Dr. Abu Bashar

Introduction

Current Position: Assistant Professor
Email Address: [email protected]
Research Interests: Financial news and Journalism
Title: Assistant Professor
College: Communication and Media Technology
Department: Mass Communication and Public Relations

Qualification

Doctor of Philosophy, School of Business, IMS Unison University, Dehradun, India
MBA (Marketing & Operations), Lovely Professional University, Jalandhar, India
Bachelor of Science, Jamia Millia Islamia University, New Delhi, India

Professional Membership

Member All India Management Association (AIMA)
Reviewer International Journal of Sustainable Development and Planning,
Reviewer International Journal of Electronic Marketing and Retailing
Reviewer International Journal of Business Information Systems
Reviewer International Journal of Electronic Business

Teaching & Learning Statement

Dr. Abu Bashar’s teaching philosophy is grounded in the principle that meaningful learning emerges when students actively construct knowledge through engaged, experiential processes. As a forward-thinking educator, he integrates research-based pedagogical strategies with innovative technologies to create dynamic learning environments that foster intellectual growth and professional readiness.

Central to his approach are three key elements: cognitive engagement, real-world application, and adaptive instruction. Dr. Bashar employs a flipped classroom model that reimagines traditional learning structures, transforming class sessions into interactive spaces for collaborative problem-solving, critical analysis, and peer-led discourse. This methodology encourages students to move beyond passive consumption of information toward active knowledge creation and application.

Experience

Dr. Abu Bashar research interests center on marketing strategy, consumer behavior, and digital marketing, with a particular emphasis on the impact of digital transformation and social media on consumer decision-making. Metaverse marketing and virtual consumer behavior. Technology adoption and application in marketing.

Research Interest

Online consumer Behavior and Technology in marketing

Selected Publication

Wasiq, M., Bashar, A., Nyagadza, B., & Johri, A. (2024). Deciphering the evolution of metaverse-A techno-functional perspective in digital marketing. International Journal of Information Management Data Insights, 4(2), 100296.

Wasiq, M., Bashar, A., Khan, I., & Nyagadza, B. (2024). Unveiling customer engagement dynamics in the metaverse: A retrospective bibliometric and topic modelling investigation. Computers in Human Behavior Reports, 16, 100483.

Ali, M. A. M. D., Bashar, A., Rabbani, M. R., & Atif, M. (2024). COVID-19 and its impact on online impulse buying behaviour: empirical evidence from the Kingdom of Bahrain. International Journal of Economics and Business Research, 28(3-4), 457-479.

Bashar, A. et al. (2024) ‘Emerging trends in social media marketing: a retrospective review using data mining and bibliometric analysis’, Future Business Journal, 10(23). doi:10.1186/s43093-024-00308-6.

Bashar, A., Singh, S. and Pathak, V. K. (2024) ‘Modelling the Antecedents of Online Impulse Buying in Cross-Cultural Context’, International Journal of Electronic Marketing and Retailing, 15(2), pp. 139–160.

Bashar, A., Singh, S. and Pathak, V. K. (2023) ‘The Influence of Culture on Impulse Buying Behavior: A Systematic Literature Review’, BBR. Brazilian Business Review. Fucape Business School, 20, pp. 465–484.

Bashar, A. et al. (2023) ‘The influence of Covid-19 on consumer behaviour: a bibliometricreview analysis and text mining’, Arab Gulf Journal of Scientific Research. Emerald Publishing Limited.

Bashar, A., Singh, S. and Pathak, V. K. (2023b) ‘The Influence of Culture on Impulse Buying Behavior: A Systematic Literature Review’, Brazilian Business Review, 20(4).

Singh, S. and Bashar, A. (2023) ‘A bibliometric review on the development in e-tourism research’, International Hospitality Review, 37(1), pp. 71–93. doi: 10.1108/ihr-03-2021-0015.

Wasiq, Mohammad et al. (2023) ‘Adoption and applications of blockchain technology in marketing: A retrospective overview and bibliometric analysis’, Sustainability. MDPI, 15(4), p. 3279.

Bashar, A et al. (2022) ‘A bibliometric review of online impulse buying behaviour’, researchgate.net, 17(2), pp. 162–183. doi: 10.1504/IJEB.2021.10042816.

Bashar, Abu et al. (2022) ‘Excelling Customer Experience Through Data Driven Behavioral Intelligence: A conceptual framework’, in 2022 International Conference on Data Analytics for Business and Industry (ICDABI), pp. 634–638.

Bashar, A., Sustainability, M. R.-2021 T. I. and 2021, U. (2022) ‘Exploring the Role of Web Personalization in Consumer Green Purchasing Behavior: A Conceptual Framework’, ieeexplore.ieee.org. Available at: https://ieeexplore.ieee.org/abstract/document/9668110/ (Accessed: 18 January 2022).

Bashar, A. et al. (2022) ‘Modelling the antecedents of online impulse buying in crosscultural context’, International Journal of Electronic Marketing and Retailing, 12(3).

Ali, M. A. M. d. et al. (2020) ‘Transforming Business Decision Making with Internet of Things (IoT) and Machine Learning (ML)’, in 2020 International Conference on Decision Aid Sciences and Application, DASA 2020, pp. 674–679. doi: 10.1109/DASA51403.2020.9317174.

Bashar, A. (2012a) ‘A Study of Influence of Demographic Factors on Consumer Impulse Buying Behavior’, International Journal of Management Research and Strategy, 13(3), pp.145–154. Available at:

http://www.indianjournals.com/ijor.aspx?target=ijor:jmr&volume=13&issue=3&article=002 (Accessed: 2 October 2020).

Bashar, A. (2014) ‘The impact of perceived CSR initiatives on consumer’s buying behaviour: An empirical study’, Institute of Management Studies, Dehradun, p. 22. Available at: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3924859 (Accessed: 2 November 2021).

Bashar, A. (2020) ‘A Study of Impact of Psychographics on Impulse Buying Behaviour with Mediating Role of Brand Loyalty: A Conceptual Framework’, Journal of Consumer Behaviour & Market Research, 3(1), pp. 1–7. Available at: https://www.mbajournals.in/index.php/JoCBMR/article/view/461 (Accessed: 3 July 2021).

Bashar, A., Ahmad, I. and Wasiq, M. (2012) ‘Effectiveness of Social Media as a Marketing Tool: An Empirical Study’, International Journal of Marketing, Financial Services & Management Research, 2(11), pp. 88–99.

Other Interest & Activities

Reading Books and Travelling