Mohammed Taher Nuseir, Ph.D

Deputy Dean, College of Communication and Media

Abu Dhabi Campus

+971 2 6133233


Mohammed T. Nuseir is a Professor in Marketing with a cross-cultural background, possessing academic and training experience at multinational academic institutes and corporations. He holds academic degrees from the USA and Canadian universities. Moreover, his work extended to research papers, where he has published many papers in collaboration with fellows in peer-reviewed journals. His research interest includes Digital Marketing, Social Media Marketing, Strategic Marketing, and Innovation.


Ph.D. Marketing, Clark Atlanta University, USA.

M.Sc. Technology Management, Mercer University, Atlanta, Georgia, USA (AACSB Accredited)

B.Sc. Administrative sciences; Business Administration, Yarmouk University, Jordan.

Associate Degree E-Commerce & E-Marketing Studies, British Columbia, Institute of Technology, Vancouver, B.C, Canada.

Research Interests

Social Media, Digital Marketing, Social Marketing, Marketing Strategy and International Marketing

Selected Publications

1- Nusier, M. T. (2020).  Is advertising on social media effective an empirical study on the growth of advertisements on the Big Four [Facebook, Twitter, Instagram, WhatsApp].

International Journal of Procurement Management. Vol. 13, No. 1, 2020. (SCOPUS)

2-Nusier, M. T. (2020). Implementation of accounting standards as a company marketing strategy to attract shareholders.  International Journal of Economics and Business Research. Vol. 19, No. 1, 2019. (SCOPUS)

3-Nusier, M. T., & Abdallah AlShawabkeh. (2019). marketing communication in the digital age: Exploring Cultural Historical Activity Theory (CHAT) in examining Facebook's advertising platform. International Journal of Electronic Customer Relationship Management.  Vol. 12, No. 2, 2019. (SCOPUS)

4-Nusier, M. T. (2019). Establishing the link between Marketing and Accounting functions: A review. International Journal of Business Excellence.  Vol. 19, No. 4, 2019. (SCOPUS)

5-Nuseir, M. T., & Ghandour. A. (2019). Ethical issues in modern business management. International Journal of Procurement Management.  Vol. 12, No. 5, 2019. (SCOPUS)

6-Nusier, M. T. (2019). The impact of electronic word of mouth (e-WOM) on the online purchase intention of consumers in the Islamic countries – a case of (UAE).   Journal of Islamic Marketing.  Vol. 10, No. 3, 2019. (SCOPUS)

7. Nuseir Mohammed, (2018) “Impact of misleading/false advertisement to consumer behavior”. Int. J. Economics and Business Research, Vol. 16, No. 4, 2018. (SCOPUS)

8. Nuseir Mohammed, (2018) “How big data is used in expanding marketing

Activities”. Int. J. Economics and Business Research, Vol. 16, No. 4, 2018. (SCOPUS)

 9. Nuseir Mohammed, (2018) “Digital media impact on SMEs performance in the UAE”  

 Academy of Entrepreneurship Journal Volume 24, Issue 1, 2018. (SCOPUS)

10. Nuseir Mohammed, Hilda Madanat, (2017) "The use of integrated management approaches and their impact on customers’ satisfaction and business success". International Journal of Business Excellence (IJBEX). Vol.11. No.1. (SCOPUS)

Professional Experience

  • 2017-Present
    Al Ain University, Abu Dhabi, UAE
  • 2014-2016
    Associate Professor, 
    World Islamic University
  • 2008-2013
    Associate Professor
    , New York Institute of Technology
  • 2006-2008
    Assistant Professor, Arab Academy for Banking and financial sciences, Amman-Jordan, Teaching graduate-level classes in, Marketing Communication, E-Marketing, Sales Management, and International Marketing
  • 2004-2006
    Assistant Professor, Petra University, Amman-Jordan
    Teaching undergraduate level classes in Marketing, Marketing Management, Sales Management, Marketing Communication, and E-Marketing
  • 2002-2006
    Assistant Professor, Jordan University, Amman-Jordan
    Teaching graduate-level classes in International Business, International Marketing and Strategic Marketing
  • 2002-2004                   
    Assistant Professor, Amman PrivateUniversity, Amman-Jordan
    Teaching undergraduate level classes in Marketing, Sports
    Marketing   Advertising Promotion, Consumer Behavior, and  Strategic Marketing     

Teaching Courses

Marketing Management, Marketing Strategy, E-Marketing and Services Marketing.


  • Member, The American Anti-Corruption Institute (AACI), USA, 2014.
  • Member, The International Academy of Business and Economics (IABE), USA, 2015.



Establishing the link between marketing and accounting functions: a review

Published in: International Journal of Business Excellence

Nov 08, 2019

/ Mohammed Nuseir

Marketing and accounting functions are carried out by two different departments of an organisation. These two departments should complement each other practically and perceptually, but in fact, this rarely appears to be the case. The functions carried out by the marketing and accounting departments tend to be very different, and there has been little attempt to link them. This literature review examines the respective functions of the two departments and links them through the prism of the stakeholders, as the opinions of stakeholders are vital to the success of any organisation. The need to pass information to the stakeholders, and the way information among stakeholders is shared, can be a starting point to understanding the link between these departments. This study has identified the importance of eliminating the tiered perception of departments in an organisation by evaluating the functional relationships among them. It is crucial to understand that marketing and accounting functions 'meet' in a common place at the operational level.


The impact of electronic word of mouth (e-WOM) on the online purchase intention of consumers in the Islamic countries – a case of (UAE)

Published in: Journal of Islamic Marketing

Sep 10, 2019

/ Mohammed Nuseir

Purpose The purpose of this paper is to contribute to the marketing literature regarding Islamic countries, in particular the United Arab Emirates (UAE), by assessing the impact of electronic word of mouth (e-WOM) on brand image and on the online purchase intentions of consumers. Design/methodology/approach Using a descriptive research approach, this study used quantitative data to assess how the online purchase intentions of consumers in the UAE are influenced by e-WOM and brand image. Findings E-WOM has a significant impact on online purchase intentions and brand image among consumers. Brand image significantly influences the online purchase intentions of consumers. Research limitations/implications The conclusions may not be generalizable because not all areas of the UAE were represented in this study. In future studies, a larger and more inclusive sample would help to overcome this …