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Gomaa Agag

Associate Professor

Nottingham Business School

Staff Group(s)
Department of Marketing


Dr Gomaa Agag is associate professor of marketing at Nottingham Business School. He holds a PhD in Marketing from Plymouth Business School-University of Plymouth. Before joining the PhD programme, Dr Agag worked for 5 years at Menoufia University, as a lecturer in Marketing, involved in delivering and leading serval modules at both under and post graduate levels. He was in the teaching honour roll multiple times and won the best teaching award twice, in 2016 and 2017.

Dr Agag’s research interests focus on several marketing areas including Digital Marketing, how IT are adopted across different markets, and consumers decisions to search and buy products online. This diverse research has appeared in several top marketing academic Journals such as British Journal of Management, Journal of Travel Research, and Tourism Management. His recent projects utilised data collected from some of the most known firms and products, such as Currently he studies the role of Artificial Intelligence in improving firm performance in the tourism and hospitality industry.

Career overview

Dr Gomaa Agag has more than 10 years of experience in academia. Prior to this he worked as a lecturer in Marketing at some universities across different countries such as Egypt, UAE, and the UK. Dr Agag has published high quality articles and has presented several research papers in various international conferences. He holds a PhD, MPhil, PGCE, PGCHE, and BA (Hons) in Marketing. Dr Agag has expertise in qualitative and quantitative data analysis using Structural equation modelling (AMOS & WARPPLS) and fsQCA. He is an associate editor for International Journal of Customer Relationship Marketing and Management. He is a reviewer for some Journals (e.g., Journal of Computers in Human Behaviour, Information Technology& People, and International Journal of Hospitality Management).

Research areas

Gomaa's research interests include:

  • Digital Marketing
  • Business Ethics
  • E-commerce
  • Online retailing
  • Small business enterprises
  • Tourism Marketing

External activity

Dr Agag is involved in a collaborative work with colleagues in other institutions. Gomaa continues to work with external organisations in relation to Digital marketing.


See all of Dr Gomaa Agag's publications...