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Dr S M A Moin

S M A

Reader in Storytelling and Brand Communications, Co-Director of BSc Marketing & Management

Email: s.moin@qmul.ac.uk

Profile

Roles:

Biography:

Dr S M A Moin is a Reader (Associate Professor) in Storytelling and Brand Communications at Queen Mary University of London. He is an interdisciplinary researcher and a published author in brand storytelling, strategy, leadership and creativity & innovation. He regularly reviews for several academic journals. He has earned an MBA from the University of Strathclyde and a PhD from the University of Nottingham. In addition, he has completed several executive educations in leadership, management, creativity and entrepreneurship from the University of Oxford, University of Cambridge and Harvard University.

Before his move into academia, Moin worked in several industries, including the military (Navy), media, publishing, and financial services. As a management consultant, he has advised various companies, worked for the world’s largest international newspaper and was part of a $4 billion international subsea project named SME-4. He has also served as an LEA Governor of the London Borough of Hounslow and taught in the UK further education sector and armed forces training institutions. Before joining Queen Mary University of London in 2022, Moin worked as the Associate Head of Research and Scholarship, University Ethics Lead and Vice-Chair of the Research, Scholarship and Ethics Panel at Coventry University London. He is a Principal Fellow of Advance HE and a Fellow of the Chartered Management Institute.

Moin has been recognised as a 2024 Top Scholar by ScholarGPS, placing him in the top 0.5% of scholars worldwide. Dr Moin has also been ranked #9 globally in the field of Storytelling, based on research contributions published during the last five years. His influential work explores how storytelling functions as a strategic and humanising force across marketing, branding, education, and digital culture.

  • Storytelling in Marketing and Brand Communications (Routledge, 2025)
  • Creativity in the Imagination Age (Palgrave Macmillan, 2022)
  • Brand Storytelling in the Digital Age (Palgrave Macmillan, 2020)

Teaching

 Undergraduate

  • BUS321: Business and Social Approaches to Social Media - Opportunities and Issues

 Postgraduate

  • BUSM210 Brand Storytelling in the Digital Age

Driven by a passion for teaching and learning, Moin has developed extensive expertise in creating innovative and engaging educational experiences. His approach combines research-led, problem-based, and inquiry-driven pedagogy with the art of storytelling and experiential simulations, including case studies and scenario planning. By weaving these elements together, he encourages students to think critically, apply concepts in practice, and engage with learning on a deeper level.

Throughout his career, Moin has taught across undergraduate, postgraduate, and MBA programmes, delivering modules in Marketing, Strategy, Creativity, Innovation, Brand Storytelling, and Business and Social Approaches to Social Media. He has also developed online training for SAGE Publishing.

His dedication to educational excellence has been recognised with the Queen Mary Education Excellence Award 2023/24 and his achievement as a Principal Fellow of Advance HE (PFHEA).

Throughout his academic career, Moin has designed and developed a wide range of modules across Undergraduate, Postgraduate, and MBA programmes.

Research

Supervision

Supervision

Current Doctoral Students:

  • Abdullah Abdulrahman A Alfares
  • Ranjit Thind

S M A Moin's research interests include:

  • Brand storytelling
  • Creativity
  • Consumer trust
  • Branding

Scholarly Contributions

Books:

Moin, S. M. A. (2025). Storytelling in Marketing and Brand Communications, London: Routledge

Moin, S M A (2022). Creativity in the Imagination Age: Theories, Practice and Application, London: Palgrave Macmillan

Moin, S M A (2020). Brand Storytelling in the Digital Age: Theories, Practice and Application, London: Palgrave Macmillan, ISBN: 9783030590840

Moin, S M A (2020). Leadership Compass: 12 Steps to Becoming a Purposeful Leader, London: KDP, ISBN: 9781673879063

Moin, S M A (2019). The Purpose of Life: Understanding the Divine Message through the Lens of Leadership and Strategy, London: KDP, ISBN: 9781694830968

Moin, S M A (2012). Strategy Made Easy: Introducing a New Strategy Model, Saarbrücken: Lambert Academic Publishing. ISBN: 9783659153464 (Printed in the USA and UK)

 

Fiction:

Moin, S M A (2023). Digital Robin Hood: The Persecution of an Innocent Soul, ASIN: ‎B0BCZR7LM7

Moin, S M A (2023). Tears of Love: How Humanity Writes Happiness, One Line at a Time, ASIN: ‎B0BRKXJCPW

 

Book Chapters:

Moin, S M A (2019). The Power of Storytelling: How to Engage Millennial Learners with an Ancient Art. In C. Simmons (Ed.), Teaching and Learning Excellence: The Coventry Way, Coventry: Coventry University

 

Journal Articles:

Devlin, J.F., Roy, S. K., Sekhon, H., Moin, S. M. A. and & Sahiner , M. (2025). Trust and FinTech: A review and research agenda, Electronic Markets (2025) 35:62 https://doi.org/10.1007/s12525-025-00803-w

Moin, S M A, Devlin. J., McKechnie. S. (2021). Introducing a composite measure of trust in financial services, The Service Industries Journal, DOI: 10.1080/02642069.2021.1969366

Moin, S M A, Hosany, S. O'Brien, J. (2020). Storytelling in destination brands’ promotional videos, Tourism Management Perspective, 34:1-12

Moin, S M A, Devlin. J., McKechnie. S. (2017). Trust in Financial Services: The Influence of Demographics and Dispositional Characteristics, Journal of Financial Services Marketing, 22:64-76

Moin, S M A, Devlin. J., McKechnie. S. (2016). Magic of Branding: The Role of Pledge, Turn and Prestige in Fostering Consumer Trust in Financial Services, Journal of Financial Services Marketing, 21 (2): 113-126.

Moin, S M A, Devlin. J., McKechnie. S. (2015). Trust in Financial Services: Impact of Institutional Trust and Dispositional Trust on Trusting Belief, Journal of Financial Services Marketing, 20: 91-106.

 

Teaching Resources and Case Study:

Moin, S M A (2020). The Approaches to Interdisciplinary Research in Brand Management: Assumptions and Methods, London: SAGE Publishing, ISBN: 9781529723892

Moin, S M A (2020). Depth Interviews and Life Stories: A Narrative Approach, London: SAGE Publishing, ISBN: 9781529722901

Moin, S M A (2020). Principles of Brand Storytelling in Marketing: An approach for literary and narratological analysis of video commercials, London: SAGE Publishing, ISBN: 9781529731903

Moin, S M A (2014). The inextricable link between passion and a successful business, UK: Enterprise Research Centre.

 

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