IMG_0009-2x2

Dr. Arif Ashraf

Assistant Professor
Extension
425
Email
arif.ashraf@iobm.edu.pk
Department
Marketing
Specialization
Marketing

About

Dr. Arif Ashraf is an Assistant Professor in the Marketing Department at IoBM. He holds an MBA from Hamdard University (CGPA 3.99), a joint Master’s in Marketing and Management from Middlesex University London, and a PhD in Marketing from IoBM (CGPA 3.91, Merit Certificate). With over 15 years of academic and corporate experience, he teaches core and elective marketing and research courses. His research interests include strategic marketing, integrated marketing communication, sustainability, social media marketing, and influencer marketing, with publications in International Journal of Consumer Studies and Kybernetes.
Academic Qualification
PhD Marketing
Marketing

Hameed, I., Akram, U., & Ashraf, A. (2025). Consumers’ usage of mobile payment systems: An application of the innovation resistance and coping theory on the tourism sector. Kybernetes, 54(1), 391–413. https://doi.org/10.1108/K-03-2023-0495

Ali, Z. M., Saeed, S. A., Ashraf, A., Khan, A. A., & Rehman, A. (2025). Factors influencing purchase intention of sustainably packaged products: Role of health consciousness and consumer moral satisfaction. Business & Economic Review, 17(1), 55–80. https://doi.org/10.22547/BER/17.1.3

Ashraf, A., Khalid, N., Saleem, A., & Rafay, M. (2024). Impact of green advertising on consumer purchase intentions in the beverage industry: The moderating role of product quality. International Journal of Experiential Learning & Case Studies, 10(2), 327–351. https://doi.org/10.22555/ijelcs.v9i2.1158

Ashraf, A., Hameed, I., & Saeed, S. A. (2023). How do social media influencers inspire consumers’ purchase decisions? The mediating role of parasocial relationships. International Journal of Consumer Studies, 47(4), 1416–1433. https://doi.org/10.1111/ijcs.12917

Ashraf, A., Qureshi, M. A., & Hameed, I. (2022). Trust me or trust me not: An apocryphal view of influencer marketing. Periodicals of Social Sciences, 2(2), 83–100.

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