Powering Your Narrative, Guiding Your Impact: Your Public Relations Architects.

I am a public relations and communications consultant at The Cultural Village Foundation – Katara, and an assistant professor at Qatar University, with over eight years of experience in academia and communications. My field of expertise is business and marketing in Qatar, and I have a PhD in Marketing and Economics from the University of Edinburgh, and a Rising Leaders Diploma from the Qatar Leadership Center.

Small Communication
Improvements, Big Results

Whether your communication challenges are between English and Arab speakers or between Buyer and Seller, we take the frustration out of the teamwork required to build Qatar.

Marketing From Leadership
to Innovation

This study reveals how transformational leadership plays a crucial role in enhancing employees' innovative behavior - a key driver in today's competitive business world.

Communications, Public Relations,
and Marketing

As the former Director of Communications, Public Relations, and Marketing at Qatar University, I led a team of professionals in developing and implementing effective strategies to enhance the university's reputation, outreach...

dynamic and
innovative

My mission is to contribute to the advancement of knowledge and practice in the field of business and marketing, and to support the growth and development of Qatar University and its community. I am looking for an opportunity...

Skills

My Experience

Apr 2008 - Aug 2008

Internship

May 2009 - Dec 2013

Level-1 HR · Part-time

Qatari Diar

May 2012 - Dec 2012

Marketing Assistant

Ohio, United States

Sep 2013 - Sep 2014

HR regional representative

Qatari Diar

Sep 2014 - Sep 2015

Sales Executive

Muntajat

Aug 2015 - Aug 2016

Teaching Staff

Qatar University · Doha

Aug 2016 - Feb 2022

University Lecturer

Qatar University · Qatar

Sep 2019 - Sep 2020

Lecturer · Part-time

The University of Edinburgh 

Jan 2022 - Oct 2023

Director of Communications, Public Relations, And Marketing

Qatar University · Qatar

Jan 2022 - Present

Assistant Professor

Qatar University · Qatar

Jan 2024 - Present

Public relations and Communications Consultant

The Cultural Village Foundation – Katara

My Experience

Jan 2024 - Present

Consultant of Communications and Public Relations

The Cultural Village Foundation – Katara

Jan 2022 - Present

Assistant Professor

Qatar University · Qatar

Jan 2022 - Oct 2023

Director of Communications, Public Relations, And Marketing

Qatar University · Qatar

Sep 2019 - Sep 2020

Lecturer · Part-time

The University of Edinburgh 

Aug 2016 - Feb 2022

University Lecturer

Qatar University · Qatar

Aug 2015 - Aug 2016

Teaching Staff

Qatar University · Doha

Sep 2014 - Sep 2015

Sales Executive

Muntajat

Sep 2013 - Sep 2014

HR regional representative

Qatari Diar

May 2012 - Dec 2012

Marketing Assistant- Full-time

Ohio, United States

May 2009 - Dec 2013

Level-1 HR · Part-time

Qatari Diar

Apr 2008 - Aug 2008

Internship

Publications

Purpose

There is always a need to discover how a paradox between a customer’s desire for a more personalized experience and their privacy and security concerns would shape their intention to continue using contactless payment methods. However, personalization–privacy paradox has not been well-covered over the area of contactless payment. Therefore, this study aims to empirically examine the impact of personalization–privacy paradox on the customers’ continued intention (CIN) to use contactless payment.

Design

/methodology/approach – The empirical part of the current study was conducted in Saudi Arabia by collecting the primary data using online questionnaire from a convenience sample size of 297 actual users of contactless payment methods.

Findings

Based on structural equation modeling, personalization and privacy invasion were approved to significantly impact perceived value of information …

