3 Dec 2020
26 Oct 2020
This is an updated version of a post I wrote on Quora way back in January 2018.
My answer is always "Yes!"
When I say ‘market’, I would like to point out that I am referring to the academic definition and not the commonly held perception of marketing as "selling".
According to the American Marketing Association (AMA, 2012):
"Marketing is the activity, set of institutions and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large."
According to a study in 2007, half of the academic papers are only read by their authors, referees and journal editors. I guess Academics like me have ourselves to blame. We have tended to focus too much on theoretical contributions and also limit the discussions mostly to the academic community. However, changes in the way our Key Performance Indices (KPIs) are measured have resulted in the way we view research. Most educational institutions of higher learning which have a research focus, now require you to show the “impact” of the research. This impact includes evidence on how the results were circulated on mass media, the implementation by industry or target audiences, etc.
The problem is that many academic are not media savvy and do not really know how to market their research. Moreover, they tend to move on to the next project once they end the previous one. Happy that they have a conference proceeding or two and a journal paper from the research and they move on to the next one. Again this is due to pressure from institutions to churn out research papers regularly to meet KPIs, University rankings and quality certifications.
Coming back to the definition, we can market our research by looking at how we can create value from our research. We also need to be media savvy and should reach out to the general public. Many of us are now active on social media and sharing our research and knowledge with everyone who cares to listen and we are also finding out what people think about our research. Engaging and collaborating with organisations (including NGOs, Governments and Corporates) allows us to fine-tune our research to meet and satisfy specific needs and requirements.
Hopefully, this will increase the reach of our research.
14 Sept 2020
Yes, you do have to work hard. We are constantly reading, reviewing, discussing and thinking of research ideas. And you keep on writing and writing and submitting. Last year, I submitted more than 20 papers to various journals. Many were desk rejected by the editors, others were rejected by the reviewers, a few went through to the next review rounds. Now this year, I am seeing the fruits of my hard work as I have had several papers published and others accepted for publication.
2. Working Smart
However, besides working hard, you have to work smart as well. I soon realised that a lot of papers by the top professors are with their students, also a number are in association with other academics. You simply cannot do it alone and highlights the importance of having good students researching under you and networking.
The idea of the lonely professor working alone in his room does not work anymore. Looking the prolific professors, it is clear that they do not do it alone - it is in collaboration with many other authors and of course, with their students. I know of one PhD student who already has 3 publications even before graduation and all papers are with the supervisors.
3. Reading and Reviewing
I also joined the editorial teams of a few journals and am reviewer to several top ranking journals. Reading and reviewing papers of other academics have actually helped me to improve my own submissions and I can see that my success rates are improving over time.
The dark side of academia
Of course there are several criticisms - that we have become paper churning machines, that we are neglecting teaching and learning, and long-term research are often rejected for less impact short-term research. There are increasingly a number of reports indicating that so many academics are suffering from stress and depression because of the requirement to constantly publish papers and not just any paper, but papers in “high ranking journals”.
Tenureships, increments, promotions all depend on the number of good publications. In fact, in academia, it is our currency. All academics are aware of the phrase “Publish or Perish”. Unfortunately for academics, it is still the major KPI used for evaluating performance, hirings and for promotions in most Universities throughout the World.
Then there is the dark side of academia. We regularly hear of how certain professors have been suspended or fired from their jobs for ethical issues including plagiarism and fudged research findings. Sometimes they go unpunished because it would involve bringing the institution into disrepute.
