Dr Muhammad Akram
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Email
m.akram@essex.ac.uk -
Location
EBS.3.127H, Colchester Campus
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Academic support hours
Academic support hours are by appointment only. You can book online meetings using the link: https://tinyurl.com/yfse8hvk. For face-to-face meetings or to schedule appointments outside of regular office hours, please email me.
Profile
Biography
Dr Akram is an Associate Professor in Digital Marketing, Strategy and Analytics at Essex Business School. His research examines how emerging digital technologies, particularly artificial intelligence, shape consumer behaviour, well-being and wider societal outcomes. He is especially interested in responsible and ethical marketing, AI-mediated decision-making, digital consumer experiences and data-driven behavioural models. His research employs survey and experimental methods, quantitative scale development, structural equation modelling and marketing analytics. He provides academic leadership as Deputy Director of Education (Transformation), supporting the delivery of high-quality learning experiences, programme enhancement and strategic educational initiatives aligned with the University鈥檚 education strategy and accreditation requirements. He has led major curriculum redesigns, launched new postgraduate programmes and contributed extensively to accreditation, quality assurance and teaching innovation. His work is published in leading journals such as Psychology and Marketing, Journal of Business Research, Technological Forecasting and Social Change, Electronic Markets, Journal of Retailing and Consumer Services, International Marketing Review and International Journal of Information Management. He has guest edited a special issue of Technological Forecasting and Social Change and regularly reviews for leading marketing journals. He is a Fellow of the Higher Education Academy and has supervised PhD students to completion as lead supervisor and co-supervisor.
Appointments
黑料网
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Deputy Director of Education (Transformation), Essex Business School, 黑料网 (1/10/2025 - present)
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Programme Director PGT Marketing (MSc Marketing and MSc Digital Marketing & Analytics), Essex Business School, 黑料网 (18/1/2021 - 30/9/2025)
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Research Seminar Co-Lead, Essex Business School, 黑料网 (15/1/2020 - 30/6/2022)
Other academic
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Commonwealth Scholarship Commission Advisor, Commonwealth Scholarship Commission (12/12/2024 - present)
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Guest Editor (Special Issue), Technological Forecasting & Social Change, Elsevier Inc. (1/6/2020 - 31/12/2022)
Research and professional activities
Research interests
AI-enabled consumer behaviour and well-being
Influence of technology-mediated marketing activities, such as influencer, content and social media marketing, on consumer behaviour, decision-making and well-being.
AI, immersive technologies and the metaverse
Marketing strategies in AI-driven and immersive environments; consumer engagement in the metaverse; measuring effectiveness and return on investment; ethical, legal and societal implications of intelligent and immersive marketing technologies.
Marketing strategy and firm performance
Strategic marketing decisions, resource allocation and customer dynamics that drive sustainable firm performance while supporting responsible and consumer-focused outcomes.
Social Customer Journey
Role of digital influencers and social media touchpoints in shaping the customer journey; effects of digital and social media marketing on consumer perceptions, behaviour and well-being.
Methodological Interests
Survey and experimental research, quantitative scale development, structural equation modelling, data analytics and marketing analytics.
Teaching and supervision
Current teaching responsibilities
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Digital Marketing and Social Media (BE534)
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Marketing Strategy (BE554)
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Marketing Analytics (BE564)
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Marketing Practice-Based Project (BE971)
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Dissertation in Marketing (BE981)
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Practice/Problem-Oriented Business Report (BE972)
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Dissertation in Management (BE988)
Current supervision
Previous supervision
Degree type: Doctor of Philosophy
Awarded date: 2/6/2025
Degree subject: Accounting
Degree type: Doctor of Philosophy
Awarded date: 8/7/2024
Publications
Journal articles (22)
Goraya, MAS., Kemal, AA., Xu, M., Shareef, MA. and Akram, MS., (2025). . Industrial Management and Data Systems, 1-28
Shareef, MA., Kim, D-Y., Khan, AR., Akram, MS., Butt, I. and Sadrul Huda, SSM., (2024). Understanding the behaviour of medical tourists: implications for strategy development. Journal of Policy Research in Tourism, Leisure and Events, 1-27
Goraya, MAS., Yaqub, MZ., Khan, MA., Akram, MS. and Alofaysan, H., (2024). . Information Technology & People
Pradhan, D., Kuanr, A., Anupurba Pahi, S. and Akram, MS., (2023). . Psychology and Marketing. 40 (1), 27-47
Shareef, MA., Akram, MS., Tegwen Malik, F., Kumar, V., Dwivedi, YK. and Giannakis, M., (2023). . Journal of Business Research. 161, 113839-113839
Dwivedi, YK., Shareef, MA., Akram, MS., Bhatti, ZA. and Rana, NP., (2022). . Technological Forecasting and Social Change. 175, 121364-121364
