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Personal profile


Highly accomplished academic with 9 years of teaching experience and a strong research background, offering expertise in Marketing. As a Senior Lecturer in Marketing at the Portsmouth Business School, University of Portsmouth, I am deeply committed to delivering exceptional instruction and fostering a stimulating learning environment. I possess a proven track record of successfully engaging students through innovative teaching methods. My dedication to academic excellence is reflected in my 15 research publications in esteemed journals such as the Journal of Interactive Marketing, Journal of Brand Management, and International Journal of Hospitality Management, all of which have significantly advanced the field. Additionally, I have actively mentored graduate students and collaborated with esteemed colleagues to enhance scholarly inquiry. With excellent communication skills and a passion for intellectual growth, I continuously strive to make a valuable contribution to the academic community.

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 3 - Good Health and Well-being
  • SDG 7 - Affordable and Clean Energy
  • SDG 8 - Decent Work and Economic Growth
  • SDG 9 - Industry, Innovation, and Infrastructure
  • SDG 11 - Sustainable Cities and Communities
  • SDG 12 - Responsible Consumption and Production

Education/Academic qualification

Ph.D., Customer Experience with Branded Content, University of Malaya

24 Apr 201726 Aug 2021

Award Date: 26 Aug 2021

MSc, Consumer Attitude Towards Brands Advertised on Social Media, University of Birmingham

27 Sept 201028 Oct 2011

Award Date: 28 Oct 2011

MBA, University of Arid Agriculture Rawalpindi

24 Sept 200725 Sept 2008

Award Date: 25 Sept 2008

External positions

Assistant Professor, National University of Sciences and Technology Pakistan

31 Jan 202217 Sept 2023

Research Assistant, University of Malaya

1 Sept 202031 Jan 2022

Collaborations and top research areas from the last five years

Recent external collaboration on country/territory level. Dive into details by clicking on the dots or