3 Jul 2020
- Indian Journal of Marketing
- International Journal of Healthcare Management
- International Journal of Pharmaceutical and Healthcare Marketing
- Journal of Marketing Analytics
- Journal of Public Relations Education
- Communication Research and Practice
- European Journal of Marketing
- Industrial Marketing Management
- International Journal of Research in Marketing
- Journal of Consumer Psychology*
- Journal of Consumer Research
- Journal of Marketing
- Journal of Marketing Research
- Journal of Retailing
- Journal of Service Research
- Journal of the Academy of Marketing Science
- Marketing Science
- Australasian Marketing Journal *
- Food Quality and Preference
- Health Promotion International
- International Journal of Advertising*
- International Journal of Bank Marketing*
- International Journal of Consumer Studies
- International Journal of Market Research*
- International Journal of Public Opinion Research*
- International Journal of Retail & Distribution Management*
- International Marketing Review
- Journal of Advertising
- Journal of Advertising Research
- Journal of Brand Management
- Journal of Business & Industrial Marketing
- Journal of Business Research
- Journal of Consumer Affairs
- Journal of Consumer Behaviour*
- Journal of Consumer Marketing*
- Journal of Hospitality Marketing and Management
- Journal of Interactive Marketing
- Journal of International Marketing
- Journal of Macromarketing
- Journal of Marketing Management
- Journal of Personal Selling & Sales Management*
- Journal of Product & Brand Management*
- Journal of Public Policy and Marketing
- Journal of Retailing and Consumer Services
- Journal of Service Theory and Practice
- Journal of Services Marketing
- Journal of Strategic Marketing
- Marketing Intelligence & Planning
- Marketing Letters
- Marketing Theory
- Psychology & Marketing
- Public Relations Review
- Quantitative Marketing and Economics
- Asia Pacific Journal of Marketing and Logistics*
- Academy of Marketing Studies Journal
- Advances in Consumer Research
- AMS Review*
- Asia Pacific Public Relations Journal
- Consumption, Markets and Culture
- Corporate Communications
- Customer Needs and Solutions
- Health Marketing Quarterly
- International Journal of Emerging Markets*
- International Journal of Enterprise Network Management
- International Journal of Nonprofit and Voluntary Sector Marketing
- International Journal of Quality and Service Sciences*
- International Journal of Sports Management and Marketing
- International Journal of Sports Marketing and Sponsorship
- International Journal of Strategic Communication*
- International Review of Retail, Distribution and Consumer Research
- International Review on Public and Nonprofit Marketing*
- Journal of Business-to-Business Marketing
- Journal of Communication Management
- Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior
- Journal of Current Issues and Research in Advertising*
- Journal of Fashion Marketing and Management
- Journal of Financial Services Marketing
- Journal of Food Products Marketing*
- Journal of Global Fashion Marketing*
- Journal of Global Marketing*
- Journal of Global Scholars of Marketing Science*
- Journal of Historical Research in Marketing*
- Journal of Interactive Advertising
- Journal of International Consumer Marketing*
- Journal of International Food and Agribusiness Marketing*
- Journal of Islamic Marketing*
- Journal of Marketing Behaviour
- Journal of Marketing Channels*
- Journal of Marketing Communications
- Journal of Marketing Education
- Journal of Marketing for Higher Education*
- Journal of Marketing Theory and Practice
- Journal of Nonprofit & Public Sector Marketing
- Journal of Political Marketing*
- Journal of Promotion Management
- Journal of Public Affairs
- Journal of Public Relations Research
- Journal of Relationship Marketing*
- Journal of Research in Interactive Marketing*
- Journal of Research in Marketing and Entrepreneurship*
- Journal of Revenue & Pricing Management
- Journal of Social Marketing
- Journal of the Association for Consumer Research *
- Public Relations Inquiry*
- Qualitative Market Research: an international journal
- Service Business *
- Service Industries Journal
- Services Marketing Quarterly
- Social Marketing Quarterly*
- Sport Marketing Quarterly
- Young Consumers
- British Food Journal*
- Tobacco Control* (New entry)
- Advances in International Marketing
- Advertising & Society Review
- Arts and the Market (formerly Arts Marketing)
- Asian Journal of Business Research
- Asian Journal of Marketing (SING)
- Canadian Journal of Marketing Research
- Indian Journal of Marketing * (New Entry)
- International Journal of Electronic Customer Relationship Management
- International Journal of Electronic Marketing and Retailing
- International Journal of Healthcare Management* (New Entry)
- International Journal of Internet Marketing and Advertising
