Mohammed Nuseir, Ph.D


Abu Dhabi Campus

+971 2 6133593


Ph.D. Marketing , Clark Atlanta University, USA.

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

Nuseir, M.T. and Ghandour, A. (2019) ‘Ethical issues in modern business management’, Int. J. Procurement Management, Vol. 12, No. 5, pp.592–605.

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.

Nuseir, M.T. (2019) ‘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. X, No. Y,–xxx.

Nuseir Mohammed, (2018) “Impact of misleading/false advertisement to consumer behavior”. Int. J. Economics and Business Research, Vol. 16, No. 4, 2018.

Nuseir Mohammed, (2018) “How big data is used in expanding marketing Activities”. Int. J. Economics and Business Research, Vol. 16, No. 4, 2018.

Nuseir Mohammed, (2018) “Digital media impact on SMEs performance in the UAE”  Academy of Entrepreneurship Journal Volume 24, Issue 1, 2018.

Teaching Courses

Graduate Courses;
Integrated Marketing Communication, Advertising &Promotion Management, Direct Marketing and Sales Promotion,E-Marketing,Consumer Behavior, Sales Management, Service Marketing, International Business, and  Marketing Management.
Undergraduate Courses;
Principles of Marketing, Integrated Marketing Communication, Advertising &Promotion Management, Direct Marketing, Sales Promotion, E-Marketing, Retailing, Sports Marketing International Marketing, Marketing Communication, Sales, Customer Service, Introduction to Entrepreneurship, International Business, Principles Of Management, Organization Behavior, and Change Management.


- Member, The American Anti-Corruption Institute (AACI), USA, 2014.
- Member, The International Academy of Business and Economics (IABE), USA, 2015.


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.