Call for Applications to Doctorate (PhD) in Business Administration

For the Fall 2026 semester, the University of Nicosia announces the opening of six (6) positions for admission to the Doctoral Programme (PhD) in Business Administration.

How to apply:

For academic information related with PhD studies contact the Reasearch supervisor.

The application must be submitted via the online procedure available at https://www.unic.ac.cy/apply or on the programme’s page.

Note: Applicants should indicate in their application documents the specific PhD position of interest and/or the name of the corresponding Research Supervisor, where applicable.

ONE (1) POSITION IN BLOCKCHAIN TECHNOLOGY

This opportunity is designed for highly motivated researchers eager to advance the transformative potential of decentralized systems. The successful candidate will join our world-renowned research team and have the flexibility to define their specific thesis topic. We welcome proposals across a broad range of areas, including but not limited to:

1. Central Bank Digital Currencies (CBDCs) & Stablecoins
2. Decentralized Finance (DeFi) & Real-World Asset (RWA) Tokenization
3. Decentralized Governance & DAO Frameworks
4. Interoperability, & Cross-Chain Communication
5. Scalability & Consensus Protocols
6. Smart Contracts & Decentralized Applications (dApps)
7. The Convergence of Blockchain and Artificial Intelligence
8. Tokenomics & Economic Mechanism Design

Research Supervisor: Prof. Marinos Themistocleous.

ONE (1) POSITION IN THE TOPIC “ Decentralized Systems for Responsible AI and Autonomous Agent Economies”

We invite applications for a PhD position on Decentralized Systems for Responsible AI and Autonomous Agent Economies. The project will investigate how blockchain technology can support responsible and transparent AI-enabled systems in emerging settings, where AI agents transact and make decisions. Research topics include decentralized governance for agentic economies, tokenization and AI-enabled systems, auditability and compliance in agent-to-agent transactions, verifiable computation and other topics in the intersection of AI and Blockchain. This PhD project is particularly well-suited for candidates interested in the design and evaluation of decentralized infrastructures for AI-enabled digital economies. Candidates with background in finance, fintech, economics, artificial intelligence, blockchain or related areas are encouraged to apply. Applicants should showcase strong analytical skills and an interest in advancing the understanding at the intersection of AI and Blockchain.

Research Supervisor:  Dr. Apostolos Kourtis

TWO (2) POSITIONS IN TOURISM, HOSPITALITY & SERVICES

1. Technology Diffusion in Tourism and Hospitality

The ongoing digitization of service interactive work calls for an investigation of how technologies effect and affect organizational form. Organization can no longer be thought without socio-technical mediation. Disruptive innovations, emerging and established technologies like robots, social media, analytics, artificial intelligence, platforms and blockchain, could easily be explored as part of a ‘digital shift’, reconfiguring the ways in which management and control, innovation and entrepreneurship take place. The appointed PhD student will have the opportunity to advance our understanding on technology diffusion and its impact on different stakeholder groups.

Research Supervisor: Dr. Leonidas Efthymiou, Assistant Professor, [email protected]

2. The Changing Characteristics of Aesthetic and Emotional Labour in the Service Industry

Aesthetic labour and emotional labour are central to many service industry jobs because workers are expected to present themselves in ways that shape customer experience. Aesthetic labour refers to the visible and bodily aspects of work, such as grooming, dress, posture, voice, and style, which employers often use to create a polished brand image. In hotels, restaurants, retail, and airlines, employees may be expected to look neat, friendly, and professionally aligned with company values. Emotional labour refers to the management of feelings and expressions at work, especially when workers must display warmth, patience, enthusiasm, or calm even under stress. Service workers often need to smile, remain courteous, and hide frustration so customers feel valued. Together, these forms of labour show that service work is not only about technical tasks, but also about performing appearance and emotion in ways that support organizational goals and customer satisfaction. However, evidence suggests that traditional characteristics are challenged by societal drivers and changing dynamics. A appointed PhD student can examine the aesthetic and emotional phenomena through different theoretical lenses, sectors and populations; and examine how service workers are expected to manage both appearance and emotion, and how these expectations shape inequality, well-being, and career outcomes.

Research Supervisor: Dr. Leonidas Efthymiou, Assistant Professor, [email protected]

TWO (2) POSITIONS IN MARKETING

Prospective PhD candidates are invited to submit research proposals in the broad area of marketing, with a particular focus on A) Artificial Intelligence in marketing, B) digital marketing, and C) social media marketing. Proposals should be theoretically grounded, methodologically rigorous, and relevant to contemporary marketing practice. Candidates may use quantitative, qualitative, mixed-method, experimental, computational, or case-based research designs.