- International Journal of Pharmaceutical and Healthcare Marketing* (New Entry)
- International Journal of Sustainable Design
- International Journal of Technology Management and Sustainable Development
- International Journal of Technology Marketing
- International Journal of Trade and Global Markets
- Irish Marketing Review
- Journal for Advancement of Marketing Education (JAME)
- Journal of Advertising Education
- Journal of Customer Behavior
- Journal of Database Marketing & Customer Strategy Management
- Journal of Digital & Social Media Marketing
- Journal of Empirical Generalisations in Marketing Science
- Journal of Euromarketing
- Journal of Food Distribution Research
- Journal of Hospitality Application and Research
- Journal of International Marketing and Exporting
- Journal of International Marketing and Marketing Research
- Journal of Marketing & Social Research
- Journal of Marketing Analytics* (New Entry)
- Journal of Medical Marketing
- Journal of Public Relations Education* (New Entry)
- Journal of Research for Consumers
- Journal of Selling
- Journal of Services Research
- Journal of Sponsorship
- Journal of Targeting, Measurement and Analysis for Marketing
- Marketing Bulletin
- Marketing Education Review
- Marketing Health Services
- Research in Consumer Behavior: a research annual
- Review of Marketing Science
- Revista Portuguesa de Marketing
- The Marketing Review
- Communication Research and Practice* (New Entry)
18 Jun 2020
- Management of Shari’ah Compliant Businesses: Case Studies on Creation of Sustainable Value (2019). Ghazali, E., Mutum, D.S., Rashid, M., Ahmed, J.U. (Eds), Springer.
- Services Marketing Cases in Emerging Markets: An Asian Perspective (2017, Ebook came out in 2016), Roy, S.; Mutum, D. and Nguyen, B. (Eds), Springer.
- Marketing Cases from Emerging Markets (2014). Mutum, D., Roy, S. and Kipnis, E. (Eds), Springer.
1 Dec 2019
Was delighted to be recognised by the Faculty of Arts and Social Sciences, University of Nottingham Malaysia for my research contributions for the year 2018. You might be wondering "Why 2018"? Well, it is like the impact factor for journals, we were judged based on our performance in 2018.
I didn't really expect to win but while going through the work I had done last year, I was actually quite surprised I had actually achieved a lot.
This included the completion of a Government-funded project; successful completion of 2 consultancy projects; delivery of 2 guest lectures in 2 public Universities in Malaysia; successful supervision of 8 Masters students; publication of 7 journal papers, an external examiner for 2 PhD theses, reviewed 9 journals and conference proceedings and received an Outstanding contribution in Reviewing award from the journal, Technological forcasting and social change.
1 Oct 2019
Ghazali, E.; Mutum, D. and Woon, M. Y. (2019). Multiple Sequential Mediation in an Extended Uses and Gratifications Model of Augmented Reality Game Pokémon Go, Internet Research. 29(3), 504-528.
The purpose of this paper is to investigate the mechanism by which uses and gratification (U&G) constructs predict continuance intention to play (ContInt) the augmented reality game Pokémon Go (PG), through multiple serial mediation technique, with enjoyment and flow as mediators. The model also integrates other motivational factors specific to PG, namely, network externality and nostalgia and investigates the process by which they influence ContInt through players’ inherent need-to-collect animated monsters and online community involvement, respectively.
The model was tested using 362 validated responses from an online survey of PG players in Malaysia. Partial least squares structural equation modeling was used to analyse the data. The predictive relevance of the model was tested via partial least squares-Predict.
ContInt is influenced through various mechanisms. Enjoyment is the most important mediator, mediating three U&G predictor constructs (achievement, escapism, challenge and social interaction) and the outcome ContInt. Flow did not have any influence on ContInt unless coupled with enjoyment as a serial mediator. Network externality and nostalgia were found to only influence ContInt through mediators, online community involvement and need-to-collect Pokémon Monsters, respectively. Overall, the results show evidence of four indirect-only mediation paths and one complementary partial mediation path.
Provides support for an integrated model incorporating psychological, social and gaming motivational factors. While most other studies focus on direct relationships, we focus on indirect relationships through multiple sequential mediation analysis, following the recent modern mediation analysis guidelines. Contrary to previous findings, flow was not an important factor in predicting ContInt for gaming and nostalgia does not link directly to ContInt.
