Ali B. Mahmoud

Ali B. MahmoudAli B. Mahmoud is a dual PhD holder in Digital Marketing and Organisational Behaviour. He also is a Higher Doctorate candidate at London South Bank University, United Kingdom. Dr Mahmoud is a Visiting Professor of Management in the Peter J. Tobin College of Business at St. John’s University in New York City, a Senior Research Scholar at ResPeo, and a part-time Lecturer (Adjunct Assistant Professor) of International Business at Brunel Business School at Brunel University London, United Kingdom. Dr Mahmoud’s current research interests include topics related to digital consumer behaviour, entrepreneurial marketing, familial marketing, work psychology, wartime perceptions effects, and research in higher education. He has published over 70 publications, including books, book chapters and journal articles featured in international journals like European Management Review, Technovation, Personnel Review, Journal of Brand Management, Journal of Strategic Marketing, Scandinavian Journal of Psychology, BMC Public Health, BMC Psychology, Higher Education Quarterly, Journal of Hospitality and Tourism Management and many others. He has presented his work at leading conferences like the Academy of Marketing Science (AMS), the British Academy of Management (BAM) and the British Educational Research Association (BERA).

Publications

The Metaverse and Web 3.0: Revolutionising Consumption and Communication for the Future
The Metaverse and Web 3.0: Revolutionising Consumption and Communication for the Future
Ali B. Mahmoud. © 2023. 24 pages.
The metaverse is a new frontier in consumption. It is a digital place where people can buy and consume anything they want, whenever they want. It is an oasis of freedom and...
Stress Amongst Private University Students in Malaysia: Do Personality Differences Matter?
Stress Amongst Private University Students in Malaysia: Do Personality Differences Matter?
Seong-Yuen Toh, Shehnaz Tehseen, Ali B. Mahmoud, Jason B. Cheok, Ranita Kaur. © 2022. 16 pages.
We examine the predictive power of individual differences based on the Five-Factor Model (FFM) for stress among undergraduate students in private universities in Malaysia. One...
Breathing Life Into Marketing Scholarship Through Creativity Learning and Teaching: Integrating Creativity Into Marketing Education
Breathing Life Into Marketing Scholarship Through Creativity Learning and Teaching: Integrating Creativity Into Marketing Education
Ali B. Mahmoud, Nicholas Grigoriou, Joan Ball. © 2022. 19 pages.
Both employers and higher education institutes acknowledge creativity as a critical skill that all marketing graduates need to be equipped with when entering the job market....
Segmenting the Retail Customers: A Multi-Model Approach of Clustering in Machine Learning
Segmenting the Retail Customers: A Multi-Model Approach of Clustering in Machine Learning
Mansurali Anifa, Mary Jeyanthi P., Dieu Hack-Polay, Ali B. Mahmoud, Nicholas Grigoriou. © 2022. 26 pages.
The goal of “serving all” is similar to “serving none.” Marketers are constantly looking for ways to refine the way they segment markets. Segmentation involves diving markets...
Modelling Socio-Digital Customer Relationship Management in the Hospitality Sector During the Pandemic Time
Modelling Socio-Digital Customer Relationship Management in the Hospitality Sector During the Pandemic Time
Ali B. Mahmoud, Alexander Berman, Shehnaz Tehseen, Dieu Hack-Polay. © 2022. 23 pages.
The chapter builds on previous research and offers an updated theoretical model to determine the relationships among social media technologies, customer experience flow, customer...
Fashion Resale Behaviours and Technology Disruption: An In-Depth Review
Fashion Resale Behaviours and Technology Disruption: An In-Depth Review
Iris Mohr, Leonora Fuxman, Ali B. Mahmoud. © 2022. 23 pages.
This chapter provides an in-depth discussion of the disruptive nature of reselling technologies. The collaborative consumption movement, a popular emerging trend, encourages...
Small and Medium-Sized Enterprises in the Digital Business Sector: Examining Six Theories About Digital SME Success
Small and Medium-Sized Enterprises in the Digital Business Sector: Examining Six Theories About Digital SME Success
Shahnaz Tehseen, Dilnaz Muneeb, Ali B. Mahmoud, Dieu Hack-Polay, Hui Yan Yeong, Faisal Nawaz. © 2021. 19 pages.
The chapter is a systematic literature review of fundamental theories about small and medium business (SME) success. The chapter examines how they specifically impact digital...
Like a Cog in a Machine: The Effectiveness of AI-Powered Human Resourcing
Like a Cog in a Machine: The Effectiveness of AI-Powered Human Resourcing
Ali B. Mahmoud. © 2021. 20 pages.
Similar to its sisters, the Fourth Industrial Revolution (Industry 4.0) has sparked varying sentiments and views regarding the ethicality and effectiveness of employing...