Mohammed Nuseir, Ph.D

Professor

Abu Dhabi Campus

+971 2 6133593

mohammed.nuseir@aau.ac.ae

Biography

Mohammed Nuseir, A Professor in Marketing with a cross-cultural background, he joints Al ain University 2017 in the college of business. he possesses academic and training experience at multinational academic institutes and corporations. He holds academic degrees from the USA and Canadian Universities, along with experience in teaching UG and graduate courses in the field of marketing and Business. He has been supervising Master and Ph.D. students. Moreover, His work has been extended to research papers, where he published many papers in collaboration with some fellows in peer-reviewed international business journals, with a focus on topics that aim at leveraging technology in business development in the ME region.

Education

Ph.D. Marketing, Clark Atlanta University, USA. (AACSB Accredited)

M.Sc. Technology Management, Mercer University, Atlanta, Georgia, USA (AACSB Accredited)

B.Sc. Administrative sciences; Business Administration, Yarmouk University, Jordan.

Associate Degree E-Commerce & E-Marketing Studies, British Columbia, Institute of Technology, Vancouver, B.C, Canada.

Research Interests

E-Marketing and Social Media, Entrepreneurship Marketing, SME’s, Customer services.

Selected Publications

        1. Nuseir, M.T. 2022. Assessing the Impact of Brand Equity and Demographic Characteristics on Brand Loyalty: The Mediating Role Played By Customer Experience in United Arab Emirates’ Hotel Industry  Journal of Hospitality and Tourism Research, 46(5), pp. 905-922
        2. Nuseir, M.T., El Refae, G. 2022.The role of artificial intelligence, marketing strategies, and organizational capabilities in organizational performance: The moderating role of organizational behavior  Uncertain Supply Chain Management, 10(4), pp. 1457-1466
        3. Nuseir, M.T., Aljumah, A.I., El-Refae, G.A. 2022 . Digital marketing and public relations: A way to promote public relations value

           International Journal of Data and Network Science, 6(4), pp. 1331-1340

        4. Nuseir, M.T., Elrefae, G. 2022. The effect of social media marketing, compatibility and perceived ease of use on marketing performance: Evidence from hotel industry

           International Journal of Data and Network Science, 6(3), pp. 885-894

        5. Nuseir, M.T., Elrefae, G. 2022. The effects of facilitating conditions, customer experience and brand loyalty on customer-based brand equity through social media marketing

           International Journal of Data and Network Science, 6(3), pp. 875-884

        6. Nuseir, M., Refae, G.E. 2022The effect of digital marketing capabilities on business performance enhancement: Mediating the role of customer relationship management (CRM)       International Journal of Data and Network Science, 6(2), pp. 295-304
        7. Aljumah, A.I., Nuseir, M.O., El Refae, G.A. 2022. The effect of sensory marketing factors on customer loyalty during Covid 19: Exploring the mediating role of customer satisfaction International Journal of Data and Network Science, 6(4), pp. 1359-1368
        8. Aljumah, A.I., Shahroor, H., Nuseir, M.T., El Refae, G.A. 2022. The effects of employee commitment and environment uncertainty on product quality: The mediating role of supply chain integration. Uncertain Supply Chain Management, 10(4), pp. 1379-1386
        9. Awawdeh, A.E., Shahroor, H.G.N., Alajlani, S., Nuseir, M.T., Aljumah, A.I. 2022. Assessing mechanism of financial institutions’ role in managing environmental vulnerabilities . Environmental Science and Pollution Research
        10. Elrefae, G., Nuseir, M.T. 2022 Blockchain in global finance make-over: Exploring the mediating role of supply chain flexibility Uncertain Supply Chain Management, 10(3), pp. 983-992
        11. Nuseir, M.T. (2020) "Assessing the Impact of Brand Equity and Demographic Characteristics on Brand Loyalty: The Mediating Role Played By Customer Experience in United Arab Emirates’ Hotel Industry," 
        12. Journal of Hospitality & Tourism Research. (SCOPUS)
        13. Nuseir, M.T. (2020) "The effects of sponsorship on the promotion of sports events" International Journal of Business Innovation and Research. Volume 22, Issue 2, 191 - 207. (SCOPUS)
        14. Nuseir, M.T. (2020)"Digital Marketing Adoption Influenced by Relative Advantage and Competitive Industry: A UAE Tourism Case Study. International Journal of Innovation, Creativity, and Change. Volume 11, Issue 2.(SCOPUS)
        15. Nuseir, M.T. (2020) "The role of digital marketing in business performance with the moderating effect of environmental factors among SMEs of UAE. International Journal of Innovation, Creativity, and Change. Volume 11, Issue 3.(SCOPUS)
        16. Nuseir, M.T.  (2020) "Impacts of Service Quality, Satisfaction, and Trust on the Loyalty of Foreign Patients in Malaysian Medical Tourism. International Journal of Innovation, Creativity, and Change. Volume 11, Issue 2.(SCOPUS)
        17. Nuseir, M.T. (2020) "The extent of the influences of social media in creating 'impulse buying' tendencies" International Journal of Business Innovation and Research. Volume 21, Issue 3, 324 - 335. (SCOPUS)
        18. Nuseir, M.T. (2020) ‘Is advertising on social media effective? An empirical study on the growth of advertisements on the Big Four (Facebook, Twitter, Instagram, WhatsApp)’, Int. J. Procurement Management, Vol.13 No.1, pp.134 - 142. (SCOPUS)
        19. Nuseir, M.T. (2020) "Implementation of accounting standards as a company marketing strategy to attract shareholders"(International Journal of Economics and Business Research,  Vol.19 No.1, pp.19 - 29. (SCOPUS)