View More

In an increasingly competitive landscape, both researchers and businesses are showing growing interest in promoting employee’s innovative work behavior (EIWB). Although earlier studies have highlighted the significance of transformational leadership (TL) in cultivating innovation among employees, there needs to be more understanding regarding the precise mechanisms and processes by which leaders exert their influence over the IWB of their employees. This study is based on the social exchange theory (SET) and upper echelon theory (UET) to investigate how the relationship between TL and employees’ IWB is mediated by the employees’ intellectual agility (EIA) and the employee’s voice (EV). To the best of researchers’ knowledge, this study represents the pioneering effort to examine the mediating mechanisms of EIA and EV between TL and EIWB within the specific context of small and medium Enterprises (SMEs) in a developing country. An online self-administered questionnaire was utilized to collect data from 430 SMEs in Pakistan. The proposed hypotheses were examined using partial least squares structural equation modeling (PLS-SEM). The study findings revealed a significant influence of TL on EIWB mediated by both their EIA and EV. These findings empower leaders to recognize their pivotal roles in nurturing innovation within their enterprises and crafting an optimal culture and climate conducive to innovative endeavors. Furthermore, this insight enables leaders to establish innovative environments that promote employees’ confident sharing of ideas and concepts. The study also includes a comprehensive finding and their …

View More

The Multilevel Inverter (MLI) uses Selective Harmonic Elimination (SHE) of the Pulse Width Modulation (PWM) approach to tackle the fundamental harmonics with the elimination of selected lower harmonics. The optimal switching angle for this PWM method is calculated by solving a set of nonlinear equations. The PWM signal is generated using these angles in a real-time system. Modified Quantum Particle Swarm Optimization (MQPSO) is implemented in this paper to provide the optimal angle for generating the PWM signal. In this study, 5 optimal switching angles for a single-phase 11-level MLI have been calculated. It is observed that MQPSO produces optimal switching for modulation indices between 0.4 and 0.7. To obtain a quarter-wave symmetry bipolar waveform output voltage, the MQPSO based SHE-PWM has been developed and implemented by using MATLAB Simulink. The output voltage and harmonic spectrum of the proposed system are also obtained using MATLAB. Furthermore, the results are also compared with another modulation technique to validate the superiority of MQPSO based SHE-PWM. The Total Harmonic Distance (THD) has been reduced by 3.62% compared to Nearest Level Control (NLC), which has verified that the proposed method has successfully eliminated the low-order harmonics.

View More

The most important element for the exploration and development of oil and oil shale is total organic carbon (TOC). TOC estimation is considered a challenge for geologists since laboratory methods are expensive and time-consuming. Therefore, due to the complex and nonlinear relationship between well logs and TOC, researchers have begun to use artificial intelligence (AI) techniques. Hence, the purpose of this research is to explore new paradigms and methods for AI techniques. First, this article provides a recent overview of selected AI technologies and their applications, including artificial neural networks (ANNs), convolutional neural networks (CNNs), hybrid intelligent systems (HISs), and support vector machines (SVM) as well as fuzzy logic (FL), particle swarm optimization (PSO). Second, this article explores and discusses the benefits and pitfalls of each type of AI technology. The study found that hybrid intelligence technology was the most successful and independent AI model with the highest probability of inferring properties of oil shale oil and gas fields (such as TOC) from wireline logs. Finally, some possible combinations are proposed that have not yet been investigated.

View More

Background

Botulinum toxin A (BTX-A) is commonly employed as a neuromodulator in several neurological diseases and aesthetic indications. Formation of neutralizing antibodies (NAbs) after BTX-A injections may be responsible for treatment failure.

Objectives

The authors sought to quantify the prevalence of NAbs following treatment with Abobotulinumtoxin A, Incobotulinumtoxin A, and Onabotulinumtoxin A for therapeutic indications.

Methods

An electronic systematic search (2000-2020) of PubMed, Scopus, Web of Science, and Embase was conducted. Original studies reporting prevalence of NAbs were included. Data analysis was carried out through open meta-analysis softwares.

Results

Forty-three studies involving 8833 patients were included in this meta-analysis. The incidence of NAbs was 1.8% (summary estimate = 0.018 …

View More

Well placement optimization is considered a non-convex and highly multimodal optimization problem. In this article, a modified crow search algorithm is proposed to tackle the well placement optimization problem. This article proposes modifications based on local search and niching techniques in the crow search algorithm (CSA). At first, the suggested approach is verified by experimenting with the benchmark functions. For test functions, the results of the proposed approach demonstrated a higher convergence rate and a better solution. Again, the performance of the proposed technique is evaluated with well placement optimization problem and compared with particle swarm optimization (PSO), the Gravitational Search Algorithm (GSA), and the Crow search algorithm (CSA). The outcomes of the study revealed that the niching crow search algorithm is the most efficient and effective compared to the other techniques.

