About
Dr. Mohamed is a Lecturer in Marketing at the Department of Digital and Data-Driven Marketing at Southampton Business School. Mohamed is a member of the Centre for Marketing Research and a Fellow of the Higher Education Academy.
Research
Research groups
Research interests
- Platform governance in the sharing economy
- Sustainability in the sharing economy
- Policy design and public engagement
- Digital trust and institutional legitimacy
- Consumer behaviour
Current research
Dr. Mohamed's current research focuses on the governance of digital platforms and the behavioral dynamics that shape stakeholder responses to regulation. His work explores how regulatory interventions are interpreted and acted upon, particularly through the lens of communication, framing, and trust-building mechanisms.
Methodologically, he adopts a mixed-methods approach, combining systematic literature reviews, qualitative, and experimental designs. This enables him to address complex policy questions related to compliance behavior, institutional legitimacy, and platform accountability.
Publications
Teaching
Dr. Mohamed has over 10 years of teaching experience across institutions in and outside the UK. He currently teaches across both postgraduate and undergraduate programs at Southampton Business School. His teaching is research-informed and centers on critical topics in digital strategy, service innovation, and responsible marketing practices.
Postgraduate Modules:
- Digital Marketing Strategy
- Services Marketing
- Building Customer Insight
- Contemporary Marketing Practice: Ethics, Innovation, and Social Responsibility
Undergraduate Modules:
Biography
Dr. Mohamed is a Lecturer in Marketing at Southampton Business School, which he joined in September 2024. His research focuses on platform governance, behavioral regulation, and public trust, particularly within the sharing economy. He completed his PhD at Surrey Business School, where he was awarded the Surrey Business School Postgraduate Research Student of the Year 2022-23.
His research on sharing economy externalities and regulation, published in the Journal of Business Research, is currently the most cited article in its special issue on the dark side of the sharing economy.
Mohamed has presented his work at leading international conferences such as EMAC, Frontiers in Service, and the Global Marketing Conference.
Alongside his research, Mohamed has over 10 years of teaching experience across institutions in and outside the UK.