Professional Experience

2017-Present - Professor, Al Ain University, Abu Dhabi, UAE

 

2014-2016 - Associate Professor, World Islamic University

 

2008-2013 - Associate Professor, New York Institute of Technology

 

2006-2008 - Assistant Professor, Arab Academy for Banking and financial sciences, Amman-Jordan, Teaching graduate level classes in, Marketing Communication, E-Marketing, Sales Management, and International Marketing

 

2004-2006 - Assistant Professor, Petra University, Amman-Jordan

Teaching undergraduate level classes in Marketing, Marketing Management, Sales Management, Marketing Communication, and E-Marketing

 

2002-2006 - Assistant Professor, Jordan University, Amman-Jordan

Teaching graduate level classes in International Business, International Marketing and Strategic Marketing

 

2002-2004 - Assistant Professor, Amman PrivateUniversity, Amman-Jordan

            Teaching undergraduate level classes in Marketing, Sports     

            Marketing   Advertising Promotion, Consumer Behavior, and  

            Strategic Marketing     

Teaching Courses

Marketing Management, Marketing Strategy, E-Marketing and Services Marketing.

Memberships

  • Member, American Marketing Association. (AMA), USA,  2021
  • Member, The American Anti-Corruption Institute (AACI), USA, 2014.
  • Member, The International Academy of Business and Economics (IABE), USA, 2015.

 

Article

The effects of employee commitment and environment uncertainty on product quality: The mediating role of supply chain integration

Published in: Uncertain Supply Chain Management

Oct 01, 2022

/ Ahmad AlJumah / Mohammed Nuseir / Ghaleb El Refae

The main objective of the study was to test the relationship between the uncertainty of supply chain, employee commitment and product quality with the mediating role of supply chain integration. The uniqueness of the study is that it focused on the mediating role of supply chain integration in the automobile sector of United Arab Emirates (UAE). This research is quantitative in nature. For the analysis, structural equation modelling is used. The population of the present research is the employees working in the automobile sector of UAE. A Likert scale questionnaire was used to support this study. The questionnaire was distributed among 481 respondents by using simple random sampling. The usable response rate was 66.66%. The findings of the study confirmed the direct relationship between supply chain integration, product quality, employee commitment and environmental uncertainty. This study fills the gap of limited studies regarding supply chain integration in the UAE automobile sector. The findings of the study are also helpful for policymakers in developing automobile strategies. © 2022 Growing Science Ltd. All rights reserved.


