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Ammara Mahmood is an assistant professor in Marketing at Wilfrid Laurier University. She holds a Ph.D. from Saïd Business School, University of Oxford and Masters degrees from Yale University and the University of Toronto. Prior to joining Laurier, Ammara was a lecturer in Marketing at Cass Business School, University of London.
Ammara's primary research interests include social media marketing, modeling consumer behavior across digital channels and pricing strategies in competitive markets with customer recognition.
Ammara's research has been published in leading journals such as Journal of Marketing Research, Management Science, Journal of Business Venturing and Journal of Interactive Marketing.
Ammara's recent research has explored the impact of social media platforms on online content consumption.
Ammara's research has been published in leading journals such as Management Science, Journal of Business Venturing, Journal of Interactive Marketing and Journal of Strategic Marketing. Her research has also been covered by Forbes.
Ammara is interested in supervising graduate students and has occasional research assistant opportunities for undergraduate and graduate students interested in data analysis and conducting online experiments. Contact Ammara for more information.
- Luffarelli J., Mukesh M. and Mahmood A. (2019). “Let the Logo Do the Talking: The Influence of Logo Descriptiveness on Brand Equity,” Journal of Marketing Research, 56 (5), 862-78. In the media: Business Insider, Fast Company, Harvard Business Review, Wall Street Journal, WARC
- Mahmood, A., J. Luffarelli, and M. Mukesh (2019), “What's in a Logo? The Impact of Complex Visual Cues in Equity Crowdfunding,” Journal of Business Venturing, 34 (January), 41-62
- Wang, B., A. Mahmood, C. Sismeiro and N. Vulkan (Forthcoming), “The Evolution of Equity Crowdfunding: Insights from Co-investments of Angels and the Crowd,” Research Policy.
- Sismeiro, C., and A. Mahmood, (2018), "Competitive vs. Complementary Effects in Online Social Networks and News Consumption: A Natural Experiment," Management Science, 64(1), 4967-5460.
- Mahmood A., C. Sismeiro, 2017. Will They Come and Will They Stay? Online Social Networks and News Consumption on External Websites, Journal of Interactive Marketing, Vol:37, ISSN:1094-9968, pp.117-132.
- Mahmood A, Guo B, and C. Sismeiro, 2016. Choice Overload or Time stress: What Determines Purchase Decisions for Airline Tickets? Association for Consumer Research.
- Mahmood, A., 2014. How do customer characteristics impact behavior-based price discrimination? An experimental investigation. Journal of Strategic Marketing, 22(6), pp. 530-547.
- BU459: Marketing and Social Networks
- BU352: Marketing I
Contact Info:
F: 519.884.0710
Office location: LH2022
Office hours: Mondays, 1:30 to 2.30 p.m.
Languages spoken: English