Dr Maher Georges Elmashhara

Dr Maher Georges Elmashhara

Lecturer in Marketing

My profile

Biography

I am a Lecturer in Marketing. I hold a Ph.D. in Business Administration with a specialisation in Marketing and Strategy. My current research interests focus on consumer behaviour and psychology, retailing, and sensory and interactive marketing. My work has been published in international journals including “Psychology & Marketing”,  “International Journal of Contemporary Hospitality Management”, “Journal of Retailing and Consumer Services”, and “Travel Behavior and Society”, among others, and I have presented at major international marketing conferences such as the Academy of Marketing Science Conferences & World Marketing Congresses, the Recent Advances in Retailing and Consumer Services Conferences, and AIRSI Conferences.

Awards:

  • Best Participant Award (Year: 2023): AIRSI2023 (The Metaverse Conference), University of Zaragoza, Spain
  • Outstanding Reviewer (Year: 2022): Internation Journal of Retail & Distribution Management - Issuer: Emerald Publishing
  • Best Participant Award (Year: 2020): The 2020 Academy of Marketing Science Annual Conference. Virtual - Previously Scheduled for Biltmore Hotel, Coral Gables, FL, USA.

Get in touch

2.01 Business School
Email for Appointments

Impact

My work and research outcomes have impacts on various stakeholders, including markets, industries, and companies. The following examples illustrate some of these impacts:

  • Contributed to EasyRide (A collaborative project between the University of Minho and Robert Bosch GmbH).
    Main Contributions: Market Research - Quantitative Research - Managerial Implications Related to Improving the Micromobility User Experience.
    Duration: Mar 2020 - Aug 2021. 
  • Contributed to UNINTEGRA, a project led by the University of Santiago de Compostela (Spain) with the participation of the National and Kapodistrian University of Athens (Greece), University of Minho (Portugal), Fundació Acsar (Spain), Fundació Universitaria Balmes (Spain) and Concello de Santiago de Compostela (Spain).
    Main Contributions: Project Management - Technical Reports - Research - Development of a Protocol of Validation of Academic Competences and Credentials of Third Country Nationals.
    Duration: Jun 2018 - Dec 2019.

Teaching

I teach different marketing and management subjects at MMU. For example:

  • Digital Marketing Essentials
  • Understanding the Customer Experience
  • Applied Marketing Research & Analytics

  • Contemporary Retail Strategies

Additionally, I have taught several units at other universities. For example:

  • Advanced Topics in Marketing
  • Research Seminars

Supervision

I have supervised more than 20 master’s students researching topics including, but not limited to, Consumer Behaviour and Psychology, Offline and Online Store Atmospherics, Promotional Pricing, Brand Attitude and Brand Personality, Social Media Advertising, Customer Loyalty, Labeling, Customer and User Experience, and AI and VR in Tourism and Marketing.

I welcome applications from students looking to pursue a PhD in the following areas: Consumer Psychology, and AI and VR in Marketing (A blend of these two topics is strongly encouraged). However, I am open to discussing any further proposals related to other marketing and retail topics.

Research outputs

Elmashhara, M.G., Blazquez, M. & Julião, J. (2024). Stylish Virtual Tour: Exploring Fashion’s Influence on Attitude and Satisfaction in VR Tourism. International Journal of Contemporary Hospitality Management.

Elmashhara, M. G., De Cicco, R., Silva, S. C., Hammerschmidt, M. & Silva, M. L. (2024). How Gamifying AI Shapes Customer Motivation, Engagement, and Purchase Behavior. Psychology & Marketing, 41, 134-150.

Silva, S. C., Elmashhara, M. G., & Sousa, M. I. (2023). The Body Dissatisfaction Role in the Adoption of Compulsive Healthy Eating Behaviors. International Review on Public and Nonprofit Marketing, 20(4), 853-873.

Silva, S. C., De Cicco, R., Vlačić, B., & Elmashhara, M. G. (Equal Authorship) (2023). Using Chatbots in E-Retailing – How to Mitigate Perceived Risk and Enhance the Flow Experience. International Journal of Retail & Distribution Management, 51(3), 285-305.

Elmashhara, M. G., Silva, J., Sá, E., Carvalho, A., & Rezazadeh, A. (2022). Factors Influencing User Behaviour in Micromobility Sharing Systems: A Systematic Literature Review and Research Directions. Travel Behaviour and Society, 27, 1-25.

Elmashhara, M. G., & Soares, A. M. (2022). Linking Atmospherics to Shopping Outcomes: The Role of the Desire to Stay. Journal of Retailing and Consumer Services, 64, 102744.

Elmashhara, M. G., & Soares, A. M. (2020). Entertain Me, I’ll Stay Longer! The Influence of Types of Entertainment on Mall Shoppers’ Emotions and Behavior. Journal of Consumer Marketing, 37(1), 87-98.

Elmashhara, M. G. & Soares, A. M.  (2020). The Influence of Atmospherics General Interior Variables on Shoppers’ Emotions and Behavior. International Review of Retail, Distribution and Consumer Research, 30(4), 437-459.

Soares, A. M. & Elmashhara, M. G. (Eds.). (2020). Emotional, Sensory, and Social Dimensions of Consumer Buying Behavior. IGI Global. Pennsylvania, United States.

Elmashhara, M. G., & Elbishbishy, N. (2020), Future Research Directions in Sensory Marketing, In A.M. Soares & M. G. Elmashhara (Eds), Emotional, Sensory, and Social Dimensions of Consumer Buying Behavior (pp. 133-155). IGI Global. Pennsylvania, United States.

