Marketing at the Forefront of Digital Transformation
"Explore the impact of marketing in the era of digital transformation, as discussed by Dr. Khalid Hussain from the Department of Marketing. Gain insights into the evolving landscape of marketing practices in the digital age."
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Marketing: The Forefront of Digital Transformation Presented By Dr. Khalid Hussain Department of Marketing
Research Progress 2020 2021 2022 2023 2024 (In progress) Academic Research Articles 7 11 6 15 22 (4 + 18) SJR Ranking Q1 = 4 Q2 = 2 Q1 = 6 Q2= 3 Q3 = 1 Q4 = 1 Q1 = 4 Q2 = 1 Q1 = 5 Q2 = 6 Q3 = 1 Q1 = 10 Q2 = 7 Q3 = 1 Conferences/ Book Chapter 1 4 2 3/2
RESEARCH INTEREST Consumer Behavior and Branding in Sports, Food, Fashion, Banking, Hospitality and Tourism. - Artificial Intelligence (AI)-enabled Customers Service & Innovation in Tourism, Education, and Branding. - Digital and Social Media Marketing - The research direction of the department is based on: Interdisciplinary Collaboration Innovation and Digital Trends
Recent Research Publications 2023 Butt, I., Al Balushi, M. K., Lee, S. H., Mohan, M., Ahmad Khan, N., & Haines, S. (2023). Four decades of counterfeit research: A bibliometric analysis. Cogent Business and Management, 10(3), Article 2284814. Hussain, K., Afzaal, A., Al Balushi, M. K. & Junaid M. (2023) Breaking the Mold: How Customer Perceived Innovativeness Sets Restaurants Apart, Kybernetes. (ahead-of-print). Al Balushi, M. K., Alam, M. M. D., & Fadlalla, A. M. A. (2023). Factors predicting young consumers purchase intention of non-deceptive counterfeit: Evidence from Gulf Countries. Journal of Islamic Marketing, ahead-of-print (ahead-of-print). Soliman, M., & Al Balushi, M. K. (2023). Unveiling destination evangelism through generative AI tools. ROBONOMICS: The Journal of the Automated Economy, 4, 54. Retrieved from https://journal.robonomics.science/index.php/rj/article/view/54 Al Kalbani, F., Al Harrasi, N., & Al Balushi, M. (2023). Making an Informed Decision in Advertising: An Empirical Study of Advertisers and the Media in Oman, The Journal of Communication and Media Studies, 8(2), 11-25. Al Karim, R.,Alam, M. M. D., & Al Balushi, M. (2023). The nexus between CRM and competitive advantage: The mediating role of customer loyalty, Nankai Business Review International. (ahead-of-print). 5
Recent Research Publications 2023 Razzak, M. R., Alam, M. M. D., Al Riyami, S., & Al Kharusi, S. (2023). Turnover intentions of non-family employees in family firms the influence of leader mindfulness, LMX quality and affective commitment. Journal of Family Business Management, ahead-of-print (ahead-of- print). Mohseni, P., Sajedi, H., & Hussain, K. (2023). Gift recommendation systems: a review. Electronic Commerce Research Muhammad Waheed Akhtar, Thomas Garavan, Muzhar Javed, Chunhui Huo, Muhammad Junaid & Khalid Hussain (2023) Responsible leadership, organizational ethical culture, strategic posture, and green innovation, The Service IndustriesJournal Hussain, K., Khan, L. M., & Malik, A. A. (2023). Exploring audience engagement with ChatGPT-related content on YouTube: Implications for content creators and AI tool developers. Digital Business Nikhashemi, S. R., Kennedy, R.E. & Mavondo, F. T. M. (2023). Leveraging virtual brand community engagement and consumer brand identification as a bounce-back brand recovery strategy: Role of brand endorsers, Journal of Marketing Communications, 1-41. DOI: 10.1080/13527266.2023.2191630 Rahman, S. A., Alam, M. M. D., Khan, G. M., & Kennedy, R. E. (2023). Shaping bricolage behaviour: the role of personality traits among female entrepreneurs in an emerging economy. International Journal of Emerging Markets, 18(3), 525-546. 6