View More

The oil and gas industry faces difficulties in optimizing well placement problems. These problems are multimodal, non-convex, and discontinuous in nature. Various traditional and non-traditional optimization algorithms have been developed to resolve these difficulties. Nevertheless, these techniques remain trapped in local optima and provide inconsistent performance for different reservoirs. This study thereby presents a Surrogate Assisted Quantum-behaved Algorithm to obtain a better solution for the well placement optimization problem. The proposed approach utilizes different metaheuristic optimization techniques such as the Quantum-inspired Particle Swarm Optimization and the Quantum-behaved Bat Algorithm in different implementation phases. Two complex reservoirs are used to investigate the performance of the proposed approach. A comparative study is carried out to verify the performance of the …

View More

This research entails an investigation into enhanced attack detection techniques as a security feature in vehicular platooning. The paper evaluates critical challenges in the security of Vehicular Ad hoc Networks (VANETs) with a focus on vulnerabilities in vehicle platooning. We evaluate the possibilities of securing a platoon through enhanced attack detection following an inside attack while considering current communication-based approaches to vehicular platoon security that have been effective at isolating infected platoon members. This study proposes the use of color-shift keying (CSK) as a security tool for enhanced detection of an apparent platoon attack. We simulate various attack scenarios involving a vehicular platoon communicating via a VLC network and assess the degree of exposure of such networks to three types of attacks–Sybil attacks, delay attacks, and denial-of-service (DoS) attacks. We recommend the use of a light-to-frequency (LTF) converter comprising of a receiver to collect and decode transmitted symbols with regard to the frequency of transmission. Once there is a drop in the intensity of the light transmitted in the platoon, CSK is implemented to alter the intensity

View More

Interest in artificial intelligence (AI) is widespread across several industries, such as marketing, but worries about its ethical and legal consequences are increasing. This article examines concerns regarding data security and privacy in AI-powered marketing and discusses possible remedies. The study compiles information from academic articles using a comprehensive literature review. The key conclusions emphasise issues including data confidentiality, distribution, cyberattacks, fraud, and disinformation. Addressing these concerns involves providing privacy insurance, improving technology readiness, enforcing security regulations, and building regulatory frameworks. The report emphasises the need for transparency in the use of AI by marketing professionals, highlighting the need to keep clients aware of data practices. This research establishes the foundation for future investigation, encouraging continuous discussion and examination of this developing topic.

View More

The purpose of this study is to uncover Haiti’s existing transport infrastructure, the challenges that it has endured in the disaster response process, the strategies for disaster response that have been put in place, and the plans for transportation and resilience in the face of natural disasters. The case study design was adopted for the research, with the data obtained from official documentation and archival records. The analysis of the data reveals that transportation diversity is limited in most locations, the inaccessibility of some areas by road remains an obstacle to disaster response, and that Haitian sectoral laws, along with the activities of international organizations, have enhanced the government’s capacity for natural disaster response. Recommendations for practice are presented in light of these findings.

View More

‘Only 7 left in stock’, ‘Only 7 days to claim’: the scarcity of a product/product deal has been well-established in the academic literature about marketing as leading to positive consumer cognition and behaviour. However, the scarcity of advertisements themselves due to short duration (i.e. ‘This ad will only last 7 seconds’) has received very little academic attention. The key question for theorists and practitioners is, does an advert which is ephemeral (i.e. scarce, and accessible only once for a few seconds) outperform those advertisements which are accessible over time (non-scarce)? Marketing practitioners often take advantage of scarcity in developing promotional campaigns for product/services. Through scarcity, consumer perceptions regarding product quality and desirability could be altered to enhance the consumers’ perceptions of the product/service’s value.

Predominantly, two type of scarcity …

View More

The most important element for the exploration and development of oil and oil shale is total organic carbon (TOC). TOC estimation is considered a challenge for geologists since laboratory methods are expensive and time-consuming. Therefore, due to the complex and nonlinear relationship between well logs and TOC, researchers have begun to use artificial intelligence (AI) techniques. Hence, the purpose of this research is to explore new paradigms and methods for AI techniques. First, this article provides a recent overview of selected AI technologies and their applications, including artificial neural networks (ANNs), convolutional neural networks (CNNs), hybrid intelligent systems (HISs), and support vector machines (SVMs) as well as fuzzy logic (FL), particle swarm optimization (PSO). Second, this article explores and discusses the benefits and pitfalls of each type of AI technology. The study found that hybrid intelligence technology was the most successful and independent AI model with the highest probability of inferring properties of oil shale oil and gas fields (such as TOC) from wireline logs. Finally, some possible combinations are proposed that have not yet been investigated.

