Dr Tribikram Budhathoki

Profile

Roles:

• Senior Lecturer (Associate Professor) in Marketing and Communications
• Members of MINDS Research Group

Biography:

Dr Tribikram Budhathoki is a Senior Lecturer (Associate Professor) in Marketing and Communications at the School of Business and Management, Queen Mary University of London. He holds a PhD in Marketing from Loughborough University and an MSc in Marketing with Distinction from the University of Hull. Prior to his appointment at Queen Mary, he held academic positions as a Senior Lecturer at the University of Huddersfield and as a Postdoctoral Researcher at Oxford Brookes University.

Tribikram’s research sits at the cutting edge of marketing scholarship, focusing on the intersections of artificial intelligence, technology adoption, cross-cultural studies, and brand management. His work has been published in several high-impact journals, including the Journal of Business Research, International Marketing Review, Journal of Strategic Marketing, Studies in Higher Education, and the International Journal of Entrepreneurial Behavior & Research.

Undergraduate Teaching

Influencer Marketing and AI Trends

Postgraduate Teaching

• AI for Business
• Fashion and Luxury Marketing

Tribikram is committed to empowering his students with both solid theoretical knowledge and hands-on skills, preparing them to tackle complex projects and excel in their chosen paths. He integrates research-driven content into his teaching, helping students stay current with the latest developments and engage with emerging ideas. His classes are grounded in active learning and innovative methods to create a dynamic and engaging learning environment.

Tribikram is a Fellow of the Higher Education Academy (FHEA)

Research

Public Engagement

Tribikram has been invited as a guest speaker to present insights from his research at various esteemed academic forums, reflecting recognition of his expertise in the field. He is a regular contributor to leading international conferences such as European Marketing Academy, British Academy of Management, and European Academy of Management, where he also serves as a track chair—guiding scholarly dialogue and advancing research discourse. In addition, Tribikram actively contributes to the academic community as a frequent reviewer for high-impact journals including the Journal of Business Research, International Marketing Review, International Marketing Management, and Studies in Higher Education.

Scholarly Contributions

Tribikram Google Scholar Profile contains a detailed list of publications.

Journal Articles:

Haq, M., Ng. W., Budhathoki, T., Davies, J. and Dana, L.P. (2025). Microentrepreneurial commitment and perseverance in local communities during the COVID-19 crisis, International Journal of Entrepreneurial Behavior & Research, 31 (5), 1400-1420

Budhathoki, T., Zirar, A., Njoya, E. T., & Timsina, A. (2024). ChatGPT adoption and anxiety: a cross-country analysis utilising the unified theory of acceptance and use of technology (UTAUT). Studies in Higher Education, 1-16.

Haq, M., Johanson, M., Davies, J., Dana, L. P., and Budhathoki, T. (2021), Compassionate customer service in ethnic minority microbusinesses. Journal of Business Research, 126, 279-290.

Michaelidou, N., Micevski, M., Kadic-Maglajlic, S., Budhathoki, T., and Sarkar, S., (2019), Does non-profit brand image mean the same across cultures? An exploratory evaluation of non-profit brand image in three countries, International Marketing Review, Vol. 36 No. 6, pp. 979-995

Budhathoki, T., Schmitt, J., and Michaelidou, N. (2018), Does culture impact private labels performance?, International Marketing Review, Vol. 35 No. 1, p. 93-112

Quinton, S., Canhoto, A., Pera, R.,Milinillo, S. and Budhathoki, T. (2018), Conceptualising a digital orientation: antecedents of supporting SME performance in the digital economy, Journal of Strategic Marketing, Vol. 26 No. 5, 427-439

Book Chapter

Quinton, S., Canhoto, A., and Budhathoki, T. (2016). What makes a digital Innovator? Findings from a European study of SME digitalisation. In A. Jolly (Eds.), The Growing Business Handbook (pp. 26-33), Institute of Directors, Kogan Page.

Selected Conferences

Yakimova, R., and Budhathoki, T. 2025. Toward a framework of pracademic transition to academic roles, European Academy of Management (EURAM), 22-25 June 2025, University of Florence, Italy.

Budhathoki, T. Zirar, A., Tchouamou Njoya, E., (2024), Examining the Adoption Intention of Generative Artificial Intelligence (ChatGPT) and Perceived Risk among Students in the UK Higher Education, Proceedings of the Academy of Marketing, 1-4 July 2024, Cardiff University, UK.

Yakimova, R., and Budhathoki, T. 2024, The dark side of work meaningfulness: Theorising nonsustainable career transitions, European Academy of Management (EURAM), 25-28 June 2024, University of Bath School of Management, Bath, UK.

Budhathoki, T and Schmitt, J (2023) How Does Cultural Tightness-Looseness Affect Private Label Brands Performance? The Mediating Role of Retail Market Development, European Marketing Academy (EMAC), SDU, May 23-26, Odense, Denmark.

Budhathoki, T., Zirar, A., Tchouamou Njoya, E., (2023), How will academic institutions and students adapt to the use of language models in the future? Special issues of Studies in Higher Education

Haq, M., Budhathoki, T., Ng, W., and Davies, J., (2022), Microbusinesses as drivers of economic recovery: The role of entrepreneurial commitment and perseverance in the coronavirus pandemic, Proceedings of the European Academy of Management (EURAM), 15^th-17^th June, Winterhur/Zurich, Switzerland.

Budhathoki, T., and Haq, M. (2022), The effects of cultural tightness-looseness on private label brands performance, Proceedings of Academy of Marketing, 5^th -7^th July, University of Huddersfield, UK.

Grants

Project Title: Crisis and Microbusiness Survival: Lessons Learned from COVID-19, European Academy of Management (EURAM) 2023 Research Grant Winners, Budhathoki, T (PI) and Haq, M (Co-I), 4794 Euros [2023, Awarded].