Understanding AI.
Informing decisions.
Research on how artificial intelligence and digital transformation shape organizational decisions, trust, governance, and value creation.
Explore my research ↓Get in touch ↗Technology, organizations
and the decisions between.
My work connects theory-driven models with quantitative evidence across manufacturing, services, tourism, and public-sector contexts.
AI adoption, trust & risk
How organizations evaluate, accept, and scale AI under uncertainty.
Digital governance & decision systems
How governance structures influence frontline and strategic decisions.
Platforms & digital consumer behavior
How digital platforms shape persuasion, credibility, and behavior.
Evidence-based management
Measurement models, SEM/PLS-SEM, mediation, moderation, and prediction.
Selected publications.
Research at the intersection of technology, organizational change, and sustainable value creation.
Cybersecurity
Employees cybersecurity compliance behaviour: Insight from PMT, TPB and OCT theories
Information Security Journal: A Global Perspective
Sustainability
Advancing Circular Economy Implementation in Malaysian SMEs
Circular Economy and Sustainability
AI adoption
Relationship between technology readiness, AI adoption and value creation in hospitality industry
International Journal of Hospitality Management
Ideas beyond the paper.
Teaching, research collaboration, editorial service, and the exchange of ideas across disciplines.
Research in conversation.
Conference papers and presentations across technology, business, and sustainability.
Explore contributions ↗Supporting scholarship.
Editorial contributions and journal reviewing across marketing, technology, and society.
View academic service ↗From evidence to practice.
Marketing education, funded research, grants, and professional development.
Explore my academic CV ↗Let’s explore
what comes next.
For research collaborations, speaking invitations, and applied projects:
saif@saifahmed.com ↗