Article

The role of artificial intelligence, marketing strategies, and organizational capabilities in organizational performance: The moderating role of organizational behavior

Published in: Uncertain Supply Chain Management

Sep 15, 2022

/ Mohammed Nuseir / Ghaleb El Refae

Currently, artificial intelligence and marketing strategies have become significant factors for improving the business capabilities that lead to improved business performance. Thus, the current study investigates the impacts of artificial intelligence and marketing strategies on the organizational performance of the tourism industry in the UAE. The present study also examines the mediating role of organizational capabilities in linking artificial intelligence, marketing strategies, and organizational performance of the tourism industry in the UAE. The analysis of the moderating impact of organizational behavior on the links between artificial intelligence, marketing strategies, and organizational performance are also part of the current study’s goals. This study used questionnaires to collect primary data from the respondents and analyzed it using Smart-PLS. The results indicated that artificial intelligence and marketing strategies have a positive association with the organizational performance of the tourism industry in the UAE. The outcomes also revealed that organizational capabilities positively mediate the links between artificial intelligence, marketing strategies, and organizational performance. The findings also demonstrated that organizational behavior significantly moderates the links between artificial intelligence, marketing strategies, and organizational performance of the tourism industry in the UAE. This study is relevant for regulators in supporting policy development related to artificial intelligence and marketing strategies for high organizational performance. © 2022 Growing Science Ltd. All rights reserved.


Article

The effect of sensory marketing factors on customer loyalty during Covid 19: Exploring the mediating role of customer satisfaction

Published in: International Journal of Data and Network Science

Sep 01, 2022

Aljumah Nuseir El Refae

The loyalty of the customers is very important for the survival of the organizations. Therefore, the prime objective of the present study was to examine the effect of sensory factors namely visual factors, auditory factors, and touch factors on customer satisfaction and loyalty. For this purpose, data were collected from the respondents of restaurants in the UAE in the form of survey questionnaires. A convenience sampling technique was adopted for this purpose. The usable response rate from the data collected was 75.78%. For the analysis of the data gathered PLS-SEM was used for which smart PLS was used as the tool to examine the data. The findings of the study revealed that visual factors play a very important role in developing customer satisfaction and loyalty. The same was the findings regarding the positive role of the other two sensory factors. Moreover, the mediating role of customer satisfaction was also confirmed in the present study. The gaps filled by the study are mentioned and discussed. These results can be used by academicians and policymakers as well. © 2022 by the authors; licensee Growing Science, Canada.


Article

Digital marketing and public relations: A way to promote public relations value

Published in: International Journal of Data and Network Science

Sep 01, 2022

/ Mohammed Nuseir / Ahmad AlJumah / Ghaleb El Refae

The objective of this study is to determine the relationship of digital marketing as a wide emerging marketing tool, in developing public relation values for modern business in the globalized competitive era of mature markets. For this study, the cross-sectional data were collected by 450 respondents including the people as customers, and the managerial staff of the different well-reputed organizations in the United Arab Emirates (UAE). The findings of this study highlight that there is a clear and strong relationship between digital marketing in developing public relations values, and modern businesses need this technique to develop equity and provide a distinct message about the vision and mission of the organization in the target market. The significance of this study is it addresses the theoretical gap in the literature, and the practical gap in business practices by providing the insight to utilize digital marketing not only for the promotion of products and services but could be used to promote public relation values. © 2022 by the authors.


Article

The effect of social media marketing, compatibility and perceived ease of use on marketing performance: Evidence from hotel industry

Published in: Uncertain Supply Chain Management

Aug 15, 2022

/ Mohammed Nuseir / Ghaleb El Refae

This research effort addresses the role of social media marketing activities, the compatibility with latest technology availability and perceived ease of use of social media and technological applications and systems to influence the attitude towards adoption that further enhances the marketing performance. The hotel industry of UAE is required to adopt the social networking sites and online marketing approaches instead of traditional marketing pattern to attract the customers on large-scale worldwide specifically. In addition, Due to Covid19 pandemic era, the need for online applications has increased dramatically to avoid the physical contact. The study contributes to the body of knowledge by explaining the role of social media marketing, its compatibility and ease of use to predict the attitude towards adoption that further influences the marketing performance. The study reported that social media marketing efforts, the compatibility of online applications and perceived ease of use influence the attitude towards the adoption of social networking sites significantly, moreover the marketing performance is influenced by inclined attitude of adoption network related applications. © 2022, Growing Science. All rights reserved.


