Assistant Professor

2018, PhD in Marketing, University of Otago
2012, Master of Entrepreneurship, University of Otago
2009, Bachelor of Business Administration, American University of Sharjah


Dr. Saifeddin Alimamy is Assistant Professor at Zayed University. He holds a Ph.D. in Marketing and a Master of Entrepreneurship from the University of Otago, New Zealand. A certified LEGO® SERIOUS PLAY® Facilitator and a Fellow of the Higher Education Academy (FHEA), Dr. Saif employs rich, applied, and innovative learning experiences for his students. Dr. Saif has previously held roles in the education industry, as an instructor, researcher, and supervisor. Dr. Saif’s research interests lie in the inter-disciplinary area of marketing, innovation, and entrepreneurship. His research focuses on the role of technology on marketing outcomes. Specifically, Dr. Saif’s empirical and conceptual work has investigated the role of extended reality (augmented, virtual, and mixed reality) on value co-creation. Dr. Saif is focused on producing theoretical and managerially relevant studies that contributes to services and digital marketing.


Dubai Academic City, E-L2-043


+971 4 402 1397

Teaching Areas

Digital marketing, Customer journey, Metaverse, Extended reality, Services marketing

Research and Professional Activities

Nadeem, W., Alimamy, S. (Forthcoming) Navigating through difficult times with ethical marketing: Assessing consumers' willingness-to-pay in the sharing economy. Journal of Retailing and Consumer Services, 70, 103150,

Alimamy, S., Shin, D., & Nadeem, W. (2022). The influence of trust and commitment on free-to-play gamers co-creation intentions. Behaviour & Information Technology, 1-18.

Alimamy, S., & Gnoth, J. (2022). I want it my way! The effect of perceptions of personalization through augmented reality and online shopping on customer intentions to co-create value. Computers in Human Behavior, 128, 107105.

Alimamy, S., & Al-Imamy, S. (2021). Customer perceived value through quality augmented reality experiences in retail: The mediating effect of customer attitudes. Journal of Marketing Communications, 1-20.

Alimamy, S., & Nadeem, W. (2021). Is this real? Cocreation of value through authentic experiential augmented reality: the mediating effect of perceived ethics and customer engagement. Information Technology & People.