Abdullah, Muhammad, Farooq, Muhammad Umar ORCID: https://orcid.org/0000-0002-3744-3230 and Bowen, Gordon (2026) Enhancing Online Consumer Experience: The Role of Augmented Reality in E-Commerce. In: 2026 GBATA readings book. Global Business and Technology Association, pp. 1-11

Adjei, Bismark, Farooq, Muhammad Umar ORCID: https://orcid.org/0000-0002-3744-3230 and Bowen, Gordon (2026) The effect of Instagram and TikTok as a social media tool on impulse purchase: a case study of Gen Z in Ghana. In: 2026 GBATA readings book. Global Business and Technology Association, pp. 12-24

Abidemi, Aboyewa Atinuke, Farooq, Muhammad Umar ORCID: https://orcid.org/0000-0002-3744-3230 and Bowen, Gordon (2026) Exploring The Effectiveness of Influencer Marketing in Building Brand Loyalty Among Gen Z Consumers. In: 22nd CIRCLE International Conference 2026: NextGen Business: Sustainability & Digitalisation, 8-11 Apr 2026, Jan Wyzykowski University, Polkowice, Poland.

Allegakoen, James Richard Daniel, Farooq, Muhammad Umar ORCID: https://orcid.org/0000-0002-3744-3230 and Bowen, Gordon (2026) Investigating the Termination of Third-Party Cookies: Strategic and Ethical Implications for Marketers. In: 22nd CIRCLE International Conference 2026: NextGen Business: Sustainability & Digitalisation., 8-11 Apr 2026, Jan Wyzykowski University, Polkowice, Poland.

Yaa Dufie Nyantakyi, Sandra and Farooq, Muhammad Umar ORCID: https://orcid.org/0000-0002-3744-3230 (2024) Generative AI in digital marketing for SME's in London: capabilities, limitations and future implications. In: 2024 GBATA Readings Book. Global Business and Technology Association, pp. 551-559

Akinpelu, Adebowale and Farooq, Muhammad Umar ORCID: https://orcid.org/0000-0002-3744-3230 (2024) The impact of sustainable lean practice on project timelines and performance on construction sites in the UK: a review of existing literature to decipher broader dimensions. In: 2024 GBATA Readings Book. Global Business and Technology Association, pp. 1-11

Comanoiu, Ana-Maria-Bianca and Farooq, Muhammad Umar ORCID: https://orcid.org/0000-0002-3744-3230 (2021) AI-Driven Digital Marketing: Samsung's Strategic Approach to Dominating the Tech Market. Journal of Innovation and Business Management, 2 (1).

Comanoiu, Ana-Maria-Bianca and Farooq, Muhammad Umar ORCID: https://orcid.org/0000-0002-3744-3230 (2021) Strategic Synergy: Leveraging Big Data and Information Systems for Competitive Advantage in the Digital Age. Journal of Innovation and Business Management, 2 (1).