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Papers by Kazi Turin Rahman

SEISENSE: Business Review, 2022

Objective-This paper conceptualizes a novel theoretical model of consumer mimicry of various type... more Objective-This paper conceptualizes a novel theoretical model of consumer mimicry of various types of influencers and associated behavioral outcomes. Design-This model was conceptualized after a thorough literature review and gap analysis. Moreover, prominent and underrepresented concepts from the literature were integrated to develop the novel model synthesized in this paper. Findings-Many facets of social media influencers have been studied in extant literature. These include source and content characteristics along with marketing strategies and sponsorship disclosures. However, most studies examine influencers from a broad perspective without refinement. Influencers are grouped into four categories based on their following and expertise: mega, macro, micro, and mini-influencers. Such categorizations are rarely reflected in the existing literature. Moreover, consumer mimicry of influencers and the consumer well-being aspects have been largely understudied. Policy Implications-Choosing the right influencer is challenging. Therefore, recognizing which types of influencers evoke consumer mimicry (and which don't) will ease the selection process. This will increase the efficiency of influencer marketing campaigns run by marketers and brands. Originality-This is the first paper to incorporate all four types of influencer categories into a theoretical model. Subsequently, the largely scarce concept in SMI research, consumer well-being, has also been incorporated to ensure followers' welfare.

TARAN-AWAN Journal of Educational Research and Technology Management, 2021

This study explores the numerous effects smartphones have on learning among postgraduate students... more This study explores the numerous effects smartphones have on learning among postgraduate students. Research objectives were formulated from the gaps in literature which comprise of exploring influential factors, pros and cons along with academic performance, which surround smartphone usage in an educational setting. Moreover, this study followed a cross-sectional research design consisting of a purposive sampling technique. Template analysis was conducted on data collected via telephonic interviews. Altogether, the results revealed that 40% of respondents believe that the internet is a key influential factor when it comes to using smartphones for educational purposes. In addition, many of the benefits and drawbacks of smartphone usage in learning were highlighted by the students. Seventy per cent vouched for being able to learn while away from laptops whereas 60% said it was distracting. Plus, 80% of respondents perceive that smartphone usage does not have an impact on their academic standing. They associated more importance to the primary ways of learning through computers and laptops. Assessments were also drawn using popular theoretical concepts like Goodhue and Thompson's Technology-to-Performance Chain (TPC) model. Henceforth, this study has enriched the existing literature in terms of novel contributions. It is recommended that future researchers conduct experiments on a larger sample size to further enrich smartphone literature.

South Asian Journal of Marketing , 2021

Purpose-The purpose of the study is to dive into various binge-watching habits of Netflix users a... more Purpose-The purpose of the study is to dive into various binge-watching habits of Netflix users amidst the COVID-19 pandemic. Consumers find themselves amidst the COVID-19 lockdown with more free time to indulge in these viewing habits. This study investigates motivational factors, amount of media consumption and negative attributes associated with binge-watching on Netflix during the COVID-19 outbreak. Design/methodology/approach-This study has employed an exploratory research design and obtained primary data via an online survey using a semistructured questionnaire. Convenience sampling has been used to choose a sample (n 5 105) of Netflix binge-watchers during the COVID-19 pandemic. Both sample selection and survey administration have been done through social media messaging services owing to the COVID-19 lockdown measures. Findings-The results indicate that most of the respondents use smartphones for binge-watching on Netflix. Moreover, they have expressed that a wide range of shows available on Netflix incline them to engage in marathon viewing. However, the respondents spend just over 70 h per month binge-watching on Netflix. Finally, the majority of respondents have flagged "one more episode" syndrome as the most challenging aspect of being marathon viewers on Netflix during the COVID-19 pandemic. Originality/value-This is one of the few papers to exclusively focus on the impacts of binge-watching on Netflix during the COVID-19 pandemic. The findings will originate the value with novelty and important implications to the Netflix consumers, telecom service providers and payment gateways.

SEISENSE Business Review , 2021

This paper dives into the engagement patterns exhibited on Instagram by two streaming heavyweight... more This paper dives into the engagement patterns exhibited on Instagram by two streaming heavyweights; Amazon Prime and Disney+. With ever-growing popularity among the younger generation, Instagram is vital for driving engagement in the social media ecosystem. Hence, it is crucial to understand what content posted by streaming services fosters engagement on this platform.

