Farhad Nikhashemi

S.R. Farhad Nikhashemi is a Senior Lecturer in Marketing Analytics and Digital Marketing at Oxford Brookes Business School. He teaches modules including Social Media Marketing, Digital Marketing, Consumer Behaviour, and Global Marketing Strategy. His research focuses on augmented reality, app branding, consumer behavioral analysis, and co-creation branding. He has secured grants such as a 2025-2027 British Academy-funded project on chatbots and human well-being. He is a member of the American Marketing Association (AMA), Association for Consumer Research (ACR), and Malaysian Consumer and Family Economics Association (MACFEA).

Farhad holds a PhD in Marketing with expertise in Marketing Analytics, Consumer Behavior, and Branding. He previously served as Assistant Professor & Head of Marketing at Sultan Qaboos University (EQUIS-accredited) and held roles at Sunway University and Limkokwing University. He has conducted workshops on Structural Equation Modeling techniques, including PLS-SEM and WarpPLS.

• Grants:
  • Building Blocks of Retail App Brand Engagement (2019, $8,000)
  • Cross-cultural Sustainable Consumption (2019, $12,000)
• Professional Experience:
  • Consultancy with Asian Pipe
  • Software Expertise: AMOS, SmartPLS, SPSS, WarpPLS

His research spans retailing, app engagement, and service innovation. He has supervised PhD/MSc theses on topics like parental behavior in food provision and B2B country-of-origin effects.