Skip to main content

Professor Mike Nicholson

Professor of Strategic Marketing, Director of Education (Management and Marketing)

Professor of Strategic Marketing, Director of Education (Management and Marketing) in the Business School


Mike Nicholson joined the Business School full-time in 2001, following a successful career in the fast-moving consumer goods (FMCG) sector. A psychologist by background and Professor of Strategic Marketing, his interests lie in the psychology of influence, together with its role in the formulation and execution of more impactful marketing strategies.

An authority in the field of Influencer Marketing, there are two main strands to Mike’s work. From the perspective of the influencer, he explores ways in which behavioural insights can help build a personal brand, create more engaging content, cultivate a sustainable following and facilitate more effective live-streaming activities. On the brand side of the equation, Mike’s focus is on identification of, and alignment with, appropriate influencer segments, the forging of mutually-beneficial strategic partnerships, and the integration of Influencer Marketing with other brand communication channels.

Mike has long-standing collaborative relationships with two Top 100 digital agencies and is well-known as the ‘go to’ person for influencers, brands and retailers working in this space. He has undertaken or supervised research and consultancy projects with a diverse range of leading brands, such as Dairy Crest, Next, L’Oréal, Primark, Vodafone, and Proctor and Gamble. He also regularly works with a number of micro and macro Influencers, creators and solopreneurs.

A particular feature of Mike’s work has been the application of behavioural science techniques such as biofeedback, electroencephalography (EEG) and eye-tracking in areas such as the aesthetics of social media content, influencer interactions with their audiences and the deployment of appropriate persuasive styles.

An award-winning educator and researcher, Mike makes contributions across the School’s Undergraduate, Postgraduate and Executive programmes. He is also External Examiner both for Warwick Business School and for Regent’s University, as well as a long-standing educational advisor to the Office of the Ombudsman for United Nations Funds and Programmes.

Research interests

  • The Psychology of Influence and Persuasion
  • Negative Messaging, Dark PR and Sinfluencer Marketing
  • Disability, Empowerment and Social Media Marketing
  • Scenario Thinking and Strategic Marketing Planning
  • Crisis Management and Defensive/Retaliatory Marketing Tactics


Journal Article


Working Paper

Supervision students

This is the image alt text

A Top Global Business School

We are an international triple accredited business school. Sharing insights, supporting innovation and teaching tomorrow’s leaders. We combine our academic excellence, insightful research and exceptional global business connections, to equip our students to become innovative business thinkers.

About Us