🏆 BEST RESEARCHER AWARD 🏆

International Scientists Award Ceremony

Dr. Mohammed Saeed Jamaan Al-Zahrani

Assistant Professor & Head of Marketing Department

Al-Baha University, Kingdom of Saudi Arabia

10+

Years Experience

Ph.D.

Marketing Management

SDG

Impact Research

📧 Email:
msjoman@bu.edu.sa

📱 Mobile:
+966 56 066 1881

💼 LinkedIn:
linkedin.com/in/mohammedsaeedj-alzahrani

📍 Location:
Al-Baha City, Saudi Arabia

🎯 Professional Summary

Distinguished academic researcher with a Ph.D. in Marketing Management from the University of Newcastle, Australia, and over a decade of excellence in teaching, research, and academic leadership. Dr. Al-Zahrani specializes in cutting-edge research at the intersection of digital marketing, consumer behavior, and sustainable development, with particular emphasis on social media communities, public health initiatives, and climate action through marketing strategies.

His research directly contributes to the United Nations Sustainable Development Goals (SDGs), particularly SDG-13 (Climate Action) and SDG-3 (Good Health and Well-being), leveraging innovative methodologies including structural equation modeling and process modeling to understand and influence consumer behavior toward sustainable practices.

🎓 Academic Qualifications

Doctor of Philosophy (Ph.D.) in Marketing Management

🏛️ University of Newcastle, Australia | 2023

Doctoral Thesis: “Examining Holistic Customer Experiences in Social Media Communities and its Effects on Consumer Behaviour: An Application in the Public Health Sector”

Master of Science (M.Sc.) in Marketing Management

🏛️ De Montfort University, United Kingdom | 2015

Bachelor of Science (B.Sc.) in Business Administration

🏛️ King Abdulaziz University, Saudi Arabia | 2010

⭐ Outstanding Achievement: GPA 3.98/5.00

📚 Research Contributions & Publications

BOOK CHAPTER

Al-Zahrani, M. S. J. (2025).

Transforming Public Health through Social Media: Harnessing Activity Theory and Customer Experience Design to Drive SDGs Impact.

📖 In The Elgar Companion to Marketing and the UN Sustainable Development Goals. Edward Elgar Publishing.

PEER-REVIEWED JOURNAL

Al-Zahrani, M. S. J., & Zia, A. (2025).

SDG-13 to combat climate change through decarbonising marketing campaigns: An evaluation of customers’ sustainable purchase intentions for EVs using a process modelling approach.

📄 Environmental Challenges, 19, 101164. Elsevier. ISSN 2667-0100.
🔗 DOI: https://doi.org/10.1016/j.envc.2025.101164

IN PROGRESS

Al-Zahrani, M. S. J. (2025).

Leveraging the Role of Para-Social Relationships and E-WOM: Exploring the Role of Social Media Influencers on the Purchasing Intent of Sustainable Products.

📊 Conference Presentations

Al-Zahrani, M. S. J., & Zia, A. (2025). Analyzing Saudi Consumers’ Attitude and Behavioral Intentions for Adopting Electric Vehicles (EVs). ICSNR 2025 Conference, October 13-14, Qassim University, Saudi Arabia.
Al-Zahrani, M. S. J. (2023). Examining Holistic Customer Experiences in Social Media Communities and Its Effects on Consumer Behaviour. ANZMAC Conference, New Zealand.

🔬 Research Focus Areas

🌱 Sustainable Marketing & Climate Action

Investigating consumer behavior toward electric vehicles and sustainable products aligned with UN SDG-13, with focus on decarbonizing marketing campaigns and promoting climate-conscious purchasing decisions.

📱 Social Media & Digital Communities

Examining holistic customer experiences, para-social relationships, and electronic word-of-mouth (E-WOM) in online environments, with emphasis on community engagement and brand interactions.

⚕️ Public Health Communication

Applying marketing principles and activity theory to enhance health sector outcomes through digital platforms, contributing to SDG-3 (Good Health and Well-being).

📊 Consumer Behavior Analysis

Advanced quantitative research using structural equation modeling (SEM), process modeling, and statistical analysis to understand complex consumer decision-making patterns.

🌟 Influencer Marketing & Sustainable Consumption

Studying the impact of social media influencers on sustainable purchasing intentions and responsible consumption behaviors (SDG-12).

💼 Professional Experience

Assistant Professor & Head of Marketing Department

🏢 Al-Baha University, Saudi Arabia | 2023 – Present

Leading departmental strategic initiatives to enhance academic performance, research output, and curriculum innovation
Supervising academic programs to ensure alignment with international accreditation standards and quality benchmarks
Overseeing faculty performance evaluations, professional development, and mentoring junior academics
Driving research culture through collaborative projects and fostering partnerships with industry and academic institutions
Strategic planning for department growth and development of specialized marketing programs

Research and Teaching Assistant (Marketing)

🏢 University of Newcastle, Australia | 2021 – 2023

Delivered undergraduate and postgraduate marketing courses on emerging digital marketing trends and consumer behavior
Conducted advanced research on consumer behavior in social media environments, resulting in published conference papers
Mentored students in research methodologies, academic writing, and quantitative analysis techniques
Collaborated with faculty on research projects and contributed to curriculum development initiatives

🛠️ Technical Expertise

📈 Advanced Statistical Analysis

AMOS, SMARTPLS, Structural Equation Modeling (SEM), Process Modeling

🔍 Research Methodologies

Quantitative analysis, qualitative research, mixed-methods approaches

💻 Digital Marketing Tools

Social media analytics, consumer behavior tracking, digital campaign evaluation

⚙️ Data Processing & Analysis

R Programming, Natural Language Processing (NLP), text analytics

✍️ Academic Writing

Peer-reviewed publications, research proposals, grant applications

🌍 Research Impact & SDG Alignment

Commitment to Global Challenges: Dr. Al-Zahrani’s research portfolio demonstrates exceptional commitment to addressing pressing global challenges through rigorous marketing scholarship. His work directly supports multiple United Nations Sustainable Development Goals:

SDG-3 (Good Health and Well-being)

Research on public health communication through social media platforms, examining how digital communities can enhance health outcomes and promote healthy behaviors.

SDG-13 (Climate Action)

Published research on decarbonizing marketing campaigns and promoting electric vehicle adoption, contributing to climate change mitigation through consumer behavior change.

SDG-12 (Responsible Consumption and Production)

Investigation of sustainable purchasing intentions, influencer marketing impact on sustainable products, and promoting responsible consumption patterns.

Dr. Al-Zahrani’s interdisciplinary approach bridges marketing theory with social responsibility, creating actionable insights for policymakers, businesses, and communities working toward sustainable development.