Faculty and Staff

Dr. Zahy Ramadan

Associate Professor, Director of Research Collaboration & Partnerships, Social Sciences and Management

Zahy Ramadan is an Associate Professor of Marketing. He holds a Doctor of Business Administration (DBA) from Manchester Business School, an MBA and a BSc in Business Marketing with Distinction, both from LAU. His research is focused on social media saturation, brand-consumer relationships and shopper marketing.

Zahy Ramadan is also a Chartered Marketer (Chartered Institute of Marketing) and has 17 years of work experience covering the Near-East, Arabian Peninsula and Asia-Pacific markets across several industries, namely FMCG, luxury goods and consumer electronics.  He has also conducted several workshops in Asia-Pacific, specifically China and South Korea, on shopper marketing, in-store retail fundamentals and SKU-mix strategy. 

Zahy Ramadan received the Excellence in Teaching Award   back in September 2019 distinguishing himself in teaching innovation. 

Teaching Interests

Research Interests

Consulting Activities

Selected Publications

Articles in Refereed Journals:

Ramadan, Z., Farah, M., & Al Rahbani, N. (2023), “Boosting customized & personalized interactive livestreaming experiences. Is Amazon Explore competing or complementing the hospitality industry?”, Qualitative Market Research, in press

Ramadan, Z. (2023), “Marketing in the Metaverse era: toward an integrative channel approach”, Virtual Reality, in press

Ramadan, Z., Farah, M., Abosag, I., and Sleiman, A. (2023, in press), “Typology of E-commerce Shoppers: The Case of COVID-19”, Qualitative Market Research: An International Journalhttps://doi.org/10.1108/QMR-12-2021-0154 (ABDC ranking: B – SCIMAGO journal ranking: Q2). 

Itani, O.S., Loureiro, S.M. C., & Ramadan, Z. (2023), “Engaging with omnichannel brands: the role of consumer empowerment”, International Journal of Retail & Distribution Management, 51(2), 238-261.

Mrad, M., Ramadan, Z., & Nasr, L. (2022), “Computer-Generated Influencers: the Rise of Digital Personalities”, Marketing Intelligence & Planning, 40(5), 589-603

Mehdi, A. Farah, M.F. and Ramadan, Z.B. (2022), “What to believe, whom to blame, and when to share: Exploring the fake news experience in the marketing context”, Journal of Consumer Marketing, 39(3), 306–316. https://doi.org/10.1108/JCM-05-2020-3863 (ABDC ranking: A – SCIMAGO journal ranking: Q2). 

Farah, M.F., Ramadan, Z.B., and Kanso, J. (2022), “Satisfying the online food crave: The case of online food aggregators”, International Journal of Consumer Studies, in press. https://doi.org/10.1111/ijcs.12768 (ABDC ranking: A – SCIMAGO journal ranking: Q2). 

Ramadan Z. (2021), ““Alexafying” shoppers: the examination of Amazon’s captive relationship strategy”, Journal of Retailing & Consumer Services, 62(September)

Ramadan, Z., Farah, M.F. and Bou Saada, R. (2021), “Fooled in the relationship: how Amazon Prime members’ sense of self-control counterintuitively reinforces impulsive buying behavior”, Journal of Consumer Behavior, 20(6), 1497–1507. https://doi.org/10.1002/cb.1960 ABDC ranking: B – SCIMAGO journal ranking: Q2). 

Ramadan Z. & Nsouli, N. (2021), “Luxury fashion start-up brands’ digital strategies with female Gen Y in the Middle East”, Journal of Fashion Marketing & Management, in press

Ramadan, Z.B., Farah, M.F., and El Essrawi, L. (2021), “From Amazon.com to Amazon.love: how Alexa is redefining companionship and interdependence for people with special needs”, Psychology & Marketing, 38(4), 596–609. https://doi.org/10.1002/mar.21441 (ABDC ranking: A – SCIMAGO journal ranking: Q1Impact factor: 2.37 – This article falls within the top 10% most cited publications worldwide in the Marketing field between 2017 to 2022).

Farah, M.F. & Ramadan, Z. (2020), “Viability of Amazon’s driven innovations targeting shoppers’ impulsiveness.” Journal of Retailing & Consumer Services, 53, 101973.

