Dr. Maaz Saiyed

Primary Specializations:

• Digital Marketing & Digital Strategy
• Marketing Management
• Consumer Behaviour
• Social Media Marketing
• Social Commerce (S-Commerce)
• Brand Management & Brand Communication
• Integrated Marketing Communication
• Digital Advertising & Customer Engagement

Emerging & Interdisciplinary Areas

• AI-Driven Marketing Applications
• Digital Consumer Decision-Making
• Healthcare Marketing & Communication
• Digital Platforms & Consumer Trust
• E-Commerce & Social Commerce
• Market Research & Consumer Insights
• Strategic Marketing & Marketing Analytics

Teaching Experience

Assistant Professor – 2015 Onwards

Industry, Training & Consulting Experience

• Research Consultant & Trainer — eVital RX Software: Market research, research-team training, market forecasting, and marketing strategy development.
• Educator — Unacademy: Live online teaching, aspirant engagement, doubt-solving sessions, and curriculum delivery.
• Subject Matter Expert — LearnVern: Teaching, content recording, curriculum development, and assessment-method development.
• Social Media Consultant — Science City Ahmedabad: Social media management, engagement optimization, and deadline-driven digital execution.
• Digital Marketing Trainer — STAD Solutions: Training-needs assessment, development of training materials, and digital learning-resource communication.

Interest Areas –

• Digital Marketing & Emerging Digital Technologies
• Social Commerce and Digital Platforms
• Consumer Behaviour and Consumer Psychology
• Online Trust, Perceived Risk & Purchase Intention
• Social Media Marketing & Influencer Marketing
• Digital Advertising & Consumer Engagement
• Brand Management and Brand Communication
• Healthcare Marketing & Digital Healthcare Communication
• AI in Marketing and Responsible AI Applications
• Consumer Decision-Making in Digital Ecosystems
• Market Research and Data-Driven Marketing
• Gen Z Consumer Behaviour
• E-Commerce and Digital Consumer Experiences
• Marketing in Emerging and Technology-Enabled Markets

Research

• Dr. Maaz Saiyed’s research profile is positioned at the intersection of Marketing, Digital Marketing, Consumer Behaviour, Social Commerce, Healthcare, and emerging digital technologies. His research particularly examines how digital platforms and emerging technologies influence consumer trust, perceived risk, engagement, purchase intentions, and decision-making.

Key Research Themes

• Social Commerce (S-Commerce)
• Consumer Trust & Purchase Intentions
• Digital Consumer Behaviour
• Social Media & Influencer Marketing
• Digital Advertising
• Healthcare Marketing
• Consumer Perceived Quality
• Online Buying Behaviour
• Brand Image & Communication
• Gen Z Consumer Behaviour
• Metaverse & Luxury Marketing
• E-Payment Adoption
• Digital Platforms & Emerging Technologies

Research Contributions

His research portfolio includes Scopus-indexed and peer-reviewed publications, research presented at international and national conferences, and research exploring contemporary marketing challenges across healthcare, retail, digital platforms, social media, and emerging technologies.

He has also authored Digital Marketing Trends and Techniques and contributed a book chapter, Possibilities and Breakthroughs, published by Bloomsbury Publishing, UK.

Conferences & Research Presentations

• SYMBICON 2026 – International Conference on Sustainability, Innovation & Technology: Presented research on “Exploring the Determinants of Consumer Adoption of Social Commerce for Plus Size Apparels”; received the Best Paper Award.
• National Conference 2025, IIPA – New Delhi: Presented “Healing Through the Screen: The Role of Digital Ads in S-Commerce of Healthcare Products.”
• ICMC 2024, MICA: Presented research on Immersive Technology.
• International Conference on Media & Communication, SIMC: Presented research on the Influence of Social Media on Buying Behaviour of Young Consumers.
• International Conference on Marketing & Communication, IBSH: Presented research on advertisements for menstrual hygiene products among men.
• International Conference on Business Management & Social Innovation, Science Society: Presented research on perceived quality of generic medicines among registered medical practitioners in Ahmedabad.

Workshops & Professional Development

• Karnavati University: Research Methodology – Qualitative Research Techniques, PhD Coursework, 2025 
• Karnavati University: Research Methodology – Qualitative Research Techniques, PhD Coursework, 2024 
• Symbiosis University: Digital Marketing Workshop, 2024
• MICA: Consumer Engagement Workshop, 2023
• B.K. School of Professional and Management Studies: Research Methodology & Application of Statistical Tools, 2023
• Karnavati University: Research Methodology & Application of Statistical Tools, 2023
• B.K. School of Professional and Management Studies: Digital Marketing Workshop, 2023

Awards

Best Paper Award — SYMBICON 2026

Received the Best Paper Award at SYMBICON 2026 – International Conference on Sustainability, Innovation, and Technology for the research paper:

“Exploring the Determinants of Consumer Adoption of Social Commerce for Plus Size Apparels.”

