Dr Farhad Nikhashemi

• Harnessing Big Data
•  Marketing Analytics
•  Digital Marketing Analytics
•  Digital Marketing
•  Research Methods
•  Strategic Marketing Management
•  Consumer Insight and Engagement
•   Marketing Strategy

I have designed and developed both undergraduate and postgraduate analytical marketing modules, including Marketing Analytics, Digital Marketing Analytics, and Harnessing Big Data. My teaching focuses on practical, data-driven skills using tools like Python and Excel, preparing students for real-world marketing challenges.


 

I have supervised both undergraduate and postgraduate students and am currently involved in doctoral supervision. One of my current PhD students is researching "Diving into Big Data to Better Understand the Role of AI-empowered Chatbots on Consumer Sustainable Buying Behavior in the Food Market" (PhD in progress). I also co-supervised a completed PhD titled "Understanding Parental Behavior in the Provision of Healthy Food for Their Children" (graduated).

My research focuses on consumer behaviour through the lens of online data and behavioural analytics. I’m particularly interested in the intersection of AI and marketing, including applications of augmented reality (AR), virtual reality (VR), and other emerging technologies. My work explores digital marketing from a big data perspective, using both structured and unstructured data to uncover insights into consumer decision-making. Currently, my primary research interest is in the application of big data analytics to understand and predict online consumer behaviour.

 

 

• Principal Investigator on the following externally funded research projects: Does chatbot language enhance humans’ capabilities and well-being? (British Academy/Leverhulme, 2025, £10,000)
•  Building Blocks of Retail App Brand Engagement: Symmetric and Asymmetric Approach ($8,000, 2019)
•  Co-Investigator: Towards a Cross-Cultural Understanding of the Determinants of Sustainable Consumption: A Systemic Perspective ($12,000, 2019)

•  Editorial member of  "The Service Industries Journal "
•  Advisory board of  the Royal Academy of Management (Oman)
• Academy of Marketing (AM), member,  UK
• American Marketing Association (AMA), member, USA
• Association for Consumer Research (ACR), USA

 • S.R. Nikhashemi, Khal Nusair, Michele Chiariello (2024). Unveiling the Power of AI in Social Media Marketing: Necessary and Sufficient Conditions, Academy of Marketing, Cardiff, UK. URL: https://academyofmarketing.org/delegate-information/
• Dana Abouchaar, Alexandre Bachkirov, S.R. Nikhashemi, (2024). Dark Patterns and Buyer Black Box: A Conceptual Framework, Academy of Marketing, Cardiff, UK. URL: https://academyofmarketing.org/delegate-information/
• Michele Chiariello, S.R. Nikhashemi, Sally Laurie (2024). Unstructured Big-Data Predictive Modelling For Fashion Sustainable Consumption Behaviour. Academy of Marketing, Cardiff, UK. URL: https://academyofmarketing.org/delegate-information/
• S.R. Nikhashemi, Helena H Knight, Sarah Quinton (2023). Utilising Social Commerce Information Sharing in the Persuasion Knowledge Process and Brand Co-creation: A Probabilistic Analysis Approach. (Academy of Marketing, Birmingham University, Birmingham, UK)
• S.R. Nikhashemi, Naser Valaei, Helena Knight, Elena Delgado Ballester 2019. Branding Antecedents of Consumer Need for Uniqueness: Moderating Roles of Brand Type and Gender Submitted to, The 52nd Academy of Marketing Conference, University London/July.
• Naser Valaei, Gregory Bressolless, S.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, S.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

 I have consultancy experience focused on data-driven marketing and analytics. This includes projects with Green Asia Pipe and Bandal Kitchen Appliances companies,where I provided insights and strategic recommendations based on consumer and market data analysis to support marketing and business decision-making.

 

 

I hold a degree in Accounting and an MBA and PhD in Marketing. With several years of industry experience, I began my career as an Assistant Accountant and eventually became a Chief Accountant. After my tenure in the industry, I transitioned into academia, where I have held various roles, including Programme Chair and Head of the Marketing Department. I have been involved in developing multiple programmes, such as a BSc in Marketing Psychology and a BSc in Digital Marketing. I have also developed and redesigned analytical courses, including Harnessing Big Data, Marketing Analytics, and Digital Marketing Analytics.

My passion lies in quantitative research within the marketing discipline, and I have recently started working with big data, particularly unstructured data. In addition, I serve as a consultant in the marketing field.

I have conducted the following workshops and presentations for postgraduate students and faculty members:

• Harnessing Big Data to Uncover Insights: Integrating Supervised and Unsupervised Learning
• Partial Least Squares-Structural Equation Modeling: Uncovering Non-Linear Relationships and Exploring Measurement Invariance
• Hands-on Experience Using Partial Least Squares-Structural Equation Modeling: Identifying Non-linear Relationships and Probabilistic Analysis
• Introduction to Covariance-Based Structural Equation Modeling