Menu Close
Senior Lecturer in Marketing, University of Hull

Dr Ahmed is a Senior Lecturer at the University of Hull 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 three main areas:

Area 1) Using data-driven marketing analysis techniques to understand health information sharing, including disinformation, across the Internet and its negative effect on wider public health and individual health.

Area 2) Understanding the positive and negative impacts of social media towards sports clubs and athletes and implications for marketing.

Area 3) Social media marketing and its impact on various sectors such as entertainment marketing, newsrooms, events management, elections, politics, and potential ethical issues raised by digital transformation.


  • 2023–present
    Senior Lecturer, University of Hull


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