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Biography
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.
Expertise Summary
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. Also, 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.
Teaching Summary
Dr Hamza is involved in teaching modules such as Digital Marketing, Managing and Marketing Tourism, Marketing Analytics, Marketing & Society, and Technology & Organization. He has also taught… read more
Research Summary
Dr. Hamza is currently working on diverse research areas including XR marketing, marketing analytics, Fintech marketing, and NFTs.
Recent Publications
ANEEQ INAM, USAMA NAJAM and HAMZA SHAHAB, 2026. Service Excellence in the Age of AI, Hybrid Work, and Efficiency Pressures International Journal of Service Excellence. 3(1), USAMA NAJAM, ZESHAN AHMAD and HAMZA SHAHAB, 2026. Artificial Intelligence and Organizational Leadership: A Way Forward to Organizational Learning through Bibliometric and Thematic Mapping The Learning Organisation. (In Press.)
HAMZA SHAHAB, SUNNY CHEN and ANITA CHAKRABARTY, 2026. Understanding Players’ Continuance Intention in Virtual Reality Gaming: The Roles of Flow and User Gratifications Entertainment Computing. (In Press.)
Dr Hamza is involved in teaching modules such as Digital Marketing, Managing and Marketing Tourism, Marketing Analytics, Marketing & Society, and Technology & Organization. He has also taught Advertising, Brand Management, International Business, Research Methodology, and Principles of Marketing.
Past Research
Published and presented several research articles on XR (AR & VR) marketing, consumer behaviour, tourism, human resource management, and systematic literature reviews.