Staff Profile

Dr Sohel Ahmed is a Lecturer in Digital Marketing at Newcastle University Business School. He completed his PhD in Management with a specialisation in Marketing, and also holds a Postgraduate Certificate (PGC) in Learning and Teaching in Higher Education. Additionally, Dr Sohel is a Fellow of the Higher Education Academy (HEA) and brings extensive expertise and experience in teaching marketing at both undergraduate and postgraduate levels. He also supervises students pursuing Doctoral, Masters, and Undergraduate degrees. Dr Sohel’s primary teaching areas include Digital Marketing and Marketing Strategy, both of which he continually refines to align with evolving industry trends and academic research.

His research has been published in leading international journals such as Psychology & Marketing and Industrial Marketing Management. Dr Sohel’s current research focuses on investigating consumer disruption caused by digital phenomena, using experimental methods to gain deeper insights into how these changes affect consumer behaviour.

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

Ahmed, S., et al. (2024) Crafting Emotional Engagement and Immersive Experiences: Comprehensive Scale Development for and Validation of Hospitality Marketing Storytelling Involvement, Psychology & Marketing.

Wasim Ahmad, Saadat Saeed, Kamila Janovská, Le Tien Dat, Ioannis Rizomyliotis, Sohel Ahmed (2024) Radical product sustainability oriented innovation (SOI) and triple-bottom-line (3BL) performance: findings from Malaysian and Singaporean B2B firms, Industrial Marketing Management, Volume 117, 2024, Pages 457-466, ISSN 0019-8501

Ahmed, S., Ting, D.H., Sharif, T. et al. (2023) Implication of ‘camera eats first’ construct: unraveling the potentials of digital images in social media on information sharing. Electronic Commerce Research.

Ahmed, S., & Ting, D. H. (2022): Visual Search from the perspective of in-store exploration behavior: scale development and validation, Journal of Strategic Marketing

Ahmed, S., Ting, D. H. (2020). Anticipated Emotion in Planned versus Unplanned Purchase: Scale Development, and Validation. The Service Industries Journal

Ting, D. H., Abbasi, A. Z., Ahmed, S., (2020). Examining the mediating role of social interactivity between customer engagement and brand loyalty. Asia Pacific Journal of Marketing and Logistics 

Ahmed, S., Ting, D. H., (2019). Shopping Cue: Conceptualization, Scale Development, and Validation. International Journal of Market Research 

Ahmed, S., Ting, D. H. (2018). The shopping list in goal-directed shopping: Scale development and validation. The Service Industries Journal

MKT2009 Strategic Marketing

MKT3012 Digital Marketing

NBS8519 Digital Marketing

NBS8640 Digital Marketing Strategy