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Mohamed Jasim Mohiedeen
- Assistant Professor
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Dr.Mohamed Jasim Kaja Mohiedeen is an Assistant Professor at the College of Business Administration, Ajman University, Ajman, UAE. He completed his Post-Doctoral Research Fellowship at Trinity Business School, Trinity College Dublin, Ireland funded by ADAPT, SFI research centre for AI-driven digital content technology. He earned his PhD from Bharathidasan University, India. His teaching areas include data analysis, business analytics, digital analytics, social media analytics, digital marketing, marketing automation and data visualization. His research interests include human-machine interactions, healthcare informatics, hospitality technology and customer behavior modelling.
Education
- Post-Doctoral Research Fellowship (Digital Analytics), Trinity Business School, Trinity College Dublin, Ireland - 2025.
- PhD (Management), Bharathidasan University, India - 2018
- Master Degree (Business Administration), Anna University, India - 2012
Post-Doctoral Research Fellowship (Digital Analytics), Trinity Business School, Trinity College Dublin, Ireland - 2025.
PhD (Management), Bharathidasan University, India - 2018
Master Degree (Business Administration), Anna University, India - 2012
Experience
- Assistant Professor, College of Business Administration, Ajman University, UAE, August 2025 - Present.
- Assistant Professor, VIT Business School, Vellore Institute of Technology, Vellore, June 2022 - July 2025.
- Assistant Professor, MEASI Institute of Management, India, Nov 2021 - May 2022.
- Assistant Professor, Department of Management Studies, B S Abdur Rahman Institute of Science & Technology, India, July 2018 - Nov 2021.
Assistant Professor, College of Business Administration, Ajman University, UAE, August 2025 - Present.
Assistant Professor, VIT Business School, Vellore Institute of Technology, Vellore, June 2022 - July 2025.
Assistant Professor, MEASI Institute of Management, India, Nov 2021 - May 2022.
Assistant Professor, Department of Management Studies, B S Abdur Rahman Institute of Science & Technology, India, July 2018 - Nov 2021.
Teaching Area
- Data Analysis for Business
- Business Analytics
- AI for Business
- Data Visualization
- Digital Analytics
- Social Media Analytics
- Digital Marketing
- Marketing Automation
Data Analysis for Business
Business Analytics
AI for Business
Data Visualization
Digital Analytics
Social Media Analytics
Digital Marketing
Marketing Automation
Research
- Human-Machine Interactions
- Healthcare Informatics
- Hospitality Technology
- Customer Behavior Modelling
Human-Machine Interactions
Healthcare Informatics
Hospitality Technology
Customer Behavior Modelling
Publications
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JournalK Mohamed Jasim, Mustafeed Zaman, Rajibul Hasan, Shahriar Akter, Tan Vo-Thanh, Demetris Vrontis, Beyond borders, beyond bills: Unpacking the universal pain of medical expenditures, Journal of Business Research, Jun 2025
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JournalRiad Shams, K Mohamed Jasim, Mustafeed Zaman, Rajibul Hasan, Jean-François Lemoine, Raouf Ahmad Rather, Brand affiliations toward business relationships, communication, and performance in B2B food SCM settings: Conceptualization and validation, Industrial Marketing Management, Aug 2025
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JournalK Mohamed Jasim, A Malathi, Seema Bhardwaj, Eugene Cheng-Xi Aw, A systematic review of AI-based chatbot usages in healthcare services, Journal of Health Organization and Management, Jan 2025
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JournalA Suganthi, K Mohamed Jasim, Exploring the Antecedents of Users’ Intention on Virtual Tours and Video Walkthroughs in Rental Accommodation Apps–An Integrated PLS-SEM-ANN-NCA Approach, Journal of Internet Commerce, Mar 2025
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JournalMustafeed Zaman, K Mohamed Jasim, Rajibul Hasan, Shahriar Akter, Demetris Vrontis, Understanding customers’ intentions to use AI-enabled services in online fashion stores–a longitudinal study, International Marketing Review, Mar 2025
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JournalS Jerrin Issac Sam, K Mohamed Jasim, Manivannan Babu, Customers’ metaverse service encounter perceptions: Sentiment analysis and topic modeling, Journal of Hospitality Marketing & Management, Jan 2025
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JournalM Omar Parvez, K Mohamed Jasim, Mohammad Nurul Alam, Zakaria Elkhwesky, Muhittin Cavusoglu, Cihan Cobanoglu, Diving into the ocean: revealing travellers’ intention to participate in underwater tourism, Tourism Recreation Research, Jan 2025
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JournalMohamed Jasim, Determinants of the continuance use of smart shopping carts: Findings from PLS-SEM and NCA, Journal of Retailing and Consumer Services, Nov 2024