Elmashhara, M. G. & Soares, A. M. (2019). The Impact of Entertainment and Social Interaction with Salespeople on Mall Shopper Satisfaction: The Mediating Role of Emotional States. International Journal of Retail & Distribution Management, 47(2), 94-110.

  • Books (authored/edited/special issues)

    Soares, A.M., Elmashhara, M.G. (2020) Emotional, Sensory, and Social Dimensions of Consumer Buying Behavior. IGI Global.

  • Chapters in books

    Elmashhara, M.G. (2023) 'Emotions Effect on Shopper Behavioral Responses in AI-Powered Retail Stores: An Abstract.' Developments in Marketing Science: Proceedings of the Academy of Marketing Science. pp. 343-344.

    Soares, A.M., Camacho, C., Elmashhara, M.G. (2022) 'Understanding the Impact of Chatbots on Purchase Intention.' pp. 462-472.

    Elmashhara, M.G., Soares, A.M. (2022) 'Time Flies: The Role of Desire to Stay at the Mall in Enhancing the Shopping Experience: An Abstract.' Developments in Marketing Science: Proceedings of the Academy of Marketing Science. pp. 131-132.

    Soares, A.M., Elmashhara, M.G. (2022) 'The Effect of Time Pressure on Shoppers’ Behavior: An Abstract.' Developments in Marketing Science: Proceedings of the Academy of Marketing Science. pp. 539-540.

    Elmashhara, M.G., Elbishbishy, N. (2020) 'Future Research Directions in Sensory Marketing.' Emotional, Sensory, and Social Dimensions of Consumer Buying Behavior. IGI Global, pp. 133-155.

    Elmashhara, M.G., Soares, A.M. (2020) 'I Feel Good: The Impact of Atmospherics General Interior Variables on Shopper Behavior: An Abstract.' Developments in Marketing Science: Proceedings of the Academy of Marketing Science. pp. 57-58.

    Elmashhara, M.G., Soares, A.M., Mumel, D. (2019) 'Shopping Therapy? Entertainment and Social Interaction’s Role in Shopping Satisfaction: An Abstract.' Developments in Marketing Science: Proceedings of the Academy of Marketing Science.

  • Reports

    Elmashhara, M.G., Rezazadeh, A., Silva, J., Sá, E., Carvalho, A. (2021) Critical Market Knowledge for Assessing Consumer Response to Different Value Propositions for 2-Wheeler Mobility Solutions.

    Rezazadeh, A., Elmashhara, M.G., Carvalho, A., Silva, J., Sá, E. (2020) Characterization of Innovative Business Models for 2-Wheeler Connected Mobility and Identification of Market Requirements.

    Elmashhara, M.G., Carvalho, A. (2019) Development of a Protocol of Validation of Academic Competences and Credentials of Third Country Nationals: Production of Validation of Academic Competences and Credentials.

    Elmashhara, M.G., Carvalho, A. (2019) Development of a Protocol of Validation of Academic Competences and Credentials of Third Country Nationals: Dissemination Plan.

    Elmashhara, M.G., Carvalho, A. (2018) Development of a Protocol of Validation of Academic Competences and Credentials of Third Country Nationals: Analysis of State of Play.

  • Journal articles

    Elmashhara, M.G., Blazquez, M., Julião, J. (2024) 'Stylish Virtual Tour: Exploring Fashion's Influence on Attitude and Satisfaction in VR Tourism.' International Journal of Contemporary Hospitality Management,

    Elmashhara, M.G., De Cicco, R., Silva, S.C., Hammerschmidt, M., Silva, M.L. (2024) 'How gamifying AI shapes customer motivation, engagement, and purchase behavior.' Psychology and Marketing, 41(1) pp. 134-150.

    Silva, S.C., Elmashhara, M.G., Sousa, M.I. (2023) 'The body dissatisfaction role in the adoption of compulsive healthy eating behaviors.' International Review on Public and Nonprofit Marketing, 20(4) pp. 853-873.

    Silva, S.C., De Cicco, R., Vlačić, B., Elmashhara, M.G. (2023) 'Using chatbots in e-retailing – how to mitigate perceived risk and enhance the flow experience.' International Journal of Retail and Distribution Management, 51(3) pp. 285-305.

    Elmashhara, M.G., Silva, J., Sá, E., Carvalho, A., Rezazadeh, A. (2022) 'Factors influencing user behaviour in micromobility sharing systems: A systematic literature review and research directions.' Travel Behaviour and Society, 27pp. 1-25.

    Elmashhara, M.G., Soares, A.M. (2022) 'Linking atmospherics to shopping outcomes: The role of the desire to stay.' Journal of Retailing and Consumer Services, 64

    Elmashhara, M.G., Soares, A.M. (2020) 'The influence of atmospherics general interior variables on shoppers’ emotions and behavior.' International Review of Retail, Distribution and Consumer Research, 30(4) pp. 437-459.

    Elmashhara, M.G., Soares, A.M. (2020) 'Entertain me, I’ll stay longer! The influence of types of entertainment on mall shoppers' emotions and behavior.' Journal of Consumer Marketing, 37(1) pp. 87-98.

    Elmashhara, M.G., Soares, A.M. (2019) 'The impact of entertainment and social interaction with salespeople on mall shopper satisfaction: The mediating role of emotional states.' International Journal of Retail and Distribution Management, 47(2) pp. 94-110.

  • Conference papers

    Rezazadeh, A., Sá, E., Silva, J., Carvalho, A., Elmashhara, M.G., Pessoa, R. (2021) 'Smart and sustainable urban mobility: How connectivity may support bike-sharing operators' businesses.' pp. 143-147.