Dr Wasim Ahmed

Dr Wasim Ahmed

Senior Lecturer in Marketing

Faculty and Department

  • Faculty of Business, Law and Politics
  • Hull University Business School

Summary

Dr. Wasim Ahmed is a Senior Lecturer (Associate Professor) in Marketing. He has specific interests in Data-Driven Marketing and Marketing Analytics.

He has previously worked at the University of Sheffield, Newcastle University, the University of Stirling and Northumbria University. He has also completed an internship at Manchester United FC, producing an in-depth research report.

Dr Ahmed’s research can be summarised in three key areas:

Area 1) Using data-driven marketing analysis techniques to understand health information sharing, including disinformation, across the Internet and its negative effect on wider public health and individual health.

Area 2) Understanding the positive and negative impacts of social media towards sports clubs and athletes and implications for marketing.

Area 3) Social media marketing and its impact on various sectors such as entertainment marketing, newsrooms, events management, elections, politics, and potential ethical issues raised by digital transformation.

In addition to the above, Dr. Ahmed has also been involved in interdisciplinary research across financial well-being, public health, sustainability and entrepreneurship.

Dr. Ahmed has authored over 40 peer-reviewed academic journal articles. Many of the journals Dr. Ahmed has published in are ranked as either Q1 or Q2 in the SCImago Journal Rankings and have received international media attention. Dr. Ahmed's work also appears in journals ranked by the Academic Journal Guide (ABS), as well as the ABDC Journal Quality List.

Dr. Ahmed's 2020 study investigating the conspiracy linking 5G and COVID-19 has been particularly impactful with an Altmetric score of over 800 including over 750 citations.

Dr. Ahmed has also delivered over 100+ invited talks across industry, government and academia for organisations such as the World Health Organisation (WHO), the Department For Work and Pensions (DWP), the Office of Communications (Ofcom), Edinburgh Science Festival, the British Broadcasting Cooperation (BBC), the South African Broadcasting Cooperation (SABC), and the European Organization for Nuclear Research (CERN).

Dr. Ahmed has multiple media appearances across print and broadcast and news and TV show appearances. A selection of these can be found below:

The Football News show (BBC) appearance:

https://www.youtube.com/watch?v=Qyv1w-MMRLg&feature=emb_title

BBC World News Live TV Interview:

https://youtu.be/3cQiSeoUvwk

Sports Day on BBC News:

https://youtu.be/ghh4z3nNNpg

Discovery+ Documentary on Social Media Influencers:

https://youtu.be/X5v8-jUZBNo

South African Broadcasting Corporation (SABC) Live TV Interview:

https://youtu.be/f1axh85S6TU

Lotus FM live radio interview:

https://www.youtube.com/watch?v=xIaCaxVsAsk

BBC Radio Newcastle Live:

https://www.youtube.com/watch?v=DJ-5cJhyYbQ&t=1s

Metro Radio:

https://www.youtube.com/watch?v=1gSa1Z0BnwE

Dr Ahmed's talk to the World Health Organisation can also be found here: https://youtu.be/pHxV27H_9ps

Dr. Ahmed holds a PhD, Msc and BA (Hons) from the University of Sheffield. He also holds an iPRO Certificate for IT Practitioners which involved completing a work placement at Sheffield Hallam University.

Dr. Ahmed has also been featured in articles by Reuters, and Business Insider and has advised the Financial Conduct Authority (FCA) related to social media research methods.

Dr Ahmed's Google Scholar profile can be accessed here:

https://scholar.google.com/citations?user=JduIcrAAAAAJ&hl=en

Dr. Ahmed is always open to collaborate, feel free to get in touch.

Recent outputs

View more outputs

Journal Article

Women's football subculture of misogyny: the escalation to online gender-based violence

Fenton, A., Ahmed, W., Hardey, M., Boardman, R., & Kavanagh, E. (in press). Women’s football subculture of misogyny: the escalation to online gender-based violence. European Sport Management Quarterly, https://doi.org/10.1080/16184742.2023.2270566

Developing Techniques to Support Technological Solutions to Disinformation by Analyzing Four Conspiracy Networks During COVID-19

Ahmed, W., Onkal, D., Das, R., Krishnan, S., Olan, F., Hardey, M., & Fenton, A. (in press). Developing Techniques to Support Technological Solutions to Disinformation by Analyzing Four Conspiracy Networks During COVID-19. IEEE Transactions on Engineering Management, https://doi.org/10.1109/TEM.2023.3273191

Enlightened Participation: SME Perspectives about Net Zero on Social Media Using the Action Case Approach

Hardey, M., Ahmed, W., Fenton, A., & Koral, C. (2023). Enlightened Participation: SME Perspectives about Net Zero on Social Media Using the Action Case Approach. IIM Kozhikode Society & Management Review, https://doi.org/10.1177/22779752231166521

Understanding sporting brands and entrepreneurship using netnography and social network analysis

Fenton, A., Parry, K. D., Ahmed, W., & Chadwick, S. (2023). Understanding sporting brands and entrepreneurship using netnography and social network analysis. International Journal of Technology Transfer and Commercialisation, 20(1), 141-162. https://doi.org/10.1504/ijttc.2023.129707

Binge Watching and the Role of Social Media Virality towards promoting Netflix's Squid Game

Ahmed, W., Fenton, A., Hardey, M., & Das, R. (2022). Binge Watching and the Role of Social Media Virality towards promoting Netflix’s Squid Game. IIM Kozhikode Society & Management Review, 11(2), 222-234. https://doi.org/10.1177/22779752221083351

Research interests

Research Funding Successes:

Co-Investigator Think Forward Initiative (External Funding): ‘Nudging for improved projections of future expenses and savings’ (£8,284.20)

Research funding (University of Sheffield), 2016: Student Engagement with the University of Sheffield (£3,000)

Research funding (University of Sheffield),2017: project with Manchester United (£1,000)

Small research grant (Faculty of Social Sciences, University of Sheffield), 2017: organising an event (£250)

Small research grant (Newcastle University Faculty of Humanities and Social Sciences postgraduate department), 2021: delivering an event (£200)

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