Dr. Zahy Ramadan

Associate Professor and Interim Assistant Dean of the 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 the Omni-channel consumer journey, social media saturation, online brand-consumer relationships, retailing, and shopper marketing. In 2024 he was ranked among the world’s top 2% scientists.

Zahy Ramadan is also a Chartered Marketer (Chartered Institute of Marketing) and has 20 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. In 2024, he designed and launched with Dr. Georges Najjar the LAU Leadership Program.  

Zahy Ramadan received the Excellence in Teaching Award back in September 2019 distinguishing himself in teaching innovation. He was also shortlisted for the Most Innovative Teacher of the Year at the Times Higher Education Awards Arab World 2024.

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)

Publications

Articles in Academic and Trade Journals:

Mrad, M., Ramadan, Z., Tóth, Z., Nasr, L., & Karimi, S. (2024). Virtual influencers versus real connections: exploring the phenomenon of virtual influencers. Journal of Advertising. In press

Farah, M.F. & Ramadan, Z. (2024). Toward an inclusive metaverse: maneuvering between acceptance of disability and need for uniqueness. Journal of Research in Interactive Marketing, 18(5), 741-758.

Farah, M.F., Ramadan, Z., & Nassereddine, Y. (2024). When digital spaces matter: The influence of uniqueness and place attachment on self‐identity expression with brands using generative AI on the Metaverse. Psychology and Marketing, 41(12), 2965-2976.

Ramadan, Z. (2024). The rise of the egocentric brand and consumer: the case of soul bound tokens (SBT). Qualitative Market Research: An International Journal, 27(5), 921–940.

Ramadan, Z., Farah, M.F., Abosag, I., & Sleiman, A. (2023). Typology of e-commerce shoppers: the case of COVID-19. Qualitative Market Research, 26(4), 345-367.

Ramadan, Z., Farah, M.F., & Al Rahbany, N. (2023). Boosting customized and personalized interactive livestreaming experiences. Is Amazon Explore competing or complementing the hospitality industry? Qualitative Market Research, 26(5), 473-493.

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

Ramadan, Z. (2023). Marketing in the Metaverse era: toward an integrative channel approach. Virtual Reality, 27(March), 1905-1918.

Mahdi, A., Farah, M.F., & Ramadan, Z. (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.  

Farah, M.F., Ramadan, Z., & Kanso, J. (2022). Satisfying the online food crave: The case of online food aggregators. International Journal of Consumer Studies, 46(4), 1413-1427.

Ramadan, Z. & Nsouli, N.Z. (2022). Luxury fashion start-up brands’ digital strategies with female Gen Y in the Middle East. Journal of Fashion Marketing and Management, 26(2), 247-265.

Mrad, M., Ramadan, Z., & Nasr, L.I. (2022). Computer-generated influencers: the rise of digital personalities. Marketing Intelligence and Planning, 40(5), 589-603.

Ramadan, Z., Farah, M.F., & El Essrawi, L. (2021). From Amazon.com to Amazon.love: How Alexa is redefining companionship and interdependence for people with special needs. Psychology and Marketing, 38(4), 596-609.

Ramadan, Z., Farah, M.F., & 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.

Ramadan, Z. (2021). “Alexafying” shoppers: The examination of Amazon’s captive relationship strategy. Journal of Retailing and Consumer Services, 62, 102610.

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

Farah, M.F., Ramadan, Z., & Shatila, L. (2020). The examination of self-service replenishing solutions’ potential. International Journal of Web Based Communities, 16(2), 134–149.

Ramadan, Z. & Farah, M.F. (2020). Influencing the influencers: the case of retailers’ social shopping platforms. International Journal of Web Based Communities, 16(3), 279–295.

Abosag, I., Ramadan, Z., Baker, T., & Jin, Z. (2020). Customers’ need for uniqueness theory versus brand congruence theory: The impact on satisfaction with social network sites. Journal of Business Research, 117, 862-872.

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

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

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

Ramadan, Z. (2019). The democratization of intangible luxury. Marketing Intelligence and Planning, 37(6), 660-673.

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

Ramadan, Z., Farah, M. and Halawi, B. (2018). How can the Lebanese traditional media stations survive in the presence of digital media? ArabAd Magazine, 28(8).

Ramadan, Z., Farah, M.F., & Dukenjian, A. (2018). Typology of social media followers: the case of luxury brands. Marketing Intelligence and Planning, 36(5), 558-571.

Ramadan, Z. (2018). The gamification of trust: the case of China’s “social credit”. Marketing Intelligence and Planning, 36(1), 93-107.

Ramadan, Z., Abosag, I., & Zabkar, V. (2018). All in the value: The impact of brand and social network relationships on the perceived value of customer endorsed Facebook advertising. European Journal of Marketing, 52(7/8), 1704-1726.

Farah, M.F. & Ramadan, Z. (2017). Disruptions versus more disruptions: How the Amazon dash button is altering consumer buying patterns. Journal of Retailing and Consumer Services, 39, 54 -61.

