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.

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, 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.