The recognition reflects the contribution and research quality of the presented work.

Professional Membership / Associations

The CV records professional and academic associations with:

• National Institute of Fashion Technology (NIFT) — Consumer Behaviour; Social Media Marketing
• Journal of Creative Communication (JoCC) — Editorial Assistant; Academic Publishing Support; Research Coordination & Communication
• Manipal Academy of Higher Education (MAHE), Bangalore — Digital Marketing
• Gujarat University – Executive MBA — Consumer Behaviour, Social Media Marketing & Digital Marketing 

Publications

Books & Book Chapters

• Digital Marketing Trends and Techniques — Scientific International Publication House. ISBN: 9789357575799.
• Possibilities and Breakthroughs — Book Chapter, Bloomsbury Publishing, UK. ISBN: 9789356402485. 

Selected Research Publications

1. Social Commerce Platforms: Online Trust, Perceived Risk, and Purchase Intentions in the Decision-Making Process of Consumers — International Journal of Information Movement, Vol. IX, Issue XII, April 2025.
2. Building Trust in Gujarat’s Social Commerce: A Tapestry Woven with Tradition and Trust — Educational Administration: Theory and Practice, 29(4), 4885–4894.
3. Healing Through the Screen: The Role of Digital Ads in S-Commerce of Healthcare Products — African Journal of Biomedical Research.
4. Antecedents of Luxury Marketing in Metaverse — Australasian Marketing Journal — Article accepted; ABDC-indexed journal.
5. Clicks to Conversions: The Impact of Social Media Advertising on Event Attendance — Academy of Management Annals — Article accepted; Scopus-indexed journal.
6. Predicting Traveller Attitude by ISM Theory with Mediating Role of Trust — HMSS 2024, Routledge — Article accepted; Scopus-indexed journal.
7. Unleashing the Influence: Exploring the Impact of Social Media Influencers on Youths’ Purchase Intention of Fashion Products in Ahmedabad — Seybold Report — Scopus-indexed journal.
8. Financial Assistance for Higher Education – A Boon or Bane: An Emerging Economy Perspective — Manager – The British Journal of Administrative Management — ABDC-indexed journal.
9. Entrepreneurship and Ethics – Perspective of Gen Z — Journal of Special Education — Scopus-indexed journal.
10. SEM – An Empirical Study on Association and Influence of Brick & Mortar Model on Click & Mortar Model with Special Reference to Banking Sector — Asia Pacific Business Review Journal, Taylor & Francis — ABDC-indexed journal.
11. Social Media V/S Traditional Media and Their Impact on Brand Image Communication on Generation Z of Gujarat — ANVESAK.
12. An Empirical Investigation of Antecedents for Online Buying Intentions – The SEM Approach — Journal of Management & Entrepreneurship.
13. A Study on the Preferences and Likings of OTT Content of Generation Z in Ahmedabad Region — SHODHSAMHITA.
14. An Extensive Study of Consumer’s Perception Towards Private Label Brands and Manufacturer Brands — Journal of the Maharaja Sayajirao University of Baroda.
15. An Analytical Study of Doctor’s Qualification Towards Usage of Appropriate Medicines and Information Shared with Patients and Relationship Between the Quality Parameters of Medicines — The Journal of Oriental Research Madras.
16. Employee’s Mental Well Being in the New Normal — Journal of Education: Rabindrabharati University.
17. An Empirical Study to Understand the Acceptance of E-Payment System in Indian Context — Utkal Historical Research Journal.
18. An Empirical Study on Brand Switching Behavior of Consumers in the FMCG Industry in Ahmedabad — ROOTS International Journal of Multidisciplinary Researches.
19. A Study on the Selected Perceived Quality Parameters of Generic Medicines amongst Registered Medical Practitioners of Ahmedabad — Multidisciplinary International Research Journal of Gujarat Technological University.
20. An Insight into the Impact of Knowledge of the Perceived Quality of Generic Medicines amongst Registered Medical Practitioners (RMPs) of Ahmedabad — Managerial & Entrepreneurial Interventions for Sustainable Development in India.

Email: maaz.saiyed@nmims.edu