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), 364-378.

Ramadan, Z. & Farah, M.F. (2017). The Pokémonisation of the first moment of truth. International Journal of Web Based Communities, 13(2), 262-277.

Ramadan, Z., Farah, M.F., & Mrad, M. (2017). An adapted TPB approach to consumers’ acceptance of service-delivery drones. Technology Analysis and Strategic Management, 29(7), 817-828.

Ramadan, Z. (2017). Examining the dilution of the consumer-brand relationship on Facebook: the saturation issue. Qualitative Market Research, 20(3), 335-353.

Ramadan, Z. & Mrad, M. (2017). Fashionable stereotypes and evolving trends in the United Arab Emirates. Customer Needs and Solutions, 4, 28-36.

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. and Mrad, M. Sage, London, UK.

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

Books:

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

Ramadan, Z. & Farah, M.F. (2017). The Dawn of ‘Guerrilla Marketing’: The alteration of consumers’ attitudes towards retailers and their usage of various social media platforms. [Kindle Edition], Retrieved from Amazon.com.

Chapters in a Book:

Ramadan, Z., Farah, M.F., Abosag, I., & Dahi, B. (2024, June). Love Me, Love Me Not: The counterintuitive relationships in social networking sites. In Digital Marketing and eCommerce Conference (pp. 15-22). Springer, Cham.

Farah, M.F., Ramadan, Z., Sammouri, W., & Tawk, P. (2024, June). Digital luxury fashion shows: leveraging interactive marketing opportunities through social media sentiment analysis. In Digital Marketing & eCommerce Conference (pp. 23-30). Springer, Cham.

Ramadan, Z., Farah, M.F., & Bekdache, S. (2023). The examination of social and service relational aspects on customers’ retention. In Springer Proceedings in Business and Economics (pp. 70-79). Springer, Cham.

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 and Economics (pp. 1-8). Springer, Cham.

Farah, M.F., Ramadan, Z., & Yunis, M. (2022). The examination of tech disruptions’ patterns on the consumer journey. In Springer Proceedings in Business and Economics (pp. 142-149). Springer, Cham.

Farah, M.F., Mrad, M., Ramadan, Z., & 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.

Ramadan, Z., Farah, M.F., & Audi, H. (2019, June). The advent of the voice moment of truth: The Case of Amazon’s Alexa. In Springer Proceedings in Business and Economics (pp. 165-174). Springer, Cham.

Ramadan, Z. & Abosag, I., (2017). The Mystique of Customers’ Saturation Behavior in Online Brand Communities. In Consumer Behavior, Sabah, S., InTech: Rijeka.

Ramadan, Z. & Abosag, I. (2016). Understanding online brand relationships in Western Asia: The Case of Lebanon and Saudi Arabia. In Asia Branding: Connecting Brands, Consumers and Companies, Melewar, TC, B. Nguyen and DE Schultz (Eds.). Palgrave Macmillan, UK.

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

Proceedings and Presentations in Refereed Conferences:

Farah, M.F., Ramadan, Z. & Nassereddine, Y. (2024, August 16 - 18). The Migration from X to Threads: Consumer Journey and Brand-customer Relationships. Summer American Marketing Association (AMA) Academic Conference. Boston, USA.

Farah, M.F., & Ramadan, Z. (2024, February 23 - 25). Embracing disability versus need for uniqueness on the Metaverse. Winter American Marketing Association (AMA) Academic Conference. St. Pete, USA.

Ramadan, Z., Farah, M.F., & Nassereddine, Y. (2023, August 4 – 6). 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.

Farah, M.F., Ramadan, Z., & 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, August 12 – 14). Social Media Sentiment Analysis: The Case of Virtual Luxury Fashion. Summer American Marketing Association (AMA) Academic Conference. Chicago, USA.

Majdalani, J., Farah M.F., & Ramadan, Z., (2022, July 23 – 26). The Addictive Subscription Economy. 28^thRecent Advances in Retailing and Services Science Conference. Baveno, Italy.

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

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

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

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

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

Farah, M.F., & Ramadan, Z. (2017, December 14 – 16). The consumer’s journey in the era of the “First Moment of Truth 2.0”. 43^rdEuropean International Business Academy Conference (EIBA 2017). Milan, Italy.

Farah, M.F., & Ramadan, Z. (2017, October 26 – 29). The Rise of the Impulsive Shopper: The Case of the Amazon Dash Button. Association for Consumer Research North American Conference. San Diego, USA.

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

Ramadan, Z. and 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. The AM Brand, Identity and Corporate Reputation Special Interest Group (SIG). 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. The EAMSA: Theory and Practice in Bridging Europe and Asia: Contemporary Challenges in International Marketing. London, UK.

Ramadan, Z. and Abosag, I. (2015, April 27-29). From Community Addicts to Disengaged: The influence of Saturation on Consumer-Brand Relationship. The AM Brand, Identity and Corporate Reputation Special Interest Group (SIG). Turku, Finland.