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, who earned his Ph.D. in Marketing from the University of Otago, serves as an Assistant Professor at Zayed University. His expertise spans teaching subjects like Innovation Management and Consumer Behavior. His research is particularly focused on augmented reality, value co-creation, and the incorporation of technology into marketing. His contributions to the field are noteworthy, with publications in esteemed journals such as 'Computers in Human Behavior', 'Psychology & Marketing', and 'Journal of Retailing and Consumer Services'.

In addition to his academic research, Dr. Saifeddin is a certified LEGO® SERIOUS PLAY® facilitator, a role that underscores his innovative pedagogical approach. He is also a Fellow of the Higher Education Academy (FHEA), an accolade that speaks to his commitment to educational excellence and professional growth within the academic community. At Zayed University, he continues to enhance the academic environment through a teaching approach that blends theoretical knowledge with real-world marketing applications.


Dubai Academic City, E-L2-043


+971 4 402 1397

Teaching Areas

Marketing, Innovation, Entrepreneurship

Research and Professional Activities

Alimamy, S., Chylinski, M., Deans, K. R., & Gnoth, J. (Forthcoming) Revealing the essence of value‐in‐being: A Heideggerian paradigm of value co‐creation. Psychology & Marketing.

Alimamy, S., & Kuhail, M. A. (2023). I will be with you Alexa! The impact of intelligent virtual assistant's authenticity and personalization on user reusage intentions. Computers in Human Behavior, 107711.

Nadeem, W., Alimamy, S. (2023) 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.

Hilken, T., Keeling, D. I., Chylinski, M., de Ruyter, K., Golf Papez, M., Heller, J., ... & Alimamy, S. (2022). Disrupting marketing realities: A research agenda for investigating the psychological mechanisms of next‐generation experiences with reality‐enhancing technologies. Psychology & Marketing.