Biography: Sufyan Baksh,Ph.D.

Sufyan Baksh, Ph.D.

Dr. Sufyan Baksh is the Executive Director of Innovation and Distinguished Professor of Business in the Department of Business Administration at Fisk University. He was a professor at the University of Scranton, where he worked from fall 2008 until 2022. He was also the program director for three programs (social media strategies, business communication, and CAS-accelerated MBA programs) at The University of Scranton.  He received a Ph.D. in integrated marketing communication & advanced research methods from Texas Tech University. He has completed the post-doctoral bridge program in marketing and management from the Warrington College of Business at the University of Florida. He has an MBA in entrepreneurship and international business from RIT and an MBA/MMS in marketing from RIMSR, and a BA in Economics & Commerce from Jai Hind College (Mumbai, India). He is a board member of Wahed Invest Inc. and has worked for LINOpinion PR (Mumbai, India) for four years, in addition to spending more than 10 years in international Marketing and Finance. His research in marketing, communication, digital transformation, and business is published in several internationally renowned peer-reviewed journals, and he has presented at leading national and international conferences.

Education:

Certificate in Digital Transformation: MIT Sloan School of Management

AI, IoT, Cryptocurrency & Cyber Security

Hough Graduate School of Business, Warrington College of Business Administration Post-Doctoral Bridge Program (PDBP): University of Flordia 

Specialization: Marketing and Management

Ph.D.  Texas Tech University 

Major: Integrated Marketing and Communication (Public Relations) and Cognate in Statistics and Advanced Research Methods

M.B.A.  Rochester Institute of Technology (RIT) 

Major: International Business & Entrepreneurship

M.MS/MBA  Rizvi Institute of Management Studies & Research

Major: Management Studies: Marketing

B.A.  Jai Hind College (Mumbai, India)

Major: Economics & Commerce (Honors)

 

 

Contact information:

Office Location: Park Johnson, room 313
Office Phone Number: 806-283-4435
Office email: sbaksh@fisk.edu

