Mixing business and bohemian mindsets, my writing style is informative yet engaging. I have been published in peer-reviewed journals, trade publications, books, book chapters, and conference proceedings. I’ve also written articles in blogs, magazines, and newspapers — where you can also find me frequently interviewed or quoted. I’m an unrepentant fan of the Oxford comma, em dashes, and semicolons; they are the core of my writing DNA. Ultimately, my goal as a writer is to encourage others to seek knowledge while supporting them in their quest for discovery.

Blending business and bohemian mindsets, my writing style is informative and engaging. I have published in peer-reviewed journals, trade publications, books, chapters, and conference proceedings. You can also find my articles in blogs, magazines, and newspapers, where I am often interviewed or quoted. As a writer, I embrace the Oxford comma, em dashes, and semicolons, which are intrinsic to my writing DNA. My ultimate goal is to encourage others to seek knowledge while supporting the process.

Academic Writing

  • Arabian Gulf Game Plan: Recognizing the increasing relevance of American football globally, I wrote a book chapter, “Arabian Gulf Game Plan: The social media marketing strategy of the Emirates American Football League.” This chapter explores the origins of the EAFL in the United Arab Emirates, looks ahead to the league’s future, and shares the league’s social media strategy.
  • Disrupting Marketing: Content Creation with Generative AI Applications (In Press): Generative AI is transforming marketing by revolutionizing content creation and is predicted to produce 90 percent of digital content by 2025. This chapter examines AI’s role in enhancing efficiency, personalization, and engagement in marketing campaigns. It details the evolution of AI technologies such as machine learning, natural language processing, and generative AI and their applications in various content types, including blogs, videos, and social media. This chapter explores the benefits and ethical challenges of integrating AI into marketing through case studies and survey data, offering insights into future trends and the necessity of AI literacy in marketing education.
  • Improving Shared Mobility with Mobile Technology: The Case of Ekar in Dubai: With Ekar, drivers can find, unlock, and rent cars by the minute at more than 45 locations across Dubai. This paper explores, in case study format, the strategy and technology of Ekar while evaluating the implications of blockchain functionality and Internet of Things features on the digital drivetrain of the carsharing service.
  • Initiating Innovation and Entrepreneurship Education in the United Arab Emirates: This book chapter explains the “UAE Innovation and Entrepreneurship Education Program” and explains its operational elements, elaborates on how educators have taught innovation and entrepreneurship classes, and explains why it is necessary.
  • Strengthening Your Social Media Marketing with Live-Streaming Video: This academic paper recognizes that live-streaming video can strengthen social media marketing strategies. It reviews the rise of social media, explains the role of live-streaming video, previews live-streaming video platforms, proposes live-streaming video strategies, shares live-streaming video survey results, and evaluates the impact of live-streaming video.

Textbooks

  • Activating Your Advertising (In Press): “Activating Your Advertising” navigates the essentials of effective advertising, from understanding the environment and managing persuasive messages to analyzing advertising effectiveness. This book demystifies myths, embraces social media, explores endorsement strategies, and delves into analytics to optimize advertising strategies and budgets, providing a comprehensive guide for crafting impactful advertising campaigns.
  • Connecting with Consumers:  Peter Drucker emphasizes that knowledge must continually evolve. “Connecting with Consumers” presents ten case studies across five sections, enhancing student understanding through retrospective and prospective questions. Each case study examines real organizational scenarios, improving critical thinking and strategic planning skills, applying business theory, and offering students opportunities to address actual business challenges from multiple perspectives.
  • edX E-Learning Course Development: edX is an open-source learning management system (LMS) and course-authoring tool used by educational institutions and organizations to create online courses (MOOCs and SPOCs). This guide provides eight essential steps to create your first edX course, covering everything from curriculum development and video production to exercise options, course administration, facilitation, and marketing strategies using traditional tools, edX features, and social media.
  • Launching Marketing: Offers practical tools for excelling in business. This workbook features three sections: Activities, Projects, and Scenarios, each providing experiential learning. Activities cover brand analysis, consumer behavior, and digital marketing; projects involve hands-on assignments in various marketing areas; and scenarios tackle real-world challenges like brand loyalty and pricing strategies. A bridge between theory and practice, it’s a key resource for achieving measurable marketing results.
  • Starting Your Marketing: In an era dominated by the relentless rise of social media marketing and the advent of artificial intelligence, marketing’s influence has never been more profound. Individuals now encounter up to 10,000 advertisements daily, underscoring the explosion of marketing channels and the sophistication of targeting techniques. Starting Your Marketing engages this evolving environment through 16 chapters across four modules.

Media Citations