Al-hajla, A.H., Nguyen, B., Melewar, T.C., Jayawardhena, C., Mutum, D. and Ghazali, E. (2019). Understanding the adoption of new religion-compliant products (NRCP) in Islamic markets. Journal of Global Marketing 32(4), 288-302. (AJG 1/ ABDC B/ SCOPUS)
This study examines the relationships between religious beliefs, brand personality, and new religion-compliant product adoption (NRCPA) in Islamic markets. Findings confirm that religious consumers tend to behave in accordance with a society or group that follows the same beliefs, and that these consumers’ behavior and lifestyle are influenced by similar religious groups and social relationships. In addition, the more religious the consumer, the more likely they will adopt or favour/disfavour a new product in accordance with his/her religious beliefs. Finally, the three constructs–relative advantages, compatibility and complexity–are found to partially mediate the influential relationship between religious beliefs and new religion-compliant product adoption. International firms that target Muslim markets, with an aim to profit and fit in these markets, must take into account the Islamic values, standards and guidelines.
Previous environmental sustainability studies have examined only limited type of pro-environmental behaviour (PEB; e.g., recycling), but have not explored relationships among various types or dimensions of PEBs. This paper explores six types of PEBs (i.e., activist, avoider, green consumer, green passenger, recycler and utility saver) and investigates their antecedents and interrelationships between two ethnic groups—Malays and Chinese in Malaysia. Survey data from 581 respondents, comprising 307 Malays and 274 Chinese, were used to assess the research model. To conduct multi-group analysis, the study used partial least squares structural equation modelling in SmartPLS 3. The study extends the Value-Belief-Norm (VBN) theory by using social norms to predict PEBs. The results suggest that social norms predict each type of PEB, in contrast to other constructs in VBN theory, except for utility-saving behaviours. The findings also reveal some similarities as well as differences between Malays and Chinese, indicating that the two ethnic groups are not homogeneous. The study is the first to simultaneously study six types of PEB and to examine the differences between Malays and Chinese on PEB constructs and offers a valuable contribution to the literature by extending VBN theory to social norms and PEB.
Ghazali, E.M.; Ngiam, E. Y-L. and Mutum, D.S. (Accepted for publication). Elucidating the drivers of residential mobility and housing choice behaviour in a suburban township via push–pull–mooring framework, Journal of Housing and the Built Environment. DOI: 10.1007/s10901-019-09705-8
This study applies the “push-pull-mooring” model of migration to explain home purchase intention in a suburban township. “Push” effects include dissatisfaction and high housing costs in one’s current neighbourhood (“the origin”). “Pull” effects were consumers’ per-ceived value of the suburban township (“the destination”), which encompassed price, func-tional, emotional, social, symbolic, and Feng Shui aspects. Relocation costs and alternative township’s attractiveness were hypothesized as “mooring” effects that negatively impact purchase intention as well as moderate the push and pull effects. 179 valid responses from prospective home buyers were analysed using partial least squares structural equation mod-elling (PLS-SEM). Pull effects were found to exert a positive influence while mooring and push effects exert a negative influence on purchase intention. Moderation effects of the mooring factors were found to be not significant in this context. This study offers sev-eral interesting implications for researchers and marketing practitioners in the real estate industry
Mohd-Any, A. A.; Mutum, D.; Ghazali, E. M and Mohamed-Zulkifli, L. (2019). To fly or not to fly? An empirical study of trust, post-recovery satisfaction and loyalty of Malaysia Airlines passengers, Journal of Service Theory and Practice. DOI: 10.1108/JSTP-10-2018-0223
This research investigates the importance of successful service recovery in the airline sector by examining the interrelationship between perceived justice, recovery satisfaction and overall satisfaction, customer trust and customer loyalty. Furthermore, the research assesses the mediating effect of overall satisfaction and customer trust on customer loyalty.
Data was collected via an airport intercept survey of Malaysia Airlines passengers who had experienced service failure. 380 responses were used for the final analysis. The study uses partial least squares structural equations modelling technique with SmartPLS 3.0, in order to test and validate the research model and hypotheses posited.
