Farhina Hameed
Rawalpindi
Summary
Blending experience, research, and creativity to inspire minds, lead with purpose, and make a meaningful impact in academia and beyond.
Overview
13
13
years of professional experience
Work History
Assistant Professor (Marketing)
National University of Modern Languages (NUML)
Islamabad
03.2021 - Current
- Preparation and delivery of class lectures
- Development and checking exams
- Development and marking of all graded activities
- Follow thoroughly academic calendar to meet requirements
- Arranging seminars and industrial trips for students
- Development and checking of Admission tests for BBA/MBA/MS/Ph.D. along with the interviews
- Supervising thesis, internship reports and business plans
- Performing the role of internal examiner
- Cluster Head Marketing
- Focal person NBEAC
- Focal person Regional Campuses (09)
- Sub editor NUML International Journal of Business Management
Visiting Assistant Professor (Marketing)
Air University
Islamabad
01.2022 - 05.2022
- Giving in-class lectures
- Development and checking of all graded activities
- Development and marking of exams
- Subjects taught: Advertising and Event Management, New Product Development
Instructor (Marketing)
Virtual University of Pakistan
Islamabad
07.2012 - 03.2021
- Prepare and check Assignments and GDBs
- Solve student's educational queries via MDB and Email
- Arrange live, Skype, Adobe and Team Viewer, Zoom sessions to solve student's queries and lectures on particle topic
- Development of quiz bank and question bank activities
- Development of exams
- Development of course contents
- Maintain a proper calendar throughout the semester
- Supervising MS thesis
Visiting Lecturer (Marketing)
Federal Urdu University of Arts, Science & Technology
Islamabad
09.2018 - 05.2019
- Giving in-class lectures
- Development and checking of all graded activities
- Development and marking of exams
- Subjects taught: Principles of Marketing, Marketing Management
Education
Ph.D. - Marketing
Shaheed Zulfikar Ali Bhutto Institute of Science & Technology (SZABIST)
01.2020
MS - Marketing
COMSATS, University
01.2012
BBA (Hons) - Marketing
Fatima Jinnah Women University
01.2010
FSc - Pre-medical
Government Post Graduate College for Women Satellite Town
01.2006
Matric - Science
Progressive Model School
01.2004
Skills
- Developing the Digital Marketing course outlines for the BS and MS levels (member of MS curriculum review committee)
- Teaching Digital marketing courses from last three years
- Completed Digital Marketing, SEO and Freelancing courses from DIGI Skills and HubSpot
- Completed The strategy of Content Marketing course from Coursera
- Completed Project of Website development using Word press by Coursera
- Completed Python Certification arranged by NUML, ORIC
Accomplishments
- HEC-approved Ph.D. supervisor
- Focal person of all (09) regional campuses of NUML
- Sub Editor, NUML International Journal of Business & Management
- Editorial Board Member, Studies in Media and Communication
- Reviewer Journal of computers in education
- Appointed as Peer Reviewer of IBT Journal of Business Studies
- Selected as a subject specialist
- Member Curriculum review committee
- First division throughout academic career
- Sound understanding of Data Collection, Tabulation, Classification, and Analysis
- Proficient in the use of software including AMOSS, SPSS, PLS, Zotero, Endnote, Mendeley, Canva, Shopify
- Proficient in the use of MS word, Power point, Access, Excel, and Internet operations
References
It would be provided on request.
