Prianka Sarker

Dr. Prianka Sarker is a Senior Lecturer and Program Leader of the MSc in Digital Marketing at Northumbria University's Newcastle Business School. Previously, she worked at Manchester Metropolitan University and maintains active involvement in the academic community through various professional associations and conference committees.

Her educational background includes:

• PhD in Digital Marketing from Swansea University
• Postgraduate Certification in Learning and Teaching in Higher Education from Manchester Metropolitan University
• MSc in International Business Management with Project Management from London South Bank University
• BSc in International Business Management from Anglia Ruskin University

Dr. Sarker's research primarily focuses on digital marketing, consumer behavior, and social commerce, with growing interest in generative AI applications in marketing contexts. Her work examines consumer adoption theories and information systems frameworks, particularly exploring how social media platforms transform traditional e-commerce into interactive social commerce experiences. She investigates factors influencing consumer purchase intention in live streaming commerce, celebrity endorsement effects, and trust mechanisms in social commerce environments. Her research often employs meta-analytic approaches to synthesize findings across multiple studies and cultural contexts.

Dr. Sarker has received recognition for her scholarly contributions, including the Best Reviewer Award at I3E-2023 and Best Paper Award at IFIP-2023 international conferences. Her publications appear in high-impact journals across marketing, information systems, and interdisciplinary technology domains.

As an educator, Dr. Sarker serves as Program Leader for the MSc in Digital Marketing and has taught various undergraduate and postgraduate modules. She is actively involved in academic service as a committee member for prestigious international conferences including the e-Business, e-Services, and e-Society conferences and the European Conference on Social Media. Her professional affiliations include membership in the British Academy of Management and certification as a Management & Business Educator (CMBE).

Dr. Sarker maintains an active research agenda and is currently accepting PhD students interested in digital marketing, consumer behavior, consumer psychology, generative AI, and branding research areas.