The results reveal that: (i) recovery satisfaction is significantly affected by procedural and interactional justice; (ii) distributive and procedural justice, as well as recovery satisfaction is influenced overall satisfaction; (iii) customer trust is most influenced by interactional justice, distributive justice and recovery satisfaction; (iv) customer loyalty is positively affected by customer trust, overall satisfaction and recovery satisfaction; and (v) the influence among recovery satisfaction and customer loyalty is partially mediated by customer trust and overall satisfaction.
Our study contributes to a whole conceptual comprehension of the essential determinants of customer loyalty from the combined perspectives of three theories, namely, justice theory, expectancy disconfirmation theory and commitment trust theory. This study, successfully differentiates the three dimensions of perceived justice and assessed them individually to discern and compare their influence on overall satisfaction, recovery satisfaction and trust. In addition, the study found that the influence of recovery satisfaction on loyalty is partially and sequentially mediated by trust and overall satisfaction.
Mutum, D.; Ghazali, E.; Putit, L. (2019). Information, The Missing Link Between Innovation and Sustainability, The Bottom Line. 32(4), 249-252. [SCOPUS] DOI: 10.1108/BL-08-2019-0109.
Editorial for the special issue of The Bottom Line, titled, "Information, the missing link between innovation and sustainability".
Alwi, S.; Che-Ha, N.; Nguyen, B.; Ghazali, E.; Mutum, D.; Kitchen, P.(Accepted for publication). Projecting University Brand Image via Satisfaction and Behavioral Response: Perspectives from UK-based Malaysian Students, Qualitative Market Research,
This study attempts to ascertain the essential dimensions and components of university corporate brand image, including the cognitive attributes (service/educational quality) and affective attributes (corporate brand image) of the university. It builds on Schmitt’s (1999) conceptualization of brand experience. In doing so, this study develops, explores, and
presents a student-consumer behavioral response model based on students' experiences at a UK university, exploring the relationship between these attributes with satisfaction and behavioral response (word-of-mouth). Findings reveal that both branding aspects - brand experience and corporate brand image - follow a rational thought process before an affective
component is then considered, resulting in brand promise and loyalty. This study identifies several important brand experiences such as social, functional and emotional in higher education that enhance a university corporate brand image and behavioral responses that guide brand positioning of a UK university for the Malaysian market. Based on the findings
of this study, a conceptual framework has been presented. Theoretical and managerial implications are discussed with suggestions for future research
26 May 2019
24 Apr 2019
I discovered that some have changed their Twitter handles and some have moved Universities.
Mark Schaefer is still on top with 176.2K followers. It is interesting but most seem to have lost followers. Not sure why. Also, there is a huge gap between the 3rd and 4th on the list.
The ranking is based on the number of followers as of 24 April2019.
I am proudly representing Malaysia in the list at #15.
Note: Please let me know if you want to be added to/ removed from the list.
