Profile

I completed my PhD in Management with a specialisation in Marketing and hold a Postgraduate Certificate (PGC) in Learning and Teaching in Higher Education in the UK. Additionally, I am a Fellow of the Higher Education Academy (HEA), a SOSTAC Certified Planner, and bring extensive expertise and experience in teaching marketing at both undergraduate and postgraduate levels. I also supervise students pursuing Doctoral, Masters, and Undergraduate degrees.

My primary teaching areas include Digital Marketing and Marketing Strategy, which I continually refine to align with evolving industry trends and academic research. My research has been published in leading international journals such as Psychology & Marketing and Industrial Marketing Management, among others. Currently, my research focuses on investigating consumer disruption caused by digital phenomena, using experimental methods to gain deeper insights into how these changes affect consumer behaviour. I have completed a professional certificate for the external examiner and am now serving as an external examiner for Cardiff Metropolitan University and York St John University.

Before joining Newcastle University, I taught at various higher education institutions, including Teesside University, Al Akhawayn University in Ifrane (Morocco), Mazoon College (Oman), and Universiti Teknologi Petronas (Malaysia).

My profile can be viewed on: 

Google Scholar

ORCID

Web of Science Researcher ID: D-6839-2015

Research Interests

My primary research interests span a wide array of topics within consumer psychology and decision-making processes. I am particularly intrigued by the mechanisms through which consumers make decisions and the diverse factors that may interfere with these processes. My work places a strong emphasis on the role of emotions in consumer decision-making, investigating how feelings and emotional states shape purchasing behaviour.

In addition, I explore the domain of human-computer interaction and its influence on consumer choices, analysing how technology reshapes and alters decision-making processes. My research further extends to goal-directed behaviour and experimental consumer decision-making, with the aim of uncovering the underlying mechanisms that drive consumer actions.

I am deeply engaged in examining the intersection of artificial intelligence (AI) and consumer behaviour, focusing on how AI technologies impact decision-making. Another significant area of my research encompasses social interactivity and social media marketing, investigating the ways in which these platforms affect consumer behaviour. Methodologically, my work utilises quantitative research, mixed methods approach, and experimental methods, including online experiments, to gain a comprehensive understanding of consumer decision-making processes.

Current Work

My current research explores several critical areas within consumer behaviour and marketing. A primary focus is on how artificial intelligence (AI) influences consumer decision-making. This includes examining the impact of AI-driven recommendations, personalisation, and automated customer service on consumer choices and behaviours.

In addition, I investigate the implications of blockchain and Web3 technologies for consumer decisions, evaluating how these emerging innovations may transform consumer interactions. My work also examines the role of blockchain technology in marketing, with a particular emphasis on understanding how blockchain can enhance transparency, trust, and security in consumer transactions. I explore how these advancements can inform the development of more effective marketing strategies and foster greater consumer trust.

Potential PhD Research Projects

• The Impact of AI on Consumer Decision-Making
• Blockchain and Web3 Technologies in Marketing
• Emotional Engagement in Digital Marketing
• Human-Computer Interaction and Consumer Behaviour
• Social Media Marketing and Consumer Engagement
• Virtual influencers on Consumer Decision-Making
• Sustainability-Oriented Innovations in Marketing

The school website has more information on research degrees and funding.

Scholarly Engagement 

Associate Editor of the International Journal of Export Marketing

Member of the Pedagogy Network of the National Centre for Research Methods (NCRM)

MKT2009 Strategic Marketing

MKT3012 Digital Marketing

NBS8519 Digital Marketing

NBS8640 Digital Marketing Strategy

• Articles

  • Ahmad W, Saeed S, Janovská K, Dat LT, Rizomyliotis I, Ahmed S. Radical product sustainability oriented innovation (SOI) and triple-bottom-line (3BL) performance: findings from Malaysian and Singaporean B2B firms. Industrial Marketing Management 2024, 117, 457-466.
  • Ahmed S, Sharif T, Ding Hooi T, Jamal Sharif S. Crafting emotional engagement and immersive experiences: Comprehensive scale development for and validation of hospitality marketing storytelling involvement. Psychology & Marketing 2024, 41(7), 1514-1529.
  • Ahmed S, Ting D.H, Sharif T, Zoynul Abedin M. Implication of ‘camera eats first’ construct: unraveling the potentials of digital images in social media on information sharing. Electronic Commerce Research 2023, epub ahead of print.
  • Ahmed S, Ting DH. Visual Search from the perspective of in-store exploration behavior: scale development and validation. Journal of Strategic Marketing 2023, 31(5), 1029-1052.
  • Ting DH, Abbasi AZ, Ahmed S. Examining the mediating role of social interactivity between customer engagement and brand loyalty. Asia Pacific Journal of Marketing and Logistics 2021, 33(5), 1139-1158.
  • Ahmed S, Ting DH. Shopping cues: Conceptualization, scale development, and validation. International Journal of Market Research 2020, 62(1), 95-112.
  • Ahmed S, Ting DH. Anticipated emotion in planned versus unplanned purchase: scale development and validation. The Service Industries Journal 2023, 43(1-2), 104-123.
  • Ahmed S, Ting DH. The shopping list in goal-directed shopping: scale development and validation. The Service Industries Journal 2019, 39(5-6), 319-342.