Professor Rajibul Hasan- Digital Transformation and Marketing Expert

So called “pro-poor” innovations may improve consumer wellbeing in subsistence marketplaces. However, there is little research that integrates the area with the vast literature on innovation adoption. Using a questionnaire where respondents were asked to provide their evaluations about a mobile banking innovation, this research fills this gap by providing empirical evidence of the applicability of existing innovation adoption models in subsistence marketplaces. The study was conducted in Bangladesh among a geographically dispersed sample. The data collected allowed an empirical comparison of models in a subsistence context. The research reveals the most useful models in this context to be the Value Based Adoption Model and the Consumer Acceptance of Technology model. In light of these findings and further examination of the model comparison results the research also shows that consumers in subsistence marketplaces are not just motivated by functionality and economic needs. If organizations cannot enhance the hedonic attributes of a pro-poor innovation, and reduce the internal/external constraints related to adoption of that pro-poor innovation, then adoption intention by consumers will be lower.

Article Link: An Empirical Comparison of Consumer Innovation Adoption Models: Implications for Subsistence Marketplaces | Journal of Public Policy & Marketing

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April 25, 2018March 6, 2026

What Will Make You A Great Marketing Scholar – YouTube

April 15, 2018March 6, 2026

Recent Chapter Publication: Adoption of Pro-poor Innovations in the Context of the Base of the Pyramid and Subsistence Marketplaces: Challenges, Opportunities, and Research Agenda | by Ben Lowe and Rajibul Hasan

Link to Chapter Publication: Adoption of Pro-poor Innovations in the Context of the Base of the Pyramid and Subsistence Marketplaces: Challenges, Opportunities and Research Agenda | SpringerLink

March 12, 2018March 6, 2026

Why a glance at a video is transformed so often in 3 hours of “binge watching” By Rajibul Hasan, professor at Rennes School of Business.

Link to article: Why a glance at a video is transformed so often in 3 hours of “binge watching”

November 23, 2017March 6, 2026

One of my recent research publication: Excessive use of online video streaming services: Impact of recommender system use, psychological factors, and motives

Md Rajibul Hasan, Ashish Kumar Jha, Yi Liu, Excessive use of online video streaming services: Impact of recommender system use, psychological factors, and motives, In Computers in Human Behavior, Volume 80, 2018, Pages 220-228, ISSN 0747-5632, https://doi.org/10.1016/j.chb.2017.11.020.
(http://www.sciencedirect.com/science/article/pii/S0747563217306581)

Abstract

With the growing relevance of the Internet as a tool for communication and entertainment, researchers have examined the effects of individual’s psychological factors and media use motives on their excessive use of Internet. Since Internet use has significant nuances, the excessive use of particular Internet application, such as social network services and online games, has been studied separately. However, as the major Internet application, online video streaming service has not been investigated. Moreover, other than psychological factors and media use motives, the IT features implemented in the application, such as the recommender system, could also induce excessive use behavior. This paper aims to examine individual’s excessive use of online video streaming services and the effects of recommender system in such services. A survey of 490 video streaming service users was conducted. The results show that the use of recommendations, along with lack of self-control, lack of self-esteem and use motive of information seeking, lead to excessive usage of video streaming services. This study contributes to the literature of excessive Internet use by exploring individual’s excessive use behavior in video streaming services and incorporating the salient role of recommender system in Internet applications.

Keywords: Excessive use; Video streaming service; Recommender system; Survey
Article access link: https://authors.elsevier.com/c/1W6AL2f~UW0yFL