Dr. Hassaan Ahmed
Designation
Associate Professor & Head of MBA Program
Department
- Faculty of Management Science, Department of Business Administration
Specialization
Marketing
Qualifications
PhD in Marketing (UoK) and MBA from Anglia Ruskin University, UK.
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Biography
Dr. Hassan Ahmed, an Associate Professor, holds PhD Degree from Karachi University and MBA degree from Anglia Ruskin University. Mr. Ahmed has interest in event management and has organized various conferences to help bridge the gap between academia and corporate world. He is also renowned for his problem-solving skills working as program managers.
Courses Taught
- Theories of Business & Management
- Advanced Qualitative Research
- Strategic Management
- Business Strategy in the Digital Era
- Principles of Marketing
- Marketing Management
- Consumer Behavior
Achievements
Research Interest
- AI & Marketing
- Retailing
- Consumer Behavior
Selected Publications
03/08/2026
From algorithms to action: The power of AI influencers and customer AI literacy in driving purchase intention
This study examines how artificial intelligence (AI) influencer characteristics—anthropomorphism, artificiality, luminary status, homophily, expertise, and attractiveness—affect customer trust and purchase intention, while also testing the moderating role of customer AI literacy. Grounded in social identity theory, a conceptual model was tested using structural equation modeling (SEM) on survey data from 400 Instagram followers of AI influencers. Results show that all characteristics except artificiality significantly enhance trust, which subsequently drives purchase intention, with anthropomorphism being the strongest predictor. Notably, AI literacy moderates the effects of anthropomorphism, homophily, expertise, and attractiveness on trust, but does not influence the effects of artificiality or luminary status. For marketers, this suggests designing AI influencers with human-like traits and expertise, while avoiding overly synthetic appearances, and investing in consumer AI literacy to boost campaign effectiveness. The study’s key contribution is the introduction and empirical validation of customer AI literacy as a critical moderator, providing deeper insight into how consumer knowledge shapes responses to AI influencer marketing.
13/03/2026
Leadership communication as sense-making: A parallel interpretative phenomenological analysis of transformational leadership across generational cohorts in the pharmaceutical industry.
Purpose: This study explores how transformational leadership practices are experienced and interpreted through leadership communication across Generation X, Generation Y, and Generation Z professionals in the pharmaceutical industry. Design/methodology/approach: Adopting an interpretivist qualitative approach, the study employs Parallel Interpretative Phenomenological Analysis (IPA). Thirteen semi-structured interviews were conducted with pharmaceutical industry professionals from three generational cohorts (Generation X, Generation Y and Generation Z). Analysis followed a strict IPA sequence, beginning with idiographic, line-by-line coding for each participant, followed by emergent theme development at the individual level, cohort-level thematic clustering, and cross-cohort synthesis to identify convergent and divergent meaning structures. Findings: Five final selective themes emerged: (1) leadership communication as sense-making, (2) trust as the core currency of leadership relationships, (3) recognition and psychological safety as drivers of engagement, (4) leadership as mediation across hierarchy and generations, and (5) evolving psychological contracts across generational cohorts. Findings reveal generationally distinct interpretations of leadership communication and highlight the pivotal mediating role of Generation Y middle managers. Originality/value; This study advances transformational leadership, psychological contract, and generational cohort theories by grounding them in lived experience. Methodologically, it demonstrates the value of Parallel IPA for examining generational leadership dynamics without compromising idiographic depth.
03/10/2024
Reassessing Customer Trust and Privacy Concerns in Omnichannel Customer Experience.
In today’s retail landscape, omnichannel customer experience plays a crucial role in fostering long-term customer trust and satisfaction. However, there remains a gap in understanding the precise impact of omnichannel experiences on these key factors. This research addresses this gap by examining how each dimension of the omnichannel customer experience influences customer trust and satisfaction. Additionally, it investigates the mediating role of customer trust in the relationship between omnichannel experience and satisfaction. Moreover, considering the growing concerns surrounding privacy in the context of retail technology, this study explored the moderating effect of privacy concerns on these relationships. Data from 300 omnichannel customers were collected using purposive sampling and analyzed using partial least squares structural equation modeling (PLS-SEM). The findings support previous conceptualizations, indicating that all dimensions of omnichannel customer experience, except connectivity, positively impact customer trust. Furthermore, customer trust was found to mediate the relationship between omnichannel experience and satisfaction, with the exception of connectivity. Additionally, the study reveals that customer privacy concerns moderate the relationship between connectivity and trust as well as between channel integration and trust. These findings offer practical insights for omnichannel retailers to enhance channel management, thus improving the overall shopping experience and customer satisfaction. Moreover, this research underscores the importance of addressing privacy concerns to bolster customer trust. By shedding light on these dynamics, this study contributes to the existing literature and provides guidance for retailers aiming to cultivate a loyal and satisfying customer base in the omnichannel era.
01/05/2024
The potential of accessible tourism for sustainable development of local communities in northern Pakistan.
PURPOSE: Accessible tourism holds significant importance for local communities as it is a cornerstone for fostering inclusivity and equal participation in the tourism industry. Recognizing the growing global emphasis on inclusivity, especially for individuals with diverse needs, this research aims to explore the multifaceted impacts of accessible tourism on the sustainable development of local communities in the northern areas of Pakistan. Additionally, the study assesses the moderating role of destination image between accessible tourism dimensions and the sustainable development of local communities. Given that destinations heavily rely on tourism to fulfill their socio-economic needs, it becomes imperative to evaluate the potential transformative impact of accessible tourism on their sustainable development. METHODOLOGY: A self-administered survey was completed using a two-stage sampling approach with 321 tourists and 321 local residents from five tourist destinations in northern Pakistan. Subsequently, the collected data were analyzed using Structural Equation Modeling (SEM) to test the proposed hypotheses. FINDINGS: The results show the significance of all four dimensions of accessible tourism (accessible core resources and attractors, accessible supporting factors and resources, accessible qualifying and amplifying determinants, and destination planning and management) in the sustainable development of local communities. The moderation assessment further confirms that destination image strengthens the relationship between accessible core resources and attractors, contributing to the sustainable development of local communities. However, destination image was found to have a negative moderating effect between accessible qualifying and amplifying determinants and the sustainable development of local communities. IMPLICATIONS: Empirical findings offer fresh insights for destination planners and policymakers in the tourism industry. These insights pertain to the effective utilization of accessible tourism practices, which can significantly contribute to the sustainable development of destinations. Additionally, tourism businesses can leverage the research to attract a broader segment of tourists, increase profitability, and enhance tourist satisfaction by implementing accessible practices and services. Understanding the moderating role of destination image can further guide them in crafting responsible tourism narratives that resonate with diverse travelers. ORIGINALITY AND VALUE: The study marks an initial attempt to explain how destinations, particularly those heavily reliant on tourism, can strategically leverage accessible tourism as a crucial factor in fostering sustainable community development.
