DR Brent Coker

DR Brent Coker


  • Brand Management
  • Consumer Behaviour
  • Consumer Psychology
  • Digital marketing
  • Influencer Marketing
  • Internet Retail
  • Internet marketing strategy
  • Measuring the online consumer experience
  • Social Media
  • Viral Marketing



  • Dr Brent Coker is a researcher and lecturer of Marketing. He has a PhD in electronic commerce (“Predicting Internet Purchase Intention” 2007).

    He currently teaches Digital Marketing (since 2010), Digital Business and Marketing (since 2009) to post graduates and undergraduates, and cryptocurrency marketing in the Melbourne Business School MBA program.

    He has spent the past decade studying Viral Marketing , and is author of the WH Smith Heathrow chart topping book “Going Viral”, which is the culmination of a seven year study on psychology of building a strong brand and customer engagement.

    Brent founded the dot-com “Fernland” in 1998, and is founding director of Deloosh Pty Ltd – a technology and market research company . He is also inventor of the web analytics tool “webreep” (https://en.wikipedia.org/wiki/Webreep_Model) which was the first web app to detect and measure website dissatisfaction. He currently advises to Cape , an influencer marketing and social activation agency .

    Brent has consulted to several organisations over the years including Qantas and IBM on branding and Digital Marketing, and has been engaged as an expert witness in matters dealing with digital marketing, internet business models, and brands. Dr Coker is also a digital marketing speaker and has presented keynotes and seminars across Australia and around the world.

    Brent was awarded “best entrepreneurial educator of the year” by the business and higher education round table in 2012, and fr   


Member of

  • North American Association of Consumer Research. oo 2008 - 2016


Selected publications


Additional Grant Information

    • FBE Research Grant, (with Nicole Mead) $9,993, 2016
    • FBE Research Grant, (with Anish Nagpal) $9,993, 2015
    • FBE Research Grant, (with Ann L McGill) $ 9,810, 2015
    • Deans initiative grant, $10,000, 2013
    • Institute for a Broadband-Enabled Society: $49,931, 2012 (with Michael Arnold, Craig Bellamy, Martin Gibbs, and Bjorn Nansen)
    • Teaching Initiative Grant, $15,000, 2010
    • Faculty of Business and Economics Research Grant, $15,500, 2010
    • University of Melbourne Learning and Teaching Initiatives Grant, $30,000, 2010
    • Melbourne ECR Grant $22,000, 2009
    • Melbourne Early Career Researcher Grant (with Anish Nagpal) $12,793, 2008


Education and training

  • PhD, Victoria University of Wellington 2007
  • BCA (HONS) Ist Class, Victoria University of Wellington 2003
  • BCA, Victoria University of Wellington 2002

Awards and honors

  • Best conference paper award, 10th CONTECSI 2013, Sao Paulo, Brazil, 2013
  • Best Entrepreneurial Educator of the Year, Australian Business/Higher Education Round Table, 2012
  • Victoria University Wellington, 2006
  • ACIS Conference Best Paper Award, 2004



Available for supervision

  • Y

Supervision Statement

  • I am currently seeking prospective PhD students who have an interest in Consumer Psychology (quantitative, experimental methodology).