Article

The effects of facilitating conditions, customer experience and brand loyalty on customer-based brand equity through social media marketing

Published in: International Journal of Data and Network Science

Aug 01, 2022

/ Mohammed Nuseir / Ghaleb El Refae

The prime concern of the current research effort is to assess the role of social media marketing efforts to explain the consumer-based brand equity among the restaurant industry of the United Arab Emirates. The study incorporated the facilitating conditions, customer experience and brand loyalty that influence the utilization of social media marketing that further develop the consumer-based brand equity. The restaurants are an important element of the hospitality sector in UAE and important due to the huge number of visitors. Therefore, the importance of social media marketing becomes more evident due to effective approaches in attracting the customers remotely. The collected data was analyzed on Smart-PLS and results depict that facilitating conditions, customer experience and brand loyalty influence social media marketing and consumer-based brand equity. However, the mediating role of social media marketing remained insignificant. © 2022, Growing Science. All rights reserved.


Article

Assessing the Impact of Brand Equity and Demographic Characteristics on Brand Loyalty: The Mediating Role Played By Customer Experience in United Arab Emirates’ Hotel Industry

Published in: Uncertain Supply Chain Management

Jul 15, 2022

/ Mohammed Nuseir

The hotel industry has grown rapidly in recent years, becoming the most competitive environment. As a result, industry players strive to outsmart competitors by creating brand equity to enhance brand loyalty; however, the impact of brand equity and demographic characteristics on brand loyalty is sketchy. In this study, we assess this impact in United Arab Emirates’ hotel industry by using customer experience as the mediating role. We selected a total of 694 participants at three 3-star hotels and two 5-star hotels in the United Arab Emirates. The Mann–Whitney test showed no statistically significant differences in brand loyalty (p [removed].05) and a highly statistically significant difference (p >.07) in brand loyalty by age and income groups, respectively. A positive correlation was found between customer experience and the different dimensions of brand equity. Similarly, a positive relationship (R =.716) was found between customer experience and brand loyalty using linear regression analysis. These findings will benefit managing authorities and key decision makers who seek to increase the productivity and profitability of their hotels. © The Author(s) 2020.


Article

The effect of digital marketing capabilities on business performance enhancement: Mediating the role of customer relationship management (CRM)

Published in: International Journal of Data and Network Science

Jul 01, 2022

/ Mohammed Nuseir / Ghaleb El Refae

The advent of digital marketing has replaced traditional marketing and shed a great impact on the global economic paradigm. Digital market helps to flourish the service sector by offering the customers desired products. Therefore, the aim of this study is to examine the impact of digital marketing capabilities on business performance enhancement in the United Arab Emirate (UAE) insurance sector. This study used the cross-sectional survey questionnaire method for data collection. This study empirically validated that digital marketing capabilities have a significant impact on business performance enhancement by using the partial least square-structural equation modeling analysis. The findings of this study will be helpful for the regulators and policymakers to design a policy to enhance the business performance by using the means of digital marketing. © 2022, Growing Science. All rights reserved.


Article

Assessing mechanism of financial institutions’ role in managing environmental vulnerabilities

Published in: Uncertain Supply Chain Management

Jun 15, 2022

/ Mohammed Nuseir / Ahmad AlJumah

he study estimates whether the role of non-banking financial institutions in managing economic vulnerability contributes to whether non-banking financial institutions’ role in managing economic vulnerability contributes to higher economic welfare at the public level in Pakistan. The empirical estimation is carried out on secondary data ranging from 1990 to 2020. Using autoregressive distributed lag estimation technique, short-run and long-run effects on non-banking financial institutions are examined. The study contributed to the following: the short- and long-run connection between economic development and non-banking financial institutions (NBFIs) was found, while an experimental outcome indicated a causal connection between NBFIs and financial development improvement. Moreover, the non-banking financial institutes reduce the economy’s real sector due to excessive risk in the financial sector. Our results reveal a correlation between non-banking financial integration and economic growth changes related to an expansion in loan recipients. The nominal interest rate significantly explains the economic growth of Pakistan. NBFI part in the liquidity procedure of budgetary resources is said to be in charge of financial development in creating nations. General consequences of the examination on NBFIs demonstrated a positive effect on the financial development of Pakistan. From policy viewpoint, the study suggests multiple policy implications to the practitioner of non-banking financial institutions and the national economy to curtail the adverse effects of economic vulnerability on national economic welfare in the public. © 2022, The Author(s), under exclusive licence to Springer-Verlag GmbH Germany, part of Springer Nature.


