I am a Senior Lecturer in the Department of Operations & Systems Management, and a fellow of Higher Education Academicy (FHEA). I am currently leading the MSc Digital Business Management course. I am also coordinating the Social Computing for Business (UG) as well as the Business Systems Specialism (PG) modules. I have been associated with academia since 2011 and have worked in Pakistan, Saudi Arabia, France and the UK. Prior to joining academia, I have been working with MNCs like Ericsson, Nortel Networks and Siemens Corporation. 

I received my MS and Ph.D degree in MIS from the joint doctoral program of IAE Aix-en-Provence, Université Aix-Marseille & ESSEC Business School, Paris, France. I also hold an MS in Engineering Management and a BS (Hons.) degree in Computer Science. I have been associated with academia since 2011 and have worked in Pakistan, Saudi Arabia, France and the UK. Prior to joining academia, I have been working with MNCs like Ericsson, Nortel Networks and Siemens Corporation. As a crossover from the corporate world to academia, I am well versed with technological strategy and its contribution to business performance. I have a passion for the new social and digital media technologies and their interaction with the society. My research mostly focuses on new media and various business functions as well as online user behavior and cyberpscychology stressing on the interaction of technology with society. 

I have been associated with academia since 2011 and have taught at various universities internationally. I had worked in Pakistan as an Assistant Professor and as visiting faculty in various universities. I joined King AbdulAziz University, KSA as an Assistant Professor of MIS in 2014 and have taught in the AACSB and EQUIS accredited Executive MBA programs as well. I have also given invited talks at various universities in Pakistan, France, Australia, and Saudi Arabia. I am also a visiting faculty at the IAE Graduate School of Management, Aix-Marseille University, France.

In my current role at UoP, I teach and coordinate the modules on 'Social Computing for Business' (UG), Business Systems Dissertation (PG) and 'Business Systems Specialism' (PG).

I have particular interest in social computing for business and online user behavior. My research is focused on organizational social media, online/mobile user behaviors, pro-social behaviors, and digital consumer behavior stressing on the interaction of technology with society. My research has been published in various journals such as Personnel Psychology, Technological Forecasting and Social Change, Industrial Marketing Management, Information Technology & People, Behaviour & Information Technology, Journal of Business Ethics, Journal of Knowledge Management, and IEEE Access among others.

I am an editorial board member for Technological Forecasting and Social Change

My current research focuses on the interaction of society with the online/digital technologies and to understand the issues/behaviors arising as a result of such an interaction. I am open to PhD supervision and welcome the candidates particularly who want to work in the domain of online user behavior and applying the social theories to understand social media users' behavior. 

Currently, I am supervising 2 PhD students as first supervisor and one as 2nd supervisor on the following topics:

- Digital Transformation of UK Business Schools and Environmental Disruption

- Cutting Edge Technologies and Consumer Decision Making Process

- Spatial Challenges in Virtual Teams Collaboration in IT Systems Project Management