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 has been developing a research portfolio in Business and Management with outputs listed in the Chartered Association of Business Schools Academic Journal Guide and/or related conferences such as:
  • International Journal of Event and Festival Management (CiteScore 2.2)
  • Online Information Review (2019 Impact Factor 1.8)
  • Health Information and Libraries Journal (2019 Impact Factor 1.3)
  • Proceedings of the European Sport Management Conference
Dr. Ahmed has an interdisciplinary background working as a Research Assistant prior to his PhD and completing his PhD in the area of Digital Health and Health Informatics. In these disciplines, he published 10 journal articles in venues ranked as either Q1 or Q2 such as:
  • Journal of Medical Internet Research x 3 (2019 Impact Factor 5.03)
  • International Journal of Environmental Research and Public Health (2019 Impact Factor 2.8)
  • International Journal of Public Health (2019 Impact Factor 2.4)
  • Public Health Journal x 2 (2019 Impact Factor 1.7)
  • Journal of Empirical Research on Human Research Ethics
  • JMIR Formative Research 
  • Hospital Practice Journal
  • Activities, Adaptation & Aging  
Dr. Ahmed has also collaborated on topics in the discipline of Media and Communication, Information Science, and Computer Science and has published outputs in the following journals:
  • 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
  • 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)

In the past he developed and/or contributed to the following modules:

  • 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.