Article

Blockchain in global finance make-over: Exploring the mediating role of supply chain flexibility

Published in: International Journal of Data and Network Science

Jun 01, 2022

/ Ghaleb El Refae / Mohammed Nuseir

This study examined the relationship among blockchain technology utilization, information sharing, supply chain flexibility, and competitive advantage in UAE financial institutions. For this purpose, a theoretical framework was examined regarding the relationship among blockchain technology utilization, information sharing, supply chain flexibility, and competitive advantage. Additionally, mediating effect of supply chain flexibility was also examined. This research is cross-sectional by design. The respondents collected the data in the form of questionnaires. The response rate of this study was 63.03%. The data collected was examined by Smart PLS. The study's findings confirm that supply chain flexibility is affected by blockchain technology and information technology, which affects the financial institutes' competitive advantage. The implications of these findings cannot be neglected in the financial industry. © 2022 Growing Science Ltd. All rights reserved.


Article

Designing business intelligence (BI) for production, distribution and customer services: a case study of a UAE-based organization.

Published in: Business Process Management Journal.

Feb 01, 2021

/ Mohammed Nuseir

Purpose Business intelligence (BI) is a strategic approach that can use analytical tools to collect and integrate information, apply business rules and ensure the appropriate visible output of organizational information. This study aims to present the design and implementation of BI in areas of business process improvement for production, distribution and customer services. Design/methodology/approach This study highlights the process of BI in the production, distribution and customer services based on the National Food Products Company (NFPC) in the United Arab Emirates (UAE). This study discusses the step-by-step development process of BI and refers to graphical illustrations of the business needs and the organization's target key performance indicators (KPI). Findings Based on the business needs and chosen KPIs to maximize production and improve distribution and customer services the BI tool shows that the “star scheme” is the most appropriate one. Relational Online Analytical Processing (ROLAP) based on Mondrian system is employed as Online Analytical Processing (OLAP) architecture since the NFPC's technological infrastructure was better adapted to this vision. The analysis starts with data retrieval from two databases' customer' and production and distribution databases. Finally, visualization and reporting processes that respect the end-users improve the NFPC's decisions. Practical implications The study will help other organizations, BI developers, data warehouses (DW) developers and administrators, project managers as well as academic researchers understand how to develop a successful BI framework and implement BI based on business needs. Originality/value This is a unique and original study on the BI experience from a UAE-based organization and will encourage other organizations to apply BI in their business process.


Article

Factors influencing the choice of studying at UAE universities: an empirical research on the adoption of educational marketing strategies

Published in: Journal of Marketing for Higher Education

Jan 01, 2021

Dr. Mohammed nuseir Dr.Ghaleb Alrefae

This study empirically examines different factors that influence students to select universities in the UAE. The primary data were collected based on a survey of students at two public universities – United Arab Emirates University and Zayed University, as well as three private universities – New York University, Abu Dhabi University, and Alain University. The data were analyzed using an ANOVA test, an exploratory factor analysis (EFA), and confirmatory factor analysis (CFA) using SPSS and Smart PLS software. This study found high reliability and validity of the scale under five dimensions, which determine the student’s choice of the university. The findings show that several factors, such as the academic reputation, grants and funding, location and proximity, facilities and services, promotional and marketing channels, drive students’ choices for studying at universities in UAE. This finding will help the administrators of private and public universities in the UAE, in particular, and other regional and international universities, in general, address the growing competition among the institutions of higher education. It will also help policymakers to design effective policies and strategies to make the UAE an international education hub.


