Consumer Behavior Research | Marketing Research Publications | Ahmed Al Asheq
Introduction
Ahmed Al Asheq’s research primarily focuses on consumer behavior research, digital marketing innovation, and technology adoption in emerging economies. His work applies advanced market research methodologies to examine behavioral intention, virtual influencer marketing, service quality, and SME performance.
His scholarly contributions are published in leading Scopus-indexed and ABS-ranked international journals, demonstrating methodological rigor and theoretical contribution.
Research Focus Areas
His research areas include:
Online Shopping Behavior
eWOM and Social Media Influence
Mobile and Islamic Banking Adoption
Service Quality and Customer Loyalty
SME Performance and Technological Orientation
Social Entrepreneurial Intention
Through empirical modeling, structural equation modeling (SEM), and multi-theory frameworks (TAM, IAM, etc.), his consumer behavior research bridges theory and practice in digital and transitional markets.
Published Journal Articles (Selected)
Ahmed’s marketing research publications appear in internationally recognized journals:
Journal of Travel Research (ABS 4 / ABDC A*)
Social Networking Site Users’ Behavioral Responses Toward Travel Destinations Promoted by Virtual Influencers (2025)
The TQM Journal (ABS 1, Scopus, ESCI)
Consumers’ loyalty, service quality, price, and satisfaction in restaurant services (2023)
PLOS One (Scopus, SSCI)
The interplay between eWOM information and purchase intention on social media (2022)
Innovative Marketing (Scopus, ESCI)
University students’ online shopping behavior (2022)
Innovative Marketing (Scopus, ESCI)
E-marketing orientation and SME performance (2021)
The TQM Journal (ABS 1, Scopus, ESCI)
Passenger satisfaction in app-based ride-sharing services (2021)
International Journal of Management and Enterprise Development (Scopus, ABS 1)
Leadership orientation and social entrepreneurial intention (2020)
These publications highlight his expertise in digital marketing research, behavioral intention modeling, and technology adoption studies.
Conference Presentations
His research has been presented at leading academic conferences:
MTCON 2025 – Virtual Influencer Behavioral Models
EMAC Annual Conference 2025 – Travel Behavior & Anthropomorphism
Academy of Marketing Conference 2025 – Unified Behavioral Intention Theory
These presentations demonstrate active engagement with the global academic research community.
Broader Research Contributions
In addition to peer-reviewed journals, Ahmed has contributed thought leadership articles to major newspapers, including:
The Independent
His topics include entrepreneurship development, financial inclusion, digital inequality, CSR activities, and workplace digitization.
Research Impact and Academic Recognition
Ahmed’s research output reflects:
Strong foundation in market research methodologies
Empirical modeling and theory integration
Focus on emerging economies
International citation impact
Publication in Scopus and ABS-ranked journals
His consumer behavior research continues to contribute to marketing scholarship and inform policy, digital transformation strategy, and business decision-making.
RESEARCH OUTPUT
Published Journal Articles (Selected)
Asheq, A. A., Hasan, R. & Coughlan, J. (2025). Social Networking Site Users’ Behavioral Responses Toward
Travel Destinations Promoted by Virtual Influencers: A Multiple-Model Comparison Approach,
Journal of Travel Research. 1-38. https://doi.org/10.1177/00472875251337718
(ABS 4/ABDC-A*).
Ahmed, S., Asheq, A. A., Ahmed, E., Chowdhury, U. Y., Sufi, T., & Mostofa, M. G. (2023). The intricate
relationships of consumers’ loyalty and their perceptions of service quality, price and satisfaction
in restaurant service. The TQM Journal, 35(2), 519-539. https://doi.org/10.1108/TQM-06-2021-
0158 (ABS 1, SCOPUS, ESCI)
Rahaman, M. A., Hassan, H. K., Asheq, A. A., & Islam, K. A. (2022). The interplay between eWOM
information and purchase intention on social media: Through the lens of IAM and TAM theory.
PLOS One, 17(9), e0272926. https://doi.org/10.1371/journal.pone.0314624 (Scopus, SSCI)
Asheq, A. A., Tanchi, K. R., Akhter, S., Kamruzzaman, M., & Islam, K. A. (2022). Examining university
students’ behaviors towards online shopping: An empirical investigation in an emerging market.
Innovative Marketing, 18(1), 94-103. https://doi.org/10.21511/im.18(1).2022.08 (SCOPUS, ESCI)
Asheq, A. A., Tanchi, K. R., Kamruzzaman, M., & Karim, M. M. (2021). The impact of e-marketing
orientation, technological orientation and learning capacity on online SME performance.
Innovative Marketing, 17(3), 168-179. https://doi.org/10.21511/im.17(3).2021.14 (SCOPUS,
ESCI)
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Ahmed, S., Choudhury, M.M., Ahmed, E., Chowdhury, U.Y. & Asheq, A.A. (2021). Passenger satisfaction
and loyalty for app-based ride-sharing services: through the tunnel of perceived quality and value
for money, The TQM Journal, 33(6), 1411-1425. https://doi.org/10.1108/TQM-08-2020-0182
(ABS 1, SCOPUS, ESCI)
Hossain, M. U. & Asheq, A. A. (2020). Do Leadership Orientation and Proactive Personality Influence Social
Entrepreneurial Intention? International Journal of Management and Enterprise Development,
19(2), 109-125 https://doi.org/10.1504/IJMED.2020.107396 (ABS-1, SCOPUS)
Conference Papers
Asheq, A. A., Hasan, R., & Coughlan, J. (2025, April 30–May 3). How do self-congruence and parasocial
interaction with virtual influencers contribute to pre-travel behavior: The moderating role of
anthropomorphism. Paper presented at the MTCON-2025 Conference.
Asheq, A. A., Hasan, R., & Coughlan, J. (2025, May 27–30). Travel behavior and virtual influencers:
Investigating the effects of congruence and anthropomorphism. Paper accepted for presentation
at the EMAC Annual Conference 2025.
Asheq, A. A., Hasan, R., & Coughlan, J. (2025, July 7–10). Development of a unified theory of how
behavioral intention toward virtual influencers (UBIVI) are formed: Evidence from the tourism
industry. Paper accepted for presentation at the Academy of Marketing Conference 2025.
Newspaper Articles
“Need for Encouraging Entrepreneurship” on 14th May 2018 in the daily Independent
(http://www.theindependentbd.com/printversion/details/149803)
“Addressing Gender Gap Through Financial Inclusion in Bangladesh” on 28th April 2018 in the daily
Independent (http://www.theindependentbd.com/printversion/details/147670)
“Improving Women Entrepreneurial Ecosystem in Bangladesh” on 23rd December 2017 in the daily
Independent (http://www.theindependentbd.com/printversion/details/129310)
“CSR Activities and Research” on 15th November 2017 in the daily Independent
(http://www.eindependentbd.com/arc/pre_page/2017-11-15/7)
“How Digitisation is Changing Future Workplace” on 15th September 2017 in the Financial
Express
(http://thefinancialexpress.com.bd/views/how-digitisation-is-changing-future-workplace-1505489049)
“National Policy for Financial Literacy” on 26th January 2017 in the daily NewAge
(http://www.newagebd.net/article/7805/national-policy-for-financial-iteracy)
“Digital Inequality in Bangladesh” on 19th January 2017 in the daily NewAge
(http://www.newagebd.net/article/7260/digital-inequality-in-bangladesh)