Malik Husnain Arshad

Marketing educator and PhD specialising in social media-based consumer culture, with experience in undergraduate and postgraduate teaching. Recognised as a friendly and approachable communicator, committed to fostering students’ interest in branding and consumer behaviour, while teaching diverse student cohorts. Research interests focus on gaining social-media based consumer culture insight into brand hate

Netnography, Digital methods for Qualitative Research (R-Studio and VOSON Dashboard), NVIVO (Coding and Data management), Reflexive Thematic Analysis, Discourse Analysis, Content Analysis,Survey design through Qualtrics, Data Analysis through SPSS

• Developing consumer culture based insight into Brand Hate.
• Exploring growth, evolution, and mutation of the brand on social media platforms.
• Exploring different types of online social formations, such as online brand communities, brand publics and hybrid social formations.

• "Brand Hate as a means of consumption in the context of Amazon’s Rings of Power", CCT 2025 Conference, London, 06/2025
• "Exploring different Roles Consumers undertake while they express Brand Hate on brand Publics", CCT 2024 conference, San Diego, 07/2024
• "Exploring types of narratives surrounding Brand Hate on Brand Publics", The International Netnography Conference 2024, Milan, 05/2024
• "Exploring subversive content on Brand Publics in the context of H&M", AMS Annual Conference, New Orleans, 05/2023
• "Exploring Brand Hate on Brand Publics", AMA Servsig conference, Glasgow, 06/2022
• "Role of Authenticity in Heritage Tourism", WEI International Academic Conference, Boston, 07/2017

• Exploring Subversive Content on Brand Public in the Context of H&M, 05/2023, In Academy of Marketing Science Annual Conference (p. 176-188). Cham: Springer Nature Switzerland.
• Role of Authenticity in Heritage Tourism, 07/2017, In 2017 WEI INTERNATIONAL ACADEMIC CONFERENCE PROCEEDINGS, July 24-27, 2017, Education and Humanities (p. 111).

Brand Building, Army Heritage Museum, 01/2018-08/2019
• Assisted in the brand development of the Army Heritage Museum in Pakistan. The Army Heritage Museum reported a 30%  increase in the number of visitors following the changes made based on the consultancy provided.
Brand Community, Porsche Pakistan, 02/2017-09/2017
• Successfully provided consultancy services to Porsche, Pakistan, from June 2016 to January 2017. The consultancy involved implementing a marketing communication plan, which resulted in creating a Porsche Brand community of 45 individuals in Islamabad and Lahore.
Brand Audit, Local Restaurants in Islamabad, 11/2015-01/2017
• Undertook brand audit of restaurants in Islamabad between 2015 and 2017. Based on the brand audit, some brands made changes, leading to 15% increased sales.

• Grant, £840.00, RKES PGR Travel
• Scholarship, NETNOCCON 2024 conference, Milan, Italy

• Associate Fellowship of the Higher Education Academy, 04/07/2022
• Certificate of facilitation at Climate Connect, University of Strathclyde, 04/05/2022
• Case Teaching Methodology, National University of Science and Technology, 18/07/2013

• Facilitator, Climate Connect, University of Strathclyde, 02/2022, 04/2022, Collaborated with students and faculty from eight diverse universities., Led collective efforts resulting in the signing of pledges to address climate change initiatives.
• PGR Representative, University of Strathclyde, 08/2023, 08/2024, Advocating on the needs and concerns of PhD students., Supporting students throughout their PhD journey.
• Community Service Officers, Bahria University, 08/2015, 11/2019, Oversaw student community engagement initiatives such as tree plantation, litter collection from hiking trails, and gift donations to minority groups.

• English, Fluent
• Urdu, Native
• Punjabi, Native

Professor Kathy Hamilton, Marketing, University of Strathclyde, Glasgow: Email: kathy.hamilton@strath.ac.uk

Mr Liam Lawerence, Manager Kaplan International (University of Glasgow), Glasgow, Email liam.lawerence@kaplan.com

Mr Adil Hashmi, Cluster Head, Bahria University, Islamabad, email: adil.hashmi@bui.edu.pk