Sufyan Baksh, Ph.D. Research & Publications

  • Baksh, S. M., Fisher, H., & Magee, S. (In Press). Who said that? Impact of source expertise: A generations focused experiment on the perception of radio news sources’ gender, ethos and expertise. KOME Journal.
  • Cheong, H. J., Baksh, S. M., & Ju, I. (2022). Spiral of Silence in an Algorithm-Driven Social Media Content Environment:  Conceptual Framework and Research Propositions. KOME Journal.
  • Cheong, H. J, & Mohammed-Baksh, S. (2021). Purchase Situations and Information-Seeking in Brand-Related User-Generated Content. Journal of Promotion Management, 27(5), p 740-764.
  • Mohammed-Baksh, S., Kilker, J., Fisher, D. H. (2021). Satellite radio: The first decade. Advances in Social Science and Culture, 2(4), 125-131.
  • Cheong, H. J., & Mohammed-Baksh, S. (2020). U.S. and Korean Consumers: A Cross-Cultural Examination of Product Information-Seeking and -Giving. Journal of Promotion Management, 26(6), 893-910. 
  • Mohammed, S., Kilker, J., & Fisher, H. (2020). Public Relations Theory II: A book review. International Journal of Crisis Communication, 3(1), 40-45.
  • Lavin, B., & Mohammed, S. (2020). Investor Relations – The Art and Philosophy of Effective Corporate Communications: A book review. International Journal of Crisis Communication, 3(2), 58-61.
  • Mohammed-Baksh, S., Fisher, H., & Petsas, I. (2020). Do the right thing: A conceptual framework of response strategies research during food-safety crises in the restaurant industry. International Journal of Crisis Communication, 3(1), 1-7
  • Cheong, H. J., & Mohammed-Baksh, S. (2019). U.S. Consumer m-commerce involvement: Using in-depth interviews to propose an acceptance model of shopping apps based m-commerce. Cogent Business & Management, 6(1), 1-18.
  • LaBella, M., Mohammed-Baksh, S., & Cheong, H. J. (2019). Social Interactions in an environment of constant mobile phone use: An ethnographic study exploring mobile use and its effect on social interactions on Millennials. Advances in Social Science and Culture 1(2), 143-153.
  • Fisher, H., & Mohammed-Baksh, S. (2019). Video game journalism and the Ideology of Anxiety: Implications for effective reporting in niche industries and oligopolies. Journal of Media Ethics, 35(1), 45-59.
  • Sembor, J., & Mohammed-Baksh, S. (2017). Social Media’s Re-Institution of Two-Way Communication: A content Analysis of the Use and Pervasiveness of Today’s Technology by the Third Sector. Public Relations Journal, 11(1), 1-19 
  • Fisher, H., McGhee, S. & Mohammed-Baksh, S. (2015). Do they care? An experiment exploring Millennial’s' perception of source credibility in radio broadcast news. Journal of Radio & Audio Media, 22(2), 304-324.
  • Mohammed-Baksh, S. (2015). How Internet Communications are affecting (and being affected by) the Spiral of Silence: Possible Implications for Grassroots Campaigns (Research In Brief). Social Science of Social Media Research Center – Institute for Public Relations – Online. (January)  (http://www.instituteforpr.org/internet-communications-affecting-affected-spiral-silence-possible-implications-grassroots-campaigns/)
  • Mohammed-Baksh, S. & Callison, C. (2015). Hegemonic masculinity in hip-hop music? Difference in brand mention in rap music based on the rapper’s gender. Journal of Promotion Management, 21, 351-370. 
  • Mohammed-Baksh, S. (2014). How Internet Communications are affecting (and being affected by) the Spiral of Silence: Possible Implications for Grassroots Campaigns. Public Relations Journal, 7(4), 1-29.
  • Mohammed-Baksh, S. (2012). How the Interaction of Public Relations Spokesperson Gender and Ethnicity Effect Audience Perceptions of Spokesperson, Organization and Message Credibility: Using the Heuristic Systematic Model to Investigate a Possible Emerging Trend. Public Relations Journal, 6(5), 1-36.
  • Mohammed-Baksh, S. & Callison, C. (2012). Listening to Maybach in my Maybach (Hey Ya…Shake it like a Polaroid Picture): Evolution of Product Mention in Music across the Millennium's First Decade. Journal of Promotion Management 20(1), 20-35. 
  • Mohammed-Baksh, S., Callison, C., & Choi, M. (2012). Positive influence of organizational charitable involvement on perceptions of credibility and purchase Intention. Public Relations Review. 38, 498-50 
  • Ahuja, S, Mohammed-Baksh, S., & Parkinson, M. (2008). Effects Of Television Watching On Total Food Consumed: An Experimental Study. Journal of the American Dietetic Association. November, 2008. (Abstract Published).
  • Keeth, J., Clement, L., Shankar, P., Ahuja, S., Mohammed, S., Boylan, M. (2006). Factors influencing serum intact parathyroid hormone levels in hemodialysis subjects. Journal of the American Dietetic Association. February, 2006. (Abstract Published).

Sufyan Baksh, Ph.D. Professional Service

Professional Service: (at Scranton) 

  • IRB                                                                                                                   Chair
  • Graduate Program Review Council                                                       Member
  • Board of Rank & Tenure (AY 2018)                                                        Alternate Member
  • University Committee on Shared Governance                                     Senator/Member
  • University of Scranton Social & Digital Media Conference                   Chair
  • University of Scranton Review Board                                                  Member
  • University Faculty Research Committee                                                   Member
  • Faculty Senate Academic Support Committee                                         Member
  • University of Scranton Diversity Grant Committee                                Member
  • NEPA Conference on Aging                                                                  Planning Board Member
  • University of Scranton Faculty Senate                                                  Senator
  • University of Scranton CCC (GE Curriculum Review)                          Member
  • College of Arts & Sciences CCC                                                             Member 
  • Initiative for Creative Endeavors                                                          Director
  • U of Scranton Institutional Review Board (IRB)                                  Member
  • Communication Department Review board (DRB)                            Member
  • Communication Department                                                                  Library Liaison
  • WUSR Radio Station                                                                                Marketing Advisor
  • University of Scranton PRSSA Chapter                                                     Faculty Advisor
  • University Office of Equity & Diversity                                                Member & Advisor
  • Department Faculty Search Committee (x2)                                         Chair
  • Strategic Enrollment Planning – Research subcommittee                      Co-chair
  • Strategic Enrollment Planning – marketing subcommittee                   Co-chair
  • Strategic Enrollment Planning – International studies and programs            Member
  • Faculty Union                                                                                                    PR Consultant
  • The Annual University of Scranton Social and Digital Media Conference           Organizer
  • Marketing & Admissions Department                                                      Consultant
  • Manage social media marketing for CAS Dean’s office                          Manager
  • Her Campus Scranton                                                                                 Faculty Advisor
  • Search committee for CAS Assistant Dean                                               Member 

