Research of Dr. Shermeen Hasan
Dr. Shermeen Hasan is a marketing academic and researcher specializing in Influencer Marketing, Consumer Behaviour, and quantitative marketing research. Her research examines how influencer authenticity, consumerโbrand relationships, and value co-creation shape consumer behaviour in digital environments, using rigorous quantitative methods including PLS-SEM and SmartPLS
Research interests
Marketing Research. Influencer Marketing. Methodology
My research sits at the intersection of marketing, digital consumer behaviour, influencer marketing, and quantitative research. My scholarly work examines how digital and social media environments influence consumer responses, brand relationships, and value co-creation.
Marketing & Consumer Research | Digital & Influencer Marketing | Research Methodology |
|---|---|---|
| Consumer Behaviour | Influencer Marketing | Structural Equation Modeling |
| Brand Authenticity | Digital Marketing | PLS-SEM |
| CustomerโBrand Relationships | Social Media Marketing | SmartPLS |
| Value Co-creation | Marketing Communications | Quantitative Methods |
Current ResearchFocus
Influencer Marketing, Authenticity & ConsumerโBrand Relationships
My doctoral research examines the role of social media influencer authenticity in shaping consumer responses and strengthening consumerโbrand relationships. Drawing on established marketing theory and quantitative research methods, my work investigates how influencer credibility and authenticity can influence purchase intention and consumers’ willingness to co-create brand value.
Research Methodology & Analytical Expertise
Quantitative Research
- Survey Design
- Hypothesis Development
- Empirical Analysis
PLS-SEM
- Structural Models
- Mediation & Moderation
- Serial Mediation & Moderated-Mediation
- Higher-Order Constructs (Visit the blog page for more info)
SmartPLS
- Model Development
- Mesurement Model Assessment
- Structural Model Analysis
Marketing Analysis
- Consumer Insights
- Behavioral Analysis
- Influencer Marketing Research
Selected Research Publications
My research has been published in international peer-reviewed journals across marketing, consumer behaviour, digital marketing, sustainability, and management. My publications reflect a continuing interest in understanding contemporary consumer and organizational phenomena through rigorous quantitative research.
Management Research Review
Impact Factor: 3.5 – 2022
Social media marketing and brand authenticity: the role of value co-creation.
This study aims to highlight the mediating role of value co-creation between social media marketing, its dimensions โ entertainment, customization, interaction, electronic word-of-mouth (eWOM) and trendiness โ and brand authenticity.
Cogent Business & Management
Impact Factor: 2.9 – 2024
Influencer authenticity and intention to co-create brand value: An investigation of central and peripheral pathways.
This study aims to determine the effectiveness of influencer authenticity in achieving intention to co-create brand value and purchase intention in Pakistan.
Kybernetes
Impact Factor: 2.9 – 2024
Green synergy: unveiling the nexus of green supply chain practices, training and innovation for sustainable manufacturing.
This research investigates how green supply chain practices and organizational sustainability initiatives drive innovation, competitive advantage, and improved environmental and financial performance.
Six international research publications across marketing, consumer behaviour, sustainability, management, and related fields.
