Dr. Zahy Ramadan

Associate Professor, Interim Assistant Dean, Adnan Kassar School of Business

zahy.ramadan@lau.edu.lb
Ext: 1931
AKSOB 1204
LAU Beirut 

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

• Marketing Strategy
• Digital Marketing Management 
• Marketing Communications
• Shopper Marketing

Research Interests

• Risks of Social Media
• Online Brand Communities
• Brand-Consumer and Brand-Brand Relationships
• Shopper Marketing and the Customer Journey
• Shopper’s First Moment of Truth in Social Networking Environments 
• Technological Effects and Disruptions on Shopper Behavior

Consulting Activities

• Consulting workshops for a leading global pharmaceutical company on creating the in-pharmacy environment to Improve patient care in the Arab countries’ pharmacy channel (2016).
• Consulting for a leading regional FMCG company on the Route to Market Digital Strategy for the Omni-Channel Arab Shopper (2015).
• Development of a marketing activation plan for a regional telecom company (2015).
• Consulting project for ACDI/VOCA and USAID – Devising the Gulf market strategy and implementation for Lebanese exporters through the Lebanese Business linkage Initiative (2011)
• Acted as the global lead on consumer and shopper insight development for Samsung as well as being a category strategist and retail insights developer covering the Chinese market  (2012-2013)
• Key consulting projects developed and delivered to Samsung, PepsiCo China, Mattel, and Wrigley (2012-2013)

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 Journal. https://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: Q₁, Impact 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 Marketing,  https://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 & Planning,  36(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 patterns.  Journal 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 communities.  International Journal of Web Based Communities, 13(3). 

Ramadan, Z. & Farah, M.F. (2017).  The Pokémonisation of the first moment of truth.  International 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.

Books

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