Dr Rajibul Hasan

School of Business

Lecturer/Assistant Professor

(01) 474 7524


Dr. Rajibul Hasan is an accomplished researcher and the director of Maynooth University's MSc in Digital Marketing program in Ireland. He published 31 peer-reviewed articles, 5 book chapters, and 1 editorial within the fields of artificial intelligence, digital marketing, innovation, and consumer behavior.

At Maynooth, he teaches digital marketing, social media, and contemporary issues in marketing (e.g., AI in business and marketing, AR/VR marketing). Previously, he worked as an assistant professor at the Rennes School of Business in France. In Rennes, he was the principal investigator of the Artificial Intelligence (AI) consumer behavior research center.

Dr. Hasan completed his Ph.D. from the University of Kent, UK, in the area of marketing. He specializes in understanding consumer behavior and innovation adoption. He has published in top-ranked and high-impact academic journals, including Tourism Management (ABS 4* ranked), Journal of Travel Research (ABS 4 ranked), Technological Forecasting and Social Change (ABS 3 ranked), Journal of Public Policy and Marketing (Prestigious Journal of the American Marketing Association), Journal of Business Research (ABS 3), International Journal of Contemporary Hospitality Management (ABS 3), and Annals of Operations Research (ABS 3).

He maintains his personal website, www.rajibulhasan.com, where he shares different interesting blogs and videos related to his research and teaching. He also manages an artificial intelligence and digital marketing platform website, https://upnotion.com, where he aims to disseminate digital marketing and artificial intelligence knowledge among the members of different societies. He is the founder of a global research and method platform for academics and researchers called https://scales4research.com/. This site offers different research-related resources for academics and researchers.

Potential Ph.D. candidates are very welcome to contact him with research proposals. To contact him for Ph.D. supervision or other opportunities, please click on this link: http://smartbot.rajibulhasan.com/ .This will allow you to chat with a smart bot, which can get some information from you, provide some instant automated advice, and have Dr. Rajibul contact you right away. 

Research Interests

  • Artificial Intelligence and Marketing
  • Smart Technology or Innovation Adoption
  • Brand Love or Branding
  • Bottom of the Pyramid Marketing
  • Digital Marketing
To know more details of Dr. Hasan's research related to Artificial Intelligence and Digital Marketing, please visit the following link- http://rajibulhasan.com/?page_id=15

