Research
Dr Khoshtaria’s research explores the relationship between technological change, consumer decisions and organisational strategy.
Digital marketing & artificial intelligence
Research on AI-powered personalisation, digital platforms and the factors that shape technology acceptance. Applications include B2B commerce, educational technologies and AI-enabled healthcare devices.
Consumer behaviour & sustainable consumption
Studies of trust, social influence, purchase intentions and consumer experience, including green smartphone applications, sustainable products and digital branding.
University branding & higher education
Research on university reputation, brand equity and the influence of word-of-mouth communication on students’ choices and satisfaction.
Business strategy & marketing communication
A wider interest in how organisations formulate strategy, communicate value and adapt their marketing practice to changing technologies and markets.
Books & editorial work
He is co-author of Research Methods for Business Students (European University Press, 2019), with G. Bagaturia, I. Ciloglu and G. Tutberidze. He is also co-editor of Modern Trends in Islamic Economy: Philanthropy, Finance and Marketing Innovations (Emerald, 2026) and Contemporary Business Research in the Islamic World (Springer, 2024). His editorial service also includes journals in business and management.