Doctoral Researcher (Marketing)
BSc in Marketing, King Fahd University of Petroleum and Minerals, Dhahran, Saudi Arabia
MSc in Marketing, University of Exeter, Exeter, UK
Mohammed is a PhD researcher in Birmingham Business School since October 2010. Mohammed holds a master degree in Marketing from the University of Exeter. He is supervised by Dr Caroline Moraes and Dr Nina Michaelidou. His research is aimed at exploring the potential for consumer empowerment in online communities. Specifically, the research focuses on communities that represent contexts for prosumption. The phenomenon of prosumption, which requires both acts of consumption and production, is increasingly becoming a popular research topic, similar to other overlapping and recent topics in marketing (e.g. consumers’ co-creation, service-dominant logic). This research aims to determine whether consumers feel empowered by prosuming in online contexts. Proposed objectives include exploring manifestations of prosumption in online consumer-to consumer interactions; understanding how prosumers make use of resources; and finding out whether prosumption can be empowering to prosumers as individuals or communities.
Research / academic interests