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JournalS Jerrin Issac Sam, K Mohamed Jasim, Hybridization of metaheuristics and NLP approach to examine public opinion towards virtual voice assistants, Annals of Operations Research, Jun 2024
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JournalK Mohamed Jasim, A Malathi, Does Surgical Robot Know What It’s Doing? Understanding Patient Fear and Anxiety, International Journal of Human–Computer Interaction, Jun 2024
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JournalMustafeed Zaman, Prof Rajibul Hasan, Tan Vo-Thanh, Riad Shams, Mizan Rahman, K Mohamed Jasim, Adopting the metaverse in the luxury hotel business: a cost–benefit perspective, International Journal of Contemporary Hospitality Management, Jun 2024
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JournalS Jerrin Issac Sam, K Mohamed Jasim, Diving into the technology: a systematic literature review on strategic use of chatbots in hospitality service encounters, Management Review Quarterly, Apr 2024
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JournalWeng Marc Lim, K Mohamed Jasim, Madhumita Das, Augmented and virtual reality in hotels: Impact on tourist satisfaction and intention to stay and return, International Journal of Hospitality Management, Jan 2024
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JournalW Shabeena Shah, Zakaria Elkhwesky, K Mohamed Jasim, Esraa Fayez Youssif Elkhwesky, Fady Fayez Youssif Elkhwesky, Artificial intelligence in healthcare services: past, present and future research directions, Review of Managerial Science, Jun 2023
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JournalA Malathi, K Mohamed Jasim, Why purchase generic medicine? A theory of planned behavior perspective, Global Business and Organizational Excellence, Jul 2023
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JournalA Malathi, K Mohamed Jasim, Validating the relationship between service quality, patient sensitivity and experience towards medical applications using SERVQUAL, International Journal of Medical Informatics, Nov 2022
K Mohamed Jasim, Mustafeed Zaman, Rajibul Hasan, Shahriar Akter, Tan Vo-Thanh, Demetris Vrontis, Beyond borders, beyond bills: Unpacking the universal pain of medical expenditures, Journal of Business Research, Jun 2025
Medical expenditure poses a significant burden on individuals in developing countries. This study examines the dynamics of the pain of payment in the healthcare sector across India, Bangladesh, Sri Lanka, and Pakistan. The results show that positive price perception, negative price perception, participatory pricing mechanisms, pain at the time of payment, and the intention to avail of preventive measures have a significantly positive effect on the willingness to pay (WTP) medical expenditures. In contrast, perceived risk (PR) shows a significantly negative effect, indicating that WTP increases as PR decreases. This study enriches the existing literature by integrating adaptation level theory, consumer perceived risk theory, and consumer preference theory to explain individuals’ willingness to pay for medical expenses in 360 degrees. It also assists medical service providers in understanding both the WTP and the psychological pain incurred during medical spending, particularly among the middle-income group.
About the journal
Riad Shams, K Mohamed Jasim, Mustafeed Zaman, Rajibul Hasan, Jean-François Lemoine, Raouf Ahmad Rather, Brand affiliations toward business relationships, communication, and performance in B2B food SCM settings: Conceptualization and validation, Industrial Marketing Management, Aug 2025
The food supply chain is a process that entails planning, managing, and optimizing the flow of food products from their origins to customers. This study examined the relationship between brand affiliations and business performance, mediated through business-to-business (B2B) relationships and communication in B2B food supply chain management (SCM) settings. A sample of 421 respondents was analyzed using the covariance-based structural equation modeling (CB-SEM) approach. The findings revealed that B2B relationships, particularly those such as buyer–supplier engagement and buyer–supplier commitment, serve as significant mediators between brand affiliations (specifically, brand affordability, brand parity, and brand loyalty) and buyer–supplier communication, as well as between brand affiliations and business performance, except for brand affect. This research contributes to the branding literature by introducing the concept of brand affiliation within the context of B2B small and medium-sized enterprises (SMEs). It also offers practical insights for B2B food supply chain firms, highlighting strategies to enhance business performance by fostering a strong brand affiliation in conjunction with a robust buyer–supplier relationship.