View More

Online shopping is becoming a trend nowadays in the modern generation. People are shifting from traditional ways of shopping to modern ways. However, not each group is willing to accept the change. It is observed that a mixed response from the people is recorded related to the adaptation of novel shopping ways. The same trend is following in the automobile industry. The traditional method of brick and mortar purchasing the vehicles is now shifting towards online shopping. This study is focused on the behavior of the masses towards this new facility of purchasing cars online. Detailed research has been conducted through the data collection techniques employed in the research process. This includes some surveys and research on literature as well. Based on data collected results are drawn and recommendations are proposed. A comprehensive methodology has been used to calculate the findings.

View More

The geopolitical situation created by Russia and China over Ukraine has made it difficult for businesses in Germany, mostly small and medium-sized enterprises, to manage their logistics and supply chain processes effectively. The objective of this paper was to examine the impact of the geopolitical situation on the supply chain of German family-owned SMEs in 2022, focusing on the Russia-Ukraine conflict and China. The researchers used a quantitative research study that sampled 50 participants drawn from four family-owned SMEs in Germany. Questionnaires were used to collect data from the participants. The path analysis results reveal a significant relationship between price changes and Germany’s family-owned SMEs’ supply chain processes (b = 0.716, t = 15.469, t < 0.05). The positive sign indicates that an increase in the independent variable results in an increase in the dependent variable. The …

View More

Scarcity appeals have been widely employed within marketing, however scholarly understanding has focussed primarily on scarcity of products within ads, and not the scarcity of the ad itself. Ad scarcity has become an important area of investigation due to the prevalence of scarce ads (one-time view ads) shown in popular social media technologies such as Snapchat and Instagram. To address the gap of understanding on ad scarcity, this thesis offers the first exploration of the effect of “scarcity of the ad” on participant’s attention and recall. Three experiments support the argument that scarcity of the ad has a positive effect on people’s attention and recall of the ad’s content. Moreover, boundary conditions to this positive effect were established, first based on personal traits such as FOMO and Social Media Intensity levels, and second, based on the presence of a visible countdown timer. Lastly, this thesis finds the positive effect is not limited to the directly viewed scarce ad, but spill-overs to subsequent ads which are not scarce. This thesis contributes to the knowledge of scarcity within marketing, and broader literature on social media marketing. Theoretical and managerial implications are discussed. View More

Publications

Background

Botulinum toxin A (BTX-A) is commonly employed as a neuromodulator in several neurological diseases and aesthetic indications. Formation of neutralizing antibodies (NAbs) after BTX-A injections may be responsible for treatment failure.

Objectives

The authors sought to quantify the prevalence of NAbs following treatment with Abobotulinumtoxin A, Incobotulinumtoxin A, and Onabotulinumtoxin A for therapeutic indications.

Methods

An electronic systematic search (2000-2020) of PubMed, Scopus, Web of Science, and Embase was conducted. Original studies reporting prevalence of NAbs were included. Data analysis was carried out through open meta-analysis softwares.

Results

Forty-three studies involving 8833 patients were included in this meta-analysis. The incidence of NAbs was 1.8% (summary estimate = 0.018 …

View More

Well placement optimization is considered a non-convex and highly multimodal optimization problem. In this article, a modified crow search algorithm is proposed to tackle the well placement optimization problem. This article proposes modifications based on local search and niching techniques in the crow search algorithm (CSA). At first, the suggested approach is verified by experimenting with the benchmark functions. For test functions, the results of the proposed approach demonstrated a higher convergence rate and a better solution. Again, the performance of the proposed technique is evaluated with well placement optimization problem and compared with particle swarm optimization (PSO), the Gravitational Search Algorithm (GSA), and the Crow search algorithm (CSA). The outcomes of the study revealed that the niching crow search algorithm is the most efficient and effective compared to the other techniques.

