Muhammad Asif Khan

Dr. Muhammad Asif Khan is a Senior Lecturer in the Marketing, Operations and Systems department at Newcastle Business School, Northumbria University. He joined the institution in June 2021 after serving as an Associate Professor of Marketing at King Abdulaziz University in Saudi Arabia.

His research focuses on:

• Consumer Behaviour and Emotions
• Digital Marketing
• Knowledge Networks
• Bibliometric Analysis
• Big Data Analytics
• Mix-Methods Research

Recent publications analyze topics such as:

• Bibliometric research trends
• Brand love dynamics
• Digital transformation strategies
• Cross-cultural donor behavior
• Islamic work ethics

He has secured multiple research grants as Principal/Co-Investigator and contributes to academic communities through roles including Editorial Board Member for Psychology & Marketing journal.