About the journal
K Mohamed Jasim, A Malathi, Seema Bhardwaj, Eugene Cheng-Xi Aw, A systematic review of AI-based chatbot usages in healthcare services, Journal of Health Organization and Management, Jan 2025
Purpose This systematic literature review aims to provide a comprehensive and structured synthesis of the existing knowledge about chatbots in healthcare from both a theoretical and methodological perspective. Design/methodology/approach To this end, a systematic literature review was conducted with 89 articles selected through a SPAR-4-SLR systematic procedure. The document for this systematic review was collected from Scopus database. The VoSviewer software facilitates the analysis of keyword co-occurrence to form the fundamental structure of the subject field. Findings In addition, this study proposes a future research agenda revolving around three main themes such as (1) telemedicine, (2) mental health and (3) medical information. Originality/value This study underscores the significance, implications and predictors of chatbot usage in healthcare services. It is concluded that adopting the proposed future direction and further research on chatbots in healthcare will help to refine chatbot systems to better meet the needs of patients.
About the journal
A Suganthi, K Mohamed Jasim, Exploring the Antecedents of Users’ Intention on Virtual Tours and Video Walkthroughs in Rental Accommodation Apps–An Integrated PLS-SEM-ANN-NCA Approach, Journal of Internet Commerce, Mar 2025
This study examines the underexplored application of virtual tours and video walkthroughs in rental accommodation. Employing presence theory, expectation confirmation theory, and expectancy-value theory, data from 800 respondents were analyzed using a tri-stage PLS-SEM-ANN-NCA approach. The findings reveal that visual appeal, novelty, and vividness significantly influence authentic experience, while information quality and system quality strongly enhance perceived satisfaction. Both authentic experience and perceived satisfaction are critical determinants influencing the intention to use virtual tours and video walkthroughs for rental offerings. However, information quality, authentic experience and perceived satisfaction were not necessary factors for the outcome to occur. The study contributes to the existing body of knowledge by providing critical insights into tenant decision-making processes in the context of virtual tours and video walkthroughs. Practical recommendations are offered to strengthen virtual tours and video walkthroughs applications in the rental market, enhancing their effectiveness and value.
About the journal
Mustafeed Zaman, K Mohamed Jasim, Rajibul Hasan, Shahriar Akter, Demetris Vrontis, Understanding customers’ intentions to use AI-enabled services in online fashion stores–a longitudinal study, International Marketing Review, Mar 2025
Purpose Artificial intelligence (AI) services are vital in enhancing customer experience and purchase intentions in the international online fashion retail sector. This study explores customers’ intentions to use AI-enabled services, focusing on transaction utility, trust and product uniqueness across the customer journey in the context of international online fashion stores. This study also assesses how privacy moderates customer intentions. Design/methodology/approach This study adopted a longitudinal research design and purposive sampling technique to collect a total of 566 participants. The final data were analyzed using IBM SPSS Amos version 21 software. Findings The study highlights the significance of transaction utility, trust and product uniqueness in AI integration across the customer journey (pre-purchase, during purchase and post-purchase stages). Most of the direct relationships are significant, except the relationship between the during purchase and post-purchase stages. With a few exceptions, AI integration commonly does not mediate the relationship between antecedents and intention to use AI-enabled services. Privacy moderates AI integration in post-purchase, during purchase and intention to use AI-enabled services, except in the pre-purchase stage. Originality/value This study bridges important gaps in the literature by integrating AI-enabled services and customer behavior, contributing to a broader knowledge of customer interactions in global e-commerce fashion stores. The study examines multiple attributes that impact intention, such as transaction utility, trust, product uniqueness, AI integration in three stages of purchases (pre-purchase, during purchase and post-purchase) and privacy, using three major theories: mental accounting theory, trust commitment theory and commodity theory.
