Farhad Nikhashemi


Senior Lecturer

Oxford Brookes Business School


S.R. (Farhad) is a senior lecturer in Marketing Analytics and Digital Marketing

Teaching and supervision

Modules taught

  • Social Media Marketing
  • Digital Marketing
  • Consumer Behaviour
  • Marketing Insight
  • Research Method
  • International Marketing
  • Marketing Analytics
  • Social media and Digital Marketing 
  • Global Marketing Strategy
  • Strategic Marketing Management 
  • Digital Marketing & Analytics
  • MSc Dissertation Supervision
  • App buying behaviour: Heavy vs. non-Heavy app users (Msc)
  • Overcoming panic buying behaviour in virtual channel: Some Insights from the Older Generation (Msc).
  • Understanding Parental Behavior in the Provision of Healthy Food for Their Children, PhD (Graduated/Feb 2020).
  • The role of Country- of- Origin in the Business to Business Context (MSc).
  • Building blocks of Brand Relationship Quality across low and high involvement brand (MSc).


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Professional information

Memberships of professional bodies

  • American Marketing Association (AMA), USA/Member
  • Association for Consumer Research (ACR), USA/Member
  • The Malaysian Consumer and Family Economics Association (MACFEA)/Member 


  • Naser Valaei, Gregory Bressolless, R. Nikhashemi, Hina Khan (2019). In-Game Advertising and Gamers’ Behavior in App Environment. Academy of Marketing Science. May 29-31. Vancouver, Canada.
  •  S.R. Nikhashemi, Naser Valaei, (2017). How to create positive word of mouth communication in Telecom Industry, ANZMAC- Melbourne RMIT December 2-6.
  • Jesslin Long, Sanjaya Singh Guar, R Nikhashemi, Brain Imire, (2017). Parents as Food Providers to Children: Understanding Parental Behaviour Using Integrated Behavioral Theory. American Marketing Association(AMA)-San Francisco USA
  • Naser Valaei and R. Nikhashemi (2017). The Effect of Endorser Credibility on Brand Credibility, Consumer-based Brand Equity, and Brand Attachment of Smartphone Users. 12th Global Brand Conference of the Academy of Marketing’s SIG in Brand, Identity and Corporate Reputation. 26th to 28th April. Kalmar, Sweden
  • Naser Valaei and S.R. Nikhashemi (2016). Generation Y consumers’ buying behaviour: An investigation in fashion apparel industry. The 2nd International Conference on Organization and Management (ICOM 2016). November 20-21. Park Rotana, Abu Dhabi. UAE
  • S.R. Nikhashemi, (2016). Exploring Consumer Switching behaviour in Mobile Industry: Role of Overall Product Quality and Brand Personality. ANZMAC- December 2016, New Zealand
  • R. Nikhashemi, Samsinar Md Sidin, Laily Haj Paim and Siti Fatimah Mohamad, (2014).The Mediating Role of Brand Commitment on Generating Word of Mouth Communication: An Investigation in Hypermarket industry in Malaysia, The Tenth Biennial Conference of Asian Consumer and Family Economics Association. ACFEA. Taipei

Other experience

  • Assistant Professor & Head of Marketing at Sultan Qaboos University, Muscat, Oman (EQUIS Accredited School)
  • Senior Lecturer at Sunway University, Business School (Partner with Lancaster University), Bandar Sunway, Malaysia
  • Lecturer at Limkokwing University of Creative Technology , Business School Cyberjaya, Malaysia

Further information

Farhad is interested in the following research area; 

  • Augmented reality and consumer Behavioural consequences
  • Social Media Marketing
  • Retailing/App retailing (Apparel Industry)
  • App Branding
  • Co-creation Branding
  • Brand Management 
  • Consumer Behavior analysis/ Behavioral Analysis


  • Asian Pipe 

Quantitative studies: 

  • Data Envelopment Analysis (DEA/Beginner)
  • Linear Programming (Beginner)
  • AMOS 
  • Qualitative Comparative Analysis (QCA) and Fuzzy Set QCA
  • SmartPLS 
  • SPSS 
  • WarpPLS (Non-linear/SEM) 


Further details

Farhad is a lecturer and accountant with a demonstrated history of working in the education and industry. Qualified in Intercultural Communication, Digital Marketing, Analytical Skill, and Research Design. Well built education professional with a Ph.D. in Marketing focused on Marketing Analytics, Consumer Behavior, and Branding. 

Other publicity


  • Partial Least Squares-Structural Equation Modeling: Uncovering Non-Linear Relationships and Exploring Measurement Invariance 8th of April 2021- Sultan Qaboos University, College of Economic and Political Science
  •  Hands on experience using Partial Least Squares-Structural Equation Modeling/Identifying Non-linear Relationship/ probabilistic Analysis. 17th November 2018/University Putra Malaysia
  • Introduction to Covariance base Structural Equation Modelling. 7th July 2017. University Putra Malaysia, Postgraduate Centre.


Further information