How our ABS 4 Ranked Publication Unveils Tourists’ Virtual Reality-Based Brand Engagement and Its Implications for the Tourism Industry (Impact Factor 8.933)

Exciting news! Our paper on Virtual Reality-Based Brand Engagement has been accepted for publication in the prestigious Journal of Travel Research (ABS 4- Impact Factor 8.933). This marks my second ABS 4-ranked publication and I couldn’t be prouder of my team’s hard work. In our research, we explored the impact of tourists’ VR involvement and identification on their VR-based brand engagement and its effect on VR-based brand co-creation and loyalty intent. Our findings highlight the mediating role of VR-based brand engagement and the moderating role of tourists’ technology readiness. With VR-based brand engagement becoming increasingly important in the tourism industry, our research provides valuable insights for both academics and practitioners. Stay tuned for the forthcoming publication!

Paper citation: Rather, Raouf; Hollebeek, Linda; Loureiro, Sandra; Khan, Imran; Hasan, Rajibul(2022) Exploring Tourists’ Virtual Reality-Based Brand Engagement: A Uses-and-Gratifications Perspective. Journal of Travel Research, forthcoming.

Dr. Hasan’s Paper Ranks Among the Top Ten in Page Rank and Citation Measures in Bibliometric and Content Analysis

Dr. Hasan’s paper has been identified among the top ten lists based on page rank and citation measures, according to the following research paper:

Goel, P., Sharma, N., & Saha, R. (2022). Consumption Behaviour of Poor Consumers: A Bibliometric and Content Analysis. FIIB Business Review, 23197145221115794.

According to Goel et al. (2022), “Only one study, Hasan et al. (2017), which scored the highest PageRank score (0.0208), is in the top 10 cited papers.”

My Co-authored Article Titled: “Smart mirror fashion technology for the retail chain transformation” Published in Technological Forecasting & Social Change


As the digitalisation of businesses continues to change customers’ purchasing habits, brick-and-mortar retail SMEs (Small and Medium Enterprises) are confronted with unprecedented challenges. The proliferation of e-commerce and digital businesses is not only changing the rules of business but disrupting them by introducing new possibilities, especially with the integration of new technology. Studies that have attempted to measure technology-based service quality in retail settings are limited to online service experiences, creating a significant gap in the literature. The primary purpose of this paper is to explore how the service quality of brick-and-mortar clothing retail chains can be improved using innovative technology such as smart mirror fashion technology (SMFT), something academic research has not yet specifically addressed. This study used a qualitative approach with Soft System Methodology (SSM), based upon interviews triangulated with observations and field notes. It focused on the top five UK clothing retail chains, measured by market capitalisation. We found that the quality of service received is currently perceived as low when compared to customers’ expectations; however, use of technology enhanced service quality and influenced customer satisfaction. There was a positive relationship between service quality, customer satisfaction and the use of SMFT. The contribution of this study lies in the development of a new framework that integrates SMFT with traditional in-store transaction processes, resulting in improvements in service delivery and managerial practices of the offline clothing retail service providers. The study concludes that embracing SMFT can help provide high-quality service, creating value for customers.

Please cite this article as: Ayotunde Ogunjimi, Mizan Rahman, Nazrul Islam, Rajibul Hasan, Smart mirror fashion technology for the retail chain transformation, Technological Forecasting, and Social Change, Volume 173, 2021, 121118, ISSN 0040-1625,

50 days’ free access to the article available from the following link-

To know more about my research in this area, please visit the following link-

My Co-authored Article Titled: “Mobile channel as a strategic distribution channel in times of crisis: a self-determination theory perspective” Published in Journal of Strategic Marketing


The Covid-19 pandemic has profoundly disrupted the worldwide
economy, particularly the restaurant sector. To face these challenges, the multi- and omni-channel approaches have been
embraced by several firms, especially with the integration of mobile
channels and social media. However, no research is conducted to
investigate how this integration can be successful in times of crisis,
such as pandemic. Therefore, drawing upon the self-determination
theory, the present study aims at addressing this research gap by
exploring, from both the restaurant owners’ and customers’ perspectives, how an anti-food waste mobile app called Too Good To
Go (TGTG) – the largest social case in Europe, is perceived as
a strategic distribution channel in the time of pandemic. Based on
18 in-depth interviews with restaurant owners and 22 with customers in Paris, findings highlight the success factors for restaurants
to achieve their digital strategies. Theoretical and practical implications and future research perspectives are presented.

