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Digital Marketing and Consumer Engagement in the Age of AI

About

The research group focuses on producing high-quality research papers examining how AI is transforming digital marketing practices. It investigates AI-driven marketing automation, personalization, and predictive analytics, focusing on ethical concerns like privacy and bias. The group aims to contribute to academic literature and provide insights for businesses navigating digital marketing.

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Group leader

Dr. Fadi Abdelfattah

Affiliation: Associate Professor and head of academic programs dep at Modern College of Business and Science (MCBS)
Bio: Dr. Fadi Abdelfattah is an Associate Professor and Head of the Department of Academic Programs at the Modern College of Business and Science. He holds a Ph.D. in Management and has published over 56 papers in international journals. His research focuses on consumer behavior, health care management, leadership, and technology adoption.
Dr. Fadi teaches both undergraduate and postgraduate courses and has supervised over 35 graduate theses. He has held key administrative roles and contributed to program development, including leading the PhD in Management initiative at MCBS. He is also actively involved in industry consultation and has received multiple awards, including the Best Researcher Award at MCBS for 2022/2023.

Group Members

Dr. Hasliza Hassan
Dr. Hasliza Hassan
Faculty of Management, Multimedia University, Persiaran Multimedia, 63100 Cyberjaya, Selangor, Malaysia
Dr. Hussam Al Halbusi
Dr. Hussam Al Halbusi
Ahmed Bin Mohammed Military College (ABMMC) Doha, Qatar & Al-Bayan University, Baghdad Iraq
Dr. Ammar Awad Mutlag
Dr. Ammar Awad Mutlag
Lecturer Doctor and head of computer section / general directorate of curricula / ministry of education
Dr. Md Uzir Hossain Uzir
Dr. Md Uzir Hossain Uzir
School of Management and Marketing, Taylor’s Business School, Faculty of Business and Law, Taylor’s University

Focus Areas

  1. AI-Powered Marketing Automation: Exploring how AI tools transform marketing campaigns, customer segmentation, and personalization.
  2. Consumer Behavior and AI Interaction: Investigating how AI-driven recommendations, chatbots, and virtual assistants influence consumer decisions and engagement.
  3. Data Analytics and Predictive Marketing: Using machine learning and big data to predict consumer trends and optimize marketing strategies.
  4. Ethics of AI in Marketing: Addressing privacy concerns, bias, and transparency in AI-driven marketing.
  5. Social media and AI Integration: Examining AI’s use in analyzing social media behavior and enhancing customer engagement.
  6. Personalization and Customer Experience: Understanding how AI creates hyper-personalized experiences and impacts consumer loyalty and satisfaction.
  7. E-Commerce and AI: Studying the role of AI in enhancing online shopping experiences through dynamic pricing, recommendation engines, and virtual assistants.

YOUR FUTURE STARTS HERE

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(+968) 24 583500
(+968) 24 583516
(+968) 24 583525
info@mcbs.edu.om

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