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 within the Marketing Department at the Institute of Business Management (IoBM). He obtained his MBA from Hamdard University Karachi, graduating with a CGPA of 3.99, and holds a Joint Masters degree in Marketing and Management from Middlesex University London. In 2023, he completed his doctoral studies at the Institute of Business Management (IoBM), achieving a CGPA of 3.91 and earning a merit certificate. Drawing upon five years of managerial experience in the industry and over ten years of teaching experience, he has instructed undergraduate and graduate students in core and elective courses in marketing and research. His research interests encompass strategic marketing, integrated marketing communication, sustainability, social media marketing, and influencer marketing. His work has been published in esteemed impact factor journals, including The 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 (ISI Impact Factor: 2.5)

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 (HEC-approved Y category journal)

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 (HEC-approved Y category journal)

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 (ISI Impact Factor: 9.9)

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 (HEC-approved Y category journal)

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