ResearchGate: https://www.researchgate.net/profile/Prianka-Sarker
LinkedIn: https://www.linkedin.com/in/prianka-sarker
Dr. Prianka Sarker is a Senior Lecturer and Program Leader of the MSc in Digital Marketing at Northumbria University. Before joining Northumbria, she worked at Manchester Metropolitan University. With a PhD in Digital Marketing from Swansea University, her expertise spans consumer behaviour, digital marketing strategies, and technology adoption.
Beyond academia, she actively contributes to the scholarly community as a member of the British Academy of Management and a Certified Management & Business Educator. Her involvement extends to committee roles at prestigious international conferences, including the e-Business, e-Services, and e-Society conferences, as well as the European Conference on Social Media. She has been honoured with awards such as the Best Reviewer and Best Paper Award at the I3E-2023 and IFIP-2023 international conferences.
Dr. Sarker’s research focuses on digital marketing, consumer behaviour, consumer psychology, generative AI, and branding. She is currently accepting PhD students interested in these areas. Please email her at Prianka.sarker@northumbria.ac.uk if you are interested in pursuing research in these fields.
PhD in Digital Marketing, Swansea University
Postgraduate Certification Learning and teaching in higher education, Manchester metropolitan University
MSc international Business management with Project management, London South Bank University
BSc International Business management, Anglia Ruskin University
British Academy of Management (BAM)
Certified Management & Business Educator (CMBE)
Committee member of international conferences, the e-Business, e-Services, and eSociety conference
Committee member of the ECSM European Conference on social media
Best Reviewer Award I3E- 2023
Best Research Paper award
Peer reviewed journal publications
Sarker.P, Laurie.H, Tegwan.M & Â Dwivedi,Y.K (2024). Consumer adoption of Social commerce, An extended Meta-UTAUT model. Technological Forecasting and Social changes.
Shao, Z., Ho, J. S. Y., Tan, G. W. H., Ooi, K. B., Sarker, P., & Dwivedi, Y. K. (2024). How celebrity attributes damage customer–brand relationship in live streaming commerce: a dark side. Journal of Brand Management, 1-23.
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.’Â Journal of Computer Information Systems, pp. 1-32.
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.’Â 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.’Â 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.’Â Information Systems Frontiers, 25(4) pp. 1421-1437.
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.
Peer reviewed conference publication
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.
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.’Â 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.