Specific posts are in any of the following topics that appear below:

A. Artificial Intelligence in Marketing

1. AI-Driven Personalization and Customer Experience in Marketing

Artificial Intelligence is transforming how firms design, deliver, and evaluate personalized customer experiences. This research area investigates how AI-based recommendations, predictive analytics, marketing automation, and customer data platforms influence consumer engagement, satisfaction, loyalty, and brand trust. It would be interesting to explore for example: how consumers respond to highly personalized offers, when personalization becomes intrusive, and how AI can improve customer journeys across websites, mobile apps, email, and social media platforms.

The research study could focus on: the intersection between AI, customer experience, consumer psychology, personalization, data privacy, and digital marketing performance.

2. Generative AI in Marketing Communication and Brand Content Creation

Generative AI is changing how brands create advertisements, social media content, product descriptions, email campaigns, and customer-facing communication. This research area examines how AI-generated content affects brand authenticity, creativity, consumer trust, engagement, and purchase intentions. It would be interesting to explore for example: whether consumers evaluate AI-generated brand messages differently from human-created messages, how disclosure of AI use affects credibility, and how firms can balance efficiency with originality and brand identity.

The research study could focus on: AI-generated content, brand communication, consumer trust, creativity, authenticity, and marketing effectiveness.

B. Digital Marketing 

1. Digital Customer Journeys and Omnichannel Marketing

 Consumers interact with brands across many digital and physical touchpoints, including websites, apps, social media, search engines, marketplaces, email, and stores. This research area investigates how firms can design integrated customer journeys and deliver consistent experiences across channels. It would be interesting to explore for example: how customers move between digital and offline touchpoints, how omnichannel integration affects loyalty, and how firms can reduce friction in the customer journey.

The research study could focus on: digital customer journeys, omnichannel marketing, customer experience, touchpoint management, loyalty, and customer engagement.

2. Content Marketing, Search Behaviour, and Digital Brand Visibility

Content marketing remains central to digital brand visibility, customer education, and online engagement. This research area investigates how consumers search for, evaluate, and engage with brand-related content in digital environments. It would be interesting to explore for example: how content quality affects trust, how search behaviour influences consumer decisions, how brands can create valuable digital content, and how AI-mediated search may affect brand discovery.

The research study could focus on: content marketing, search behaviour, digital visibility, consumer information processing, brand trust, and online decision-making.

3. Mobile Marketing, Apps, and Location-Based Consumer Engagement

Mobile technologies allow firms to communicate with consumers in highly contextual and immediate ways. This research area examines how mobile apps, push notifications, location-based offers, and mobile loyalty programmes affect consumer engagement and purchasing decisions. It would be interesting to explore for example: how consumers respond to mobile personalization, when mobile notifications become intrusive, and how mobile marketing can improve customer retention.

The research study could focus on: mobile marketing, app engagement, location-based marketing, personalization, customer retention, and consumer acceptance of mobile communication.

C. Social Media Marketing

1. Social Media Engagement, Brand Communities, and Consumer Identity

Social media platforms allow consumers to interact with brands, other consumers, and online communities. This research area examines how brand communities shape customer engagement, brand loyalty, advocacy, and consumer identity. It would be interesting to explore for example: why consumers participate in brand communities, how community interaction influences brand attachment, and how firms can manage social media communities without reducing consumer authenticity.

The research study could focus on: social media engagement, brand communities, consumer identity, brand advocacy, customer loyalty, and online interaction.

2. Influencer Marketing, Creator Culture, and Virtual Influencers

 Influencer marketing has become a major part of social media strategy, while virtual influencers and AI-generated personalities are creating new opportunities and challenges for brands. This research area investigates how consumers evaluate influencers, creator-brand collaborations, sponsored content, and virtual influencers. It would be interesting to explore for example: how authenticity affects influencer credibility, whether consumers trust virtual influencers, and how influencer-brand fit shapes consumer attitudes and purchase intentions.

The research study could focus on: influencer credibility, authenticity, parasocial relationships, virtual influencers, sponsored content disclosure, and consumer persuasion.

3. Social Commerce, Live Shopping, and Consumer Decision-Making

 Social commerce integrates social media interaction with online shopping, allowing consumers to discover, evaluate, and purchase products directly through digital platforms. This research area examines how social interaction, peer influence, live streaming, reviews, and platform features affect consumer decisions. It would be interesting to explore for example: how live shopping creates trust, how social proof influences impulse buying, and how entertainment and interactivity shape purchase intentions.

The research study could focus on: social commerce, live shopping, social influence, trust, impulse buying, platform design, and digital consumer behaviour.

Research Supervisor: Prof. Marcos Komodromos.