View More

The Multilevel Inverter (MLI) uses Selective Harmonic Elimination (SHE) of the Pulse Width Modulation (PWM) approach to tackle the fundamental harmonics with the elimination of selected lower harmonics. The optimal switching angle for this PWM method is calculated by solving a set of nonlinear equations. The PWM signal is generated using these angles in a real-time system. Modified Quantum Particle Swarm Optimization (MQPSO) is implemented in this paper to provide the optimal angle for generating the PWM signal. In this study, 5 optimal switching angles for a single-phase 11-level MLI have been calculated. It is observed that MQPSO produces optimal switching for modulation indices between 0.4 and 0.7. To obtain a quarter-wave symmetry bipolar waveform output voltage, the MQPSO based SHE-PWM has been developed and implemented by using MATLAB Simulink. The output voltage and harmonic spectrum of the proposed system are also obtained using MATLAB. Furthermore, the results are also compared with another modulation technique to validate the superiority of MQPSO based SHE-PWM. The Total Harmonic Distance (THD) has been reduced by 3.62% compared to Nearest Level Control (NLC), which has verified that the proposed method has successfully eliminated the low-order harmonics.

View More

In an increasingly competitive landscape, both researchers and businesses are showing growing interest in promoting employee’s innovative work behavior (EIWB). Although earlier studies have highlighted the significance of transformational leadership (TL) in cultivating innovation among employees, there needs to be more understanding regarding the precise mechanisms and processes by which leaders exert their influence over the IWB of their employees. This study is based on the social exchange theory (SET) and upper echelon theory (UET) to investigate how the relationship between TL and employees’ IWB is mediated by the employees’ intellectual agility (EIA) and the employee’s voice (EV). To the best of researchers’ knowledge, this study represents the pioneering effort to examine the mediating mechanisms of EIA and EV between TL and EIWB within the specific context of small and medium Enterprises (SMEs) in a developing country. An online self-administered questionnaire was utilized to collect data from 430 SMEs in Pakistan. The proposed hypotheses were examined using partial least squares structural equation modeling (PLS-SEM). The study findings revealed a significant influence of TL on EIWB mediated by both their EIA and EV. These findings empower leaders to recognize their pivotal roles in nurturing innovation within their enterprises and crafting an optimal culture and climate conducive to innovative endeavors. Furthermore, this insight enables leaders to establish innovative environments that promote employees’ confident sharing of ideas and concepts. The study also includes a comprehensive finding and their …

View More

Purpose

There is always a need to discover how a paradox between a customer’s desire for a more personalized experience and their privacy and security concerns would shape their intention to continue using contactless payment methods. However, personalization–privacy paradox has not been well-covered over the area of contactless payment. Therefore, this study aims to empirically examine the impact of personalization–privacy paradox on the customers’ continued intention (CIN) to use contactless payment.

Design

/methodology/approach – The empirical part of the current study was conducted in Saudi Arabia by collecting the primary data using online questionnaire from a convenience sample size of 297 actual users of contactless payment methods.

Findings

Based on structural equation modeling, personalization and privacy invasion were approved to significantly impact perceived value of information …

View More

The oil and gas industry faces difficulties in optimizing well placement problems. These problems are multimodal, non-convex, and discontinuous in nature. Various traditional and non-traditional optimization algorithms have been developed to resolve these difficulties. Nevertheless, these techniques remain trapped in local optima and provide inconsistent performance for different reservoirs. This study thereby presents a Surrogate Assisted Quantum-behaved Algorithm to obtain a better solution for the well placement optimization problem. The proposed approach utilizes different metaheuristic optimization techniques such as the Quantum-inspired Particle Swarm Optimization and the Quantum-behaved Bat Algorithm in different implementation phases. Two complex reservoirs are used to investigate the performance of the proposed approach. A comparative study is carried out to verify the performance of the …

