Do to others what you want them to do to you


Updated: 26/02/2015


Mutum, D. S. & Nguyen, B. (2018). Book review: The future of Indian universities: comparative and international perspectives, Journal of Marketing for Higher Education, DOI: 10.1080/08841241.2018.1463132. 1-2.

Butt, M.; de-Run, E.; U-Din, A.; Mutum, D., (2018). Religious symbolism in Islamic financial service advertisementsJournal of Islamic Marketing.

Mutum, D.S., Ghazali, E.M., Mohd-Any, A.A. and Nguyen, B. (2018). Avoidance of sponsored posts on consumer-generated content: a study of personal blogs, The Bottom Line, 31(1), 76-94.

Ghazali, E., Soon, P.C., Mutum, D. S. and Nguyen, B. (2017). Health and cosmetics: Investigating consumers’ values for buying organic personal care products Journal of Retailing and Consumer Services. 39, 154–163

Ghazali, E., Nguyen, B., Mutum, D. S. and Mohd Any, A. A. (2016). Constructing Online Switching Barriers: Examining the Effects of Switching Costs and Alternative Attractiveness on E-Store Loyalty in Online Pure-Play Retailers, Electronic Markets: - The International Journal on Networked Business. 26 (2), 157-171.[AJG 2/ ABDC A] 

Yang, H. and Mutum, D. (2015). Electronic word‐of‐mouth for university selection: Implications for academic leaders and recruitment managers, Journal of General Management. 40 (4), 23-44. [AJG 2/ ABDC B] 

Mutum, D. S., Ghazali, E.M., Nguyen, B. and Arnott, D. (2014). Online loyalty and its interaction with switching barriers, Journal of Retailing and Consumer Services, 21(6), 942-949. [AJG 2/ ABDC A]

Mutum, D. (2014), Review Subject: The Routledge Companion to Digital Consumption, Qualitative Market Research: An International Journal, 17(4). [AJG 2/ ABDC B] 

Nguyen, B. & Mutum, D. (2012), A Review of Customer Relationship Management: Success, Advances, Pitfalls and Futures, Business Process Management Journal, 18 (3), 400 - 419. [AJG 2/ ABDC B]

Nguyen, B. & Mutum, D. S. (2012). Customer relationship management: advances, dark sides, exploitation and unfairness, Int. J. Electronic Customer Relationship Management, 6(1), 1-19. [ABDC C]

Mutum, D. & Ghazali, E. (2011). Perceived online interactivity of blogs. European Advances in Consumer Research, 9, 151- 157

Ghazali, E., Arnott, D. & Mutum, D. (2011), Conceptualising and Measuring Online Switching CostsEuropean Advances in Consumer Research, 9, 354 - 359.

Ghazali, E., Mutum, A. D., & Mahbob, N. A. (2006). Attitude towards online purchase of fish in urban Malaysia: an ethnic comparison. Journal of Food Products Marketing, 12(4), 109-127. (ISSN 1045-4446). [ABDC C]

Ghazali, E., & Mutum, D. (2006). Delineation of Malaysian online shoppers and non-shoppers using discriminant analysis. The Business Review, Cambridge, 6(2), 270-276. (ISSN 1553-5827). A copy of the paper here.  [ABDC C]

Ghazali, E., Mutum, D., & Mahbob, N. A. (2006). Exploratory study of buying fish online: are Malaysians ready to adopt online grocery shopping? International Journal of Electronic Marketing and Retailing, 1(1), 67-82. (ISSN (Online): 1741-1033, ISSN (Print): 1741-1025). [ABDC C]

Ishak, N. K., Mutum, D., Ghazali, E., & Cheong, K. F. (2006). An exploratory study of the implementation of customer relationship management by Malaysian automobile distributorsJournal for International Business and Entrepreneurship Development, 3(1/2), 41-56. (ISSN (Online): 1747-6763, ISSN (Print): 1549-9324). [ABDC C]

Mutum, A. D., & Ghazali, E. (2005). E-commerce and downstream logistics. Journal of International Studies, 1(1), 109-120.

Advances in Islamic Finance, Marketing and Management: An Asian Perspective (2016). Mutum, D., Butt, M. M. and Rashid, M. (Eds),Emerald Group Publishing Limited.