Peer Reviewed Journal

Year Publication
2023 Rather, Raouf; Hollebeek, Linda; Loureiro, Sandra; Khan, Imran; Hasan, Rajibul (2023) 'Exploring Tourists’ Virtual Reality-Based Brand Engagement: A Uses-and-Gratifications Perspective'. Journal of Travel Research, . [DOI]
2020 de Kervenoael R.; Hasan R.; Schwob A.; Goh E. (2020) 'Leveraging human-robot interaction in hospitality services: Incorporating the role of perceived value, empathy, and information sharing into visitors’ intentions to use social robots'. Tourism Management, 78 . [DOI] [Full-Text]
2023 Ronan Jouan De Kervenoael,; Alexandre Schwob; Rajibul Hasan; Sara Kemari (2023) 'Food choice and the epistemic value of recommender systems: The case of Yuka’s perceived value in France'. Behaviour and Information Technology, .
2022 Andre Nemeh, Rajibul Hasan, Oncu Hazir (2022) 'Business School Students’ Motivations and Intentions to Pursue a Project Management Career: An Empirical Analysis'. British Journal of Guidance and Counselling, . https://doi.org/10.1080/03069885.2022.2106550
2022 Zaman, M; Vo-Thanh, T; Hasan, R; Shams, SMR; Vukovic, DB (2022) 'How can hotels create sustainable competitive advantages? A resource-based view'. Journal of Strategic Marketing, . [DOI]
2022 Zaman, M, Vo-Thanh, T, Nguyen, C T-K, Hasan, R, Akter, S. Mariani, M. & Hikkerova, L., (2022) 'Motives for posting fake reviews:Evidence from a cross-cultural comparison'. Journal of Business Research, .
2022 Vo-Thanh,Tan ; Zaman, Mustafeed; Hasan, Rajibul; Akter, Shahriar; DANG, Van Thac (2022) 'Services’ digitalization in the fine-dining restaurants: A cost-benefit perspective'. International Journal of Contemporary Hospitality Management, .
2022 Vo-Thanh T.; Zaman M.; Thai T.D.H.; Hasan R.; Senbeto D.L. (2022) 'Perceived customer journey innovativeness and customer satisfaction: a mixed-method approach'. Annals of Operations Research, . [DOI]
2021 Ogunjimi A.; Rahman M.; Islam N.; Hasan R. (2021) 'Smart mirror fashion technology for the retail chain transformation'. Technological Forecasting and Social Change, 173 . [DOI]
2021 Vo-Thanh T.; Zaman M.; Hasan R.; Rather R.A.; Lombardi R.; Secundo G. (2021) 'How a mobile app can become a catalyst for sustainable social business: The case of Too Good To Go'. Technological Forecasting and Social Change, 171 . [DOI]
2021 Zaman M.; Vo-Thanh T.; Hasan R.; Mohiuddin Babu M. (2021) 'Mobile channel as a strategic distribution channel in times of crisis: a self-determination theory perspective'. Journal of Strategic Marketing, . [DOI]
2021 Hasan R.; Shams R.; Rahman M. (2021) 'Consumer trust and perceived risk for voice-controlled artificial intelligence: The case of Siri'. Journal of Business Research, . [DOI]
2021 Hasan,Rajibul; Koles, Bernadett; Zaman, Mustafeed; Paul,Justin (2021) 'The potential of chatbots in travel & tourism services in the context of social distancing'. International Journal of Technology Intelligence and Planning, .
2020 Hasan,Rajibul; YU, Zhirun (2020) 'Capitalism leading to unhealthy food consumption'. Journal of Strategic Change, 29 (6):633-643. [DOI] [Full-Text]
2020 Abdunurova, Assem; USPANOVA,Maira; Hasan,Rajibul; SURAPBERGENOVA, Zinagul; KUDAIBERGENOV; Nuradin (2020) 'Pre - Purchasing and Post - Purchasing Travel Behavior on Social Media: The Case of Kazakhstan'. Journal of Environmental Management and Tourism, 11 (6). https://doi.org/10.14505/jemt.11.6(46).18
2020 Hasan R.; Lowe B.; Petrovici D. (2020) 'Consumer adoption of pro-poor service innovations in subsistence marketplaces'. Journal of Business Research, . [DOI] [Full-Text]
2020 Shams S.M.R.; Hasan R. (2020) 'Capacity building for transnationalisation of higher education: Knowledge management for organisational efficacy'. European Business Review, 32 (3):459-484. [DOI] [Full-Text]
2020 Husain, Shaiara; Sohag, Kazi; Hasan, Rajibul; Shams, S. M. Riad (2020) 'Interest rate and income disparity: Evidence from Indonesia'. Journal of Strategic Change, 29 (6):665-672. [DOI] [Full-Text]
2020 Hasan M.R.; Shams S.M.R.; Rahman M.; Haque S.E. (2020) 'Analysing pro-poor innovation acceptance by income segments'. Management Decision, . [DOI] [Full-Text]
2020 de Kervenoael, R; Schwob, A; Hasan, R; Ting, YS (2020) 'Consumers' perceived value of healthier eating: ASEManalysis of the internalisation of dietary norms considering perceived usefulness, subjective norms, and intrinsic motivations in Singapore'. Journal of Consumer Behaviour, . [DOI] [Full-Text]
2020 Hasan, MR; Abdunurova, A; Wang, WW; Zheng, JW; Shams, SMR (2020) 'Using deep learning to investigate digital behavior in culinary tourism'. Journal of Place Management and Development, . [DOI] [Full-Text]
2019 Hasan, R; Liu, YG; Kitchen, PJ; Rahman, M (2019) 'Exploring consumer mobile payment adoption in the bottom-of-the-pyramid context: A qualitative study'. Journal of Strategic Change, 28 :345-353. [DOI] [Full-Text]
2019 Hasan R.; Lowe B.; Petrovici D. (2019) 'An Empirical Comparison of Consumer Innovation Adoption Models: Implications for Subsistence Marketplaces'. Journal of Public Policy and Marketing, 38 (1):61-80. [DOI] [Full-Text]
2019 Palusuk N.; Koles B.; Hasan R. (2019) '‘All you need is brand love’: a critical review and comprehensive conceptual framework for brand love'. Marketing Management, 35 (1-2):97-129. [DOI] [Full-Text]
2018 Hasan M.R.; Jha A.K.; Liu Y. (2018) 'Excessive use of online video streaming services: Impact of recommender system use, psychological factors, and motives'. Computers in Human Behavior, 80 :220-228. [DOI] [Full-Text]
2018 Hasan, R; Jha, AK (2018) 'What's good for business growth: Implications of innovativeness and price sensitivity for firms in developing countries'. Journal of Strategic Change, 27 :469-476. [DOI] [Full-Text]
2017 Hasan M.R.; Lowe B.; Rahman M. (2017) 'Visual cues and innovation adoption among bottom of the pyramid consumers'. Qualitative Market Research, 20 (2):147-157. [DOI] [Full-Text]
2013 Rahman, Mizan and Hasan, Md Rajibul and Floyd, David (2013) 'Brand Orientation as a Strategy That Influences the Adoption of Innovation in the Bottom of the Pyramid Market'. 22 (3‐4):225-239. [Link] [DOI] [Full-Text]