Goraya, MAS., Zhu, J., Akram, MS., Shareef, MA., Malik, A. and Bhatti, ZA., (2022). . Journal of Retailing and Consumer Services. 65 (March), 102130-102130
Akram, MS., Malhotra, N., Goraya, MA., Shareef, M., Malik, A. and Lal, B., (2022). . Technological Forecasting and Social Change. 181, 121771-121771
Cui, X., Xie, Q., Zhu, J., Shareef, MA., Goraya, MAS. and Akram, MS., (2022). . Journal of Retailing and Consumer Services. 65, 102869-102869
Akram, MS., Dwivedi, YK., Shareef, MA. and Bhatti, ZA., (2022). Editorial introduction to the special issue: Social customer journey 鈥� behavioural and social implications of a digitally disruptive environment. Technological Forecasting and Social Change. 185, 122101-122101
Shareef, MA., Kumar, V., Dwivedi, YK., Kumar, U., Akram, MS. and Raman, R., (2021). . Technological Forecasting and Social Change. 162, 120334-120334
Bhatti, ZA., Arain, GA., Yasin, HM., Khan, MA. and Akram, MS., (2021). . Information Technology and People. 34 (5), 1419-1438
Butt, AH., Ahmad, H., Goraya, MAS., Akram, MS. and Shafique, MN., (2021). . Psychology and Marketing. 38 (6), 1014-1025
Zhang, H., Xiao, H., Wang, Y., Shareef, MA., Akram, MS. and Goraya, MAS., (2021). . Journal of Business Research. 131, 803-814
Goraya, MAS., Jing, Z., Shareef, MA., Imran, M., Malik, A. and Akram, MS., (2021). . Electronic Markets. 31 (1), 181-195
Malik, A., Merunka, D., Akram, M., Barnes, B. and Chen, A., (2020). . Psychology and Marketing. 37 (10), 1378-1395
Bhatti, ZA., Arain, GA., Akram, MS., Fang, Y-H. and Yasin, HM., (2020). . Technological Forecasting and Social Change. 157, 120101-120101
Shareef, MA., Raman, R., Baabdullah, AM., Mahmud, R., Ahmed, JU., Kabir, H., Kumar, V., Kumar, U., Akram, MS., Kabir, A. and Mukerji, B., (2019). Public service reformation: Relationship building by mobile technology. International Journal of Information Management. 49, 217-227
Akram, MS., Malik, A., Shareef, MA. and Goraya, MAS., (2019). . Government Information Quarterly. 36 (2), 237-251
Akram, MS., Goraya, MAS., Malik, A. and Aljarallah, AM., (2018). . Sustainability. 10 (10), 3816-3816
Shaikh, S., Malik, A., Akram, MS. and Chakrabarti, R., (2017). . International Marketing Review. 34 (4), 498-513
Malik, AA., Merunka, D. and Akram, MS., (2011). . International Journal of Emerging Markets. 6 (4), 291-303
Conferences (10)
Wu, M., Akram, MS. and Jacobi, E., Live Streamer Commerce: Exploring how the interconnections among brand, streamer, and follower translate into behavioral outcomes, AMS World Marketing Congress, Dijon, France, 02 Jul 2025 - 04 Jul 2025
Wu, M., Akram, MS. and Jacobi, E., From Screen to Shopping Cart: How Presence, Brand Alignment, and Experiences Drive Consumer Behaviour in Live Streaming Commerce, AMA Winter Academic Conference, Madrid, Spain on February 13-15, 2026.
Malhotra, N., Jana, I. and Akram, MS., (2023). Perceived Brand Globalness and User engagement on Global Social Networks, AMA Summer Academic Conference, San Francisco, July 31, Virtual | August 4-6, San Francisco
Malik, A. and Akram, MS., (2012). Consumers鈥� Perceptions about Counterfeit Brands Do Diverge: Evidence from Pakistan. Global Marketing Conference, July 19-22, COEX Seoul, Korea
Akram, MS. and Malik, A., (2012). Evaluating Citizens' Readiness to Embrace E-Government Services. Proceeding of 13th Annual International Conference on Digital Government Research (dg.o 2012), June 04 - 07, University of Maryland, College Park, Maryland, USA
Malik, A. and Akram, MS., (2011). Why Do Non-Deceptive Counterfeits Allure Consumers in Emerging Markets: A Qualitative Study, American Marketing Association (AMA) Summer Marketing Educators鈥� Conference, August 5-7, San Francisco, California, USA
Akram, MS. and Malik, A., (2010). What Makes Consumers Adopt Online Shopping? A Framework of Decision-Making Process. IADIS International Conference of Information Systems. March 18-20, Porto, Portugal
Akram, MS. and Malik, A., (2010). Adoption of E-Government in Emergent Economies. 15th Conference of the Association Information and Management (AIM). May 19- 21, La Rochelle, France
Akram, MS. and Malik, A., (2010). Consumers鈥� Adoption of Online Shopping: Integrating TAM and D&M IS Success Model. 15th Conference of the Association Information and Management (AIM), May 19- 21, La Rochelle, France
Akram, MS. and Malik, A., (2009). Factors of Perceived Risk Affecting Consumers鈥� Online Purchase Intention. 25th Conference of Association Fran莽aise du Marketing (AFM). May 13-15, London, United Kingdom
Scholarly Editions (1)
Akram, MS., (2019). Acquisition of Souq: Amazon鈥檚 Entry into the Middle East, Chapter case in Management Information Systems: Managing the Digital Firm by Laudon and Laudon, Vol: 16
Other (1)
Akram, MS., Malhotra, N. and Malik, A., User engagement on global social networks: Examining the roles of perceived brand globalness, identification and global identity, Lectures, talks and seminars Management and Marketing Research Seminar Series, Essex Business School, June 29, 2022.
Grants and funding
2024
An Innovate to Elevate (I2E) project to develop a brand positioning and marketing strategy for Natural Building Systems Ltd
Babergh and Mid Suffolk (Innovate to Elevate Programme)
An Innovate to Elevate (I2E) project to develop a marketing strategy for Therapy Gyms
Babergh and Mid Suffolk (Innovate to Elevate Programme)
2023
Innovate to Elevate (I2E) consultancy project with Braiswick Photographic
Babergh and Mid Suffolk (Innovate to Elevate Programme)
2022
Instant Makr Ltd KTP Application (June 22_23 R2)
Innovate UK (formerly Technology Strategy Board)
Contact
Academic support hours:
Academic support hours are by appointment only. You can book online meetings using the link: https://tinyurl.com/yfse8hvk. For face-to-face meetings or to schedule appointments outside of regular office hours, please email me.
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