Services Marketing Cases in Emerging Markets: An Asian Perspective (2017, Ebook out 2016), Roy, S.; Mutum, D. and Nguyen, B. (Eds), Springer.

Marketing Cases from Emerging Markets (2014).
Mutum, D., Roy, S. & Kipnis, E. (Eds), Springer.


Mutum, D. S. (2017). Introduction to Service Branding and Servicescapes, In Roy, S. et al., (Eds), Services Marketing Cases in Emerging Markets, 63-65, Springer.        

Ghazali, E. & Mutum, D.S. (2016). Islamic Marketing: Compatibility with Contemporary Themes in Marketing, In: Mutum, D.S., Butt, M.M. and Rashid, M., eds., Advances in Islamic Finance, Marketing, and Management: An Asian Perspective, 217-226,  Emerald Group Publishing Limited.

Mutum, D. S., Nguyen, B. & Melewar, T.C. (2015). Rethinking competitive analysis from a market sensing perspective. In: COSTAS PRIPORAS and MELVIN PRINCE, eds., Market Sensing Today, 19-42, Business Expert Press.

Mutum, D. Ghazali, E. & Kumar, A. (2015). Social Marketing: India, Pakistan, Bangladesh, In Bang Nguyen and Chris Rowley (Eds), Ethical and Social Marketing in Asia, 145-159, Elsevier.

Mutum, D. & Ghazali, E. (2014). Personal Blog Marketing. In Ali Ghorbani (Ed) Marketing in the Cyber Era: Strategies and Emerging Trends, IGI Global: Pennsylvania.

Mutum, D. S. & Ghazali, E. (2014). Case Study 4: Ikea Malaysia and the Halal Food Crisis, In Dilip Mutum et al. (Eds), Marketing Cases from Emerging Markets, 31-33, Springer.

Mutum, D. S. (2014). Introduction to Market Orientation and Brand Strategies, In Dilip Mutum et al. (Eds), Marketing Cases from Emerging Markets, 37-39, Springer.

Mutum, D. S. & Ghazali, E. (2014).  Case Study 14: Air Asia: Using Social Media to Reach Out to New Customers, In Dilip Mutum et al. (Eds), Marketing Cases from Emerging Markets, 143-147, Springer.

Mutum, D. & Wang, Q. (2011). Consumer Generated Advertising in Blogs. In Matthew S. Eastin; Terry Daugherty; Neal M. Burns (Eds) Handbook of Research on Digital Media and Advertising: User Generated Content Consumption (Vol 1), IGI Global: Pennsylvania, 248-261.


Ezlika Ghazali, Mei Yuen Woon & Dilip S. Mutum (2017). Investigating the intention to continue playing and make virtual purchase on Pokemon Go, In proceedings of International Symposium on Applied Structural Equation Modeling (SASEM2017), Hilton Kuching, Sarawak, 12-13 October, 2017 (Won Best Paper Award).

Mutum D.S., Ning J., Ghazali E. (2016). The mediating role of brand image of health product brands on consumer-brand relationships in social media, In proceedings of 3rd IBA International Conference on Marketing, University of Malaya, Kuala Lumpur. 19-20, Dec, 2016.

Mutum, D. S.
, Ghazali, E.M. and Nguyen, B. (2015). Lady Gaga goes virtual: Social network gaming communities’ response towards virtual branding efforts, In proceedings of the 2015 ANZMAC Confernce, Sydney, Australia, 30 November - 2 December 2015.

Mutum, D., Obialor, I. & Ghazali, E. (2014). Consumer Perceptions of Corporate Social Responsibility: Study of An Oil and Gas Company in Nigeria.  In proceedings of the Academy of Marketing Annual Conference 2014, Bournemouth, UK. 7-10, July, 2014.

Yang, H. & Mutum, D. (2014). The Impact of Internal Information on EWOM in Online Forums for University Selection: A Study of Taiwanese Students.  In proceedings of the Academy of Marketing Annual Conference 2014, Bournemouth, UK. 7-10, July, 2014.

Mutum, D. & Ghazali, E. (2013). Social Media, eWOM and the advertising hierarchy of effects model, Global Conference on Business and Economics Research 2013, 18th - 20th, October 2013, Selangor, Malaysia.

