Dr Prianka Sarker
Lecturer of Marketing
My profile
Biography
Driven by a passion for education and innovation, I am an esteemed lecturer at Manchester Metropolitan University, specializing in Marketing, International Business, and Tourism. Armed with a PhD in Digital Marketing from Swansea University, my expertise encompasses consumer behaviour, digital marketing strategies, and technology adoption. Within the classroom, I strive to inspire and empower students by leading dynamic modules focused on digital marketing and tourism. Beyond academia, I am deeply engaged in enriching the scholarly community as an active member of the British Academy of Management and through committee roles in prestigious international conferences like the e-Business, e-Services, and eSociety conferences. Recognized for my contributions, I have been honoured with awards such as the Best Reviewer Award at I3E-2023 and accolades for research excellence. Additionally, I extended my expertise beyond my institution, serving as a guest lecturer at Canterbury Christ Church University and in an external supervisory role at Glasgow Caledonian University
MEMBERSHIP OF PROFESSIONAL ASSOCIATIONS
British Academy of Management (BAM)
Committee member of international conferences, the e-Business, e-Services, and eSociety conference
Committee member of the ECSM European Conference on social media
AWARDS
Best Reviewer Award I3E- 2023
Best Research Paper award
OTHER ACADEMIC SERVICES
Guest lecturer of Canterbury Christ Church University
External supervisory role at Glasgow Caledonian University
Interests and expertise
My research interests are in the area of Digital marketing, social commerce, and e-commerce. She is also interested in the analysis of consumer adoption theories, IS theories and understanding the evaluation of information systems. She has published research on these subjects in several prestigious academic journals, such as Internet Research, Information Systems Frontiers, and Information Systems Management. She has also participated in and presented her research at key international conferences such as the Conference on e-Business, e-Services, and eSociety, the International Working Conference on Transfer and Diffusion of IT, and Advances in digital marketing and eCommerce.
I am interested in supervising doctoral students in the broad field of digital marketing. I am particularly keen on guiding students with an interest in consumer behavior, consumer adoption, and the various challenges associated with digitalization and marketing. Please feel free to email me to initiate a discussion about your ideas for PhD research.
Projects
I am currently involved with the project:
- Consumer adoption of social commerce
- Live-streaming shopping and AI
Teaching
Unit Leadership:
Managing and operating digital brands - (Current)
Introduction to Digital Communication -Academic year (2022-23)
Digital Marketing Essentials for Tourism Managers -Academic year (2022-23)
Digital Marketing Essentials for Managers -Academic year (2022-23)
Degree Apprenticeship (Undergraduate)
Introduction to Digital Communication -Academic year (2022-23)
Teaching
Consumer Psychology
Consumption Behaviour
Digital marketing profesionals
Supervision
Master-level dissertation supervisor
Research outputs
Ooi, K. B., Tan, G. W. H., Al-Emran, M., Al-Sharafi, M. A., Sarker,P., Capatina, A., Chakraborty, A., … & Wong, L. W. (2023). The Potential of Generative Artificial Intelligence Across Disciplines: Perspectives and Future Directions. Journal of Computer Information Systems, 1-32.
Jeyaraj,A, Ismagilova, E., Jadil, Y., Sarker, P., Rana, N., Hughes, L., Dwivedi, Y. K. (2022). Mediating role of Social Commerce Trust in behavioral intention and use. Information Systems Management,1–17.
Jadil, Y., Jeyaraj, A., Dwivedi, Y.K., Rana, N.P. and Sarker, P. (2022), “A meta-analysis of the factors associated with s-commerce intention: Hofstede’s cultural dimensions as moderators”, Internet Research.
Dwivedi, Y. K., Ismagilova, E., Sarker, P., Jeyaraj, A., Jadil, Y., and Hughes, L. (2021). A meta-analytic structural equation model for understanding social commerce adoption. Information Systems Frontiers, 1-17.
Sarker, P., Hughe, L., Dwivedi, Y. K., & Rana, N. P. (2020). Social commerce adoption predictors: A review and weight analysis. In Conference on e-Business, e-Services and e-Society (pp. 176-191). Springer, Cham.
Sarker, P., Rana, N. P., Hughe, L., and Dwivedi, Y. K. (2020). A Meta-analysis of Social Commerce Adoption Research. In International Working Conference on Transfer and Diffusion of IT (pp. 404-418). Springer, Cham.
Sarker, P., Hughes, D. L., and Dwivedi, Y. K. (2020). Extension of META-UTAUT for examining consumer adoption of social commerce: Towards a conceptual model. In Advances in digital marketing and eCommerce (122-129). Springer, Cham.
Sarker, P., Kizgin, H., Rana, N. P., & Dwivedi, Y. K. (2019). Review of theoretical models and limitations of social commerce adoption literature. In Conference on e-Business, e-Services and e-Society (3-12). Springer, Cham.
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Journal articles
Jadil, Y., Jeyaraj, A., Dwivedi, Y.K., Rana, N.P., Sarker, P. (2023) 'A meta-analysis of the factors associated with s-commerce intention: Hofstede's cultural dimensions as moderators.' Internet Research, 33(6) pp. 2013-2057.
Jeyaraj, A., Ismagilova, E., Jadil, Y., Sarker, P., Rana, N.P., Hughes, L., Dwivedi, Y.K. (2023) 'Mediating Role of Social Commerce Trust in Behavioral Intention and Use.' Information Systems Management, 40(4) pp. 354-370.
Dwivedi, Y.K., Ismagilova, E., Sarker, P., Jeyaraj, A., Jadil, Y., Hughes, L. (2023) 'A Meta-Analytic Structural Equation Model for Understanding Social Commerce Adoption.' Information Systems Frontiers, 25(4) pp. 1421-1437.
Ooi, K.B., Tan, G.W.H., Al-Emran, M., Al-Sharafi, M.A., Capatina, A., Chakraborty, A., Dwivedi, Y.K., Huang, T.L., Kar, A.K., Lee, V.H., Loh, X.M., Micu, A., Mikalef, P., Mogaji, E., Pandey, N., Raman, R., Rana, N.P., Sarker, P., Sharma, A., Teng, C.I., Wamba, S.F., Wong, L.W. (2023) 'The potential of Generative Artificial Intelligence across disciplines: perspectives and future directions.' Journal of Computer Information Systems, pp. 1-32.
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Conference papers
Sarker, P., Dwivedi, Y.K. (2024) 'Navigating the stream: unveiling the factors shaping consumer purchase intention in live streaming shopping on social media platforms.' 3. 15/12/2023 - 16/12/2023. Springer, pp. 410-421.
Sarker, P., Dwivedi, Y.K., Hughes, L. (2023) 'Investigating social commerce factors: motivation, price value, habit, risk and attitude.' 9/11/2023 - 11/11/2023. Janssen, M., Pinheiro, L., Matheus, R., Frankenberger, F., Dwivedi, Y.K., Pappas, I., Mäntymäki, M. (ed.) Cham: Springer, pp. 207-223.
Sarker, P., Rana, N.P., Hughe, L., Dwivedi, Y.K. (2020) 'A Meta-analysis of Social Commerce Adoption Research.' In International Working Conference on Transfer and Diffusion of IT (TDIT). Tiruchirappalli, India, 18/12/2020 - 19/12/2020. Sharma, S.K., Dwivedi, Y.K., Metri, B., Rana, N.P. (ed.) Cham: Springer, pp. 404-418.
Career history
2022-current
Manchester Metropolitan University- lecturer of marketing
2021-2022
Global Banking School- Lecturer of Marketing
2018-2021
Swansea University Associate lecturer