Sufyan Baksh, Ph.D. Conference Presentations

Conference Presentations

  • Baksh, S.M., & Cheong, H. j. (2022). Evolution of Web Strategies & International Business in India: A Comparison between India’s Top 500 Domestic & Multinational Corporations in their use of Web and Social Media Strategies. Accepted for presentation at the #SMSociety’s 12th International Conference on Social Media & Society.
  • Cheong, H. J., Choi, A. J., & Mohammed-Baksh, S. (2021). Hedonic and utilitarian products for the 21st Century: Classification of modern product categories. The American Academy of Advertising 2021 Conference.
  • Forgione, B. L., Cheong, H. J., & Mohammed-Baksh, S. (2019). Millennials and social media usage: The perception of digital natives as communicators. National Communication Association 105th Annual Convention, Baltimore, MD.
  • Mohammed-Baksh, S., & Fisher, H. (2019). Decisions Decisions! Newspapers, Twitter or Facebook? Apology or Ingratiation? Using the Elaboration Likelihood Model to Evaluate Crisis Communication Strategies for Companies in Crisis in the Digital Age. The 22nd Annual International Public Relations Research Conference (IPRRC, 2019). Orlando, FL.
  • Mohammed-Baksh, S., Fisher, H., & Magee, S. (2019). Who said that? An experiment on the perceptions of radio news sources and the news based on source type and gender. The Broadcast Education Association Conference (BEA 2019), Las Vegas, NV.
  • Cheong, H. J., & Mohammed-Baksh, S. (2019). Brand-related UGC and its implication for global business: A cross-cultural study of differences in eWOM production and effects on the U.S. and South Korean customers. 2019 Korea Advertising Society – Global Colloquium, Seoul, South Korea.
  • Fisher, H., & Mohammed-Baksh, S. (2015). Videogame journalism and Ideology of Anxiety: Implications for effective reporting in niche industries and oligopolies. International Communications Association (ICA) 2015 Conference. Puerto Rico.
  • Fisher, H., Magee, S., and Mohammed-Baksh, S.  (2014). “Do they care?  Millennial’s’ perception of journalists’ credibility in radio broadcast news.”  The Broadcast Education Association Conference (BEA 2014).  Las Vegas, NV.
  • Mohammed-Baksh, S. (2013). India shining:  A test of how the top 500 companies in India use the web and social media to assist media relations and public relations. Paper accepted to The 16th Annual International Public Relations Research Conference (IPRRC 2013). Miami, FL.  
  • Mohammed-Baksh, S. (2013). Some do it for the females, others do it for the retail: A Content Analysis of top Hip Hop Songs to Find Differences in Product Placement based on Rappers’ Gender. Paper accepted to The Annual Popular Culture & American Culture Association Conference. Washington, DC.
  • Sembor, J. & Mohammed-Baksh, S. (2013). Social Media’s Re-Institution of Two-Way Communication: A content Analysis of the Use and Pervasiveness of Today’s Technology by the Third Sector. Paper accepted to The Annual Popular Culture & American Culture Association Conference. Washington, DC.
  • Mohammed-Baksh, S. (2012). Using the Heuristic Systematic Model to investigate a possible emerging trend: How public relations spokesperson gender and ethnicity effects audience perceptions of spokesperson, organization and message credibility. Accepted to the 15th Annual International Public Relations Research Conference (IPRRC 2012). March, 2012. Miami FL. 
  • Mohammed-Baksh, S. (2011). Charity versus environmental and sustainability initiatives: What works best for organizations during times of crisis. Presented at the International Public Relations Research Conference (IPRRC 2011), Miami, FL.
  • Ahuja, S, Mohammed-Baksh, S., & Parkinson, M. (2008). Effects Of Television Watching On Total Food Consumed: An Experimental Study. Presented at the ADA Research Conference, October 2008
  • Mohammed-Baksh, S., & Parkinson, M. (2008). Crisis management strategies: Which one works best? Presented at the International Public Relations Research Conference (IPRRC 2008), Miami, FL 
  • Mohammed-Baksh, S., Choi, M., & Callison, C. (2007). Cashing in goodwill in times of crisis: Does public awareness of organizational charitable contributions lead to leniency when problems arise? Paper presented at the International Public Relations Research Conference (IPRRC 2007) in Miami, FL.
  • Keeth, J., Clement, L., Shankar, P., Ahuja, S., Mohammed-Baksh, S., Boylan, M. (2005). Factors influencing serum intact parathyroid hormone levels in hemodialysis subjects.  Paper presented at the ADA Research Conference, Feb 2006.
  • Keeth, J., Clement, L., Shankar, P., Ahuja, S., Mohammed-Baksh, S., Boylan, M. (2005). Factors influencing serum intact parathyroid hormone levels in hemodialysis subjects.  Poster Presented at the American Dietetics Conference. Feb 2006.
  • Proceedings
  • Cheong, H. J., Choi, A. J., & Mohammed-Baksh, S. (2021). Hedonic and utilitarian products for the 21st Century: Classification of modern product categories. 2021 Proceedings of the American Academy of Advertising.
  • Cheong, H. J., & Mohammed-Baksh, S. (2019). Brand-related UGC and its implication for global business: A cross-cultural study of differences in eWOM production and effects on the U.S. and South Korean customers. Proceedings of the 2019 Korea Advertising Society – Global Colloquium.
  • Mohammed, S., & Fisher, H. (2019). Decisions Decisions! Newspapers, Twitter or Facebook? Apology or Ingratiation? Using the Elaboration Likelihood Model to Evaluate Crisis Communication Strategies for Companies in Crisis in the Digital Age. In Yook Bora’s (Ed.) proceedings of the 22nd annual International Public Relations Research Conference.
  • Mohammed-Baksh, S. (2012). Using the Heuristic Systematic Model to investigate a possible emerging trend: How public relations spokesperson gender and ethnicity effect audience perceptions of spokesperson, organization and message credibility. In Dodd Melissa (Ed.) proceedings of The 15th Annual Public Relations Research Conference, 424-450.
  • Mohammed-Baksh, S., Choi, M., & Callison, C. (2007). Cashing in goodwill in times of crisis: Does public awareness of organizational charitable contributions lead to leniency when problems arise? In Marcia Watson DiStaso (Ed.) proceedings of The 10th International Public Relations Research Conference, 23-34.
  • Mohammed-Baksh, S., & Callison, C. (2007).  "Hey ya...Shake it like a Polaroid picture": Product mention in popular music genres. In Kim Sheehan (Ed.), Proceedings of the 2007 Conference of the American Academy of Advertising, 55-63.