Other Journal

Year Publication
2022 Zaman, M., Michael, N., Michael, I. and Hasan, R. (2022) 'Does the use of big data make the websites more innovative? Evidence from the UAE' International Journal of Big Data Management, .
2022 Hasan, R, Zaman, M & Princet, E (2022) 'How social media data can influence consumers’ attitudes towards cosmetic brands? The case of Maybelline' International Journal of Big Data Management, .
2015 Hasan, M., Hasan , R; Aziz, E., & Rahman, M. (2015) 'Communication of dividend decisions and banks' share price volatility' Review of Enterprise and Management Studies, 2 (1) :45-61.
2013 Hasan, R. M., Rahman, M., & Khan, M. M. (2013) 'Rural Consumers’ Adoption of CRM in a Developing Country Context' International Journal of Business and Management Invention, 2 (9) :121-131.

Book Chapter

Year Publication
2021 Hasan, Rajibul; Billa, Malvika (2021) 'Influencers’ Impact on Business Model Innovation in the Luxury Personal Goods Industry' In: Business Model Innovation. United Kingdom : Routledge. [DOI]
2021 Zaman, M., Hasan, R. & Shams, R. (2021) 'Impact of Big Data in Tourism and Hospitality: Challenges and Organizational Adaptation' In: Business Under Crisis: Contextual Transformations and Organisational Adaptations. United Kingdom : Palgrave Macmillan. [DOI]
2021 Hasan, Md Rajibul; Teng, Yulin; Shams, Riad (2021) 'The Impact of Social Media on Business Model Innovation' In: Business Model Innovation. United Kingdom : Routledge. [DOI]
2018 Lowe, B; Hasan, MR (2018) 'Adoption of Pro-poor Innovations in the Context of the Base of the Pyramid and Subsistence Marketplaces: Challenges, Opportunities and Research Agenda' In: EMERGING MARKETS FROM A MULTIDISCIPLINARY PERSPECTIVE: CHALLENGES, OPPORTUNITIES AND RESEARCH AGENDA. CHAM : SPRINGER INTERNATIONAL PUBLISHING AG. [DOI]
2018 Lowe,Ben; Hasan, MR; Valliara Jose, Saju (2018) 'A Conceptual Model of Pro-poor Innovation Adoption in the BoP and Subsistence Marketplaces' In: Bottom of the Pyramid Marketing: Making, Shaping and Developing BoP Markets. United Kingdom : Emerald Publishing Limited.