Article

Potential impacts of blockchain technology on business practices of bricks and mortar (B&M) grocery stores

Published in: Business Process Management Journal

Dec 01, 2020

Dr. Mohammed Nuseir

Purpose This paper investigates the impact of blockchain technology on the Bricks and Mortar (B&M) grocery sector from a technological and functional perspective. Design/methodology/approach The research adopted an exploratory research design and the data comprises 17 semi-structured interviews with personnel at the top grocery retail chains in the United States, for example, Wal-Mart, Tesco, Stop and Shop and Meijer. Additionally, two major US-based blockchain service providers are included – SumatoSoft and Accubits. Findings Blockchain technology affects the business processes of B&M grocery retail by offering payment via tokens, secure payments and contracts between stakeholders, an end-to-end solution in the supply chain and secure management of the stock. However, this process is hampered by a number of challenges such as integrity and security concerns, difficulty in adapting sound logistics, lack of adequate skills and resistance to change by store managers and employees. This can be addressed by imparting education/training and creating awareness about the benefits of blockchain and generating industry-wide collaboration in which regulations can work. Practical implications The research has benefits for B&M grocery stores, governments and the wider society. For example, the findings of this study will help B&M grocery retailers to confront the competition by online retailers such as Amazon, AliExpress or eBay and promote the development of a systematic collaboration to achieve the changes they need. Originality/value The study is original and innovative in that no research to date has focused on how blockchain can help the B&M grocery sector and address its challenges.


Article

Assessing the Impact of Brand Equity and Demographic Characteristics on Brand Loyalty: The Mediating Role Played By Customer Experience in United Arab Emirates’ Hotel Industry

Published in: Journal of Hospitality & Tourism Research

Aug 20, 2020

Dr. Mohammed Nuseir

The hotel industry has grown rapidly in recent years, becoming the most competitive environment. As a result, industry players strive to outsmart competitors by creating brand equity to enhance brand loyalty; however, the impact of brand equity and demographic characteristics on brand loyalty is sketchy. In this study, we assess this impact in United Arab Emirates’ hotel industry by using customer experience as the mediating role. We selected a total of 694 participants at three 3-star hotels and two 5-star hotels in the United Arab Emirates. The Mann–Whitney test showed no statistically significant differences in brand loyalty (p < .05) by gender, and the Kruskal–Wallis test showed a moderately statistically significant difference (p > .05) and a highly statistically significant difference (p > .07) in brand loyalty by age and income groups, respectively. A positive correlation was found between customer experience and the different dimensions of brand equity. Similarly, a positive relationship (R = .716) was found between customer experience and brand loyalty using linear regression analysis. These findings will benefit managing authorities and key decision makers who seek to increase the productivity and profitability of their hotels.


Article

Establishing the link between marketing and accounting functions: a review

Published in: International Journal of Business Excellence

Nov 08, 2019

/ Mohammed Nuseir

Marketing and accounting functions are carried out by two different departments of an organisation. These two departments should complement each other practically and perceptually, but in fact, this rarely appears to be the case. The functions carried out by the marketing and accounting departments tend to be very different, and there has been little attempt to link them. This literature review examines the respective functions of the two departments and links them through the prism of the stakeholders, as the opinions of stakeholders are vital to the success of any organisation. The need to pass information to the stakeholders, and the way information among stakeholders is shared, can be a starting point to understanding the link between these departments. This study has identified the importance of eliminating the tiered perception of departments in an organisation by evaluating the functional relationships among them. It is crucial to understand that marketing and accounting functions 'meet' in a common place at the operational level.


Article

The impact of electronic word of mouth (e-WOM) on the online purchase intention of consumers in the Islamic countries – a case of (UAE)

Published in: Journal of Islamic Marketing

Sep 11, 2019

mohahammed nuseir

Purpose: The purpose of this paper is to contribute to the marketing literature regarding Islamic countries, in particular the United Arab Emirates (UAE), by assessing the impact of electronic word of mouth (e-WOM) on brand image and on the online purchase intentions of consumers. Design/methodology/approach: Using a descriptive research approach, this study used quantitative data to assess how the online purchase intentions of consumers in the UAE are influenced by e-WOM and brand image. Findings: E-WOM has a significant impact on online purchase intentions and brand image among consumers. Brand image significantly influences the online purchase intentions of consumers. Research limitations/implications: The conclusions may not be generalizable because not all areas of the UAE were represented in this study. In future studies, a larger and more inclusive sample would help to overcome this limitation. Practical implications: This study will help marketers to understand the power of e-WOM, an important marketing tool, and to use resources more strategically to attract new customers. Originality/value: E-WOM is the most commonly used and most effective medium of sharing opinions and reviews pertaining to various products and services in the market. Understanding how it influences the purchase intentions of consumers is imperative and has strong implications for marketers.