About the journal
S Jerrin Issac Sam, K Mohamed Jasim, Manivannan Babu, Customers’ metaverse service encounter perceptions: Sentiment analysis and topic modeling, Journal of Hospitality Marketing & Management, Jan 2025
Using machine learning, we examined customers’ opinions about the metaverse in the hospitality industry (encompassing hotels, restaurant, gaming, virtual events, tours and travel). A total of 8,855 tweets were collected from Twitter (now called X), and machine learning algorithms such as sentiment analysis and topic modeling were performed using Python libraries to capture the important topics related to metaverse applications. Nearly two thirds of the collected tweets (60.9%) contained a mostly positive general sentiment toward the use of the metaverse. Six important topics emerged from the topic modeling: gaming, virtual events, virtual sightseeing, travel, business and blockchain. Despite numerous studies on the proper integration of the metaverse, VR and AR, to the best of our knowledge, this is one of the first studies conducted to determine the customer experience of the metaverse in the hospitality industry using social media data.
About the journal
M Omar Parvez, K Mohamed Jasim, Mohammad Nurul Alam, Zakaria Elkhwesky, Muhittin Cavusoglu, Cihan Cobanoglu, Diving into the ocean: revealing travellers’ intention to participate in underwater tourism, Tourism Recreation Research, Jan 2025
This study on underwater tourism (UT) delves into the push, pull, and mooring factors influencing travellers’ intention to participate (TIP). It also investigates how TIP affects actual behaviour (AB). The findings, based on a robust dataset gathered from 358 individuals interested in UT, provide practical insights into the field. Using configurational modelling, we found that the push factors are negative, while pull and mooring factors positively impact participation in UT. Furthermore, we found that TIP significantly influences AB. These findings not only contribute to the existing theory but also provide practical insights that can be applied in the development of strategies for sustainable and responsible practices travellers’ intentions to participate in underwater tourism UT.
About the journal
Mohamed Jasim, Determinants of the continuance use of smart shopping carts: Findings from PLS-SEM and NCA, Journal of Retailing and Consumer Services, Nov 2024
This study integrates theory of consumption value, cognitive dissonance theory, and technology acceptance model to understand shoppers’ continuance intention to use smart shopping carts in retail stores. The survey instrument was circulated online to shoppers who have already experienced smart shopping carts in retail stores. 343 respondents were considered for the final analysis using partial least squares structural equation modelling and necessary condition analysis. Perceived value, perceived enjoyment, technology anxiety and compatibility were used as antecedents, perceived convenience as a mediator and continuance intention to use smart shopping carts as an outcome. The results of the study indicate that technology anxiety and compatibility are necessary and must-have factors for perceived convenience in using smart shopping carts. Additionally, perceived enjoyment, perceived value and perceived convenience are necessary and must-have factors for the continuance intention to use smart shopping carts. However, perceived value is identified as an unimportant factor influencing shoppers' continuance intention to use smart shopping carts in retail settings.
About the journal
S Jerrin Issac Sam, K Mohamed Jasim, Hybridization of metaheuristics and NLP approach to examine public opinion towards virtual voice assistants, Annals of Operations Research, Jun 2024
Virtual voice assistants have become ubiquitous in our modern lives and continue to evolve. With the proliferation of virtual assistants such as Alexa, Cortana, and Siri in households, it is important to go beyond the potential benefits and explore the factors that may lead to user anxiety and trauma. This study examines posts on social media to analyze sentiment toward virtual voice assistants and identify areas of concern that directly impact their use and potential to cause trauma or anxiety. To conduct this study, we collected and processed 13,578 Instagram, Facebook and X (Previously Twitter) posts using sentiment analysis and topic modeling with Python libraries. In addition, K-means clustering and particle swarm optimization (PSO) analysis were performed. The results show that the majority of posts (60.32%) express positive sentiments toward virtual voice assistants, while a significant percentage reflect negative or neutral sentiments. We identified ten major issues of concern related to the use of virtual assistants, including privacy and security, technology addiction and anxiety, cyberbullying, and technology-based trauma therapy. The scope for future research on virtual assistants is broad and includes areas such as privacy, ethical implications, and strategies to improve usability.
