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Research area(s)

In his research, he has focused on the influence of advanced technology, such as the metaverse and artificial intelligence, on customer engagement and behaviour from a multidisciplinary standpoint in marketing and information systems. The stream of his work has concentrated on the use of advanced technology in consumer engagement and behaviour, with a particular focus on customer behaviour theory and broaden and built theory. He aims to broaden and build theories in different contexts, such as retailing, the fashion industry, and hospitality. He is interested in examining how motivation and experience impact the use of advanced technology.

With the rise of companies emphasising the value of advanced technology and understanding the consequences of using advanced technology related to customer engagement and loyalty, this is particularly important nowadays, given the significance of the shared economy and marketing. Specifically, his current research explores motivation and experience and their component impacts on using advanced technology and how customers are satisfied, loyal, and engaged in online shopping in UK society.

Before entering academia, he was working in different positions, such as CEO of a marketing and advertising agency, CEO of an engineering consulting company, and journalist.  With his university background in engineering, business intelligence, and marketing and having more than 20 years of experience in the market, he has had different experiences conducting research in his interests.

Research Interests

Topics he is interested in include the following:

Customer behaviour

Technological development and innovation

Market analysis

Digital Marketing 

Data Mining and Machine Learning