Omar is a lecturer (Assistant Professor) in Marketing. He completed his PhD at University of Manchester in 2020, where he worked as a teaching assistant.
His research lies in the field of Consumer research and its sub-disciplinary area: Consumer Culture Theory (whereby consumption is explored from a social and cultural perspective). His research is highly interdisciplinary and uses a range of qualitative methods to explore issues related to consumption and consumer culture.
To date, a common theme of his research revolves around exploring how consumers’ perceptions of the past shape their consumption practices, identities and behaviour.