Dr Rajibul Hasan, AI & Marketing Researcher

Artificial Intelligence Research


My Research related to Artificial Intelligence and Digital Marketing- 

AI Consumer Behaviour Area:

“Today we are witnessing the emergence of a Digital Marketing era, where continual technological advances such as Big Data Analytics, Augmented Reality, Virtual Reality, Internet of Things, Smart Cities, Artificial Intelligence, and Robots are now integrated into our personal and public spaces. However, Digital Marketing is not about understanding these technologies, but rather about understanding how consumers are using these technologies, and how we can leverage these technologies to engage with consumers more effectively. I study consumer behaviour related to these technologies and innovations to provide expert guidance on moving from traditional to digital AI-driven business.”

(Editorial: Rajibul Hasan, Website: http://rajibulhasan.com/ )

 General research focus

My research focuses on the understanding of AI, and innovation from consumers’ perspective. Ensuring successful adoption of AI and Innovations requires understanding the consumer’ behaviour. Sample applications include understanding consumer behaviour related to robots, wearable devices, voice-assisted artificial intelligence, smart home technologies and developmental innovations. In particular, I focus on the following –

  • Investigating the adoption of smart technologies, AI-based technologies, and developmental innovations.
  • Using AI-based techniques such as Machine learning, Image Analytics, and Text mining to understand consumers’ decision-making.

Understanding Smart Technologies:

Smart technologies such as Big Data, Augmented Reality, Virtual Reality, Internet of Things, Smart Cities, Artificial Intelligence, and Robots are being used in different sectors for digitalisation of services. We define this trend as Marketing 4.0 or Service 4.0 or Industry 4.0. This subarea investigates the human-technology interactions related to these smart technologies. My co-authors and I are involved in research related to Robots, Smart Home & Internet of Things, Voice-Assisted AI, and Mobile Apps. One research article related to Robots has been published in a TOP international journal, Tourism Management Journal (ABS 4).

For further information  please contact Dr Rajibul Hasan.

Understanding Consumer Decision making:

In this new era of Digital Marketing, online reviews and social media introduces a new type of relationship perspective, which represents the shifting of consumers to employee relationships towards consumers to consumers relationships. Now-a-days consumers search for online reviews or social media reviews before they decide to buy products. It is possible to understand consumers decision-making using AI-based techniques such as Machine learning, Image Analytics, and Text mining. My co-authors and I are involved in research related to Text Mining and Image Analytics to understand consumer’s decision making based on online reviews posted over the online ride-sharing platforms, Trip Advisor, Yelp and Amazon.

For further information  please contact Dr Rajibul Hasan.

Understanding Developmental Technologies:

Going Digital does not mean that we should avoid the developmental impacts of technologies. It is important for us to ensure the developmental impacts of these digital technologies. In both emerging and developed markets, technologies are being used to reduce poverty, creating jobs, and meeting basic needs. For instance, mobile banking provided basic banking services to subsistence consumers in developing countries. I am  working with TOP researcher like Professor Richard Bagozzi to understand these developmental technologies or innovations in emerging markets.

For further information  please contact Dr Rajibul Hasan.

Corporate Relationships:

Currently, My research team is collaborating with Leroy Merlin to conduct research related to Internet of Things and Smart Home Technologies. We are looking for further collaboration opportunities with other organisations for any future research projects related to the AI Consumer Behaviour subareas. We can help an organisation through our expert advice on implementing or selling smart technologies, and our expert guidance on digital transformation and digital marketing.