Article

How big data is used in expanding marketing activities

Published in: International Journal of Economics and Business Research

Oct 10, 2018

/ Mohammed Nuseir

The question of big data has attracted attention in the academic world as has its importance in practice. Big data is about the massive volume of zettabytes information, and it is captured in different sources, in various formats and as per the time. The concept of data ownership has been explored with regard to information presented in big data. Social media technologies and larger integration of the systems has made it possible to gather information from different sources. This study examined the role of big data in determining the activities and functions of marketing. Marketing does not end with segmentation, but it entails distribution of the products. The amount of information generated becomes more complex with the use of distribution systems that generate more data in the system. A case study approach was adopted where phenomenon was examined by examining companies that employ big data in managing their marketing activities. These cases denoted that increased reliance on big data in understanding consumer buying process and hence helping in increasing shaping marketing planning activities. It is evident that the area of big data in marketing activities requires more attention to explore and contribute to existing literature on the same. Copyright © 2018 Inderscience Enterprises Ltd.


Article

Digital media impact on smes performance in the UAE

Published in: Academy of Entrepreneurship Journal

Sep 10, 2018

/ Mohammed Nuseir

The rapid growth of internet usage has promoted the usage of Digital Media (DM) in various fields of life including industries and business on the globe. The extending introduction of DM into the business by big corporates has set examples for the SMEs as well to get the benefit of this innovation. At the same time, escalating customary practice of DM in business, marketing and globalization demands that various aspects of this technology be evaluated and through a systematized study finding shreds of evidence of benefits, disadvantages, elaborations and suggestions to cope with probable deficient areas so that SMEs could gain and harvest the real fruit of DM. This review paper highlights the above-mentioned areas of Digital Media utilization in enhancing and facilitation of business, particularly, Small and Medium-sized enterprises (SMEs). The discussion and awareness could intensify performance of SMEs, possibly by boosting business, extending market base, better customer satisfaction and after-sales-service under United Arab Emirates (UAE) scenario. Highly relevant articles have been reviewed and integrated to strengthen the knowledge base and increasing awareness of the practitioners and end users, the SMEs. Published and online material on the subject has been referred to elaborate major aspects of the subject. The study revealed the innovative characteristics of digital media for SMEs, especially in the Middle East and UAE have been described, pointing out a positive link between DM and business performance. It has been identified that the SMEs can reach customers throughout the globe without consideration of time and geographical zones. The digital communication, marketing, live chatting and online payments through digital media are highly easy, convenient, time and cost saving and sustainable. The study has offered SMEs with innovative scenarios, a better perspective of their business and market environments. The study conclusions provide important insights that could guide UAE SMEs in their understanding of Digital innovation and its benefits in emerging markets affecting business performance. The findings also point out a few disadvantages like increased competitions and open options for customers to purchase from any other SMEs based on price and quality comparisons by visiting various websites. To remain in the competition, sometimes prices must be reduced which may affect profit margins consequently. Therefore, SMEs may devise managing strategies to address possible losses. However, the study is limited to SMEs operating in the Middle East and UAE markets. Future research and investigations will be required that could look the subject in other countries, regions and the globe. Individual case and quantitative studies can also be undertaken in which selected SMMEs of different sectors may participate. Coping strategies to manage disadvantages and deficiencies of DM can also be devised through appropriate studies. © 2018 Allied Academies.


Article

Impact of misleading/false advertisement to consumer behaviour

Published in: International Journal of Economics and Business Research

Aug 13, 2018

/ Mohammed Nuseir

False or misleading advertisements have, in the recent past been on the rise as a result of businesses seeking to compete for customers. Accuracy should entail full disclosure of all information because this is crucial in the marketing field where consumers expect to make informed decisions. In this study, it has been found that while misleading advertisements tend to provide overtly more positive information than is necessary, such positivity tend to result in negative experience for customers. Studies are expanding in the roles of false and misleading information that form the content of advertisements. This study has explored the importance of enhancing marketing activities through truthful facts to ensure that the functions of the organisation are believable and thus helpful to customers to make the right decisions. The study emphasises the importance of buyer being aware about a product or services through careful search during the buyer decision process.