Research Publications
- Impact of Customer Journey Mapping on Customer Loyalty: The Moderating Role of Customer Satisfaction, Khateeb, A., Hameed, F., & Anjum, M. F., UW Journal of Management Sciences, 9, 1, 2025, Y
- Repercussions of Brand Hate on Consumer Behavior: A Text Mining Approach, Ahmad, M., & Hameed, F., Qlantic Journal of Social Sciences, 6, 1, 298-310, 2025, Y, https://doi.org/10.55737/qjss.v-iv.24317
- Assessing The Impact of E-CRM on Customer Loyalty: The Moderating Role of Service Quality, Ahmad, M., & Hameed, F., Kashf Journal of Multidisciplinary Research, 2, 02, 15-31, 2025, Y, https://doi.org/10.71146/kjmr272
- Social commerce constructs and purchase intention on social commerce sites: investigating the role of affective and cognitive attitudes in managing digital marketing challenges, Malik, I. A., Raza, M. A., Hadi, N. U., Khan, M. J., & Hameed, F., Management & Marketing, 18, s1, 474-495, 2023, X
- Relationship between workplace bullying and work engagement: education sector of Pakistan, Hameed, F., Ambreen, G., & Awan, Y., Evidence-based HRM, 2023, X, https://doi.org/10.1108/EBHRM-07-2022-0161
- Brand Awareness and Purchase Intention in the Age of Digital Communication: A Moderated Mediation Model of Celebrity Endorsement and Consumer Attitude, Farhina Hameed, Ishtiaq Ahmed Malik, Noor ul Hadi, Muhammad Ali Raza, Online Journal of Communication & Media Technologies, 13, 2, 2023, X
- A new trend of learning and teaching: Behavioral intention towards mobile learning, Farhina Hameed, Abdul Qayyum, Faheem Ahmad Khan, Journal of Computers in Education, 10, 4, 2022, https://doi.org/10.1007/s40692-022-00252-w, W
- Determinants of Behavioral Intention towards Mobile Learning in Pakistan: Mediating Role of Attitude, Farhina Hameed & Dr. Abdul Qayyum, Business & Economic Review, 10, 1, 33-62, 2018, X
- Impact of Dimensions of Corporate Social Responsibility on Purchase Intention with Mediating Role of Customer Satisfaction, Commitment and Trust, Farhina Hameed, Dr. Abdul Qayyum & Younus Awan, Pakistan Business Review, 20, 1, 13-30, 2018, X
- Effect of Dimensions of Advertising on Behavioral Intentions of Customers, Farhina Hameed & Younus Awan, Pakistan Business Review, 19, 1, 138-156, 2017, X
- Measuring the determinants of consumer perception regarding mobile advertising in Pakistan: A comparison between private and public sector universities, Farhina Hameed, Hina Rehman & Younus Awan, Science International, 28, 1, 735-741, 2016, Y
- The Effect of Demographic, Socio-economic and Other Characteristics on Donations, Younus Awan & Farhina Hameed, Current Research Journal of Social Sciences, 6, 2, 55-76, 2014, -
- The Effect of Advertising Spending on Brand Loyalty Mediated by Store Image, Perceived Quality and Customer Satisfaction: A Case of Hypermarkets, Farhina Hameed, Asian Journal of Business Management, 5, 1, 181-192, 2013, -
Research Supervision
True, Amnber Zia, Impact of User-generated content on purchase intention: Mediating role of customer attitude and moderating role of brand loyalty, 2025, NUML, Zohaib Akhtar, Impact of Pharmaceutical Marketing Strategies on Physicians’ Prescribing Behavior, 2022, NUML, Faiza Iftikhar, Impact of Brand Awareness, Narrative Advertisement and Advertising Creativity on purchase intention; Mediating Role of Attitude and Moderating Role of Celebrity Endorsement, 2022, NUML, Amna Saif, Impact of e-WOM and Brand Awareness on Online Purchase Intention with the moderating role of Trust, 2022, NUML, Faisal Nouman, Impact of CSR on brand equity: Mediating effect of perceived brand quality, 2022, NUML, Abeera Hameed, An integrated study of the Theory of Planned Behavior and Technology Acceptance Model: A study of user intention to purchase online in Pakistan, 2021, Virtual University of Pakistan, Muhammad Usman Ghani, Impact of Positive & Negative Word-of-mouth on Purchase Intention: Mediating Role of Loyalty & Attitude, 2019, Virtual University of Pakistan, Salman Khan, Effect of Physical Environment on brand loyalty mediated by brand prestige, 2019, Virtual University of Pakistan, Neelam Akbar, Measuring the Impact of 3Ps of Marketing Mix on Online Consumer Buying Behavior: Attitude as Mediator and Gender as Moderator, 2019, Virtual University of Pakistan, Javed Iqbal, Predictive role of personality traits in compulsive buying behavior: Mediating effect of attitude towards advertising, 2016, Virtual University of Pakistan, 3, 5
