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. He holds a certificate in AI and machine learning from the University of Oxford.

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

Area 1) Use of Data & AI for business process optimisation and marketing across industries, focusing on helping organisations improve their use of AI.

Area 2) 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 3) Understanding the positive and negative impacts of social media towards sports clubs and athletes and implications for marketing.

Area 4) 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 800 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.

Dr. Ahmed is a Senior Fellow of the Higher Education Academy.

Recent outputs

View more outputs

Journal Article

Towards the development of an explainable e-commerce fake review index: An attribute analytics approach

Das, R., Ahmed, W., Sharma, K., Hardey, M., Dwivedi, Y. K., Zhang, Z., Apostolidis, C., & Filieri, R. (2024). Towards the development of an explainable e-commerce fake review index: An attribute analytics approach. European journal of operational research, https://doi.org/10.1016/j.ejor.2024.03.008

Enabling Explainable Artificial Intelligence capabilities in Supply Chain Decision Support Making

Olan, F., Spanaki, K., Ahmed, W., & Zhao, G. (2024). Enabling Explainable Artificial Intelligence capabilities in Supply Chain Decision Support Making. Production planning & control, https://doi.org/10.1080/09537287.2024.2313514

The Influence of Joe Wicks on Physical Activity During the COVID-19 Pandemic: Thematic, Location, and Social Network Analysis of X Data

Ahmed, W., Aiyenitaju, O., Chadwick, S., Hardey, M., & Fenton, A. (2024). The Influence of Joe Wicks on Physical Activity During the COVID-19 Pandemic: Thematic, Location, and Social Network Analysis of X Data. Journal of medical Internet research, 26, Article e49921. https://doi.org/10.2196/49921

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

Research interests

Research Funding Successes:

Lead-Investigator (HIKE/MRC Funding): Igniting Trust in Organ Donation (£12,904.81)

Co-Investigator Think Forward Initiative (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)

Lead investigator

Project

Funder

Grant

Started

Status

Project

HIKE: An Organ Donation Innovation Sandpit

Funder

MRC Medical Research Council

Grant

£2,615.00

Started

1 June 2024

Status

Ongoing

Postgraduate supervision

I am particularly interested in supervising PhD research that explores several key areas at the intersection of data, AI, marketing, and social media. I am keen supervise topics that investigate the use of data and AI for business process optimization and marketing across industries, with a focus on enhancing organizations' ability to leverage AI effectively. Secondly, I am interested in topics which use data-driven marketing analysis to study health information sharing on the Internet, including the spread of disinformation and its detrimental effects on both public and individual health. Another area of interest lies in understanding the impact of social media on sports clubs and athletes, particularly the marketing implications of both positive and negative influences. Other interests include research on the role of social media marketing across various sectors, such as entertainment, newsrooms, events management, elections, and politics, while also examining the ethical challenges posed by digital transformation.

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