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Brent Coker

Lecturer In Marketing
Management And Marketing
social sciences
business & economics
Brent Coker's Profile Picture

Brent Coker

Business And Economics
Primary Interest
Influencer Marketing
Brent Coker's Profile Picture

Brent Coker


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” ( 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 from 2012-2013 wrote a monthly column for Business Solutions magazine. His more scholarly research has been published in the Journal of Experimental Social Psychology, Journal of Retailing, Journal of Economic Psychology, and the European Journal of Marketing.

Brent is content producer and presenter of the Masterclass series “Virology” – an insightful summary of the science behind word-of-mouth and the psychology of consumer engagement (

He lives with his four daughters in Melbourne, Australia, where he rides his bicycle for fitness, and his motorcycle for fun.


  • Digital Marketing
  • Brand Management
  • Social Media
  • Influencer Marketing
  • Social/Brand activation strategy
  • E-commerce, internet, and digital business models
  • Internet history
  • Mobile apps and mobile business model development and deployment
  • Online branding, including brand crisis and equity damage mitigation
  • Online consumer behaviour and perception psychology
  • Digital marketing practice, including black hat, spam, hacking, and advertising
  • Software and SAAS design (information systems and architecture)
  • UI Design, colour theory, Search Engine results interpretation
  • SEO, SEM, and Digital Advertising Practice
  • Cryptocurrency and blockchain

Scholarly Works

Displaying the 24 most recent scholarly works by Brent Coker.

Honours, Awards and Fellowships


Best conference paper award, 10th CONTECSI 2013, Sao Paulo, Brazil


Best Entrepreneurial Educator of the Year

Australian Business/Higher Education Round Table


Victoria University Wellington


ACIS Conference Best Paper Award





Lecturer In Marketing

Management And Marketing


North American Association of Consumer Research


Doctor of Philosophy (Electronic Commerce)

Victoria University of Wellington

Bachelor of Commerce and Administration (Honours)

Victoria University of Wellington

Bachelor of Commerce and Administration

Victoria University of Wellington