Abhilash Sugunan Nair

Abhilash is a full-time PhD student specialising in the area of influencer marketing in the UK fashion and lifestyle sector. Abhilash completed his master's degree in Advertising and Marketing with a distinction for his dissertation from the University of Leeds in 2011 and his bachelor's degree in Mass Communication and Journalism with the second highest marks from the University of Kerala in 2010. He is currently a Visiting Lecturer at Leeds Trinity University and has over 6 years' experience as a Lecturer and Commercial Trainer, covering digital marketing, business, management & leadership modules in higher and further education sectors in the UK and overseas. Prior to starting his PhD, Abhilash was the Digital Marketing Curriculum Lead for a national FE training provider.

Dissertation

  • The Impact of Influencer Marketing on Influencer Identity, Well-being and Brand Equity in the UK Fashion and Lifestyle Sector

Supervisors

Specialisms & Interests

  • Digital/social media marketing
  • Electronic word-of-mouth
  • Influencer marketing
  • Brand equity

Current Research

His current research examines the association between social media influencers' self-identity and brand equity and how influencers as content creators, positively, or otherwise, impact upon a brand. The research explores the extent to which influencer marketing impacts upon, firstly, influencers who monetise their identities through brands, and secondly, the development of brand equity. The research also looks into the implications for influencers' own well-being in building brand equity.

Publications

  • Cultural Factors and Referral Behaviour on Facebook. International Journal of Management and Business Studies (2016), 6 (3), pp. 9-13. ISSN 2230-9519
  • Effect of Humour on eWOM Intention: The Moderating Role of Product Involvement and Emotional Attachment. Shanlax International Journal of Management (2016), 4 (1), pp. 50-60. ISSN 2321-4643
  • A Qauntitative Analysis on Online Shopping Pattern of Working Women in India. International Journal of Business and Administration Research Review (2016), 2 (14), pp. 96-98. ISSN 2348-0653