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 also involved completing an internship at Manchester United. 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 a number of peer-reviewed outputs and has delivered many 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 rank among the highest on the blog. He has an emerging portfolio of research grants and often bids for competitive research funding. Dr. Ahmed also has several media appearances such as television, radio and print and has advised and collaborated with government and businesses. 

Dr. Ahmed is always keen to collaborate on with interested parties so please feel free to contact him. 


Dr. Ahmed has published a number of high impact peer-reviewed journal articles amassing hundred of thousands of page-hits in venues such as:
  • Online Information Review (Impact Factor 1.8)
  • Health Information and Libraries Journal (Impact Factor 1.3)
  • International Journal of Event and Festival Management (CiteScore 2.2)
  • Journal of Medical Internet Research x 3 -  (Impact Factor 5.03)
  • International Journal of Environmental Research and Public Health (Impact Factor 2.8)
  • Natural Hazards (Impact Factor 2.4)
  • International Journal of Public Health (Impact Factor 2.4)
  • Public Health Journal  (Impact Factor 1.7)
  • Information Discovery and Delivery x 3 (CiteScore: 1.2)
  • Journal of Empirical Research on Human Research Ethics
  • JMIR Formative Research 
  • Hospital Practice Journal
  • Activities, Adaptation & Aging  
Dr. Ahmed has also published a number of conferences proceeding papers such as:
  • Proceedings of the European Sport Management Conference
  • Journal of Communication Technology 
  • French Politics
  • Lecture Notes in Computer Science x 2
  • IDEALS iConference Proceedings x2
  • 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
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)
  • 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)
Current PhD projects under supervision 
  • Social Media, COVID-19 and Innovation 
  • A project on Fintech

Previous Post-Doc Projects as Mentor

  • NIHR Research Fellow, the use of social media data in research in health and the social sciences 


Dr. Ahmed's teaching philosophy is to design and deliver teaching in a way that caters for different learning styles ranging from auditory learners, visual learners, and tactile learners. Henceforth, Dr. Ahmed's teaching will contain elements of traditional lectures, visual aspects, and practical tasks and activities. 

Dr. Ahmed currently teaches on the following modules:

  • BUS1020: Digital Business (Module Leader)
  • NBS8263 Competing with IT (Module Leader)

In the past, at Newcastle University, he developed and/or contributed to the following modules:

  • NBS8295: Data Analytics for Managers  (Module Leader - SPRING 2020)
  • MKT3019:Data Driven Marketing Decisions (AUT 2019)

Dr. Ahmed also has a number of years teaching experience across other institutions as followed 

University of Sheffield (2014 to May 2018)

  • INF6003 E-Business and E-Commerce (SPRING 2015, 2016, 2017)
  • INF6024 Researching Social Media SPRING 2017~18)
  • INF6029 Data Analysis (AUT SEM 2014, 2015 and 2016)
  • INF6028 Data Mining and Visualisation (SPRING 2015~16)
  • INF6032 Big Data Analytics (SPRING 2016-2017)
  • HAR6059 Public Health Informatics (SPRING 2017)
  • HAR655 Public Health Informatics (SPRING 2016~17)

Northumbria University (May 2018 onwards)

  • NX0472 Developing Global Management Competencies (AUT 2018) NX9410
  • Building Business Practice (AUT 2018) NX9523
  • Business Professional Practice (AUT 2018)
  • NX9524 Digital Business (Spring 2019)

Dr. Ahmed also has Programme Leadership experience at Northumbria University on the following programmes: 

  • Programme Leader BA (Hons) Business with Tourism Management
  • Programme Leader  BA (Hons) Business with International Management

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