Dr. Gulnara Karimova

Assistant Professor, College of Media & Mass Communication

Area of Research interest

  1. Marketing Artificial Intelligence
  2. Marketing Communications

Projects & Grants



SCOPUS-Indexed Publications


  1. Karimova, G.Z. (2020). Exploring visual framing strategies, sentiment, and product presentation modality in the Instagram posts of fashion influencers. Res Rhetorica, Vol. 7, N 1
  2. Karimova, G.Z. & Rutti, R. (2018). The cross-disciplinary approach to teaching entrepreneurship and print and online media production. Journal of Entrepreneurship Education, Vol. 21, N 1, pp. 1-13
  3. Karimova G.Z., Rassilbay, A., & Sauers, D.A. (2017). Lingerie and morality: Generation Y Kazakhstani women’s attitude toward lingerie.
  4. Journal of Eastern European and Central Asian Research, Vol 4, N 1
  5. Karimova, G.Z. & Shirkhanbeik, A. (2015). Society of things: An alternative vision of the Internet of Things. Cogent Social Sciences, Vol. 1, N 1
  6. Karimova, G. Z. & Shirkhanbeik, A. (2012). Carnival of social change: Alternative theoretical orientation in the study of change.
  7. Empedocles: European Journal for the Philosophy of Communication, 4, N 2, pp. 169–182
  8. Karimova, G. Z. (2012). A Bakhtinian typology for ambient advertising.
  9. Journal of Marketing Communications, 52, N3, pp. 84-94.
  10. Karimova, G. Z. (2011). Can the level of interactivity be measured? Empedocles: European Journal for the Philosophy of Communication, Vol. 2, N2
  11. Karimova, G. Z. (2011). Literary criticism and interactive advertising: Bakhtinian perspective on interactivity. Communications: European Journal of Communication Research, Vol. 36, N4, 463-482.


  1. Karimova, G. Z. (2013). Creativity in marketing communication. Academica Press, LLC, Palo Alto, CA
  2. Karimova, G. Z. (2012). Bakhtin and interactive advertising. Academica Press, LLC, Palo Alto, CA
  3.  Karimova, G. Z. (2011). Color as a method of influence in advertising, Barnes & Noble Inc., USA

Book Chapters

  1. Gulnara Z. Karimova, Daniel A. Sauers, and Firdaousse Dakka (2019). Chapter 7: The portrayal of people with disabilities in Moroccan proverbs and jokes, In P. Kuppers (Ed.), Disability Arts and Culture, Methods and Approaches, Bristol, UK: Intellect
  2. Karimova, G. Z. (2015). Practical applications in marketing strategies and consumer behavior in an ‘Islamic’ context. In B. Rishi (Ed.), Islamic Perspectives on Marketing and Consumer Behavior: Planning, Implementation, and Control, Hershey, PA: Business Science Reference