Ronnie DAS

Professeur Associé

  • Département Marketing

Domaines d'enseignement

Data Analytics

Big Data Management

Digital Marketing

AI for Managers

Domaines de recherche

Cultural Branding

Consumer Culture Theory

Socio-Economic Values of Brand Management

Social Network Analysis (SNA)

Customer Journey

Misinformation & Disinformation Research

Human Machine Relationships

Big Data Analytics



PhD in Marketing & Consumer Behaviour - University of Strathclyde

MSc. in Marketing with Customer Management - University of Strathclyde

Research Interest:

From behavioural perspective Ronnie is interested in exploring social media engagement, nature of misinformation/disinformation and their digital propagation, online profiling and borrowing behaviour, online activism, technology adaptation, identity politics etc. He won the best paper in track award at Academic of Marketing conference 2018, and he is also engaged in writing impact blogs for the London School of Economics.

From an applied perspective Ronnie is interested in exploring the application of digital marketing and data science in marketing automation. His selected projects explored the effectiveness of UX/UI, NLP based sentiment analysis modelling, computer vision based medical image detection, Big Data imputation method.

Ronnie has taught across various universities in the UK including University of Strathclyde and Coventry University. He specialises in teaching digital marketing and data analytics. He was nominated as best supportive lecturer on number of occasions.

A spell in the Netherlands managing business programmes at Northumbria University Amsterdam Campus has cemented his enthusiasm for European teaching and research collaboration. Currently he is acting as the PI for a collaborative project funded by the ING bank, and he has also engaged in developing competitive digital strategies for a number of Dutch SMEs in the Netherlands.

Current Funding:

CERN Opeanlab – Eurodoc small research support grantING Bank small research grantNewcastle University School Research Grant

Newcastle Urban Observatory:

Ronnie works with Prof. Phil James (director) and the Urban Observatory team in understanding and interpreting IoT based Smart City data collected from over 5000 sensors placed across the North East. He is keen to help the observatory understand Citizen Behaviour and the issue of Data Governance within Smart City infrastructures.

His work with Prof. Phil James on big data led behavioural insight into public behaviour during COVID-19 was highlighted by the Forbes and The World Economic Forum.

Supergen Energy Networks Hub:

Ronnie is involved in collaborative projects with hub researchers investigating big data imputation methods within energy storage and energy consumption.

As an ECR committee member Ronnie is also actively involved in developing and supporting ECR activities, within EPSRC funded Supergen Network Hub, led by Prof. Phil Taylor and Dr Sarah Walker. His responsibilities involve:

Developing ECR-industry liaison programmesDeveloping and managing seed-corn funding callsOrganising ECR events and increase interdisciplinary networking opportunities

Impact Projects:

European COVID-19 Innovation Sprint: Ronnie won a European Innovation Challenge along with a team of participants from around the world. His team’s innovative technological solution to tackle the spread of misinformation championed the socio-political cohesion category. The project was recognised and rewarded by European Innovation Council, Vodafone Foundations, Amazon AWS, PwC etc.

EU Datathon 2020: Ronnie’s proposed idea to use open data to support people and economy was selected as one of 12 finalists out of 121 submissions. He will compete against other teams by developing and presenting a fully functioning digital prototype of his idea to the European Commission.

Follow Ronnie on Twitter @RonnieDas11



AHMED, W., ALEX FENTON, A., MARIANN HARDEY, M., DAS, R. (2022) . Binge Watching and the Role of Social Media Virality towards promoting Netflix’s Squid Game, IIM Kozhikode Society and Management Review, 11 (2), 222-234

DAS, R., AHMED, W. (2022) . Rethinking Fake News: Disinformation and Ideology during the time of COVID-19 Global Pandemic, IIM Kozhikode Society and Management Review, 11 (1), 146-159


James, P., DAS, R., Jalosinska, A., Smith, L. (2020) . Smart cities and a data-driven response to COVID-19, Dialogues in Human Geography, 10 (2), 255-259


PhD, Sciences de Gestion, Branding, Consumer Behaviour & Marketing
University of Strathclyde, Royaume Uni (2016)