Recent Research Publications 2024 Al Riyami, S., Razzak, M. R., & Al Balushi, M. K. (2024). Thriving in private family firms as a non-family employee: an empirical study. Journal of Management Development, Asikullah, Fm., Chakma, P., Hossain, S. F. A., & Hussain, K. (2024). Evaluating Employee Motivation and Productivity in Bangladesh During the Post-pandemic Era. Management and Labour Studies, ahead of print. M Junaid, U Akram & Hussain, K. (2024). Brand Addiction: Wow! Or Woe?, International Journal of Quality and Services Sciences, Ahead of print. Oukil, A., Kennedy, R.E., Al Hajri, A. S. & Soltani, A-A. (2024). Unveiling the potential of hotel mergers: A hybrid DEA approach for optimizing sector-wide performance in the hospitality industry. International Journal of Hospitality Management, 116, 1-10. Hussain, K., Alam, M. M. D., Malik, A. & Al Balushi, M. K. (2024) Capitalizing Social Media Content for Attracting Tourists: Implications for Digital Transformation of Oman s Tourism Sector. 2nd International Conference on Strategies for Empowering Oman as a Competitive Economy, Arab University Oman Faculty of Business Studies, February 21, 2024, Muscat, Oman. Hussain, K & Junaid, M. (2024) Impact of digital content marketing on brand evangelism, brand love and brand passion. Singapore University of Social Sciences Singapore February 27, 2024 7
Book Chapters Soliman, M., Al Balushi, M. K. & Kennedy, R. Digital marketing for cruise tourism in Oman: Opportunities and challenges. In Social Media Strategies for Tourism Interactivity. Al Balushi, M. K., Soliman, M., Kennedy, R. E., &Palla, A. H., Shifts in tourism knowledge: the contribution of higher education institutions to destination branding and economic development, in Shifts in Knowledge Sharing and Creativity for Business Tourism. 8
Summary of Future Research Agenda: papers under review/ revisions SJR Ranking The impact of brand image, ethnocentrism, and brand attachment on consumer behavior in the hospitality industry: A comparative study. Q1 Going beyond mainstream drivers of AI facilitators adoption in higher education: An empirical study. Q1 Exploring the Institutional and Personal Determinants of Social Entrepreneurial Intentions: A Cross- Country Analysis Q1 Exploring Environmental Regulation Instruments and their Impact on Eco- Innovation Practices among SMEs: the Mediating role of Environmental Orientation. Q1 What drives continuance usage intention of mHealth? Evidence from Young Generation in a developing country. Q1 What drives the adoption of augmented reality applications for online shopping? A multi-perspective investigation. Q1 Exploring the Institutional and Personal Determinants of Social Entrepreneurial Intentions: A Cross- Country Analysis Q1 The impact of brand image, ethnocentrism, and brand attachment on consumer behavior in the hospitality industry: A comparative study. Q1 Responsible Brand Leadership in Services: Fostering Love, Ethics, and Empowerment Q1 A Two-Actor Model for Understanding User Engagement with Content Creators: Applying Social Capital Theory Q1 9
Summary of Future Research Agenda: papers under review/ revisions SJR Ranking The role of social media content creators in attracting tourists to Oman Q2 Strategic University Positioning: Fostering Student Satisfaction and Wellbeing. Q2 Exploring Environmental Regulation Instruments and their Impact on Eco- Innovation Practices among SMEs: the Mediating role of Environmental Orientation. Q2 Urban Cultural Tourism as a creative approach for Natural Heritage values towards sustainable tourism at Misfat Al Abriyeen: A systematic Literature Review Q2 Transformational leaders and employees intention to stay: role of human resource practices and meaningful work. Q2 Brand compassion: A cornerstone of prosocial consumer-brand relationship in the context of young Muslim consumers Q2 The Paradox between the perceived intended and unintended consequences of using digital health technologies Q2 Understanding consumers purchase of Genetically Modified Food in developing markets: Do trust and health consciousness matter? Q3 10
Future Research Projects Social change through social media - Consumer-brand relationship with Generative AI brands - Digital and social media marketing in hospitality and tourism -
Content Co-Creation with Generative AI Co-Creation Experience Brand Evangelism Cognitive Experience Brand purchase intention Hedonic Experience Brand Love Positive brand referrals Economic Experience Oppositional brand referrals Social Experience Gender / Age / Purpose of Use 12
Challenges -Limited budget to buy digital and social media analytical tools -Access to data from tourists -Resources for experimental research
Thank you Sultan Qaboos University
