Newcastle University Business School

Staff Profile

Dr Wasim Ahmed

Lecturer in Digital Business


Dr. Ahmed is a Lecturer in Digital Business with a specialism in social media research in the Department of Marketing, Operations and Systems.

He completed his PhD at the University of Sheffield and his thesis examined the role of social media during infectious disease outbreaks. His PhD involved completing an internship at Manchester United, read more here. Dr. Ahmed also holds an Msc in Information Systems and a BA (Hons) degree in Philosophy from the University of Sheffield.

Dr. Ahmed has authored 22 peer-reviewed outputs and has delivered over 90 external talks including a number of prestigious invited lectures, seminars and workshops around the world. He is a regular contributor to the London School of Economics and Political Science Impact Blog and his posts on using Twitter as a data-source published in 2015, 2017, and 2019 rank among the highest on the blog.  

Dr. Ahmed also has several media appearances such as television, radio and print  nationally and around the world. See Dr Ahmed's television appearance here and listen to Dr. Ahmed's appearance on Lotus FM here both conducted during Dr. Ahmed's tour of South Africa. See Dr. Ahmed's research covered in the Telegraph and a daily Croatian newspaper here

Dr. Ahmed has advised and collaborated with governments across the world as well as multi-million turnover organisations nationally and internationally


Dr. Ahmed's research is interdisciplinary and he has published in across 13 different journals, many which rank as Q1 or Q2 in their disciplines, listed below:
  • Journal of Medical Internet Research 
  • International Journal of Environmental Research and Public Health 
  • International Journal of Event and Festival Management 
  • French Politics 
  • JMIR Formative Research 
  • Health Information and Libraries Journal 
  • Online Information Review 
  • International Journal of Public Health
  • Public Health Journal x 2
  • Journal of Communication Technology
  • Journal of Empirical Research on Human Research Ethics
  • Hospital Practice Journal
  • Activities, Adaptation & Aging  

Dr. Ahmed's research has also appeared in:

  • Lecture Notes in Computer Science x 2
  • IDEALS Proceedings x2
  • Proceedings of the European Sport Management Conference
  • ACM Digital Library ISHIMR Proceedings
Dr. Ahmed is always keen to collaborate and supervise PhD students for projects that fall into his research interests as described below: 

Research Interests: 
  • Digital business and digital marketing
  • Social media marketing and analytics
  • Blockchain technology and cryptocurrencies
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)
  • Research grant (Faculty of Social Sciences, University of Sheffield), 2017: organising a social media event (£250)
Current PhD projects under supervision 
  • Social Media and Chinese Higher Education (First supervisor)
  • Social Media and Mental Health (External adviser)

Post-Doc Projects as Mentor

  • NIHR Research Fellow, the use of social media data in research in health and the social sciences (£43,528.00)


Dr. Ahmed teaches on the following modules:

  • BUS1020: Digital Business (Module Leader)
  • NBS8295: Data Analytics for Managers  (Module Leader)
  • MKT3019:Data Driven Marketing Decisions

Dr. Ahmed is an Associate Fellow of the Higher Education Academy (AFHEA) and is working towards Senior Fellowship.