Overview
Profile summary
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.
Professional memberships
Associate Fellow of Higher Education Academy
Roles on external bodies
Reviewer for the following journals:
Journal of Strategic Marketing
Journal of Retailing and Consumer Services
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Collaborations and top research areas from the last five years
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Beyond reputation and trust: solidarity as the relational engine of SME performance in uncertain times
Koporcic , N., Bhaskar, S., Gugenishvili , I., Micevski, M. & Markovic , S., 13 Jan 2026.Research output: Contribution to conference › Conference paper (not formally published) › peer-review
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Contingent value of coopetition in business clusters from a resource-based view: A moderated-mediation model
VanDyck, G., Siaw, C. A., Aryee, J., Bhaskar, S., Nwoko, C. & Govind, R., Jan 2026, In: Industrial Marketing Management. 132, p. 198-213 16 p.Research output: Contribution to journal › Article › peer-review
Open AccessFile6 Downloads (Pure) -
Generative AI in digital engagement: a quasi-experimental study of tourist sentiment
Ali, W., Kasturiratne, D., Ameer, I. & Bhaskar, S., 6 Mar 2026, In: Service Industries Journal.Research output: Contribution to journal › Review article › peer-review
Open AccessFile1 Downloads (Pure) -
Generative AI and the Fishermen’s Dilemma: The Role of Value-Belief-Norms and Resource Dynamism in Oman’s Sustainable Fishing
Chatterjee, R. S., Bhaskar, S., Belwal, S. & Belwal, R., 2025.Research output: Contribution to conference › Conference paper (not formally published) › peer-review
Open AccessFile2 Downloads (Pure) -
Mitigating the Impact of Ego Depletion and Multiscreening on Sponsorship Effectiveness: The Moderating Role of Synced Advertising: Proceedings of the American Academy of Advertising Annual Conference 2025, Pittsburgh, PA, 6-9 March 2025
Bhaskar, S., 6 Mar 2025.Research output: Contribution to conference › Conference paper (not formally published) › peer-review
Theses
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Wrap Your Ad Around Media Multitasking: Understanding The Factors That Inhibit And Amplify Advertising Effectiveness While Media Multitasking
Bhaskar, S. (Author), White, J. (Director of Studies (First Supervisor)), Angell, R. (Other Supervisor) & Megicks, P. (Other Supervisor), 2021Student thesis: PhD
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