Associate Professor at East West University, Bangladesh
Professional Profile
Summary
Dr. Salma Akter, Ph.D., MBA, MSc., FHEA, is an accomplished Associate Professor of Business Administration at East West University, Bangladesh. With over 17 years of global academic experience, she has held faculty roles in both Bangladesh and the UK, contributing significantly to higher education through her dynamic teaching, curriculum development, and student mentorship. She is a recipient of the prestigious East West University Research Excellence Award (2025) and is actively involved in research, academic reviewing, and international education initiatives.
Educational Details
Dr. Akter earned her Ph.D. in Consumer Behaviour from Cardiff Metropolitan University (2017), focusing on the role of children in family buying decisions among British Bangladeshi and Bangladeshi families. She holds an MSc in International Business Management from the University of Gloucestershire (2010), and both MBA and BBA degrees in Marketing from the University of Dhaka, graduating with top honors (1st and 2nd positions, respectively). She also received a Gold Medal for securing 9th place nationally in the HSC merit list. In addition, she holds a UK PTLLS Level 4 Certificate and a Business Certificate from Pearson UK.
Professional Experience
Dr. Akter has taught extensively across diverse academic institutions. She currently serves as Associate Professor at East West University (since July 2024), having previously worked as Assistant Professor there (2018–2024). Her academic tenure includes roles at North South University, London Churchill College, Nelson College, Brit College, and University of Dhaka, among others. In the UK, she taught HND and Edexcel business courses, served in assessment and internal verification roles, chaired academic committees, and led student-focused initiatives. She brings over seven years of teaching and assessment experience from the UK’s higher education sector in multicultural environments.
Research Interests
Her research spans consumer behaviour, F-commerce, artificial intelligence in marketing, and case-based learning strategies. Her doctoral work focused on cross-cultural family purchase decision-making. She has actively contributed to research ethics, data collection, triangulation, and publishing strategies during her Ph.D. studies. She frequently supervises postgraduate theses and is a passionate advocate of student-centered learning and research empowerment.
Author Metrics and Academic Service
Dr. Akter is a reviewer for several indexed journals, including the Asia Pacific Journal of Marketing and Logistics (Emerald), International Journal of Consumer Studies (Scopus), and Asia-Pacific Journal of Management Research and Innovation (SAGE). She also serves on the editorial panel of the Journal of Contemporary Development and Management Studies (UK). Since 2022, she has participated in the QS Higher Education Rankings as a nominated voter among Asian scholars.
Awards and Honors
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Research Excellence Award 2025 – Faculty and Department level, East West University
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Gold Medalist – National HSC Examination (9th place, girls' category)
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Top Graduate – MBA (1st Position) and BBA (2nd Position), University of Dhaka
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Fellow – Higher Education Academy (FHEA), UK
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Certified Member – Department for Education (UK), and member of multiple academic societies
Publication Top Notes
1. Can Generative AI be an Effective Co-Teacher? An Experiment
Authors: Niloy, A. C., Akter, S., Sultana, J., Rahman, M. A., Sultana, N., Prome, T. I., Isha, N. J., Afroz, M., Zabeen, M., Tabassum, M., Chowdhury, R., & Sarkar, M.
Published in: Computers & Education: Artificial Intelligence, Elsevier
Volume: 8 | Year: 2025 |
DOI: https://doi.org/10.1016/j.caeai.2025.100418
Summary:
This experimental study evaluates the effectiveness of generative AI tools as co-teachers in higher education settings. The findings suggest that generative AI, when integrated strategically, enhances student engagement, facilitates adaptive learning, and supports instructors in delivering personalized content. This is a pioneering paper combining educational technology, AI integration, and pedagogical transformation, especially relevant in a post-pandemic digital learning environment.
2. Leadership and Innovation against Environmental Degradation
Authors: Rahman, A. & Akter, S.
Editors: Vig, S. & Pandey, A.
Year: 2024
Summary:
This chapter explores the intersection of environmental leadership and innovation, focusing on how corporate managers and policy leaders can adopt proactive, sustainable strategies in response to environmental degradation. It highlights innovative leadership models and CSR approaches, offering actionable insights into sustainability management in developing economies.
3. From Trendsetters to Tastemakers: How Influencer Marketing Influences Consumer Dietary Choices
Authors: Rahman, A. & Akter, S.
Journal: Contaduría y Administración, Elsevier
Year: 2024
Summary:
This paper analyzes the role of social media influencers in shaping consumer dietary behaviors, particularly focusing on health-conscious and youth markets. It applies consumer psychology and marketing theory to examine how trust, aesthetics, and frequency of exposure to influencer content affect nutritional decision-making. The study provides implications for health marketing, public policy, and influencer collaborations.
4. Ethical Considerations in AI-Powered Content Writing: A Case Study in a Developing Country
Authors: Akter, S., Shetu, J. F., Mahbub, F. B., & Nuha, N. T.
Journal: International Journal of Business Forecasting and Marketing Intelligence
Year: 2024
Summary:
This case study investigates the ethical implications of using AI-generated content in the digital marketing ecosystem of a developing country. The study critically evaluates plagiarism, content authenticity, authorship rights, and corporate responsibility. It provides a framework for ethical policy formulation in businesses adopting AI-generated communications.
5. Food Marketing through Social Media Influencers: The Impact on Millennial Cohort Consumers’ Purchasing Intention
Authors: Hoque, M. A., Akter, S., Hafiz, R., & Hoque, I.
Journal: Asian Journal of Business and Accounting (AJBA)
Year: 2024
Summary:
This study explores how food-related content shared by social media influencers affects millennials' purchasing behaviors. Using a quantitative survey design, the research highlights the psychological factors such as relatability, perceived authenticity, and product congruence that mediate influence. The study informs marketing strategies for food and beverage companies targeting digitally active youth.
Conclusion
Dr. Salma Akter exemplifies a well-rounded marketing scholar whose innovative research, pedagogical leadership, and institutional contributions reflect the qualities of an outstanding researcher. Her academic journey, spanning South Asia and the UK, has been marked by consistent output, student mentorship, and impactful scholarship.