ACU Researcher

Associate Professor Syed Muhammad Fazal-e-Hasan

Associate Professor
Peter Faber Business School

Areas of expertise: marketing; consumer beahviour; positive emotions; AI analytics and digital marketing interventions

Phone: +61 2 9739 2191, +61 4 5065 8064

Email: [email protected]

Location: ACU North Sydney Campus

HDR Supervisor accreditation status: HDR Supervisor (Full)

Associate Professor Syed Muhammad Fazal-e-Hasan has over 10 years of research, entrepreneurship and industry experience focusing on positive emotions and digital marketing and their impact on well-being, community motivation, and behaviour change. Syed has published more than 40 papers in A/A* journals. Through his work in positive emotions and digital marketing research, he has engaged with communities to enhance the well-being of more than 1200 families worldwide. Dr Syed has led several large-scale research and community projects in Australia, the United States, and South Asia. Dr Syed has received multiple awards from various communities and governments, including the Northern Territory Community Engagement Award, Hussainya Las Vegas, US, and ACU Vice-Chancellor's Excellence Award for Community Engagement. His grants exceed $ 1.1 Million. His projects primarily target behavioural change, leveraging AI, digital marketing and analytics interventions. Notable initiatives include promoting smoking cessation, reducing food waste, combating gambling issues, and enhancing the well-being of asylum seekers and migrants.

Select publications

Knowledge workers’ trust and reception of generative AI’s advice in complex tasks     
A Amrollahi, J Yang, SM Fazal-e-Hasan, B Badreddine
International Journal of Information Management 88, 103031

How tourists' negative and positive emotions motivate their intentions to reduce food waste
SM Fazal-e-Hasan, G Mortimer, H Ahmadi, M Abid, O Farooque,...
Journal of Sustainable Tourism 32 (10), 2039-2059

Examining Human Interactions with Smart Retail Technology: A Hybrid SEM-fsQCA Investigation
SM Fazal-e-Hasan, G Mortimer, S Adapa, M Adil, SB Makam, M Sadiq,...
International Journal of Human-Computer Interaction

From traditional to transformed: Examining the pre-and post-COVID consumers' shopping mall experiences
G Mortimer, MLO Andrade, SM Fazal-e-Hasan
Journal of Retailing and Consumer Services 76, 103583

The path to game-day attendance runs through sports fan rituals
SM Fazal-E-Hasan, L Neale, H Sekhon, G Mortimer, I Brittain, J Sekhon
Journal of Business Research 137, 308-318

The role of green innovation and hope in employee retention
SM Fazal-e-Hasan, H Ahmadi, H Sekhon, G Mortimer, M Sadiq,...
Business Strategy and the Environment 32 (1), 220-239

Projects

Project 1) The role of AI, positive emotions such as hope, resilience and gratitude in behavioural change

Project 2) The role of positive emotions in digital marketing and analytics outcomes

Project 3) The role of positive emotions in healthcare consumers' and cancer patients' well-being and life expectancy

Project 4) The role of positive emotions, AI, digital marketing and big data in improving Indigenous populations' well-being

Project 5) The role of AI and positive emotions in the circular economy

Project 6) The role of positive emotions, digital marketing and big data in improving migrants' well-being

Project techniques: Experiments, Surveys, SLRs, LDA, Saturation analysis, Cluster analysis, Neurotracking.

If you are interested in participating in these projects as a potential PhD or MPhil student and have some publications in A/A*Q1 journals, contact me at [email protected]

Awards

• Faculty Teaching and Learning Innovation Award 2022

• Faculty Teaching and Learning Innovation Award 2021

• Vice Chancellor Community Engagement Award 2020

Grants 

• 2024 Veterans' Entrepreneurial Education, Department of Veterans AUS$325000

• 2023 Faculty of Law and Business Teaching Innovation Award N/A

• 2023 Peter Faber Business School Funding, Research Engagement Grant, Australian Catholic University AUS$27,000

• 2021 Vice-Chancellor Excellence Award for Community Engagement and Medal AUS$500

• 2021 Faculty of Law and Business Teaching Innovation Award N/A

• 2020 Peter Faber Business School Funding, Research Engagement Grant, Australian Catholic University AUS$ 2,000

• 2019 Peter Faber Business School Funding, Emotional Characteristics of an Entrepreneurial Mindset, Australian Catholic University AUS$ 5,000

• 2018 Co-Investigator, John Alwright Fellowship and Leadership Programme (JAFeL), University of New England AUS$ 749,000

• 2018 Creativity, Culture and Society Steering Committee, the University of Tasmania, with a matching grant of the University of Western Sydney, Cancer Research Grant AUS$ 28,000

• 2017 Tasmanian School of Business and Economics Small Research Grant AUS$ 5,800

• 2017 Tasmanian School of Business and Economics Small Research Grant AUS$ 5,000

• 2016 Tasmanian School of Business and Economics Small Research Grant AUS$ 3,7000

• 2015 School of Advertising, Marketing and Public Relations R&D grant AUS$ 4,500

• 2014 School of Advertising, Marketing and Public Relations T&L grant AUS$ 6,500

• 2015 Fellowship of the Higher Education Academy AUS$ 1,500

• 2014 Australian Seafood CRC Grant AUS$ 55,000

• 2008 COMSATS University Postgraduate Research Award AUS$ 5,000

• 2005 Govt. College University Pakistan, A private sector grant for the establishment of a block for the Management Sciences Department AUS$ 250,000

Appointments and Affiliations

Faculty Level Roles

• Head of Marketing and Entrepreneurship Department, PFBS (2023-2025)

• Acting Associate Dean Research and Enterprise, FLB, ACU (2022-2023)

• Lead Cluster Digital Marketing and Analytics, consumer behavior and social marketing and Innovation (2021-Current)

• ACU Research Integrity Advisor (2021-Current)

• Academic Panel Member- Australian Marketing Institute Accreditation (2022)

• Postgraduate Coordinator (2020-2021)

• Research Coordinator (2019-2020)

University-Level Roles

• Advisor and Business Lead at Blacktown Campus of ACU (2020-Current).

• Promotion Committee Member (2021-2023)

• Member of ECR Advisory Committee (2022-Current)

• Member of Aboriginal and Torres Strait Islander Research Committee (2022-Current)

Leadership Roles in Community Organisations

(Internal)

• Director of Academy of Global Impact and Leadership through Ethics (AGILE) ACU (2023-Current)

• Leadership Roles in Community Organisations

(External)

• Director, Khadija Business Network (2025-Current)

• Director of Peak Solution Colleges (2018-Current)

• Director, Peak Alma American School System (2018-Current)

• Director, Saviour Medics Australia (2020-Current)

• Director, Member of Orphan Welfare Foundation Australia (2021-Current)

Editorial roles

• Frontiers In Psychology

• Sustainability

International journal review panels

• European Journal of Marketing

• Journal of Retailing and Consumer Service

• Journal of Consumer Behaviour

• Journal of Sustainable Tourism

• And many others

Public engagement

• I have over ten years of community engagement experience.

• I have undertaken large-size national community engagement projects in Brisbane, Canberra, Sydney, Northern Territory, Melbourne, Armidale, and Tasmania.

• I have done community engagement work in Las Vegas and Lost Angles.

• I have also done community engagement work for First Nations, migrants, asylum seekers, and Orphans.