Dr Shikhar Bhaskar

I am a Lecturer in Marketing at the Plymouth Business School. 

My research and teaching revolve around the effectiveness of digital advertising, sponsorship, and brand placements. I started as a market researcher in the wealth management industry and later worked as a merchandiser for a buying house with clients such as Primark, Arcadia Group and Marks and Spencer. My love for digital marketing developed while doing market research on mobile gaming and eSports potential in India. I then pursued an MSc in research methods and eventually a PhD to enhance my skills to understand marketing from a theoretical perspective. My PhD focussed on the factors that inhibit and amplify the effectiveness of advertisements while media multitasking. 

My research interest includes synced advertising, online behaviour advertising, brand placements and information processing and memory.

Qualifications

PhD, University of Plymouth 

MSc Social Science Research Methods, University of Cardiff

Masters in International Business, Jamia Millia Islamia

Bachelor of Business Studies, University of Delhi 

Professional membership

Associate Fellow of Higher Education Academy 

Roles on external bodies

Reviewer for the following journals:

Journal of Strategic Marketing

Journal of Retailing and Consumer Services

Key publications

Key publications are highlighted

Journals

Angell, R., Gorton, M., Bottomley, P., Marder, B., Bhaskar, S. and White, J. (2019), "News you can use! Evaluating the effectiveness of newsjacking based content on social media", Information Technology & People, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/ITP-04-2019-0177

Articles

Angell R, Bottomley P, Gorton M, White J, Bhaskar S & Marder B (2019) 'News You Can Use! Evaluating the Effectiveness of Newsjacking Based Content on Social Media' Information Technology and People , DOI Open access