- Mark Schaefer (@markwschaefer) - Rutgers University - 176.2K
- Nancy Richmond (@NancyRichmond) - Florida International University - 140.2K
- Anthony Miyazaki (@AnthonyMiyazaki) - Florida International University - 111.4K
- Gary R. Schirr (@ProfessorGary) - Radford University - 69.9K
- Mark Ritson (@markritson) - Melbourne Business School, University of Melbourne - 37K
- Patrick Strother (@PatrickStrother) - University of Minnesota - 30.3K
- Jennifer Aaker (@aaker) - Stanford University - 25.6K
- Kimberly Whitler (@KimWhitler) - University of Virginia - 19.5K
- Bang Nguyen (@ProfBangNguyen) - University of Southern Denmark - 15K
- Simon Chadwick (@Prof_Chadwick) - University of Salford - 15K
- Byron Sharp (@ProfByron) - University of South Australia - 14.2K
- David Aaker (@DavidAaker) - University of California, Berkeley - 14K
- Carol Phillips (@carol_phillips) - University of Notre Dame - 12.4K
- Philip Kotler (@kotl) - Northwestern University - 12.2K
- Dilip Mutum (@admutum) - University of Nottingham Malaysia - 9810
- Jim Joseph (@JimJosephExp) - New York University - 9433
- Lauri Harrison (@lharrison) - Columbia University - 8217
- Denny McCorkle (@DennyMcCorkle) - University of Northern Colorado - 8094
- Christophe Benavent (@Benavent) - Université Paris Nanterre - 8039
- Barbara Kahn (@barbarakahn) - University of Pennsylvania - 7721
- John Deighton (@HBSmktg) - Harvard University - 6358
- Steven H. Seggie (@Seggitorial) - ESSEC Business School - 5834
- D. Steven White (@dstevenwhite) - University of Massachusetts Dartmouth - 5826
- T. Bettina Cornwell (@BettinaCornwell) - University of Oregon - 5291
- Richard Ladwein (@rladwein) - Université de Lille - 4463
- Jaideep Prabhu (@JaideepPrabhu) - Judge Business School, University of Cambridge - 4466
- Robert Kozinets (@Kozinets) - Marshall School of Business, University of Southern California - 3907
- Miguel Guinalíu (@GUINALIU) - University of Zaragoza - 3648
- Eric Vernette (@VernetteE) - Toulouse University - 3075
- Aric Rindfleisch (@aricrindfleisch) - Gies College of Business, The Univ. of Illinois - 2934
- Janet Ward (@DrJanet_A_Ward) - University of Sunderland - 2874
- Tracy L. Tuten (@brandacity) - Texas A&M University-Corpus Christi - 2794
- Zeynep Arsel (@zeyneparsel) the - Concordia University - 2589
- Markus Giesler (@DrGiesler) - Schulich School of Business, York University - 2551
- Dirk vom Lehn (@dirkvl) -King’s Business School, King’s College London - 2530
- Tom van Laer (@tvanlaer) - University of Sydney - 2446
- Sue Bridgewater (@SueBridgewater) - UoL ManagementSchool, University of Liverpool - 2048
- Marie Taillard (@marietaillard) - ESCP Europe - 1880
- Shari Worthington (@sharilee) - Foisie Business School, Worcester Polytechnic Institute - 1866
- Finola Kerrigan (@FinolaK) - University of Birmingham - 1860
- Alexa Fox (@AlexaKaye3) - Ohio University - 1790
- Steve Vargo (@SteveVargo) - The University of Hawai’i at Manoa - 1663
- Michelle Weinberger (@consumerlife) - Northwestern University - 1642
- Gemma Calvert (@DrGemmaCalvert) - Nanyang Business School, Nanyang Technological University - 1620
- Anthony Patterson (@TonyPatterson) - The University of Liverpool - 1580
- Spencer M Ross (@srossmktg) - McGill University - 1538
- Vincent Balusseau (@vbalusseau) - Audencia Business School - 1401
- Tracy Harwood (@tgharwood) - De Montfort Univ. - 1379
- Laurence Dessart (@laurencedessart) - HEC Liège - Management school, University of Liege - 1324
- Ekant Veer (@VeerOffTrack) - University of Canterbury - 1254
15 Apr 2019
I co-edited this book along with Ezlika M. Ghazali, Mamunur Rashid and Jashim U. Ahmed.
The book has 15 case studies with eight cases under Islamic financial management and seven under Islamic marketing and management.
"Muslim consumers represent an untapped and viable market segment, but to date there has been very little research on catering to their needs or running and managing Islamic businesses. Innovations in Islamic business, interest in the use of Sukuk (Islamic bonds) to finance major projects, pressures on Islamic banks to reduce the financing gap in society, and the need to understand Muslim consumers, require a deeper grasp of the issues and opportunities involved, which are quite unique. In similar vein, acquiring expertise on topics specific to Shari'ah-compliant businesses requires a thorough knowledge of matters ranging from financing to branding and, in a broader sense, creating an entrepreneurial framework suitable to the market. This book fills this gap by presenting high-quality and original case studies on Islamic finance, marketing and management from around the world. Equally valuable in business school classrooms and for c-suite strategists, it will help readers shape business strategies to tap into a billion-strong market."
You can now buy the e-book from the Springer site for EUR 53.54.
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