Dr Nauman Wajid

• Digital Marketing Strategy and Analytics
• Branding and Consumer Behaviour
• Relationship Marketing and Customer Experience
• Sustainability and Green Marketing
• International and Cross-Cultural Marketing
• Services Marketing
• Marketing Communications

• PhD (Marketing) Manchester Metropolitan University. UK
• MSc (International Business & Management) University of Bradford, UK
• PG Certificate in Learning & Teaching in HE, Manchester Metropolitan University, UK

• Fellow of Higher Education Academy, UK
• Member of Chartered Institute of Management (CIM)
• Certified Management and Business Educator (CMBE)
• Member, British Academy of Management (BAM)

Nauman teaches on the following modules:

• Digital Marketing Strategy
• Global Marketing Management
• Business and Management Research Project
• Sustainability and Ethical Marketing

• Digital branding strategies and consumer engagement in higher education
• Sustainable marketing and consumer attitudes toward the UN Sustainable Development Goals (SDGs)
• Cross-cultural influences on green consumer behaviour

Nauman is open to supervise PhD students in the following areas:

• Digital branding and consumer engagement in online and hybrid environments
• Sustainable marketing, green consumer behaviour, and the UN Sustainable Development Goals (SDGs)
• Relationship marketing, trust, and customer experience in digital contexts
• Cross-cultural and international consumer behaviour
• Digital transformation and technology adoption in marketing practice
• Brand authenticity, identity, and storytelling in the digital ageThe impact of artificial intelligence and data analytics on marketing strategy
• Consumer psychology and decision-making in digital ecosystems

Publications:

• Waseem, M. A., Waqas, M., Irfan, Irfan., Wajid, N. (2025). Unveiling the Link Between Leadership Brand Authenticity, Role Clarity, and Customer Responsiveness in Islamic Banking: A Two-Source Analysis. Journal of Islamic Marketing.
• Waqas, M., Wajid, N., Khan, M.A., Hollebeek, L.D. & Urbonavičius, S. (2025). Enhancing brand equity through sublime experience: The mediating role of consumers' branded content engagement. Journal of Consumer Behaviour.
• Waqas, M., Khan, Ali., Waseem, M. A., Wajid, N. (2024). From Regrets to Returns: How Interaction Quality and Store Image Shape Revisit Intentions. International Journal of Retail & Distribution Management.
• Wajid, N., Waqas, M., Khan, M. A. (2024). Fostering consumer engagement and the sense of virtual community through branded content experience: The role of information privacy concerns. Paper presented at the British Academy of Management Conference, Nottingham Trent University, UK.
• Waqas, M., Waseem, M. A., Wajid, N., & Irfan, I. (2024). Enhancing brand equity through branded content experience on social media: Developing and testing a moderated mediation model. Psychology of Popular Media.
• Hassan, N., Waseem, M. A., Mudassar, S., & Wajid, N. (2023). Perceived Organizational Support and Reduced Job Performance during COVID-19. INQUIRY: The Journal of Health Care Organization, Provision, and Financing. DOI: 10.1177/00469580231160908.
• Ma, D., Wajid, N., Anser, M. K., Anjum, Z. U. Z., & Jia, X. (2022). The effect of ethical leadership on service recovery performance: A moderated mediation model of organizational virtuousness and trait mindfulness. Frontiers in Psychology, 7012.
• Waseem, M. A., Waqas, M., Irfan, I., Abdullah, I., & Wajid, N. (2022). A Cross-sectional Study of Antecedents and Consequence of Panic Buying Behavior: The Moderating Effect of COVID-19 Rumors. INQUIRY: The Journal of Health Care Organization, Provision, and Financing, 59, 00469580221126304.
• Ramizulhasan, S., Wajid, N., Azam, K. (2021). Changing Dynamics of Online Trust and Retailers Ethics: A B2C Study of High Valued Products in Pakistan from the COVID-19 Perspective. International Journal of Business and Economic Affairs, 6(6), 32-58.
• Irfan, I., Sumbal, S., Khattak, A., Khan, N. U., & Wajid, N. (2020, September 2-4). The broken connection of internationalization: The case of traditional firms from developing economy [Conference presentation]. British Academy of Management Conference in the Cloud 2020.

Book Chapters:

• Nzeh, C., Akhtar, I., Wajid, N., & Elahi, T. (2025). The migratory patterns of Nigerian middle-class families in the United Kingdom. In K. O. Omeihe & C. Harrison (Eds.), The Emerald Handbook of African Studies. Emerald Publishing Limited.
• Book Chapter - Jaffari, A. A., Wajid, N., & Owolewa, M. A. (in press) ‘Consumer perceptions of sustainability and ethical eating: How values shape purchasing decisions'. In Sustainability, tourism, hospitality and events: Emerging trends and new opportunities. Routledge.
• Book Chapter - Jaffari, A. A., Wajid, N., & Zaidi, M. Z. (in press). ‘Digital transformation and corporate brand strategy'. In Corporate marketing strategy: A contemporary curation of branding, identity, image, and reputation studies. Emerald.

Recent Funded Projects:

• Understanding the role of Digital Brand Strategies in Enhancing Student engagement in Birmingham City University. Funded by Faculty of Business, Social Science and Law (BLSS) Start-up Research Grants, Birmingham City University.
• Shaping Sustainability: Tracking the Impact of Awareness on International Students' Attitudes and Behaviours Toward the UN SDGs in the UK. Funded by Faculty of Business, Social Science and Law (BLSS) Start-up Research Grants, Birmingham City University.