View More

This research entails an investigation into enhanced attack detection techniques as a security feature in vehicular platooning. The paper evaluates critical challenges in the security of Vehicular Ad hoc Networks (VANETs) with a focus on vulnerabilities in vehicle platooning. We evaluate the possibilities of securing a platoon through enhanced attack detection following an inside attack while considering current communication-based approaches to vehicular platoon security that have been effective at isolating infected platoon members. This study proposes the use of color-shift keying (CSK) as a security tool for enhanced detection of an apparent platoon attack. We simulate various attack scenarios involving a vehicular platoon communicating via a VLC network and assess the degree of exposure of such networks to three types of attacks–Sybil attacks, delay attacks, and denial-of-service (DoS) attacks. We recommend the use of a light-to-frequency (LTF) converter comprising of a receiver to collect and decode transmitted symbols with regard to the frequency of transmission. Once there is a drop in the intensity of the light transmitted in the platoon, CSK is implemented to alter the intensity

View More

The purpose of this study is to uncover Haiti’s existing transport infrastructure, the challenges that it has endured in the disaster response process, the strategies for disaster response that have been put in place, and the plans for transportation and resilience in the face of natural disasters. The case study design was adopted for the research, with the data obtained from official documentation and archival records. The analysis of the data reveals that transportation diversity is limited in most locations, the inaccessibility of some areas by road remains an obstacle to disaster response, and that Haitian sectoral laws, along with the activities of international organizations, have enhanced the government’s capacity for natural disaster response. Recommendations for practice are presented in light of these findings.

View More

‘Only 7 left in stock’, ‘Only 7 days to claim’: the scarcity of a product/product deal has been well-established in the academic literature about marketing as leading to positive consumer cognition and behaviour. However, the scarcity of advertisements themselves due to short duration (i.e. ‘This ad will only last 7 seconds’) has received very little academic attention. The key question for theorists and practitioners is, does an advert which is ephemeral (i.e. scarce, and accessible only once for a few seconds) outperform those advertisements which are accessible over time (non-scarce)? Marketing practitioners often take advantage of scarcity in developing promotional campaigns for product/services. Through scarcity, consumer perceptions regarding product quality and desirability could be altered to enhance the consumers’ perceptions of the product/service’s value.

Predominantly, two type of scarcity …

View More

The most important element for the exploration and development of oil and oil shale is total organic carbon (TOC). TOC estimation is considered a challenge for geologists since laboratory methods are expensive and time-consuming. Therefore, due to the complex and nonlinear relationship between well logs and TOC, researchers have begun to use artificial intelligence (AI) techniques. Hence, the purpose of this research is to explore new paradigms and methods for AI techniques. First, this article provides a recent overview of selected AI technologies and their applications, including artificial neural networks (ANNs), convolutional neural networks (CNNs), hybrid intelligent systems (HISs), and support vector machines (SVMs) as well as fuzzy logic (FL), particle swarm optimization (PSO). Second, this article explores and discusses the benefits and pitfalls of each type of AI technology. The study found that hybrid intelligence technology was the most successful and independent AI model with the highest probability of inferring properties of oil shale oil and gas fields (such as TOC) from wireline logs. Finally, some possible combinations are proposed that have not yet been investigated.

View More

Online shopping is becoming a trend nowadays in the modern generation. People are shifting from traditional ways of shopping to modern ways. However, not each group is willing to accept the change. It is observed that a mixed response from the people is recorded related to the adaptation of novel shopping ways. The same trend is following in the automobile industry. The traditional method of brick and mortar purchasing the vehicles is now shifting towards online shopping. This study is focused on the behavior of the masses towards this new facility of purchasing cars online. Detailed research has been conducted through the data collection techniques employed in the research process. This includes some surveys and research on literature as well. Based on data collected results are drawn and recommendations are proposed. A comprehensive methodology has been used to calculate the findings.

View More

The most important element for the exploration and development of oil and oil shale is total organic carbon (TOC). TOC estimation is considered a challenge for geologists since laboratory methods are expensive and time-consuming. Therefore, due to the complex and nonlinear relationship between well logs and TOC, researchers have begun to use artificial intelligence (AI) techniques. Hence, the purpose of this research is to explore new paradigms and methods for AI techniques. First, this article provides a recent overview of selected AI technologies and their applications, including artificial neural networks (ANNs), convolutional neural networks (CNNs), hybrid intelligent systems (HISs), and support vector machines (SVM) as well as fuzzy logic (FL), particle swarm optimization (PSO). Second, this article explores and discusses the benefits and pitfalls of each type of AI technology. The study found that hybrid intelligence technology was the most successful and independent AI model with the highest probability of inferring properties of oil shale oil and gas fields (such as TOC) from wireline logs. Finally, some possible combinations are proposed that have not yet been investigated.