Reviewer Examiner
- Does Constructivism Learning Approach lead to Developing Creative Thinking Skills? The mediating role of Online Collaborative Learning Environments, Journal of Computers in Education, 2023, Reviewer
- Antecedent of Attitude Towards In App Mobile Advertising: Role of Permission in Mitigating Privacy Concerns, Pakistan Journal of Social Sciences, 2023, Reviewer
- Formation of the Communicative Competency of Future Teachers on the basis of the Educational Technology Moodle, Open Education Studies, 2023, Reviewer
- Frugal Innovation through Big Data: A conceptual Framework, NUML International Journal of Business & Management, 2022, Reviewer
- Effect of Smartphone Addiction on Academic Performance; Mediation of Self-Regulation and Bedtime Procrastination, NUML International Journal of Business & Management, 2022, Reviewer
- How Digital Marketing and Perceived Performance affects Consumer Buying Behavior: An Empirical Study of Karachi Gen Y and Gen Z, NUML International Journal of Business & Management, 2022, Reviewer
- The Impact of Green SCM Strategies on Operational Performance with Mediating and Moderating role of Green Innovation and Supply Chain Capability, NUML, 2022, Internal Examiner of Thesis
- Customer retention enhanced by customer relationship marketing strategies: A study of banking sector in Pakistan, NUML, 2022, Internal Examiner of Thesis
- Measuring the effect of e-Service Quality on Online Purchase Intention with the Mediating Role of Customer Engagement, NUML, 2022, Internal Examiner of Thesis
- Impact of brand image on customer loyalty with the mediation effect of word of mouth, Fatima Jinnah Women University, 2015, External examiner
- Impact of high performance work system and job performance: the mediating role of knowledge sharing, Fatima Jinnah Women University, 2015, External examiner
- ILMA University, IBT journal of business studies, 2020, Peer Reviewer
- Journal of computers in Education, 2023, Peer Reviewer
Seminars Organized
- University-wide Breast cancer awareness seminar, 2023-10-20 to 2023-10-24, Dr. Talia Shafaq from Shaukat Khanum Cancer Hospital and Research Center
- University-wide Breast cancer awareness seminar, 2022-10-24, Dr. Mahira Dastagir from Shaukat Khanum Cancer Hospital and Research Center and moderator RJ Sophia Anjum
- Anti-tobacco awareness seminar, 2022-05-23, Dr. Mahnoor Nadeem from Shaukat Khanum Cancer Hospital and Research Center
- Past Trends & Future of Retailing and NGO Marketing, 2021-12-24, Dr. Mohsin Zahid cofounder of Neuron solutions, a Digital marketer, Younus Awan, Head of North Region, Shaukat Khanum Cancer Hospital
Webinars Attended
- Navigating the pathways of publishing in High-quality journals by using Scopus, 2023-10-10, Researcher Academy, Elsevier
- How to effectively use Mendeley in Research Cycle, 2023-11-21, Researcher Academy, Elsevier
- How to effectively use Researcher Academy and Elsevier Journal Finder, 2023-12-12, Researcher Academy, Elsevier
- Improving research performance Using Elsevier’s Scopus, 2025-04-10, Researcher Academy, Elsevier
- Effective methods of literature on Scopus, 2025-05-29, Researcher Academy, Elsevier
Industry Trip Organized
2021-12-15, Best way Cement Limited, Hattar
Events Attended And Organized
- Spring Festival at NUML, 2023, 2024, 2025
- Convocation of NUML, 2021, 2025
- Call to creative minds: Episode one, 2024
- Convocation of Virtual University of Pakistan, 2012, 2014, 2015, 2016, 2020
- Pak-China Business Forum, 2012, 2013
- Iftar Dinner Event in collaboration with Shaukat Khanum Memorial Trust and Research Center, 2013
