Research of Dr. Shermeen Hasan

My doctoral research focused on the rapidly evolving field of Influencer Marketing, with particular emphasis on the impact of social media influencers’ authenticity on consumer behavior and brand outcomes. The study examined how perceived influencer authenticity shapes the customer–brand relationship, fosters value co-creation, and influences consumers’ attitudes and engagement with brands in digital environments.

Given the conceptual complexity of the proposed research model, advanced statistical techniques were required to ensure rigorous empirical analysis. I employed Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS, a leading analytical software for complex multivariate research models.

The research involved the development and validation of higher-order reflective-formative constructs, an advanced modeling approach that captures multidimensional theoretical concepts while maintaining measurement precision. This required careful assessment of construct reliability, convergent and discriminant validity, multicollinearity, and structural model evaluation, following established methodological guidelines.

Through this research, I gained extensive expertise in designing sophisticated conceptual models, developing measurement instruments, and conducting advanced quantitative data analysis using SmartPLS. My experience extends to higher-order construct modeling, mediation and moderation analysis, hypothesis testing, model assessment, and interpretation of structural relationships.

This research has strengthened my ability to investigate complex marketing phenomena and provide evidence-based insights into consumer behavior, digital marketing strategies, and brand management. My expertise in PLS-SEM and SmartPLS enables me to support researchers and organizations in conducting robust empirical studies and translating data into meaningful academic and managerial implications.