View More

The geopolitical situation created by Russia and China over Ukraine has made it difficult for businesses in Germany, mostly small and medium-sized enterprises, to manage their logistics and supply chain processes effectively. The objective of this paper was to examine the impact of the geopolitical situation on the supply chain of German family-owned SMEs in 2022, focusing on the Russia-Ukraine conflict and China. The researchers used a quantitative research study that sampled 50 participants drawn from four family-owned SMEs in Germany. Questionnaires were used to collect data from the participants. The path analysis results reveal a significant relationship between price changes and Germany’s family-owned SMEs’ supply chain processes (b = 0.716, t = 15.469, t < 0.05). The positive sign indicates that an increase in the independent variable results in an increase in the dependent variable. The …

View More

Scarcity appeals have been widely employed within marketing, however scholarly understanding has focussed primarily on scarcity of products within ads, and not the scarcity of the ad itself. Ad scarcity has become an important area of investigation due to the prevalence of scarce ads (one-time view ads) shown in popular social media technologies such as Snapchat and Instagram. To address the gap of understanding on ad scarcity, this thesis offers the first exploration of the effect of “scarcity of the ad” on participant’s attention and recall. Three experiments support the argument that scarcity of the ad has a positive effect on people’s attention and recall of the ad’s content. Moreover, boundary conditions to this positive effect were established, first based on personal traits such as FOMO and Social Media Intensity levels, and second, based on the presence of a visible countdown timer. Lastly, this thesis finds the positive effect is not limited to the directly viewed scarce ad, but spill-overs to subsequent ads which are not scarce. This thesis contributes to the knowledge of scarcity within marketing, and broader literature on social media marketing. Theoretical and managerial implications are discussed. View More

Interest in artificial intelligence (AI) is widespread across several industries, such as marketing, but worries about its ethical and legal consequences are increasing. This article examines concerns regarding data security and privacy in AI-powered marketing and discusses possible remedies. The study compiles information from academic articles using a comprehensive literature review. The key conclusions emphasise issues including data confidentiality, distribution, cyberattacks, fraud, and disinformation. Addressing these concerns involves providing privacy insurance, improving technology readiness, enforcing security regulations, and building regulatory frameworks. The report emphasises the need for transparency in the use of AI by marketing professionals, highlighting the need to keep clients aware of data practices. This research establishes the foundation for future investigation, encouraging continuous discussion and examination of this developing topic.

View More

Thrilled to have represented Qatar at COP28

Topic :

The highlight? Engaging with global leaders and sharing insights on how desalination tech can be a game-changer in tackling water scarcity. It’s not just a choice; it’s a necessity for our future.

Big thanks to the Ministry of Climate Change and Environment for this incredible platform.

Recent Blog

  Excited to have been a judge at the Sustainability 2030 Challenge! Impressed by all the innovative solutions. Congrats to the winners—your ideas are paving the way for a greener

  Just got back from the Qatar CSR Summit 2024 at Qatar University. Amazing discussions on integrating CSR into business strategies, focusing on sustainability and the circular economy.    

  Just got back from the Qatar CSR Summit 2024 at Qatar University. Amazing discussions on integrating CSR into business strategies, focusing on sustainability and the circular economy.    

  Just came out of an inspiring meeting with the CEO of EDAA (Qatar CSD) and I’m buzzing with excitement! Our team from the College of Business and Economics had

  I am deeply honored to have been recognized by the Qatar Scientific Club and the Ministry of Sports and Youth for my recent achievement at the Kuwait Invention Convention.

This Tuesday, I had the incredible opportunity to lead a seminar that felt more like a journey of discovery, titled “Gulfism vs. Capitalism,” at the welcoming campus of Texas A&M

Why Does your Business need a

Consultant ?

My mission is to contribute to the advancement of knowledge
and practice in the field of business and marketing, and to
support the growth and development of your Business.
My mission is to contribute to the advancement of knowledge and practice in the field of business and marketing, and to support the growth and development of your Business.