of Management, Abidjan Lecturer in Marketing
2017 - 2019 Entreprenuership Training Institute Adjunct Lecturer in Marketing
2012 - 2014 Valley View University Teaching Assistant in Marekting