DR. SAFEENA YASEEN
| PERSONAL INFORMATION | |||
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| safeenayaseen.bukc@bahria.edu.pk | |||
| Phone Ext. | +92219924002-6 | ||
| Research Areas / Expertise | Marketing Communication, Digital Media, Consumer Behavior, Instrument Development | ||
| QUALIFICATION | |||
| Degree | Passing Year | Majors | University |
| Postdoctoral Fellowship | 2023 | Marketing | Universitas Airlangga |
| Ph.D | 2022 | Marketing | Institute of Business Management |
| MS/MBA | 2015 | Marketing & Media Management | Institute of Business Management |
| BS/M.A | 2011 | Advertising & Public Relations | University of Karachi |
| TEACHING EXPERIENCE | |||
| Designation | From | To | Organization |
| Senior Assistant Professor | 27-Aug-2019 | Present | Bahria University |
| Visiting Faculty | 16-Mar-2026 | Present | Dow University (IBHM) |
| Visiting Faculty | 03-Mar-2025 | 28-Feb-2026 | Institute of Business Management |
| Lecturer | 21-Jan-2019 | 26-Aug-2019 | Kiet University |
| Marketing POV Consultant | 01-Jan-2015 | Present | Tag World Wide |
| Marketing Manager | 01-Feb-2018 | 22-Jan-2019 | Education Works Pvt. Ltd |
| Senior Creative Manager | 01-Oct-2015 | 02-Jan-2018 | IAL Saatchi & Saatchi |
| Associate Creative Director | 01-Jan-2015 | 30-Sep-2015 | Bond Advertising |
| Creative Manager | 01-Mar-2012 | 31-Dec-2014 | Synergy Advertising |
Publications
Journals
- TRENDS IN VIRTUAL PRODUCT PLACEMENT IN MOVIES: A CASE OF PRODUCT PLACEMENT BETWEEN NASA AND STAR TREK FILMS | JOSSAMS-Journal of Social Sciences and Media Studies
- Role of Emotional Intelligence in Marketing – A Theoretical Perspective | Bahria University Journal of Humanities and Social Sciences (BUJHSS)
- Why Research Students in Pakistan Experience Disengagement from Studies: A Qualitative Research Conducted in Karachi | Bahria University Journal of Humanities and Social Sciences (BUJHSS)
- Impact of Corporate Credibility, Brand Awareness, Brand Image and Brand Loyalty on Purchase Intention in the Telecommunication Sector of Karachi | Global Management Journal for Academic & Corporate Studies
- International Comparison of Media Coverage on the Fukushima Crisis: A Comparative Content Analysis of News Media Coverage in Several Countries | Media Education (Mediaobrazovanie)
- Projecting Sports/Cricket Diplomacy between India and Pakistan: A Comparative Analysis of leading Media Outlets from both the Countries | Media Education (Mediaobrazovanie)
- Gender Stereotyping in Fashion Advertising: A Perceptual Analysis of Male Consumers from Pakistan | Media Education (Mediaobrazovanie)
- Empirical Evidence of Factors Affecting Attitude towards the Advertising of Socially Sensitive Products in Digital Media | Media Education (Mediaobrazovanie)
- EXAMINING SPORTS/CRICKET DIPLOMACY AS A TOOL TO INSTIGATE POLITICAL INTERESTS: A COMPARATIVE ANALYSIS OF MEDIA PORTRAYAL OF CRICKETING RELATIONS BETWEEN INDIA AND PAKISTAN | PalArch's Journal of Archaeology of Egypt/ Egyptology
- Antecedents of Attitude towards Advertising of Controversial Products in Digital Media | Market Forces College of Management Sciences
- Terms Get Evolved, Still Rooted into Basics – Contextualization of Electronic Word of Mouth Literature as a Communication Model | Interciencia
- Towards an Integrated Model of Electronic Word of Mouth Communication | International Journal of Media and Information Literacy
- ). Exploring the Role of Emotional Intelligence in Advertising: A Theoretical Analysis | International Journal of Media and Information Literacy
- Disengagement from Postgraduate Research: An Exploratory Analysis of Media Research Students Experiencing Disengagement from Studies in Karach | International Journal of Media and Information Literacy
- Digital Intrusiveness of Unmentionable Products: Construct Differential Analysis Framework Approach | International Journal of Social Sciences and Entrepreneurship (IJSSE
- Exploring the Image of Indonesia in International News Media through: A Comparative Analysis of Leading News Websites from the World | International Journal of Media and Information Literacy
- Religio-spiritual insights affecting the attitude toward advertising during religious festival: Comparison between an irritating and a religious advertisement | Revista de Administracao Mackenzie
- Digital resilience: Understanding the influence of social media and support networks on university students� isolation during COVID-19 | Masyarakat Kebudayaan dan Politik
- From tradition to progressiveness: Analyzing Thailands image on youtube amid post-cannabis legalization | PLOS ONE
- Integrated Framework of Attitude Formation and Attitude Change Theories: Contextualizing Educational Advertising and Media Literacy in Controversial Product Campaigns in South Asia | Media Education Mediaobrazovanie
Conferences
- Antecedents of Purchase Intention in the Telecommunication Sector of Karachi | 5 th World Conference on Media and Mass Communication – MEDCOM 2019, Kuala Lumpur, Malaysia