About the journal
K Mohamed Jasim, A Malathi, Does Surgical Robot Know What It’s Doing? Understanding Patient Fear and Anxiety, International Journal of Human–Computer Interaction, Jun 2024
Robot-assisted surgery (RAS) is a fast-emerging area of medicine that offers numerous benefits compared to conventional open surgery. Nevertheless, certain patients may encounter fear and anxiety over robot-assisted surgery as a result of several circumstances. This study sought to examine the underlying factors contributing to fear and anxiety in patients who underwent robot-assisted surgery and to propose implications to alleviate such emotions. The study used a qualitative research design, collecting data via 25 semi-structured interviews with individuals who have undergone RAS for various ailments. The interviews were transcribed and examined using text analysis techniques. The primary factors contributing to fear and anxiety encompass a lack of knowledge and understanding regarding RAS, uncertainty about the outcome of surgery, loss of control, and exposure to strange instruments(robots). The data analysis revealed five primary themes: robot-assisted procedures, robotic arms, smaller incisions and recovery time, idea of technology role, and cutting edge. This study provides practical and valuable information about the adoption of robot-assisted surgery in surgical encounters. This study deepens our understanding of the factors that contribute to fear and anxiety resulting from interactions with surgical robots, while also broadening the scope of research on surgical robots. The healthcare providers can perform preoperative psychological evaluations to identify patients with a heightened susceptibility to anxiety and fear. Moreover, providing psychological assistance or therapy, and instructing patients on relaxation techniques and mindfulness practices help them to effectively cope with anxiety prior to and following surgical procedures.
About the journal
Mustafeed Zaman, Prof Rajibul Hasan, Tan Vo-Thanh, Riad Shams, Mizan Rahman, K Mohamed Jasim, Adopting the metaverse in the luxury hotel business: a cost–benefit perspective, International Journal of Contemporary Hospitality Management, Jun 2024
Purpose This study aims to examine the perceived values of the metaverse when adopting it in the luxury hospitality business. Based on the cost–benefit perspective, this research provides solid theoretical contributions and actionable managerial recommendations. Design/methodology/approach An exploratory sequential mixed-method design was used. For the qualitative phase, 21 hotel managers and 24 hotel guests (who often stay in four-star and five-star hotels and resorts) were interviewed after showing them a series of videos about using the metaverse in the hotel business. Based on the results of the qualitative phase, the analytic hierarchy process method was used, and 476 valid questionnaires were analyzed. Findings The results highlight the perceived benefits (personalized services, immersive experience and positive brand image) and costs (lack of human touch, time and effort and security and privacy) of metaverse adoption for hotel managers and their guests. In addition, the study determines the weight of each value attribute of metaverse adoption for each travel stage (pre-travel, during travel and post-travel). Practical implications Regarding metaverse adoption, the research offers practical suggestions for luxury hotels. For instance, the cost of equipment and the time and effort required are perceived costs of metaverse adoption. To address these challenges, hotels may offer free equipment (e.g. VR headsets) and training to their guests to stimulate the use of the metaverse. Originality/value This study addresses a gap in the literature by presenting a conceptual framework for examining metaverse adoption in the luxury hotel scenario. Unlike using conventional models like the technology acceptance model or the unified theory of acceptance and use of technology to investigate a technology’s adoption, this study stands out by unraveling the topic through the lens of value proposition. The latter often comes from an efficient value co-creation process, which is indeed shaped by an adequate appreciation of the congruence of perceived values (i.e. perceived benefits and costs) of metaverse from hotel manager and guest perspectives.
About the journal
S Jerrin Issac Sam, K Mohamed Jasim, Diving into the technology: a systematic literature review on strategic use of chatbots in hospitality service encounters, Management Review Quarterly, Apr 2024
Chatbots have become widely used in hotels, restaurants, and related industries. This study presents a systematic literature review (SLR) of research papers that investigate the use of chatbots in restaurants, hotels, and related services. The Scopus and Web of Science databases are utilized to ascertain the pertinent research publications concerning the utilization of chatbots in the domains of hotels, restaurants, and tourism (N = 48) from 2019 to 2023. The review has adhered to the TCM framework and using the SPAR-4-SLR protocol. The work has identified multiple theme areas and theoretical influences, and has also outlined potential avenues for future research fronts and propositions. This review aims to provide guidance for future studies focusing on the research questions and theoretical influences related to service bots in the hospitality industry. The existing research on the utilization of chatbots in the context of restaurants and hotels is very scarce. Therefore, this systematic literature review aims to offer a thorough and all-encompassing overview of this particular domain. This study will enhance the existing knowledge base and facilitate future research on the application of chatbots in various service areas.