Purpose-This study has investigated how professionals are collaborating online working from home ... more Purpose-This study has investigated how professionals are collaborating online working from home (WFH) during COVID-19 pandemic in Bangladesh. Various aspects of this shift in working culture have been examined like employee satisfaction levels, challenges related to telecommuting and perceived productivity of working remotely during the COVID-19 outbreak situation. Design/methodology/approach-This study has employed an exploratory research design. The study has obtained secondary data from various articles published in journals and conference proceedings, books, news media, website etc. and primary data via an online survey using a set of a semi-structured questionnaire. Convenience sampling technique has been used to choose a sample of professionals working from home (WFH) during the COVID-19 pandemic (n=100). Both sample selection and survey administration have been done through social media messaging services owing to strict lockdown measures. Findings-All in all, the results have shown that most of the participants are fairly satisfied with working from home (WFH) during the COVID-19 pandemic. Work flexibility is the main factor contributing to this satisfaction. Moreover, the majority of the respondents have cited internet connectivity and maintaining the regular schedule as the biggest challenges of telecommuting. Finally, most of the participants have felt that they have been getting more work done at home as compared to on-site locations. Originality/value-This is one of the few studies to focus on working from home (WFH) during the COVID-19 pandemic. The findings have vital implications for working professionals, organisations and HR policymakers.

Books by Kazi Turin Rahman

Blockchain Technology and Applications for Digital Marketing, 2021

Using blockchain technology in digital marketing is still a budding concept. Hence, this proposed... more Using blockchain technology in digital marketing is still a budding concept. Hence, this proposed chapter will aim to do a systematic review of research published on this topic from 2015 to 2021 (Q1). The chapter will look to uncover the various impacts of using blockchain technology on digital marketing. Impacts include (but are not limited to) improving digital marketing security, countering click fraud, developing trust and transparency and creating loyalty programs. Moreover, the chapter will also present future research propositions to further investigate blockchain applications in the realm of digital marketing.

SEISENSE: Business Review, 2022

Objective-This paper conceptualizes a novel theoretical model of consumer mimicry of various type... more Objective-This paper conceptualizes a novel theoretical model of consumer mimicry of various types of influencers and associated behavioral outcomes. Design-This model was conceptualized after a thorough literature review and gap analysis. Moreover, prominent and underrepresented concepts from the literature were integrated to develop the novel model synthesized in this paper. Findings-Many facets of social media influencers have been studied in extant literature. These include source and content characteristics along with marketing strategies and sponsorship disclosures. However, most studies examine influencers from a broad perspective without refinement. Influencers are grouped into four categories based on their following and expertise: mega, macro, micro, and mini-influencers. Such categorizations are rarely reflected in the existing literature. Moreover, consumer mimicry of influencers and the consumer well-being aspects have been largely understudied. Policy Implications-Choosing the right influencer is challenging. Therefore, recognizing which types of influencers evoke consumer mimicry (and which don't) will ease the selection process. This will increase the efficiency of influencer marketing campaigns run by marketers and brands. Originality-This is the first paper to incorporate all four types of influencer categories into a theoretical model. Subsequently, the largely scarce concept in SMI research, consumer well-being, has also been incorporated to ensure followers' welfare.

TARAN-AWAN Journal of Educational Research and Technology Management, 2021

This study explores the numerous effects smartphones have on learning among postgraduate students... more This study explores the numerous effects smartphones have on learning among postgraduate students. Research objectives were formulated from the gaps in literature which comprise of exploring influential factors, pros and cons along with academic performance, which surround smartphone usage in an educational setting. Moreover, this study followed a cross-sectional research design consisting of a purposive sampling technique. Template analysis was conducted on data collected via telephonic interviews. Altogether, the results revealed that 40% of respondents believe that the internet is a key influential factor when it comes to using smartphones for educational purposes. In addition, many of the benefits and drawbacks of smartphone usage in learning were highlighted by the students. Seventy per cent vouched for being able to learn while away from laptops whereas 60% said it was distracting. Plus, 80% of respondents perceive that smartphone usage does not have an impact on their academic standing. They associated more importance to the primary ways of learning through computers and laptops. Assessments were also drawn using popular theoretical concepts like Goodhue and Thompson's Technology-to-Performance Chain (TPC) model. Henceforth, this study has enriched the existing literature in terms of novel contributions. It is recommended that future researchers conduct experiments on a larger sample size to further enrich smartphone literature.