Farah, M.F., Ramadan, Z.B. and Shatila, L. (2020), “The examination of self-service replenishing solutions’ potential”, International Journal of Web Based Communities, 16(2), 134–149. https://doi.org/10.1504/IJWBC.2020.107149 (ABDC ranking: B – SCIMAGO journal ranking: Q2). 

Ramadan, Z. & Farah M.F. (2020), “Influencing the Influencers: The Case of Retailers’ Social Shopping Platforms”, International Journal of Web Based Communities, (In Press)

Ramadan, Z. (2019), “Brand–Brand relational moments”, Journal of Brand Management, 26(6), 705-716.

Abosag, I., Ramadan, Z., Baker, T. & Jin, Z., (2019), “Customers’ Need for Uniqueness Theory versus Brand Congruence Theory: The Impact on Satisfaction with Social Network Sites”, Journal of Business Research, (In Press).

Ramadan, Z. (2019), “The Democratization of Luxury Services”, Marketing Intelligence & Planning, 37(6), 660-673.

Ramadan, Z., Farah, M.F. & Daouk, S. (2019), “The effect of e-retailers’ innovations on shoppers’ impulsiveness & addiction in web-based communities: The case of Amazon’s Prime Now”, International Journal of Web Based Communities, 15(4), 327-343.

Farah, M.F., Ramadan, Z., & Harb, D. (2019), “The examination of virtual reality at the intersection of consumer experience, shopping journey & physical retailing”, Journal of Retailing & Consumer Services, 48, 136-143.

Ramadan, Z., Farah, M.F., & Kassab, D. (2019), “Amazon’s approach to consumers’ usage of the Dash button & its effect on purchase decision involvement in the US market”, Journal of Retailing & Consumer Services, 47, 133-139.

Ramadan, Z., Abosag, I. & Zabkar, V. (2018), “All in the Value: The Impact of Brand & Social Network Relationships on the Perceived Value of Customer’s Endorsed Facebook Advertising”,  European Journal of Marketinghttps://doi.org/10.1108/EJM-03-2017-0189

Ramadan, Z., Farah M. & Dukenjian A. (2018), “A Typology of Social Media Followers: The case of luxury brands”,  Marketing Intelligence & Planning https://doi.org/10.1108/MIP-01-2018-0039   (forthcoming)

Ramadan, Z. (2018). The gamification of trust: the case of China’s “social credit”.  Marketing Intelligence & Planning36(1), 93-107.  https://doi.org/10.1108/MIP-06-2017-0100

Farah, M. & Ramadan, Z. (2017). Disruptions versus more disruptions: How the Amazon dash button is altering consumer buying patternsJournal of Retailing & Consumer Services, Vol.39 November 2017, 54-61, doi :10.1016/j.jretconser.2017.07.005

Ramadan, Z. & Mrad, M. (2017). Fashionable Stereotypes & Evolving Trends in the United Arab Emirates.  Customer Needs & Solutions, 1-9, doi :10.1007/s40547-017-0073-z

Ramadan, Z. (2017). Examining the dilution of the consumer-brand relationship on Facebook: the saturation issue. Qualitative Market Research: An International Journal, 20(3). doi :10.1108/qmr-07-2016-0064

Ramadan, Z. & Farah, M.F. (2017).  The advent of the ‘Social Moment of Truth’ in online communitiesInternational Journal of Web Based Communities, 13(3). 

Ramadan, Z. & Farah, M.F. (2017).  The Pokémonisation of the first moment of truthInternational Journal of Web Based Communities,  13(2).

Ramadan, Z., Farah, M.F. & Mrad, M. (2016). An Adapted TPB Approach to Consumers’ Acceptance of Service Delivery Drones .  Technology Analysis & Strategic Management.  doi :10.1080/09537325.2016.1242720 

Case Studies:

Ramadan, Z., & Kanso, J. (2023), “Zomato: shaping the future of food”, Emerald Emerging Markets Case Studies, 13(1), 1-16.

