AREA of EXPERTISE

• Consumer Behavior
• Digital Marketing
• Technology Adoption
• Entrepreneurial marketing
• Startup Marketing

EDUCATION

• PhD Marketing Communications
• MBA Marketing

RESEARCH

• Exploring Factors Affecting Pakistani Students’ Intentions to Accept and Use Mobile Advertising: a UTAUT2 Perspective, Teorija in praksa ISSN 0040-3598, 2024, Vol. 61, No. 1, pp. 93-114 (Indexed in: Scopus & WoS HEC Pakistan Approved X Category Journal)
• Use of Lifestyle Segmentation for Assessing Consumers’ Attitude and Behavioural Outcomes towards Mobile Advertising, Market-Tržište ISSN 1849-1383, 2018, Vol. 30, No. 2, pp. 213-229 (WoS, Scopus, and HEC Pakistan Approved Y Category Journal)
• Imitative Behaviour of Women in the Selection of Clothing Journal of Basic and Applied Scientific Research, ISSN 2090-4304, 2013, Vol. 3, No. 5, pp. 429-439
• Effects of Duality, Board Size and Board Composition on Corporate Governance Disclosure in Pakistan, International SAMANM Journal of Finance and Accounting, ISSN 2308-2356 October 2013, Vol. 1, No. 3