Mohtar, M., Taha, A.Z., Mutum, D. and Ghazali, E. (2013). Brand Personality Dimensions and Traits in Malaysia. In proceedings of the Academy of Marketing Annual Conference 2013, 8-11 July 2013, Cardiff, UK.

Mutum, D. (2010). Perceived online interactivity and attitude towards blogs. In proceedings of the Academy of Marketing Annual Conference 2010, 6-8 July, 2010, Coventry, UK.

Mutum, D. (2010). Perceived online interactivity of blogs.  Paper presented at the European Conference of the Association for Consumer Research, 30 June – 3 July, 2010, Royal Holloway, University of London, London, UK.

Mutum, D. (2010). Conceptualising and measuring online switching costs. Paper presented at the European Conference of the Association for Consumer Research, 30 June – 3 July, 2010, Royal Holloway, University of London, London, UK. 

Mutum, D. (2009). Consumer attitudes towards blogs: A conceptual model. In Proceedings of the Academy of Marketing Annual Conference 2009, 7-9 July, 2009, Leeds Metropolitan University, Leeds, UK. (Digital format. ISBN 9780956009968).

Mutum, D. (2008). Blogs as a model of consumer collaboration: the shift of locus of control of marketing communication. Paper presented at the Spring Doctoral Conference, 16-17 April, 2008, University of Warwick, Coventry, UK.

Mutum, D. and Ghazali, E. (2006). Online Shoppers Vs Non-Shoppers: A Lifestyle Study Of Malaysian Internet Users. In Eds. Welsh, D.H.B. et al, Proceedings of AGBA 3rd World Congress, Advances in Global Business Research  3 (1), 4 - 6 January 2006, Kuala Lumpur, Malaysia, 166-176. (ISSN 1549-9332).

Ghazali, E., Mutum, D. and Lee L.L. Dietary Supplement Users Vs Non-Users In Malaysia: Profile Comparisons For Marketing Purposes. In: Ed.s Welsh, D.H.B. et al, Proceedings of AGBA 3rd World Congress, Advances in Global Business Research  3 (1), 4 - 6 January 2006, Kuala Lumpur, Malaysia, 43-54. (ISSN 1549-9332).

Mutum, D. and Sulaiman, A. (2005). Culture and E-Commerce Adoption: A Modified TAM. In Eds. Abdul Razak & Ezlika Ghazali,  Proceedings of UM FBA Asian Business Conference, Kuala Lumpur, Malaysia, 1(1), 13-15 April. (Digital format).

Mutum, D. Ishak, N.K. and Cheong Khai Fan (2005). An Exploratory Study of CRM Implementation in the Malaysian Automobile Industry. In Proceedings of the Academy for Global Business Advancement Conference, 3-5 January. New Delhi, India. Advances in Global Business Research. 2(1), 232-238.

Mutum, D. and Md. Isa, M.A. (2004). E-learning Initiatives at Universiti Utara Malaysia: From the Student's Perspective. In Proceedings of ASEAN/Asian Symposium on Educational Management and Leadership. 13-15 December. Penang, Malaysia. (Digital format).

Md. Isa, M.A. and Mutum, D. (2004). Attitudes of University Graduates towards the Agribusiness Sector. In proceedings of the ASEAN/Asian Symposium on Educational Management and Leadership. 13-15 December. Penang, Malaysia. (Digital format)

Marlin Marissa Malek Abdul Malek, Mutum, D. and Jaguli, A.R. (2004). International Business Operators and Choice of Banks: A Study on the Country of Origin Effect, In: Proceedings of the Asia Pacific Economics and Business Conference, 7-9 October. Penang, Malaysia. (Digital format)

Ghazali, E. Mutum, D. and Mahboob, N.A. (2004). Attitude towards Online Purchase of Fish in Urban Malaysia: An Income Comparison. In: Proceedings of Academy of World Business, Marketing & Management Development Conference, July. Gold Coast, Australia. Proceedings 1(1), 12-24.

Mutum, D. and Ghazali, E. (2003), E-Commerce and The Downstream Logistics: An Exploratory Study, in Proceedings of The Second National Conference on Transport Management: Issues and Challenges, eds. Nizamuddin Zainuddin, Shah Alam, Malaysia, 20 - 21 October, 160 – 171.

