Dr. Waqar Nadeem began working at MIBS, Goodman School of Business during 2021.

Dr. Nadeem has published his research in leading business and marketing journals, including Journal of Business Ethics, Industrial Marketing Management, European Journal of Marketing, Technological Forecasting and Social Change, Journal of Business Research, International Journal of Information Management, Journal of Services Marketing, International Journal of Consumer Studies, Technovation, Information Technology & People, Journal of Retailing and Consumer Services, Behaviour & Information Technology, Journal of Consumer Behavior among others. He is also the recipient of multiple externally funded competitive research grants, including the SSHRC Insight Development Grant. Dr. Nadeem teaches courses both at the undergraduate and master’s level.

Prior to joining Brock University, Dr. Nadeem worked at OBS, Finland. He also worked at a bank (Standard Chartered), and in the automotive sector (YAMAHA).

RESEARCH AREA

AI Marketing; AR/VR and Metaverse Marketing, Digital Services and Experience Marketing, Sharing Economy, Sustainability Marketing, and Marketing Ethics.

SELECTED PUBLICATIONS

Journal Articles

Nadeem, W., Ashraf, A., Khan, H., and Kumar, V. Impact of AI Strategies on Climate-Change Performance: Responsible AI and Crisis Management Perspectives., Technovation, Volume 150, 2026.

Nadeem, W., Ashraf, A., and Hultman, M. Transformative Sustainability Marketing: Catalyzing Sustainable Consumption and Consumer Well-being through Environmental Performance Insights, European Journal of Marketing, July, 2025.

Alimamy, S. and Nadeem, W. Circularity Within Service-Dominant Logic: The Role of Perceived Ethics on Co-Creation in Sharing Economy Platforms, International Journal of Consumer Studies, 2025.

Nadeem, W., Ashraf, A., and Kumar, V. Fostering Consumer Engagement with Sustainability Marketing Using Augmented Reality (SMART): A Climate Change Response, Journal of Business Research, 2025.

Nadeem, W., Alimamy, S., Ashraf, A., and Wang, K. Understanding consumers’ value co-creation and value co-destruction with augmented reality service marketing, Journal of Services Marketing, 2025.

Nadeem, W., Ashraf, A., and Shahid, S. What drives metaverse retail environments (non)usage? A behavioral reasoning theory perspective, Technological Forecasting and Social Change, Volume 212, 2025.

Kumar, V., Ashraf, A., and Nadeem, W. AI-powered marketing: What, where, and how?, International Journal of Information Management, 2024.

Nadeem, W., Alimamy, S., and Ashraf, A. Unraveling the factors that influence connectedness and relationship performance with augmented reality apps, Information Technology & People, 2024.

Nadeem, W. and Salo, J. Does value co-creation matter? Assessing consumer responses in the sharing economy, Information Technology & People, 2023.

Nadeem, W., Alimamy, S., and Ashraf, A. Navigating through difficult times with ethical marketing: Assessing consumers’ willingness-to-pay in the sharing economy., Journal of Retailing and Consumer Services, 2023.

Tseng, H., Nadeem, W., Hajli, M., Featherman, M., and Hajli, N. Understanding consumers' interest in social commerce: the role of privacy, trust and security, Information Technology & People, 2023.

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

Nadeem, W., Tan, T., Tajvidi, M., and Hajli, N. How do experiences enhance brand relationship performance and value co-creation in social commerce? The role of consumer engagement and self-brand connection, Technological Forecasting and Social Change, 2021.

Al-Imamy, S. and Nadeem, W. Is This Real? Co-creation of Value through Authentic Experiential Augmented Reality: The Mediating Effect of Perceived Ethics and Customer Engagement, Information Technology & People, 2021.

Nadeem, W., Juntunen, M., Hajli, N., and Tajvidi, M. The Role of Ethical Perceptions in Consumers’ Participation and Value Co-creation on Sharing Economy Platforms, Journal of Business Ethics, 2021.

Nadeem, W., Juntunen, M., Shirazi, F., and Hajli, N. Consumers’ Value Co-creation in Sharing Economy Platforms: The Role of Social support, Consumers’ Ethical Perceptions and Relationship Quality, Technological Forecasting and Social Change, 2020.

