معرفی
Dr. Gomaa Agag serves as Associate Professor of Marketing at Nottingham Business School, Nottingham Trent University, bringing over a decade of academic experience across Egypt, UAE, and UK institutions. His leadership in digital marketing research and pedagogical excellence has established him as a key contributor to contemporary marketing scholarship.
His academic credentials include:
- PhD in Marketing, University of Plymouth
- MPhil in Marketing
- PGCE (Postgraduate Certificate in Education)
- PGCHE (Postgraduate Certificate in Higher Education)
- BA (Hons) in Marketing
Agag's research program centers on digital transformation in consumer behavior, with emphases on e-commerce ethics, AI-driven tourism marketing, and cross-cultural social commerce dynamics. His methodology integrates structural equation modeling (AMOS/WARPPLS) and fsQCA to analyze complex consumer decision pathways, particularly examining how technological adoption intersects with cultural variables in online retail environments. Recent work investigates pandemic-induced behavioral shifts and sustainability-driven consumption patterns.
His publication trajectory reveals evolving focus from foundational e-commerce trust studies toward contemporary AI applications in tourism marketing and circular economy models. The 15 most recent articles demonstrate consistent output in premier journals like Journal of Retailing and Consumer Services and Tourism Management, with increasing emphasis on longitudinal methodologies and cross-national comparative frameworks addressing digital marketing agility, green consumption, and post-pandemic recovery.
Research recognition includes:
- Teaching Honour Roll (multiple inclusions)
- Best Teaching Award (2016)
- Best Teaching Award (2017)
Agag actively shapes scholarly discourse as Associate Editor of the International Journal of Customer Relationship Marketing and Management while mentoring doctoral candidates through NTU's graduate programs. His external collaborations with industry partners like Booking.com and academic networks across 12 institutions demonstrate translational research impact. Current initiatives focus on AI optimization in hospitality performance metrics and cross-cultural analysis of sustainable consumption drivers, positioning him at the forefront of digital marketing evolution.
His collaborative projects with international researchers and industry partners form dynamic research collectives examining digital marketing ethics and tourism technology adoption, though no dedicated physical laboratory is specified in available documentation.
