Sahar Mousavi

Dr. Sahar Mousavi is a Senior Lecturer in Marketing at Loughborough University and Programme Lead for BSc Marketing and Management. She holds a PhD in Marketing from Alliance Manchester Business School (University of Manchester) and an MBA from the University of Birmingham. Her expertise spans social media usage, branding, consumer behavior, and customer experience. She has served as a reviewer for the Journal of Product and Brand Management and European Journal of Marketing, and actively participates in academic conferences.

Her research focuses on online brand communities, customer journeys, and digital engagement, with notable contributions to understanding social comparison, vulnerability in customer experiences, and technology adoption in healthcare. She has received the Dean’s Award for Early Career Teacher of the Year (2019) and was shortlisted for the Digital Innovation in Teaching Award (2021).

Dr. Mousavi’s work bridges marketing theory and practice, emphasizing digital innovation and customer-centric strategies. Her publications explore topics such as virtual influencers’ impact on wellbeing, cross-cultural customer involvement in product design, and service rule enforcement by frontline employees.