Nadeem, W. and Al-Imamy, S. Do Ethics Drive Value Co-Creation at Digital Sharing Economy Platforms, Journal of Retailing and Consumer Services, Volume 55, 2020.

Nadeem, W., Khani, A., Schultz, C., Adam, N., Attar, R., and Hajli, N. How Social Presence Drives Commitment and Loyalty with Online Brand Communities? The Role of Social Commerce Trust, Journal of Retailing and Consumer Services, Volume 55, 2020.

Hajli, N., Tajvid, M., Gbadamosi, A., and Nadeem, W. Understanding Customer Agility for New Product Success with Big Data Analytics, Industrial Marketing Management, Volume 86, 2020.

Nadeem, W., Juntunen, M., and Juntunen, J. Consumer Segments in Social Commerce: A Latent Class Approach, Journal of Consumer Behavior, Volume 16, Number 3, 2017.

Nadeem, W., Andreini, D., Salo, J., and Laukkanen, T. Engaging Consumers Online through Websites and Social media: Empirical Study of Italian Generation Y Clothing Consumers, International Journal of Information Management, Volume 35, Number 4, 2015.

Conference Proceedings and Presentations

Nadeem, W. From Hype to Engagement: Is Metaverse Retail Still Relevant to Consumers? - 20th Cross-Cultural Research Conference., Merida, Mexico, December, 2025.

Nadeem, W. Understanding Consumer (non) Connectedness to the Metaverse Retail - Academy of Marketing Science Annual Conference, Montreal, Quebec, May, 2025.

Nadeem, W. and Ashraf, A. Fostering Customer Relationship Performance and Connectedness with Augmented Reality Apps. A Mixed Methods Approach - AMS World Marketing Congress, Bel Ombre, Mauritius, June, 2024.

Nadeem, W. and Ashraf, A. Sustainability Marketing and Its Impact on Consumer Well-Being: A Comparative Study Using the Environmental Performance Index - AMA GMSIG, Verona, Italy, May, 2024.

Nadeem, W. SMART: Sustainability Marketing with Augmented Reality - Global Initiative for Governance and Sustainability (GIGS), Hammamet, Tunisia, July, 2023.

Nadeem, W. and Al-Imamy, S. Understanding Augmented Reality Marketing for Value Co-Creation and Brand Relationship Performance - SERVSIG, Glasgow, Scotland, June, 2022.

Nadeem, W., Juntunen, M., and Hajli, N. Consumer’s Participation and Value Co-creation on Sharing Economy Platforms - ANZMAC, Wellington, New Zealand, 2019.

Komulainen, R., Nadeem, W., and Juntunen, J. Click or Not? The Effectiveness of IGBAs in Mobile Games - The 6th International Conference on Marketing, Hanoi, Viet Nam, October, 2018.

Saleem, S. and Nadeem, W. Deal Prone Consumer Buy Compulsively and Deny the Truth: Evidence from Developing Consumer Market - Global Innovation and Knowledge Academy, Valencia, Spain, June, 2018.

Nadeem, W., Cripps, H., and Salo, J. Facebook Commerce: Empirical Study with Young Australian Consumers - ANZMAC, Melbourne, Australia, December, 2017.

Nadeem, W. Facebook Shopping: Friend or a Foe? - Research Fest, Paul Merage School of Business, University of California, Irvine, California, April, 2015.

Iqbal, N., Nadeem, W., and Zaheer, A. Impact of BPR Critical Success Factors on Inter-Organizational Functions: An Empirical Study - International Conference on Business & Globalization (ICBG), Dubai, United Arab Emirates, February, 2015.

Nadeem, W. Examining the Role of Trust, Security and Privacy on Consumers’ Decision Making at Social Networking Sites: Empirical Evidence from Various Countries in the Context of Purchasing Online - American Marketing Association’s (AMA) summer marketing educators’ conference, San Francisco, California, May, 2014.

Komulainen, R., Nadeem, W., Satokangas, S., and Salo, J. Rewarding in Game Banner Ad Clicks with Tangible Incentives - I3E conference, Athens, Greece, April, 2013.

Mäläskä, M. and Nadeem, W. Examining the Nature of an Online Brand Community as a B2B Brand Communication Platform. A Netnographic Analysis of the CISCO LinkedIn Group - Bled-E conference, Bled, Slovakia, June, 2012.