Husam Ahmad Kokash
@psu.edu.sa
Department of Marketing - CBA
Prince Sultan University
EDUCATION
PhD. Internet Marketing
M.Sc. Integrated Marketing Communication
M.Sc. Marketing Research
B.Sc. Marketing
RESEARCH INTERESTS
Technology related marketing, service quality, customer satisfaction,
Scopus Publications
Scholar Citations
Scholar h-index
Scholar i10-index
Scopus Publications
Syed Shah Alam, Mohammad Masukujjaman, Husam Ahmad Kokash, and Nik Mohd Hazrul Nik Hashim
Springer Science and Business Media LLC
Syed Shah Alam, Mohammad Masukujjaman, Husam Ahmad Kokash, and Nik Mohd Hazrul Nik Hashim
Springer Science and Business Media LLC
Syed Alam, Siti Abdullah, Husam Kokash, Saif Ahmed, and Nor Omar
Informa UK Limited
Syed Shah Alam, Mohammad Masukujjaman, Saif Ahmed, Husam Ahmad Kokash, and Amira Khattak
Springer Science and Business Media LLC
Syed Shah Alam, Saif Ahmed, and Husam Ahmad Kokash
Springer Science and Business Media LLC
Husam Ahmad Kokash, Syed Shah Alam, Saif Ahmed, Amira Naqeeb Khattak, and Beenish Tariq
Informa UK Limited
Ahmad Al Adwan, Husam Kokash, Raed Al Adwan, and Amira Khattak
Growing Science
The purpose of the study is to present a digital marketing data analytics model to analyze campaign efficacy and inform strategy based on website performance, social media metrics, email marketing performance, customer data for targeting and personalization, and customer journey analysis. This model defines campaign success criteria for strategy. A statistical analysis approach was used to analyze the data for the research. Data was gathered through a survey. This study analyzes demographic parameters descriptively using the structural equation model (SEM). From comprehensive surveys, 125 digital media and 115 online shop subjects responded. Sampled were 240 people. According to the findings, social media data, customer journey research, successful advertising, and informed approaches are highly correlated. Compared to the previous study, website performance evaluation does not match the marketing plan's success. The model's results can be used by any company that communicates with clients online.
Syed Shah Alam, Saif Ahmed, and Husam Ahmad Kokash
Springer Science and Business Media LLC
Maen F. Nsour, Samer A. M. AL-Rjoub, Mohammad Tayeh, and Husam Kokash
LLC CPC Business Perspectives
This study examines the factors and issues affecting the adoption of electronic insurance (EI) in the Jordanian insurance sector. The methodology of the study is based on convenience sampling, thus, the sample consists of 175 respondents familiar with E-services, with different backgrounds, professions, businesses, income groups, sectors, and regions. Questionnaires were distributed and disseminated electronically using SurveyMonkey. The study employs both descriptive and ANOVA analyses to analyze the responses. The results show that EI promotes sustainability, reduces costs, saves time and holds some operational benefits beneath. The ANOVA results show that the impact of income and age on sustainability, cost-effectiveness, and operational benefits is significant at least at the 5% significance level. Respondents are also aware that EI may involve issues and challenges related to security and privacy, customer-related issues such as lack of knowledge about repositories, and insurer-related issues such as data shifting. The ANOVA results indicate that gender affects customers’ perceptions of EI adoption regarding customer-related issues; its effect is significant at the 5% level of significance. On the other hand, age and income level are important factors that shape respondents’ perceptions of EI in Jordan. Age is only significant for security-related issues, and income level is a deciding factor in insurer-related issues; their effect is strong and highly significant at the 5% and 1% levels, respectively.
Ahmad Samed Al Adwan, Husam Kokash, Ahmad Al Adwan, Alaa Alhorani, and Husam Yaseen
Inderscience Publishers
Ahmad Samed Al-Adwan and Husam Kokash
MDPI AG
Trust is viewed as a crucial factor in social commerce due to the prominent role and significant amount of peer-generated contents. The current study aims to investigate the relationship between trust in social commerce and customers' purchase intentions by providing a mechanism to describe this relationship. Thus, a proposed model is developed based on three concepts: social presence, social commerce information seeking and familiarity with the platform. The model explains the mechanisms through which social commerce information seeking, familiarity, social presence and trust influence customers' intentions to purchase from social commerce platforms. For the purpose of this study, a survey is designed and distributed to Facebook users. The findings demonstrate that trust in a social networking site has positive influence on purchase intentions. Moreover, trust encourages information seeking, which in turn improves purchase intentions. Furthermore, both social presence and familiarity are found to enhance trust and purchase intentions. According to the findings, several managerial and theoretical implications are highlighted. Particularly, as the first study to investigate the adoption of social commerce among Jordanian customers, this study offers valuable insights and implications for Jordanian firms' managers and marketers who are targeting direct sales on social networking platforms.
Patricia P. Iglesias-Sánchez, Carmen Jambrino-Maldonado, Antonio Peñafiel Velasco, and Husam Kokash
Emerald
Purpose – The purpose of this paper is to investigate entrepreneurship in Malaga University based on the Theory of Planned Behaviour model. There are two objectives: to analyse the influence of the main elements of orientation to entrepreneurship and to evaluate the efficiency of education programmes in the university system. Design/methodology/approach – The authors have chosen Ajzen’s influential model (1991) for analysing entrepreneurial intention as the basis for the analysis of a sample of 392 students at Malaga University. Findings – The results suggest that the students’ predisposition to entrepreneurship is moderate because perceived risk and ideas about their own abilities hinder their decision to start up a business. Practical implications – This research has practical implications for universities involved in designing programmes aimed at business creation. Social implications – This research provides interesting insights which could help new companies to be created, thus alleviating the unemployment resulting from the economic crisis. Originality/value – With the help of this widely used theoretical model to study, the authors analyse the impact of Entrepreneurship Education Programmes in higher education. It is only a starting point from which to evaluate which elements should be reinforced in entrepreneurship programmes if they are to achieve effective results.