Hamed Azad Moghddam

Dr. Hamed Azad Moghddam is a Lecturer and course coordinator in marketing and management at Newcastle Business School, University of Newcastle, Australia. He specializes in digital marketing, consumer behaviour, and innovation, with a research focus on social commerce, sustainability, and emerging technologies such as AI, livestreaming, and AR/VR.

Education:

• Doctor of Philosophy (Marketing Management), University of Newcastle
• Certificate IV in Training and Assessment, Australian Adult Learning Institute

Research Interests:

Dr. Moghddam’s research agenda centres on understanding how cutting-edge digital technologies reshape consumer decision-making and promote sustainable consumption. His work integrates mixed-methods approaches to investigate:

• Consumer engagement in social commerce environments
• Psychological drivers behind live-stream shopping
• Ethical and sustainable marketing practices
• Impact of virtual influencers and anthropomorphism on consumer well-being

Publications Overview:

Across 2023–2025, his articles in Journal of Business Research, Journal of Retailing and Consumer Services, and Electronic Commerce Research converge on three themes: (1) modelling consumer motivations in social commerce, (2) developing validated scales for livestream experiences, and (3) uncovering antecedents of impulsive buying on Instagram and similar platforms. Collectively, these studies advance theoretical frameworks while offering actionable insights for responsible digital marketing.

Grants & Funding:

• 2019 HDR Training Grant, College of Human and Social Futures, University of Newcastle – AUD 2,000 (Lead CI)

Industry Collaborations & Impact:

Beyond academia, Dr. Moghddam partners with industry stakeholders to advance digitalisation strategies, fostering sustainable business models that align with UN Sustainable Development Goals 8, 9, 12, and 13.

Labs & Teams:

He is affiliated with research groups within Newcastle Business School and maintains active collaboration networks across Australia, Iran, Malaysia, Portugal, and Turkey, as evidenced by his co-authored publications.