 

Sufyan Baksh, Ph.D. Courses

Fisk University

  • Marketing
  • Microeconomics
  • Consumer Behavior
  • Managerial Economics

University of Scranton, Scranton, PA (Fall 2008 to Spring 2022)

Courses

  • Business Policy (Capstone MBA Course)
  • Organizational Behavior (MBA)
  • Sustainability Marketing 
  • Introduction to Social Media Strategies (Developed)
  • Social Media Communication (Developed)
  • Events Management (Experiential Learning – Developed)
  • Principles of Microeconomics
  • Principles of Macroeconomics
  • Contemporary Public Relations
  • Public Relations Writing
  • Public Relations Agency (Developed)
  • Public Relations Cases
  • Senior Seminar
  • Communications Research Methods & Media Planning (Developed)
  • Graphics
  • Advertising Competition
  • Advertising Practicum
  • Advertising Decision Making
  • Public Speaking

 

Independent Study Courses

  • Investor relations
  • Financial PR
  • Celebrity Management /Publicist
  • Political PR
  • Research Methods
  • Event Planning & Management
  • Advertising Media Planning
  • Television Script Writing
  • Healthcare Public Relations
  • Marketing in Book Publishing
  • Financial Public Relations
  • Fashion Forward: PR in the Fashion Industry
  • Sports Publicity and Marketing Communications

 

Texas Tech University, Lubbock, TX (Fall 2005 to Spring 2008)

Courses

  • Principles of Advertising
  • Graduate Pedagogy Coach
  • Mass Communications Research Methods
  • Public Relations Campaigns 
  • Principles of Public Relations
  • Public Relations Graphics & Production
  • Graduate Data Analysis & Statistics (Assisted)

 

Lubbock Christian University, Lubbock, TX (Spring 2006 to Spring 2008)

Courses

  • Advertising Management
  • Introduction to Advertising