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Senior Lecturer in Digital Business, University of Stirling

Dr Ahmed is a Senior Lecturer at the University of Stirling and his research interests are based on supporting healthy behaviours with cross-cutting interests in digital business and sports research. He has recently been studying the use of social media by the public and sports brands such as football clubs. He has also been conducting research in the area of digital health such as exploring public views and opinions expressed on social media across a range of topics. Dr. Ahmed has multiple media appearances across print and broadcast and has published many peer-reviewed academic papers.

More specifically, Dr Ahmed’s research can be summarised in four areas:
Area 1) Health information sharing, including disinformation, across the Internet and the negative effect it can have on wider public health and individual health.
Area 2) Digital transformation and disruption and its impact on various sectors such as entertainment, marketing, newsrooms, events management, elections, politics, and potential ethical issues raised by digital transformation.
Area 3) Social media impact on sports clubs and athletes.
Area 4) Cross-cutting interests (financial well-being, public health, sustainability and entrepreneurship).


  • 2021–present
    Senior Lecturer, Stirling University


  • 2018 
    University of Sheffield, PhD Information Science
  • 2012 
    University of Sheffield, Msc Information Systems