Ramadan, Z. & Al Rahbany, N. (2022), “Intangible Luxury Services: The case of Amazon’s Alexa”, in Chapter 12, Fashion & Luxury Marketing 1st Edition, by Solomon, M. & Mrad, M. (forthcoming April 2022)

Ramadan, Z. (2019), “Proven Arabia: Strategic Decision Making on a Digital Transformation Study in Saudi Arabia”, The Case Centre, available at http://casecent.re/p/162211

Ramadan, Z. & Yunis, M. (2019), “L’Oréal Brandstorm: Play, Experiment, Innovate”, The Case Centre, available at http://casecent.re/p/162213

Chapters in Books:

Ramadan, Z., Abosag, I. & Gadalla, E. (2023), “Less for More: Does Consumers’ Proneness to Join More Online Brand Communities Negatively Impact Consumers’ Sharing Ability?”, In Springer Proceedings in Business & Economics. Springer, Cham.

Farah, M., Ramadan, Z. & Bekdache, S. (2023), “The Examination of Social & Service Relational Aspects on Customers’ Retention”, In Springer Proceedings in Business & Economics. Springer, Cham.

Farah, M., Ramadan, Z., & Yunis, M. (2022), “The examination of tech disruptions’ patterns on the consumer journey”, In Springer Proceedings in Business & Economics. Springer, Cham.

Farah, M.F., Mrad, M., Ramadan, Z. and Hamdane H. (2020), “Handle with Care: Adoption of Drone Delivery Services”, in: Martínez-López F., Gázquez-Abad J., Breugelmans, E. (eds) Advances in National Brand and Private Label Marketing. NB&PL 2020 – Seventh International Conference. Springer Proceedings in Business and Economics. (pp. 22-29). Springer, Cham. 

Farah, M., Mrad, M., Ramadan, Z. & Hamdan, H. (2020, June). “Consumers’ Reactions to Drone Delivery Services”, In International Conference on Advances in National Brand & Private Label Marketing. Springer, Cham.

Ramadan, Z., Farah, M., & Audi, H. (2019, June). “The Advent of the Voice Moment of Truth: The Case of Amazon’s Alexa”, In International Conference on Advances in National Brand & Private Label Marketing (pp. 165-174). Springer, Cham.

Ramadan, Z. & Abosag, I., (2017). “The Mystique of Customers’ Saturation Behaviour in Online Brand Communities”, in  Consumer Behavior, Sabah, S., InTech: Rijeka, ISBN 978-953-51-5393-1.

Ramadan, Z. & Abosag, I. (2016). “Understanding Online Brand Relationships in Western Asia: The Case of Lebanon & Saudi Arabia”. In Melewar, T.C., Nguyen, B. Schultz, D.E. (Eds), Asia Branding: Connecting Brands, Consumers & Companies. Palgrave Macmillan. 

Abosag, I., Martin, F. & Ramadan, Z. (2016). “Social Media & Branding in Asia: Threats & Opportunities”, in Melewar, T.C, Nguyen, B. & Schultz, D.E. (Eds), Asia Branding: Connecting Brands, Consumers & Companies. Palgrave Macmillan.

In Refereed Conferences:

Ramadan, Z., Farah, M.F. & Nassreddine, Y. (2023), “Mirror, Mirror on the wall, can I with my physical disability be the fairest of them all?”, Summer American Marketing Association (AMA) Academic Conference, San Francisco, USA, 4th- 6thAugust

Farah, M.F., Ramadan, Z. and Bdeir, N. (2023, February 10 – 12), “Inclusive Marketing in the Web 4.0 Metaverse”, Winter American Marketing Association (AMA) Academic Conference, Nashville: USA 

Farah M.F., Ramadan, Z., Sammouri W., & Tawk, P. (2022), “Social Media Sentiment Analysis: The Case of Virtual Luxury Fashion”, Summer American Marketing Association (AMA) Academic Conference, Chicago, USA, 12th- 14th August

Majdalani, J., Farah M.F., Ramadan, Z., (2022), “The Addictive Subscription Economy”, 28th Recent Advances in Retailing & Services Science Conference, Baveno, Italy, 23rd – 26th July

Ramadan, Z., Farah, M.F., and Al Rahbany, N. (2022, February 10 – 18), “Reconceiving customer experience: The case of Amazon Explore”, Winter American Marketing Association (AMA) Academic Conference, Las Vegas: USA. 

