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Khaled El-Shamandi Ahmed

Khaled El Shamandi Ahmed1 mtime20191217094645


  • Experiential Digital Consumption, 
  • Authenticity, 
  • The Self

Khaled is a consumer researcher in digital technology at Henley Business School.

His research explores the experiential consumption of augmented reality (i.e., Instagram filters) through the lens of the three “Fs” (fun, fantasy, and feeling), authenticity, and the self. During his PhD, Khaled has presented his research in several leading marketing conferences around the world, including European Academy of Marketing Conference (EMAC), and American Marketing Association (AMA).

Khaled holds MSc Business Management from Aston Business School (2017) and BA in Mass Communications from Cairo University (2005). Prior to joining Henley, Khaled worked in media planning, news editing, and business operations. In his spare time, he enjoys hiking, running, and feeding ducks!

Qualifications and Publications

MSc Business and Management, Aston University, UK, 2017

CIM Professional Diploma in Marketing, 2009

BA Mass Communications, major in Advertising & Public Relations, Cairo University, Egypt, 2005