The Global Goals
In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. Shikhar's work contributes towards the following SDG(s):
About Shikhar
I am a Lecturer in Marketing at the Plymouth Business School.
My research and teaching revolve around the effectiveness of digital advertising, sponsorship, and brand placements. I started as a market researcher in the wealth management industry and later worked as a merchandiser for a buying house with clients such as Primark, Arcadia Group and Marks and Spencer. My love for digital marketing developed while doing market research on mobile gaming and eSports potential in India. I then pursued an MSc in research methods and eventually a PhD to enhance my skills to understand marketing from a theoretical perspective. My PhD focussed on the factors that inhibit and amplify the effectiveness of advertisements while media multitasking.
My research interest includes synced advertising, online behaviour advertising, brand placements and information processing and memory.