Ramadan, Z., Farah, M.F., and Bou Saada R. (2021, August 4 – 6), “Fool me once, shame on me, fool me twice, shame on Amazon Prime”, Summer American Marketing Association (AMA) Academic Conference, Boston: USA. 

Ramadan, Z., Farah, M.F., and Sleiman A., (2021, August 4 – 6), “E-commerce and shoppers’ evolution post Covid-19”, Summer American Marketing Association (AMA) Academic Conference, Boston: USA. 

Ramadan, Z. & Farah, M. (2020). The Advent of Artificial Intimacy: An AI-Consumer Relationship Framework using the Case of Amazon’s Alexa. Winter AMA Academic Conference, San Diego, U.S., 14th-16th February

Farah, M.F., Ramadan, Z., & Mehdi, A. (2019). The impact of fake news on brands & social media. Summer AMA Academic Conference, Chicago, U.S., 9th-11th August

Abosag, I. & Ramadan, Z. (2018). Similarity vs. Uniqueness: How Social ads counterintuitively motivate the need for uniqueness. International Colloquium on Corporate Branding, Identity, Image & Reputation (COBIIR), Calabria, Italy, 3rd-5th September

Farah, M.F. & Ramadan, Z. (2018). The impact of retailers’ utilization of guerrilla-like marketing tactics on consumers’ attitudes. Global Brand Conference, Newcastle, U.K., 2nd-4th May

Farah, M.F. & Ramadan, Z. (2018). The long-term sustainability of retailer-driven tech innovations on shoppers’ impulsiveness. 3rd International Conference on Marketing, Strategy & Policy, London, UK, 10th-11th April

Farah, M.F. & Ramadan, Z. (2017). The consumer’s journey in the era of ‘First Moment of Truth 2.0’. EIBA, Milan, Italy, 14th-16th December

Farah, M.F. & Ramadan, Z. (2017). The Rise of the Impulsive Shopper: The Case of the Amazon Dash Button. Association for Consumer Research, San Diego, United States, 26-29 th October.

Abosag, I. & Ramadan, Z. (2017). The Paradox of Brand Similarity with Customer Uniqueness on Social Network Sites’ Satisfaction. The AM Brand, Identity & Corporate Reputation Special Interest Group (SIG), Kalmar, Sweden, 26-28 th April.

Ramadan, Z. & Abosag, I. (2016, April 27-29). The Co-Creation of Social Reputation; The Effect of Consumer – Social Networking Site’s Relationship on Socially Advertised Brands.  Paper presented at the AM Brand, Identity & Corporate Reputation Special Interest Group (SIG) conference, Bradford, UK. 

Ramadan, Z., Mrad, M. & Farah, M.F. (2015, October 28-31). A Contemporary Challenge in the Globalization of Service Technology; Moving from Self-Service Technologies to Drone-Delivery Interfaces.Paper presented at the  EAMSA Theory & Practice in Bridging Europe & Asia: Contemporary Challenges in International Marketing , London, UK. 

Ramadan, Z. & Abosag, I. (2015). From Community Addicts to Disengaged: The influence of Saturation on Consumer-Brand Relationship. Paper Presented at  The AM Brand, Identity & Corporate Reputation Special Interest Group (SIG), Turku, Finland.

Ramadan, Z. & Abosag, I. (2014). Saturated Nation; Online Brand Communities’ Addiction & its Effect on Consumer-Brand Relationships. Paper presented at Brands & Brand Relationships 2014 Conference, Boston, US.

Ramadan, Z. & Abosag, I. (2013). Saturation versus more Saturation in Online Communities: The Effect on Brand-Consumer Relationship . In proceedings of The AM Brand, Corporate Identity & Reputation Special Interest Group (SIG), Porto, Portugal.

Ramadan, Z. & Abosag, I. (2012). Customers’ Satisfaction in online communities 
& its impact on brand-customer relationship. Paper presented  In the 20th International Colloquium on Relationship Marketing (ICRM), Nottingham, United Kingdom.


Ramadan, Z. (2018). Marketing Strategy in the Age of the ‘Omni-Moment of Truth’. Independently Published, U.S. ISBN 1980962804