The social network is the seventh partner to join the Future of Marketing Initiative, an academic/industry collaboration that aims to understand and influence the future role of marketing.

L’Oréal, Kantar, Teradata, Nucleus Marketing Solutions, Allianz and General Assembly are also partners in the initiative.

According to Saïd Business School, the partnership with Facebook will allow it to work with advertisers to create and measure controlled campaigns across Facebook and Instagram, which will provide researchers with increased scale and insight for their studies.

Peter Tufano, Peter Moores dean, Oxford Saïd, said: ‘Technological advances and shifts in consumer expectations throw up many challenges to marketers trying to navigate the changing landscape. We are building a community of major players from industry and academia to ensure our research, teaching and activities remain forward thinking and relevant, and will create opportunities for us tackle world-scale issues in this field.”