معرفی
Davoud Nikbin is a Senior Lecturer in Marketing at the Brighton Business School, University of Brighton. He has previously served as a faculty member at Sohar University, Oman, and Multimedia University, Malaysia, teaching across management and marketing disciplines and supervising undergraduate and MBA projects.
His research focuses on services marketing, consumer behaviour, digital marketing, tourism and hospitality, and innovation management. He employs advanced statistical methods such as Partial Least Squares Structural Equation Modeling (PLS-SEM) and integrates frameworks like Technology Continuance Theory and fsQCA-NCA in his investigations.
The recent publications (2022–2024) highlight a strong trend in digital transformation, particularly in Industry 4.0/5.0, e-commerce chatbots, travel apps, and IoT adoption. His work emphasizes strategic roadmapping, consumer continuance intention, and the role of trust and innovativeness in technology adoption across sectors.
- A practical guide on strategic roadmapping for information and operations technology management: a case study on industry 5.0 transformation
- Why users continue E-commerce chatbots? Insights from PLS-fsQCA-NCA approach
- Determinants of travel apps continuance usage intention: extension of technology continuance theory
- Industry 4.0 digital transformation and opportunities for supply chain resilience: a comprehensive review and a strategic roadmap
- The effect of trust, IT knowledge, and entrepreneur’s innovativeness to embrace or shun the internet of things
Davoud Nikbin is actively involved in research collaboration with scholars across Malaysia, Iran, Thailand, and the UAE. He supervises PhD students in his areas of expertise and contributes to advancing knowledge in digital innovation and transformation within business contexts. No grants or lab affiliations are explicitly mentioned in the provided text.
