Dr. Abu Bashar

Gulf University Bahrain, Marketing, Faculty Member

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I am an Assistant Professor in the Marketing Department at Gulf University, Bahrain. My research interests focus on marketing strategy, consumer behavior, and digital marketing, with a particular emphasis on the impact of digital transformation and social media on consumer decision-making. I am passionate about bridging the gap between theory and practice, and I aim to provide students with a deep understanding of current marketing trends through both my teaching and research.
Phone: +97333751967
Address: Sanad, Bahrain

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The Influence of Culture on Impulse Buying Behavior: A Systematic Literature Review

Brazilian Business Review

Culture plays a significant buying role in shaping different aspects of consumer behavior such as... more Culture plays a significant buying role in shaping different aspects of consumer behavior such as rational, impulse, and compulsive buying behavior. Impulse buying is one of the prevalent phenomena that significantly affect the sales revenue of companies. This study focuses on unveiling the interaction between cultural factors and impulse buying behavior. For this systematic literature review, 112 significant articles were examined to understand the relationship between various aspects of culture and impulse buying behavior in both online and offline contexts. Further investigation of impulse buying in cross-cultural context helps to understand and classify different theoretical perspectives to study impulse buying behavior and cultural factors. This study offers practical implications for retail professionals and e-commerce strategists to design and implement viable cross-cultural marketing campaigns. Academic researchers may also understand research gaps and contribute further to ...

The influence of Covid-19 on consumer behaviour: a bibliometric review analysis and text mining

Arab Gulf Journal of Scientific Research

PurposeThis paper is a bibliometric analysis of articles published on the influence of Covid-19 o... more PurposeThis paper is a bibliometric analysis of articles published on the influence of Covid-19 on consumer behaviour.Design/methodology/approachBiblioshiny and VOSviewer applications are employed for the bibliometric analysis and visualisation, respectively.FindingsThe most influential documents, authors, affiliations, countries and journals are presented. Citation, Co-citation and keyword co-occurrence analysis is conducted and presented in the form of a clustered network diagram.Practical implicationsThis paper found three main themes of the research in consumer behaviour amid Covid-19 a) Food purchasing decisions and food wastage, b) Adoption of technology and c) Intrinsic and extrinsic influence on consumer behaviour.Social implicationsThe Covid-19 pandemic has shaken the world’s economy and left behind its adverse effect on almost every walk of life. Consumer behaviour is no exception, studies have reported paradigm shifts in the way consumers are reacting to marketing stimuli...

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