Please cite this article as : Mustafeed Zaman, Tan Vo-Thanh, Rajibul Hasan & Mujahid Mohiuddin Babu (2021): Mobile channel as a strategic distribution channel in times of crisis: a self-determination theory perspective, Journal of Strategic Marketing, DOI: 10.1080/0965254X.2021.1959629

50 -Free Online copies are available from the following link-

To know more about my research in this area, please visit the following link-

My Co-authored Article Titled: “How a mobile app can become a catalyst for sustainable social business: The case of Too Good To Go” Published in Technological Forecasting and Social Change


Information and communication technology (ICT) plays a vital role in sustaining social businesses. However, little is known about how a mobile app can be a catalyst for sustainable social business. Guided by the technology affordance theory and service-dominant (S-D) logic, the present study aims to address this research gap by examining both the perspectives of providers and users, using the Too Good To Go (TGTG) app – the largest social movement in Europe – as a case study. Semi-structured interviews were conducted to explore the congruence/gap between customer value proposition (CVP) and value-in-use (VIU). The findings highlight that social, functional, and emotional values are the success factors for the TGTG app to accomplish its social missions of reducing food waste and CO2 emissions and allowing everyone to access quality food at an affordable price. The theoretical and practical implications of this study and directions for future research are also presented.

Cite as: Vo-Thanh,Tan; Zaman, Mustafeed; Hasan, Rajibul; Ahmad Rather, Rouf; Lombardi, Rosa; Secundo, Giustina (2021) ‘How a Mobile App Can Become a Catalyst for Sustainable Social Business: The Case of Too Good To Go’. Technological Forecasting and Social Change, 171 (2021) 120962.

50 days’ free access to this article available in the following link-

The potential of chatbots in travel & tourism services in the context of social distancing


As many other sectors, the travel and tourism industries faced great challenges following the 2019/20 health pandemic, with confinements and border closures bringing travel to a halt. Although research exploring the impact of the health crisis is increasing, prior work investigating the potential of emerging technologies to mitigate the negative consequences remains scarce. The purpose of the current paper is to examine tourists chatbot usage intentions in service encounters within the context of a future international travel, assuming continued social distancing. Our results indicate that automation, habit, social presence and health consciousness all contributed positively to chatbot usage intentions. Further variations were observed as a function of experiencing government-imposed lockdown. The role of social presence and human qualities in chatbots was weakened when controlling for lockdown and during the trip experience. Finally, the impact of health consciousness on use intentions was most pronounced during the travel stage.

Cite as: Hasan,Rajibul; Koles, Bernadett; Zaman, Mustafeed; Paul,Justin (2021) ‘The potential of chatbots in travel & tourism services in the context of social distancing’. International Journal of Technology Intelligence and Planning (In Press)

Source: International Journal of Technology Intelligence and Planning (IJTIP) Inderscience Publishers – linking academia, business and industry through research

The Impact of Social Media on Business Model Innovation | Taylor & Francis Group


This study investigates the drive of Chinese consumers to purchase luxury items and the influence of social media on business model innovation via in-depth interviews. Our primary data were collected from 30 interviews. These were our general findings: the reputation of the KOL (key opinion leader) will increase customers’ brand knowledge. The trustworthy UGC (user-generated content) and interactivity of the network community help customers better evaluate and make selections. Acquaintance and word of mouth have positive influence on customer decision making. The findings of this study support the view that social media sites have a relatively positive influence on the process of information search, alternative evaluation, and selection. The implications of this study will help luxury brands implement an effective social media marketing strategy to influence the customers’ purchasing behavior.

Cite as: Hasan, Md Rajibul; Teng, Yulin; Shams, Riad (2021) ‘The Impact of Social Media on Business Model Innovation’ In: Business Model Innovation. United Kingdom: Routledge.

Source: The Impact of Social Media on Business Model Innovation | Taylor & Francis Group