South Asian Journal of Marketing , 2021

Purpose-The purpose of the study is to dive into various binge-watching habits of Netflix users a... more Purpose-The purpose of the study is to dive into various binge-watching habits of Netflix users amidst the COVID-19 pandemic. Consumers find themselves amidst the COVID-19 lockdown with more free time to indulge in these viewing habits. This study investigates motivational factors, amount of media consumption and negative attributes associated with binge-watching on Netflix during the COVID-19 outbreak. Design/methodology/approach-This study has employed an exploratory research design and obtained primary data via an online survey using a semistructured questionnaire. Convenience sampling has been used to choose a sample (n 5 105) of Netflix binge-watchers during the COVID-19 pandemic. Both sample selection and survey administration have been done through social media messaging services owing to the COVID-19 lockdown measures. Findings-The results indicate that most of the respondents use smartphones for binge-watching on Netflix. Moreover, they have expressed that a wide range of shows available on Netflix incline them to engage in marathon viewing. However, the respondents spend just over 70 h per month binge-watching on Netflix. Finally, the majority of respondents have flagged "one more episode" syndrome as the most challenging aspect of being marathon viewers on Netflix during the COVID-19 pandemic. Originality/value-This is one of the few papers to exclusively focus on the impacts of binge-watching on Netflix during the COVID-19 pandemic. The findings will originate the value with novelty and important implications to the Netflix consumers, telecom service providers and payment gateways.

SEISENSE Business Review , 2021

This paper dives into the engagement patterns exhibited on Instagram by two streaming heavyweight... more This paper dives into the engagement patterns exhibited on Instagram by two streaming heavyweights; Amazon Prime and Disney+. With ever-growing popularity among the younger generation, Instagram is vital for driving engagement in the social media ecosystem. Hence, it is crucial to understand what content posted by streaming services fosters engagement on this platform.

Purpose-This study has investigated how professionals are collaborating online working from home ... more Purpose-This study has investigated how professionals are collaborating online working from home (WFH) during COVID-19 pandemic in Bangladesh. Various aspects of this shift in working culture have been examined like employee satisfaction levels, challenges related to telecommuting and perceived productivity of working remotely during the COVID-19 outbreak situation. Design/methodology/approach-This study has employed an exploratory research design. The study has obtained secondary data from various articles published in journals and conference proceedings, books, news media, website etc. and primary data via an online survey using a set of a semi-structured questionnaire. Convenience sampling technique has been used to choose a sample of professionals working from home (WFH) during the COVID-19 pandemic (n=100). Both sample selection and survey administration have been done through social media messaging services owing to strict lockdown measures. Findings-All in all, the results have shown that most of the participants are fairly satisfied with working from home (WFH) during the COVID-19 pandemic. Work flexibility is the main factor contributing to this satisfaction. Moreover, the majority of the respondents have cited internet connectivity and maintaining the regular schedule as the biggest challenges of telecommuting. Finally, most of the participants have felt that they have been getting more work done at home as compared to on-site locations. Originality/value-This is one of the few studies to focus on working from home (WFH) during the COVID-19 pandemic. The findings have vital implications for working professionals, organisations and HR policymakers.

Blockchain Technology and Applications for Digital Marketing, 2021

Using blockchain technology in digital marketing is still a budding concept. Hence, this proposed... more Using blockchain technology in digital marketing is still a budding concept. Hence, this proposed chapter will aim to do a systematic review of research published on this topic from 2015 to 2021 (Q1). The chapter will look to uncover the various impacts of using blockchain technology on digital marketing. Impacts include (but are not limited to) improving digital marketing security, countering click fraud, developing trust and transparency and creating loyalty programs. Moreover, the chapter will also present future research propositions to further investigate blockchain applications in the realm of digital marketing.