Sannan Waheed Khan

Brief Bio

I am a resident faculty member specializing in Digital Media and Communication at the University of Southern Punjab, Multan. My academic and professional focus lies at the intersection of communication and management, where I integrate strategic thinking with effective communication practices. I teach courses including Public Relations, Corporate Communication, Communication for Managers, and Organizational Image Management, all of which reflect my hybrid expertise in linking communication with organizational strategy. I hold a Ph.D. in Corporate Communication from Universiti Putra Malaysia (UPM), one of Malaysia’s leading and prestigious universities. My doctoral training has provided me with strong theoretical grounding and practical insight into contemporary communication challenges faced by organizations in dynamic global environments.

My research interests include corporate reputation, stakeholder engagement, and strategic communication. I am committed to developing future professionals who are not only competent communicators but also capable strategic thinkers. Through my teaching and research, I aim to contribute to the advancement of communication as a management function that supports organizational effectiveness and long-term success.

Education
PhD Mass Communication	University Putra Malaysia	Continue
Master of Arts (Mass Communication)	University Utara Malaysia	2016 – 2018
BS (Hons) Mass Communication	Bahauddin Zakariya University, Multan	2009 – 2013

Professional Experience
Lecturer	University of Southern Punjab, Multan	2024 – Till now
Visiting Lecturer	University Putra Malaysia	2023 – 2024
Lecturer	Asian Institute of Cambodia	2019 – 2020
Research Fellow	University Utara Malaysia	2018 – 2019
Lecturer	Bahauddin Zakariya University	2013 – 2015
Lecturer	Allama Iqbal Open University, Multan Campus	2013 – 2016

Research Interests

Mass Communication
Advertising
Corporate Communications
Corporate Branding and Reputation
Corporate Social Responsibilities
Public Relations

Title	Year	Published Link
Tariq, S., Khan, A. M., Khan, S. W., & Cheng, J. M. S. (2025). Customer Reactions to Emotional Labor: Moderating Role of Human Resource Practices between Emotional Labor and Customer Outcomes. Contemporary Management Research, 21(2), 161-197.	2025	—
Hui, X., Raza, S. H., Khan, S. W., Zaman, U., & Ogadimma, E. C. (2023). Exploring Regenerative Tourism Using Media Richness Theory: Emerging Role of Immersive Journalism, Metaverse-Based Promotion, Eco-Literacy, and Pro-Environmental Behavior. Sustainability, 15(6), 5046. (Impact factor 3.5, Scopus Indexed Q1, and HEC Recognized W category).	2023	—
Khan, S. W., Shahwar, D., & Khalid, S. (2023). Unlocking the Potential of YouTube Marketing Communication: The Effects of YouTube Influencer Attributes on Millennials’ Purchase Intention in Pakistan. Annals of Social Sciences and Perspective, 4(1), 65-76. (HEC Recognized Y category).	2023	—
Raza, S. H., Yousaf, M., Zaman, U., Khan, S. W., Core, R., & Malik, A. (2023). Unlocking infodemics and mysteries in COVID-19 vaccine hesitancy: Nexus of conspiracy beliefs, digital informational support, psychological Well-being, and religious fatalism. Vaccine, 41(10), 17031715. (Impact factor 4.5, WOS, Scopus Indexed Q1, and HEC Recognized W category).	2023	—
Khan, S. W., & Geng, H. Reshaping Tourist Industry (2022): The Role Of Virtual Tourism In The Covid-19 Pandemic Recovery In Malaysia. (Peer Review)	2022	—
Khan, S. W., Adnan, M., & Hameed, M. B. (2022). The Outbreak of Covid19 And Online Education In Pakistan: Transformation With Digital Media And Information Communication Technology. Pakistan Journal of Social Research, 4(2), 1154-1162. (HEC Recognized Y category).	2022	—
Khan, S. W., Shahwar, D., & Adnan, M. (2022). The Positive and Negative Impact of Social-Media On Public Perceptions And Willingness To Vaccinate Against Covid-19. Pakistan Journal of Social Research, 4(04), 629-636. (HEC Recognized X category).	2022	—
Riaz, T., Rasool, I., & Khan, S. W. (2022). Impact of Ownership Structure on Corporate Debt Maturity: An Empirical Study of Non-Financial Sector of Pakistan. Pakistan Journal of Multidisciplinary Research (PJMR) Vol, 3(1). (HEC Recognized X category).	2022	—
Khan, S. W., Raza, S. H., & Zaman, U. (2022). Remodelling digital marketplace through Metaverse: A multi-path model of consumer neuroticism, Parasocial relationships, social media influencers credibility, and openness to Metaverse experience. Pakistan Journal of Commerce and Social Sciences (PJCSS), 16(3), 337-365. (Scopus Indexed Q3 and HEC Recognized X category).	2022	—
Khan, S. W., & Adnan, M. (2022). The effect of social media usage and advertising on consumers ‘purchase intention in Pakistan. (NUST University Journal, HEC Recognized Y category).	2022	—

Teaching & Supervision

Courses

Introduction to Mass Communication
Business Communication
International Communication
Digital Media
Social Media Marketing
Film and Theater
Research Methodology
Theories of Mass Communication
Development Support Communication
Advertising and Public Relations
Online Journalism

Teaching Philosophy

My teaching philosophy is grounded in cultivating intellectually agile and industry-ready learners by seamlessly integrating rigorous theoretical foundations with immersive, hands-on experiences. I strive to transform the classroom into a dynamic learning ecosystem where abstract media and communication concepts are critically examined, creatively applied, and contextually understood. Through case-based learning, simulations, and reflective practice, I encourage students to move beyond passive knowledge acquisition toward active problem-solving and strategic thinking. My approach emphasizes relevance, adaptability, and innovation, ensuring that students not only grasp core principles but also develop the professional competence and confidence required to navigate and lead within complex real-world communication environments.

Achievements

Recipient of the Dean’s Award for Best Master’s Thesis, recognizing outstanding research quality and academic excellence.
Awarded Silver Medal in BS Media and Communication Studies for exceptional overall academic performance.
Secured 3rd Position in BS Media and Communication Studies, demonstrating consistent merit throughout the program.
Recognized for academic distinction during Ph.D. studies at Universiti Putra Malaysia (UPM).
Presented research at international academic conferences, contributing to global scholarly discourse in corporate communication.
Published research in peer-reviewed journals, reflecting commitment to advancing knowledge in strategic and corporate communication.