Dr Muhammad Waqas
Summary
Highly accomplished academic with 9 years of teaching experience and a strong research background, offering expertise in Marketing. As a Senior Lecturer in Marketing at the Portsmouth Business School, University of Portsmouth, I am deeply committed to delivering exceptional instruction and fostering a stimulating learning environment. I possess a proven track record of successfully engaging students through innovative teaching methods. My dedication to academic excellence is reflected in my 15 research publications in esteemed journals such as the Journal of Interactive Marketing, Journal of Brand Management, and International Journal of Hospitality Management, all of which have significantly advanced the field. Additionally, I have actively mentored graduate students and collaborated with esteemed colleagues to enhance scholarly inquiry. With excellent communication skills and a passion for intellectual growth, I continuously strive to make a valuable contribution to the academic community.
Research outputs
2025
Navigating disruptions in the health industry: how firms can leverage online opinion leadership to drive health behaviors
Waqas, M., Khalid, A., Usman, M., Viglia, G., Bani-Melhem, S.
22 Aug 2025, In: European Journal of Marketing
Research output: Article
Tourist citizenship behavior through the lens of social sustainability
Can, A. S., Alphun, C., Kesgin, M., Waqas, M.
30 Jun 2025,
Research output: Abstract
Enhancing brand equity through sublime experience: the mediating role of consumers' branded content engagement
Waqas, M., Wajid, N., Ali Khan, M., Hollebeek, L., Urbonavicius, S.
23 Jun 2025, In: Journal of Consumer Behaviour
Research output: Article
Breaking the ice: understanding and overcoming consumer resistance to frozen foods
Waseem, M. A., Waqas, M., Ekinci, Y., Khan, M. F., Hollebeek, L.
7 Apr 2025, In: British Food Journal
Research output: Article
Enhancing brand equity through branded content experience on social media: developing and testing a moderated mediation model
Waqas, M., Waseem, A., Wajid, N., Irfan, I.
1 Jan 2025, In: Psychology of Popular Media. 14, 1, p. 100-110, 10p.
Research output: Article
2024
From regrets to returns: how interaction quality and store image shape store revisit intentions
Waqas, M., Khan, M. A., Waseem, M. A., Wajid, N.
13 Dec 2024, In: International Journal of Retail and Distribution Management
Research output: Article
Fostering consumer engagement and the sense of virtual community through branded content experience: the role of information privacy concerns
Waqas, M., Wajid, N., Khan, M. A.
6 Sep 2024,
Research output: Conference contribution
Men are from Mars: advertising value perception among males
Khan, M. A., Waqas, M.
1 Jul 2024,
Research output: Conference contribution
Consumer engagement with social media content: an investigation of the role of different advertising appeals
Khan, M. A., Waqas, M.
1 Jul 2024,
Research output: Conference contribution
Ringing the alarm: the persuasive power of COVID-19 awareness through caller ringback tones
Khan, M. A., Waqas, M.
1 Jul 2024,
Research output: Conference contribution