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Dr Zahra Shah joined ºù«Ӱҵ 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.