Menu Close
Academic - University of Melbourne, The University of Melbourne

Dr Brent Coker is a researcher and lecturer of Marketing at the University of Melbourne. He has a PhD in electronic commerce (“Predicting Internet Purchase Intention”).

He has spent the past decade studying Viral Marketing, and is author of the WH Smith Heathrow chart topping book “Going Viral”, which is the culmination of a seven year study on psychology of building a strong brand and customer engagement.

Brent founded the dot-com “Fernland” in 1998, and is currently founding director of Deloosh Pty Ltd – a technology and market research company. He is also inventor of the web analytics tool “webreep” ( which was the first web app to detect and measure website dissatisfaction. In 2019 Brent founded Wear Cape - a high engagement content production and seeding agency, specialising in influencer marketing strategies (

Brent was awarded “best entrepreneurial educator of the year” by the business and higher education round table in 2012, and from 2012-2013 wrote a monthly column for Business Solutions magazine. His more scholarly research has been published in the Journal of Retailing, European Journal of Marketing, and the Journal of Economic Psychology.

Brent is content producer and presenter of the Masterclass series “Virology” – an insightful summary of the science behind word-of-mouth and the psychology of consumer engagement (

He lives with his four daughters in Melbourne, Australia, where he rides his bicycle for fitness, and his motorcycle for fun.


  • –present
    Lecturer in Marketing, University of Melbourne


  • 2007 
    University of Wellington, PhD/Information Systems