Conference Publication

Year Publication
2020 Hasan, Rajibul and Abdunurova, Assem (2020) AIRSI2020 A Picture Can Tell a Thousand Words: Understanding Visual Digital Contents of Chinese Restaurants [Full-Text]

Conference Contribution

Year Publication
2019 de Kervenoael, Ronan, Rajibul Hasan, and Thomas Millet (2019) EURAM Caring for the merchant: Measuring the impact on contactless payment intention, and technology acceptance engagement for the senior market Lisbon, Portugal, .
2018 Hasan, Rajibul , Professor Ben Lowe, and Dr Dan Petrovici (2018) Academy of International Business Toward an Integrated View of Pro-poor Innovation Adoption in the BOP Market United States of America, .
2018 Lowe, Professor Ben , Sullivan-Mort Gillian, and Rajibul Hasan (2018) Academy of Marketing Science (AMS) World Marketing Congress Connecting with Consumers in Subsistence Marketplaces Australia, .
2018 Hasan, Rajibul , Professor Ben Lowe, and Dan Petrovici (2018) 25TH IPDMC: INNOVATION AND PRODUCT DEVELOPMENT MANAGEMENT CONFERENCE Pro-poor Innovation Adoption in the BOP Market: Toward an Integrated View Porto, Portugal, .
2017 Hasan, Rajibul , Professor Ben Lowe, and Dr Dan Petrovici (2017) Academy of Marketing Science (AMS) World Marketing Congress An integrated model of pro-poor innovation adoption within the bottom-of-the-pyramid New Zealand, .
2017 Hasan, Rajibul , Professor Ben Lowe, and Dr Dan Petrovici (2017) Royal Bank International Research Seminar Consumer Adoption of Innovations in the Bottom-ofthe- Pyramid: Empirical Evidence from Two Services in Bangladesh Canada, .
2016 Hasan, Rajibul , Ben Lowe, and Dan Petrovici (2016) Academy of Marketing Conference Consumer Pro-Poor Innovation Adoption within the Bottom-of-the-Pyramid Paris, France, .
2016 Hasan, Rajibul , Ben Lowe, and Dan Petrovici (2016) Academy of Marketing Science (AMS) World Marketing Congress Antecedents of adoption of pro-poor innovations in the bottom of pyramid: An empirical comparison of key innovation adoption models Paris, France, .
2015 Hasan, Rajibul , Ben Lowe, and Dan Petrovici (2015) Academy of Marketing Conference Empirical comparisons of key innovation adoption models in the context of the Bottom of the Pyramid (BOP) Limerick, Ireland, .


Year Publication
2021 Vukovic,Darko B.; Vrontis, Demetris; Shams,S.M. Riad; Hasan; Md Rajibul (2021) Technological transformation in culinary tourism: a stakeholder causal scope analysis for knowledge management, destination identity and place management. [Editorial] [DOI]


Year Publication
2021 Hasan, Md Rajibul (2021) Can chatbots help companies deal with social distancing measures?. [Article] [Link]
2018 Hasan, Rajibul (2018) Vidéos en ligne : une addiction orchestrée. [Article] [Link]
2018 Hasan, Rajibul (2018) Pourquoi un coup d’œil sur une vidéo se transforme si souvent en 3 heures de “binge watching”. [Article] [Link]


Year Publication
2021 Hasan, Rajibul (2021) What’s going on with Facebook after the outage and whistle-blowing?. [Blog] https://upnotion.com/whats-going-on-with-facebook-after-the-outage-and-whistle-blowing
2021 Hasan, Rajibul (2021) What shapes of robots are preferred by consumers in hospitality services?. [Blog] [Link]
2021 Hasan, Rajibul (2021) Text mining the tweets to understand peoples’ feelings towards a brand (Example: Ben & Jerry’s). [Blog] [Link]
2021 Hasan,Rajibul (2021) Deep Learning can be used to Investigate the Digital Behaviour of consumers. [Blog] [Link]
2021 Hasan, Rajibul (2021) Social Influences on Social Media and Its Influence on Consumer Behaviors. [Blog] [Link]
2021 Hasan, Rajibul (2021) 3 important tips to consider for your Influencer Marketing. [Blog] [Link]
2021 Hasan,Rajibul (2021) Pre-Purchasing and Post- Purchasing Travel Behavior of Consumers on Social Media-Tools for your Social Media Strategies. [Blog] [Link]
2021 Hasan, Rajibul (2021) Text Mining can be used to monitor social media. [Blog] [Link]
Certain data included herein are derived from the © Web of Science (2023) of Clarivate. All rights reserved.