Mohammed Nuseir, Ph.D


Abu Dhabi Campus

+971 2 6133593


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.


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. (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," 
    Journal of Hospitality & Tourism Research. (SCOPUS)
  2. 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)
  3. 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)
  4. 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)
  5. 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)
  6. 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)
  7. 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)
  8. 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)
  9. Nuseir, M.T. (2019) ‘Establishing the link between marketing and accounting functions: a review’, Int. J. Business Excellence, Vol. 19 Issue 4, PP. 473 - 482. (SCOPUS)
  10. Nuseir, M.T., and Ghandour, A. (2019) ‘Ethical issues in modern business management’, Int. J. Procurement Management, Vol. 12, No. 5, pp.592–605. (SCOPUS)
  11. Nuseir, M. (2019), "The impact of electronic word of mouth (e-WOM) on the online purchase intention of consumers in the Islamic countries – a case of (UAE)", Journal of Islamic Marketing, Vol. 10 No. 3, pp. 759-767.(SCOPUS)
  12. Nuseir Mohammed, (2018) “Impact of misleading/false advertisement to consumer behavior”. Int. J. Economics and Business  Research, Vol. 16, No. 4, 2018. (SCOPUS)
  13. Nuseir Mohammed, (2018) “How big data is used in expanding marketing
    Activities”. Int. J. Economics and Business Research, Vol. 16, No. 4, 2018. (SCOPUS)
  14. Nuseir Mohammed, (2018) “Digital media impact on SMEs performance in the UAE”  
    Academy of Entrepreneurship Journal Volume 24, Issue 1, 2018. (SCOPUS)
  15. Nuseir Mohammed, Hilda Madanat, (2017) "The use of integrated management approaches and their impact on customers’  satisfaction and business success".International Journal of Business Excellence(IJBEX).Vol.11. No.1. (SCOPUS)
  16. Nuseir Mohammed, (2016) "Impact of Distance Dimensions on Ventures in Foreign Markets". International Journal of Business  Research. (IJBR).  Vol.16, No.1. (SCOPUS)
  17. Nuseir Mohammed, (2016)"Internet Marketing and its impact on Online communities". Journal of International Business and  Economics (JIBE) Vol.16, No. 2. (SCOPUS).
  18. Nuseir Mohammed, (2016) "Analyzing the Influence of International Entrepreneurship on the SMEs Exporting Performance Using Structural Equation Model: An Empirical Study in Jordan". International Journal of Business and Management. (IJBM). Vol. 11, No. 2, February 2016. (ERA, Ulrich's, EBSCOhost, ProQuest). 
  19. Nuseir Mohammed, (2016) "Exploring the use of Online Marketing Strategies and Digital Media to improve Brand Loyalty and Customer Retention". International Journal of Business and Management. (IJBM). Vol. 11, No. 3, 2016. (ERA, Ulrich's, EBSCOhost, ProQuest).
  20. Nuseir Mohammed, Hilda Madanat, (2015) "4Ps: A Strategy to Secure Customers’ Loyalty via Customer Satisfaction". International Journal of Marketing Studies (IJMS). Vol. 7, No 4 (2015). (ERA, Ulrich's, EBSCOhost, ProQuest).

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.


  • 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.



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.


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.


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.


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.


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.


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.


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.


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.


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.