Khaled El Shamandi Ahmed

Staff details

Position Associate Lecturer in Marketing
Email K.Ahmed (
Khaled El Shamandi Ahmed

Khaled is a part-time Lecturer in Marketing at the Institute of Management Studies. He is also a teaching assistant in marketing at London Business School, and currently finishing his PhD at Henley Business School, University of Reading.

His thesis title is “the experiential consumption of augmented reality technology: the role of fun in constructing authenticity and the version of self.” Khaled holds an MSc Business Management from Aston Business School, CIM Diploma in Marketing, and a BA in Mass Communications from Cairo University.

Khaled’s research interests draw on the psychological and sociological theories of consumer behaviour in the digital sphere.

More specifically, he is interested in examining emerging technologies such as augmented reality, virtual reality, and mixed reality through the nexus of 1) The experiential consumption (fun, feelings, and fantasies); 2) Authenticity and how consumers construct reality; and 3) The self and how consumers construct and perceive their version of self. 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).  

In terms of teaching, Khaled’s teaching philosophy is about student self-transformation. This means, not only delivering knowledge to students, but striving to help the students learn something new about themselves towards the end of the module. Currently, he is the module leader of Marketing Communications (UG) and an Associate Lecturer for Professional and Academic Skills in Marketing (UG) and Marketing Analytics (PG).

Prior to joining Goldsmiths, Khaled worked in media planning, news editing, and business operations. In his spare time, he enjoys hiking, running, and feeding the ducks!

Research Interests

  • Experiential Digital Consumption
  • Authenticity
  • The Self



El-Shamandi Ahmed, Khaled; Ambika, Anupama and Belk, Russell. 2022. Augmented reality magic mirror in the service sector: experiential consumption and the self. Journal of Service Management, ISSN 1757-5818