AI and Digital Marketing Research of Professor Rajibul Hasan

Professor Rajibul Hasan’s research are related to Artificial Intelligence (AI), Consumer Behaviour, and Digital Marketing-

AI, Consumer Behaviour and Digital Marketing Area:

“Today we are witnessing the emergence of a Digital Marketing era, where continual technological advances such as Big Data Analytics, Augmented Reality, Virtual Reality, Internet of Things, Smart Cities, Artificial Intelligence, and Robots are now integrated into our personal and public spaces. However, Digital Marketing is not about understanding these technologies, but rather about understanding how consumers are using these technologies, and how we can leverage these technologies to engage with consumers more effectively. I study consumer behaviour related to these technologies and innovations to provide expert guidance on moving from traditional to digital AI-driven business.”

(Editorial: Rajibul Hasan, Website: )

 General research focus

My research focuses on the understanding of AI, and innovation from the consumers’ perspective. Ensuring successful adoption of AI and Innovations requires understanding the consumer’ behaviour. Sample applications include understanding consumer behaviour related to robots, wearable devices, voice-assisted artificial intelligence, smart home technologies and developmental innovations. In particular, I focus on the following –

  • Investigating the adoption of smart technologies, AI-based technologies, and developmental innovations.
  • Using AI-based techniques such as Machine learning, Image Analytics, and Text mining to understand consumers’ decision-making.

Understanding Smart Technologies:

Smart technologies such as Big Data, Augmented Reality, Virtual Reality, Internet of Things, Smart Cities, Artificial Intelligence, and Robots are being used in different sectors for the digitalisation of services. We define this trend as Marketing 4.0 or Service 4.0 or Industry 4.0. This subarea investigates the human-technology interactions related to these smart technologies. My co-authors and I are involved in research related to Robots, Smart Home & Internet of Things, Voice-Assisted AI, and Mobile Apps. One research article related to Robots has been published in a TOP international journal, Tourism Management Journal (ABS 4).

Published Articles and Book Chapters in this area:

  • Vo-Thanh,Tan ; Zaman, Mustafeed; Hasan, Rajibul; Ahmad Rather, Rouf; Lombardi, Rosa; Secundo, Giustina (2021) ‘How a Mobile App Can Become a Catalyst for Sustainable Social Business: The Case of Too Good To Go’. Technological Forecasting and Social Change,
  • Hasan,Rajibul; Koles, Bernadett; Zaman, Mustafeed; Paul,Justin (2021) ‘The potential of chatbots in travel & tourism services in the context of social distancing’. International Journal of Technology Intelligence and Planning
  • Hasan, Rajibul; Shams, S. M. Riad; Rahman, Mizan (2020) ‘Consumer trust and perceived risk for voice-controlled artificial intelligence: The case of Siri’. Journal of Business Research,
  • de Kervenoael R.;Hasan R.;Schwob A.;Goh E. (2020) ‘Leveraging human-robot interaction in hospitality services: Incorporating the role of perceived value, empathy, and information sharing into visitors’ intentions to use social robots’. Tourism Management, 78
  • Hasan M.R.;Jha A.K.;Liu Y. (2018) ‘Excessive use of online video streaming services: Impact of recommender system use, psychological factors, and motives’. Computers in Human Behavior, 80 :220-228

For further information please contact Dr Rajibul Hasan.

Understanding Consumer Decision making:

In this new era of Digital Marketing, online reviews and social media introduces a new type of relationship perspective, which represents the shifting of consumers to employee relationships towards consumers to consumers relationships. Now-a-days consumers search for online reviews or social media reviews before they decide to buy products. It is possible to understand consumers decision-making using AI-based techniques such as Machine learning, Image Analytics, and Text mining. My co-authors and I are involved in research related to Surveys, Experiments, Text Mining, and Image Analytics to understand consumer’s decision making based on online reviews posted over the online ride-sharing platforms, Trip Advisor, Yelp and Amazon.

Published Articles and Book Chapters in this area:

  • Hasan, MR;Abdunurova, A;Wang, WW;Zheng, JW;Shams, SMR (2020) ‘Using deep learning to investigate digital behavior in culinary tourism’. Journal of Place Management and Development,
  • Abdunurova, Assem; USPANOVA,Maira; Hasan,Rajibul; SURAPBERGENOVA, Zinagul; KUDAIBERGENOV; Nuradin (2020) ‘Pre – Purchasing and Post – Purchasing Travel Behavior on Social Media: The Case of Kazakhstan’. Journal of Environmental Management and Tourism, 11 (6)
  • Hasan, Rajibul; Billa, Malvika (2021) ‘Influencers’ Impact on Business Model Innovation in the Luxury Personal Goods Industry’ In: Business Model Innovation. United Kingdom: Routledge.
  • Hasan, Md Rajibul; Teng, Yulin; Shams, Riad (2021) ‘The Impact of Social Media on Business Model Innovation’ In: Business Model Innovation. United Kingdom: Routledge.

For further information please contact Dr Rajibul Hasan.

Understanding Developmental Impact of Technologies:

Some innovations have a greater development impact on consumers improving the life of the poor (e.g., alleviate poverty). For example, the long-term effects of using shampoo in mini sachets (designed specifically for the poor) will not be the same as the long-term effects of clean drinking water because clean drinking water is more essential than mini sachets in order to improve the life of poor consumers. In both emerging and developed markets, technologies are being used to reduce poverty, creating jobs, and meeting basic needs. For instance, mobile banking provided basic banking services to subsistence consumers in developing countries. I am working with TOP researchers like Professor Richard Bagozzi to understand these developmental technologies or innovations in emerging markets.

Published Articles and Book Chapters in this area:

  • Hasan R.;Lowe B.;Petrovici D. (2019) ‘An Empirical Comparison of Consumer Innovation Adoption Models: Implications for Subsistence Marketplaces’. Journal of Public Policy and Marketing, 38 (1):61-80
  • Hasan R.;Lowe B.;Petrovici D. (2019) ‘Consumer adoption of pro-poor service innovations in subsistence marketplaces’. Journal of Business Research,
  • Hasan, R;Jha, AK (2018) ‘What’s good for business growth: Implications of innovativeness and price sensitivity for firms in developing countries’. Journal of Strategic Change, 27 :469-476
  • Hasan M.R.;Lowe B.;Rahman M. (2017) ‘Visual cues and innovation adoption among bottom of the pyramid consumers’. Qualitative Market Research, 20 (2):147-157
  • Hasan M.R.;Shams S.M.R.;Rahman M.;Haque S.E. (2020) ‘Analysing pro-poor innovation acceptance by income segments’. Management Decision,
  • Rahman, Mizan and Hasan, Md Rajibul and Floyd, David (2013) ‘Brand Orientation as a Strategy That Influences the Adoption of Innovation in the Bottom of the Pyramid Market’. Strategic Change, 22 (3‐4):225-239

For further information please contact Professor Rajibul Hasan.