Dr. Hamza is an alumnus of the University of Malaya, Malaysia, and also visited Universität der Bundeswehr, Germany for his doctoral research work. Since 2014, he has been actively engaged in teaching and conducting research at the university level. Prior to embarking on his academic career, he held positions with Reckitt and Zong (a subsidiary of China Mobile) and also provided marketing consultancy services to Family Food Products.
Dr. Hamza's primary research areas of interest encompass digital marketing, tourism, and human-computer interaction through augmented and virtual reality. He has authored publications in esteemed journals, such as Computers in Human Behavior, International Journal of Consumer Studies, International Journal of Human-Computer Interaction, and others. Additionally, Dr. Hamza is a reviewer for numerous journals, including Journal of Business Research, Technological Forecasting & Social Change, Computers in Human Behavior, Psychology & Marketing, European Journal of Information Systems, and Sage Open. He has also worked as an assistant editor of the UW Journal of Management Sciences (UWJMS), delivered keynote speeches at international conferences, and served as a resource person for workshops.
Dr Hamza is involved in teaching modules such as Managing and Marketing Tourism, Marketing Analytics, and Technology & Organizations. He has also taught Advertising, Brand Management,… read more
Dr. Hamza is currently working on diverse research areas including XR marketing, marketing analytics, Fintech marketing, and NFTs.
PHILIPP A. RAUSCHNABEL, RETO FELIX, CHRIS HINSCH, HAMZA SHAHAB and FLORIAN ALT, 2022. What is XR? Towards a Framework for Augmented and Virtual Reality Computers in Human Behavior. 133, 107289 SHAHAB, MUHAMMAD HAMZA, GHAZALI, EZLIKA and MOHTAR, MOZARD, 2022. A Systematic Literature Review and Future Research Agenda for the Gratification Discrepancies Approach Contemporary Management Research. 18(1), 1-33
HAMZA SHAHAB, MOZARD MOHTAR, EZLIKA GHAZALI, PHILIPP A. RAUSCHNABEL and ANDREA GEIPEL, 2022. Virtual Reality in Museums: Does It Promote Visitor Enjoyment and Learning? International Journal of Human–Computer Interaction. 0(0), 1-18
Dr Hamza is involved in teaching modules such as Managing and Marketing Tourism, Marketing Analytics, and Technology & Organizations. He has also taught Advertising, Brand Management, International Business, Research Methodology, and Principles of Marketing.
Published and presented several research articles on XR (AR & VR) marketing, consumer behaviour, tourism, human resource management, and systematic literature reviews.