Ghazali, E., Mutum D. and Adilla (2003), Shopping Behaviour of Teenagers Towards Clothing in Urban Malaysia: A Gender, Ethnic and Age Comparisons, Proceedings of The Fifth Asian Academy of Management Conference (AAM), Vol. 1, eds. T. Ramayah, Kuantan, Malaysia, 10 – 13 September, 335 – 346.

Ghazali, E., Mutum, D. and Azlinawatee, N. (2003), Attitude Toward Online Purchase of Fish in Urban Malaysia: An Ethnic Comparison, Proceedings of The First International Conference of The Asian Academy of Applied Business, eds. Roselina, A., Kota Kinabalu, Malaysia, 10 – 12 July, 423 – 436.

A Study of Internet Users' Adoption of E-Commerce
Faculty Grant Research
Faculty of International Studies, Universiti Utara Malaysia, Kedah, Malaysia (2005).

Entry of Proton and Perodua into the Indian Passenger Car Market: A Study from the Marketing Perspective
Thesis submitted for the partial fulfillment for the Degree of Master of Business Administration (MBA)
University of Malaya, Kuala Lumpur, Malaysia, 2000.

Studies on the Anatomical Evaluation of Resin Blazes Tapped by Cup and Lip Method in Chir Pine (Pinus roxburghii Sargent)
Thesis submitted in partial fulfillment for the Degree of Master of Science in Forestry (MSc)
Dr. Yashwant Singh Parmar University of Horticulture and Forestry, Solan, India, 1995.

MAGAZINE ARTICLES ( in chronological order with newer articles on top)
Jaring Internet Magazine (Published by Mimos Sdn Bhd.)
1. Online Auctions: E-Commerce the Easy Way
Feb 2003 6:2, pp. 58-59.
2. Understanding Meta Tags
Nov 2002 5:11, pp. 49-51.
3. Managing Your E-Mail
Sept 2002 5:9, pp. 64-65.
4. Digging Out Information
Aug 2002 5:8, pp. 64.
5. The Evolution of Malaysian E-Communities
Aug 2002 5:8, pp. 36-37.
6. Understanding Forms
July 2002 5:7, p. 64.
7. Make Your Site Interactive
June 2002 5:6, pp. 49-51.
8. The Jewels of Our East Coast
May 2002 5:5, pp. 71-73.
9. Brewing JavaScript
May 2002 5:5, pp. 49-51.
10. The White Continent
April 2002 5:4, pp. 71-72.
11. Adding Flash to Your Site
April 2002 5:4, pp. 53-56.
12. GIF vs JPEG
March 2002 5:3, pp. 57-58.
13. Is Your Handphone Frying Your Brain
March 2002 5:3, pp. 74-75.
14. The Energy Race Has Begun
Feb 2001 5:2, pp. 76-77.
15. Part 2: Cascading Style Sheets Made Easy
February 2002 5:2, pp. 53-54.
16. Cascading Style Sheets Made Easy
January 2002, 5:1, pp. 53-55.
17. Seeking Spiritual Solace Online
Jan 2002 5:1, pp. 73-74.
18. A Natural Heritage
Dec 2001 4:12, pp. 67-68.
19. Tables Made Easy
Dec 2001, 4:12, pp. 75-76.
20. WYSIWYG Web Editors
Nov. 2001 4:11, pp. 72-73.
21. Burning Tyres and Babes
Nov. 2001 4:11, pp. 63-64.
22. Using Notepad to Build a Web Page
Oct. 2001 4:10, pp. 75-77.
23. The Hunt Begins
Oct. 2001 4:10, pp. 57-58.
24. A New Ring Tone in Town
Sept. 2001 4:9, p. 61.

South Review (was published by SNN Sdn Bhd, part of the Tadmansori Group)
1. The Asian Development Research Forum June 2000 1:3, pp. 29-30.
2. Concern Over Persistent Organic Pollutants Sept 2000 1:6, p. 26.
3. Regular technology column.

Mutum, D. (2011). The Relationship Between Characteristics of Blog Users, Blogs on Attitude, Attitude Towards Blogs and Avoidance of Sponsored Posts. Woxbridge 2011 Conference, 12-13 April, University of Warwick, Coventry.


Social Media for Researchers
2nd edition eBook

* Mutum, D. A and Mutum, D. are the same person.