- Fundraising Gala Night with Rahat Fateh Ali Khan in collaboration with Shaukat Khanum Memorial Trust and Research Center, 2013
Invited Talks Guest Speaker
- Air University, Kamra campus, 2023
- Rawalpindi women university, 2024
- Islamabad model college, 2025
Personal Information
Date of Birth: 30th August 1988
Training
- A model and empirical examination of influencing factors of brand equity and willingness to buy: A case of secondhand automobiles, Hameed, F, Habib, D, & Attique, S., 21st SZABIST’s International Research Conference (IRC), 2019-04-23, https://szabist-isb.edu.pk/IRC/
- Sustainable Consumption: An Analysis of Definitions, Theoretical Perspectives, Interrelationship among Key Variables and Research Methodologies through a Systematic Review of the Literature, Habib, D, Hameed, F & Attique, S., 21st SZABIST’s International Research Conference (IRC), 2019-04-23, https://szabist-isb.edu.pk/IRC/
- Effect of CSR Dimensions on Purchase Intention in Telecom Sector of Pakistan: Mediating role of Satisfaction, Hameed. F & Awan. Y., 8th South Asian International Conference SAICON, 2016-08-24
- Measuring the Influence of Advertising on Customer’s Behavioral Intentions: A Case of Telecom Sector, Hameed. F, Khan, M. A & Awan, M. Y., 6th South Asian International Conference SAICON, 2014-08-11
- Course outlines of MPhil/PhD according to Blooms Taxonomy, 2023-09-26, NUML Professional Development Centre (NPDC)
- Data analysis using Smart PLS 4, 2022-09-12, Creative business and social research, Bangkok Thailand Asian center for organizational development
- Turnitin processing and plagiarism issues, publication portal, and honorarium issues, 2022-04-10, NUML, Islamabad
- Visual Data Analysis Using R Software, 2020-03-11, Virtual University of Pakistan
- Developing Theoretical Framework in Research Studies & Systematic Literature Review (Citations Based Bibliometrics Analysis) Using R-Studio Biblioshiny and VOS-Viewer, 2020-07-16 to 2020-07-17, Virtual University of Pakistan
- AMOS software, 2015-03-14, Creative business and social research, Resource Person Prof. Dr. Kashif Ur Rehman, Iqra University
- Aurora Day: Presentation on contemporary issues of Marketing, 2015-02-01, Virtual University of Pakistan
- Test Item Development Bloom’s Taxonomy, 2014-07-14 to 2014-07-18, Virtual University of Pakistan
- SPSS software, 2012-04-17, COMSATS, Islamabad
- Inculcating Peace & Harmony: Role of Academia, 2023-09-11, NUML, Islamabad
- Intellectual property rights in Academia, 2022-06-16, NUML, Islamabad
- Maximizing resilience, minimizing risk: seeing life through the prism of its purpose, 2021-03-11, NUML, Islamabad
- Impact of Covid-19 on Pakistan’s Economy: Current and Future Implications, 2020-07-23, ORIC and Management Sciences Department Virtual University of Pakistan
- Producing Effective Graduates: A Challenge for Quality Assurance in Higher Education, 2016-12-28, Forman Christian College and Virtual University of Pakistan
- Comparative Study of Women’s Rights in Islam and the West, 2016-10-01, Embassy of the Islamic Republic of Iran
- Big data analysis and benefits of patents, 2015-06-12, Institute of Space Technology, Islamabad Resource Person: Dr. Zahoor Sarwar
- Amazon, 2023-11-02, Amazon Gymkhana
- For MS/PhD supervisors, 2023-07-11 to 2023-07-13, NUML, Islamabad
Timeline
Visiting Assistant Professor (Marketing)
Air University
01.2022 - 05.2022
Assistant Professor (Marketing)
National University of Modern Languages (NUML)
03.2021 - Current
Visiting Lecturer (Marketing)
Federal Urdu University of Arts, Science & Technology
09.2018 - 05.2019
Instructor (Marketing)
Virtual University of Pakistan
07.2012 - 03.2021
MS - Marketing
COMSATS, University
BBA (Hons) - Marketing
Fatima Jinnah Women University
FSc - Pre-medical
Government Post Graduate College for Women Satellite Town
Matric - Science
Progressive Model School
Ph.D. - Marketing
Shaheed Zulfikar Ali Bhutto Institute of Science & Technology (SZABIST)