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Parham Jafari Moghadam Fard

PhD Research Student

Title of Research: Strategic Social Media Framework for B2B Integrated Marketing Communication

Parham cropQualifications: BA (Computer engineering, Iran), MA (Marketing Management, Sweden)

PhD Start Date: January 2016

Supervisors: Associate Professor Ben Wooliscroft and Associate Professor Lisa McNeill


Research Summary: The broad purpose of my research is to develop a conceptual framework for utilization of social media (SM) within B2B marketing communication, and to empirically test whether SM can significantly fulfil marketing communication objectives within company’s B2B networks. In addition, the study examines to what extent SM can influence interrelationships in communications of decision-making units between suppliers and consumers in B2B networks.

Research Interests: B2B, Marketing Communication, Social Media, IMC, IT and Marketing Performance, Marketing strategy.


Jafari Moghadam Fard, P., Wooliscroft, B., McNeill, L. Utilization of System Dynamic Modelling Approach for Understanding Macro-Marketing Topics, 42nd Macromarketing Conference, Queenstown, 2017