Dr Zahra Shah
PhD, FHEA
Management School
Lecturer in Marketing
Full contact details
Management School
E020
Sheffield University Management School
Conduit Road
Sheffield
S10 1FL
- Profile
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Dr Zahra Shah joined Sheffield University Management School as a Lecturer in Marketing after completing her PhD. She specialises in cross-cultural consumer research, influencer marketing, strategic digital communications, and motivational conflict management. Her research explores how digital innovations can be used to drive prosocial change in a variety of contexts, with a particular focus on health and sustainability.
Zahra’s research has been published in high-impact journals such as International Marketing Review and Journal of Business Research, and she has presented at prominent conferences, including The Academy of Marketing. Zahra has also served as a guest editor for a special issue of Psychology & Marketing on Influencer Marketing for the Greater Good. Valuing a cross-disciplinary approach, Zahra’s current research on improving health literacy involves collaboration with experts from diverse fields, including engineering, neurology, and women’s health.
- Qualifications
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- PhD in Marketing and Psychology - Sheffield University Management School
- MSc with Distinction in Marketing Management Practice - Sheffield University Management School
- Research interests
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- Consumer behaviour
- Strategic cross-cultural communications
- Digital marketing
- Sustainability
- Health Communications
- Publications
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Journal articles
- . Journal of Business Research, 175.
- . International Marketing Review, 40(1), 102-126.
Conference proceedings
- Measuring the Impact of Pakistani Culture and Religion on Consumer Perception of Celebrity Endorsement: a Comparative Study. Academy of marketing conference 2018 proceedings
Other
- Creating a Mixed Methods Research Design. Doctoral Times – Research Methodologies, 22, 9.
- Research group
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Behavioural Research for Inclusivity, Sustainability and Technological Transformation (BRISTT)
- Teaching interests
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A Fellow of the Higher Education Academy, Zahra brings over 12 years of academic experience to her teaching. She leads marketing modules at both undergraduate and postgraduate levels, integrating her research expertise into her teaching practice.
- PhD Supervision
Zahra is interested in supervising new PhD students, particularly those whose research interests align with her own.