Dr. Esra Asif

Dr Esra Asif is a Lecturer in Marketing and Data Analytics, specialising in digital consumer behaviour, experimental marketing research, and AI in business. Her academic interests include social media analytics, luxury digital marketing, and data-driven decision-making. She leads the MSc Digital Marketing & Analytics programme and is passionate about research-led teaching, supervising master’s-level dissertations and consulting projects.

At Regent’s University London, Dr Asif has played a key role in the successful development and validation of the Digital Marketing & Analytics programme, aligning it with industry needs and academic standards. Dr Asif designs and delivers modules including Social Media Marketing & Analytics, Business Analytics, Digital Marketing in Luxury, and Coding for Data Science. Her teaching integrates tools such as SAS JMP, Brandwatch, and Google Analytics, and is grounded in research-led, inclusive, and experiential learning. She also supervises dissertations and client-based consultancy projects, supporting both academic rigour and professional readiness.

• Course Leader and Lecturer in Marketing & Data Analytics – Regent’s University London
• Visiting Lecturer in Consumer Behaviour – Glasgow Caledonian University
• Teaching Fellow and Module Leader in Marketing – University of Leeds
• Research Assistant – King’s College London
• Assistant Marketing Manager – Voki Telecom, London
• Marketing Intern – Freud Communications, London
• Marketing Intern – Chelgate Public Relations, London
• Teaching Assistant (Economics & Accounting) – Middlesex University London
• Founder and CEO – Smile International Learning School, Pakistan
• Project Manager – COVID-19 Relief & Digital Learning Programme, Pakistan
• Vice-Chair for Special Projects & Partnerships – AMA DocSIG (American Marketing Association)
• Track Chair – Global Marketing Conference (2020), Seoul
• Programme Developer – MSc Digital Marketing & Analytics, Regent’s University London

• PhD in Marketing, University of Leeds
• University of Oxford Springs Cchool (Lady Margaret Hall) (2019) Courses: Advanced Research Methods, Obtained Grade: Pass.
  MSc in Marketing, King’s College London
• London School of Economics Summer School (July-August 2011) Courses: Human Resource Management and
  Entrepreneurship-Obtained Grades- A and B.
• BA (Hons) in Marketing, Middlesex University
• Postgraduate Certificate in Higher Education (PGCHE) – in progress
• Certified in Google Analytics, Brandwatch, and SAS JMP

• Exploring AI Website Advertising Effectiveness Through the Lens of Emotions: A Case of Travel Comparison Websites
Tsadioti, A., & Asif, E. (2025) – Global Marketing Conference, Hong Kong
• Abstraction Makes the (Fat) Cat Curious: How Message Abstraction and Financial Scarcity Affect Processing of Mortgage Ads
Asif, E., Brakus, J.J., & Biraglia, A. (2022) – SCP Boutique Conference, Honolulu, Hawaii
• How Large Economic Market Shock and Message Abstraction Affects Consumer Decision Making for Mortgages: Evidence from Field Experiments in the USA
Asif, E., Brakus, J.J., & Biraglia, A. (2022) – AMA Winter Academic Conference, Las Vegas, USA
• We Don’t Have a Planet B: Cross Cultural Perspective of Mindset Effects of Future Climate Belief
Asif, E., & Papadopoulou, C. (2021) – AMA Global SIG Conference, Taormina, Sicily
• An Investigation into Cross Cultural Mindset Effects on Future Climate Beliefs
Asif, E., & Papadopoulou, C. (2021) – AMS Virtual Annual Conference
• “I Want You to Panic”: Cross Cultural Perspectives on Climate Change Scepticism
Asif, E., & Papadopoulou, C. (2020) – Global Marketing Conference, Seoul, Korea
• Curious Abstraction: How Message Abstraction and Financial Scarcity Affect Processing of Mortgage Ads
Asif, E., Brakus, J.J., & Biraglia, A. (2020) – ACR Annual Conference, Paris, France
• Cartoons as Advertising Media: An Experimental Study on Obesity Communication
Asif, E., & Plangger, K. (2016) – Global Marketing Conference, Hong Kong

• How Concrete and Abstract Marketing Can Affect Home Buyers' Mortgage Decisions, Asif, E. (2021) – Global & Strategic Marketing Research Centre Blog

• Digital consumer behaviour and decision-making
• Experimental and quasi-field marketing research
• Message framing, emotional triggers (e.g. curiosity, frustration)
• AI-generated advertising and consumer psychology
• Social media analytics and digital engagement
• Luxury marketing and branding in digital contexts
• Cross-cultural studies on climate beliefs and sustainable marketing

Research methods: quantitative analysis, digital marketing and consumer behaviour experiments, quasi-field experiments, SEM, biometrics, text analytics

• Supervise MSc dissertations in Digital Marketing, Data Analytics, and Luxury Brand Management
• Guide research in experimental marketing, AI in advertising, and consumer psychology
• Support student projects on social media strategy, influencer marketing, and digital campaign analysis
• Encourage the use of data-driven methods including analytics tools, surveys, and experiments
• Co-author research with students to support academic publication and conference presentations
• Mentor students on linking theory to industry-based consultancy projects

• American Marketing Association (AMA) – Member since 2020
• Society of Consumer Psychology (SCP) – Member since 2019
• Association for Consumer Research (ACR) – Member since 2020
• American Psychological Association (APA) – Member since 2020
• Association for Psychological Science (APS) – Member since 2020
• Global Alliance of Marketing & Management Associations (GAMMA) – Member since 2020
• Korean Academy of Marketing Science (KSMS) – Member since 2020
• Chartered Institute of Marketing (CIM) – Member (2016–2020)