About the journal
Weng Marc Lim, K Mohamed Jasim, Madhumita Das, Augmented and virtual reality in hotels: Impact on tourist satisfaction and intention to stay and return, International Journal of Hospitality Management, Jan 2024
Augmented reality (AR) and virtual reality (VR) have emerged as transformative technologies, revolutionizing the way tourists engage with hospitality service providers. A prime application is facilitating hotel bookings. Employing quantitative methods, this study establishes and validates a conceptual model that deciphers tourists’ inclinations towards hotel reservations and returns via AR and VR. Findings indicate that the perceived ease of use, innovativeness, and usefulness of AR and VR positively influence tourists’ satisfaction, driving them to embrace these technologies for hotel bookings. While there might be underlying concerns about associated risks, these risks do not significantly deter repeat visits. Consequently, this study illuminates the immense potential of AR and VR in elevating tourist experiences and promoting revisits. Hoteliers and marketers are advised to leverage these findings, fine-tuning their strategies to synchronize with this tech evolution and cater to evolving tourist expectations.
About the journal
W Shabeena Shah, Zakaria Elkhwesky, K Mohamed Jasim, Esraa Fayez Youssif Elkhwesky, Fady Fayez Youssif Elkhwesky, Artificial intelligence in healthcare services: past, present and future research directions, Review of Managerial Science, Jun 2023
Academics and practitioners are paying increasing attention to service automation and taking advantage of the tremendous opportunities offered by artificial intelligence (AI). The requirement to deliver effective services has greatly increased interest in this topic. In the current study, we examined how AI is being used in healthcare. We searched the Scopus database for articles to obtain a thorough understanding of current research on AI in healthcare. After excluding articles not closely related to the topic, 190 articles (from 1992 to May 2022) were selected for in-depth analysis. This study provided a bibliometric analysis of the co-occurrence of keywords, citations, co-citations, bibliographic links, and number of publications. We identified under-researched areas in the field of AI in healthcare and highlighted important directions for future research.
About the journal
A Malathi, K Mohamed Jasim, Why purchase generic medicine? A theory of planned behavior perspective, Global Business and Organizational Excellence, Jul 2023
The use of generic drugs reduces healthcare expenditures, especially for those of lower socio-economic status. This research employs a descriptive research design and utilizes a cross-sectional survey to investigate the behavioral intention of patients toward generic medicines, supported by the theory of planned behavior. A structured instrument was used to gather data from 410 respondents who were aware of and consuming generic medicines. A structural equation modeling (SEM) analysis was performed with the semopy library in Python programming. The results demonstrate that all the constructs, namely, attitude, subjective norm, and perceived behavioral control in relation to buying generic medicines, have a significant relationship with behavioral intention to purchase generic medicines. Among all three constructs, perceived behavioral control has the strongest link with behavioral intention. Furthermore, family monthly medical expenses moderate the relationship between all three constructs of planned behavior and behavioral intention. This study could help healthcare professionals and policymakers to understand consumer intention and design information and educational programs accordingly to increase the awareness and usage of generic medicines. The outcome indicates that consumers prefer to purchase generic medicines due to the similar active ingredients, dosage, side effects, and effectiveness, as well as the low cost compared to branded ones.
About the journal
A Malathi, K Mohamed Jasim, Validating the relationship between service quality, patient sensitivity and experience towards medical applications using SERVQUAL, International Journal of Medical Informatics, Nov 2022
Background The quality of the patient experience has become one of the key pillars of service in the healthcare industry. Positive word-of-mouth, higher retention, and loyalty to healthcare providers are all influenced by a good and positive patient experience. This study was proposed to examine the relationship between service quality of medical apps, patient sensitivity, and patient experience. Methods Data were gathered from a sample of 387 respondents utilising medical applications to access various services. A few standardised questionnaires, including SERVQUAL, were used to collect the data. Python programming was used to perform the collected data's structural equation modelling (SEM) analysis. Results The findings show that there is a significant impact of service quality of medical apps on patient sensitivity and patient experience and also patient experience has a strong and positive relationship with patient sensitivity. Conclusion The research results indicate that patients prioritised service quality factors like reliability, tangibility, empathy, responsiveness and assurance when selecting services from medical applications.
About the journal
Conference Presentation
- Human-AI Cognitive Divide: An Empirical Investigation, International Conference on Information Systems (ICIS) 2024 | An AIS Conference