Suha Salem

Dr Suha Salem

Senior Lecturer

Department of Business Entrepreneurship & Finance , Royal Docks School Of Business And Law

Dr Suha Salem is a Senior Lecturer in Digital Marketing at the Royal Docks School of Business and Law.

Dr Suha plays a multifaceted role that encompasses a wide range of academic and administrative responsibilities. Her primary focus is teaching and research in digital marketing, where she leads the Social Media and Digital Marketing module. Additionally, Dr Suha supervises both master's and PhD students, guiding their research projects and theses with a keen eye for academic rigour and practical relevance.

Her role extends to academic advising, where she provides personalised support and mentorship to students, helping them navigate their academic journeys and career aspirations. Beyond teaching and advising, Dr Suha is an active member of the Business School's Equality, Diversity, and Inclusion (EDI) Committee.

Qualifications

  • PhD
  • MBA
  • BSc
  • FHEA

Areas Of Interest

  • Sustainable consumption
  • Online Consumer behaviour
  • Digital Marketing
  • Branding
Suha Salem

OVERVIEW

Dr Suha began her teaching and academic journey in higher education in 2014 in Malaysia. 
Since 2014, Dr Suha has demonstrated exceptional expertise by teaching and leading over 15 modules within BSc Marketing and MBA programmes. Her approach to education is both creative and innovative, incorporating the latest research and practical applications to ensure her students receive a well-rounded and dynamic learning experience. She is known for her ability to engage students, foster critical thinking, and inspire a passion for marketing and business.

Beyond her classroom achievements, Dr Suha has made significant contributions through mentorship and supervision. She has successfully guided more than 30 masters' students and 2 PhD candidates through their dissertations, providing valuable insights and support throughout their academic journeys. Currently, she is supervising another PhD student in the marketing field at the University of East London, underscoring her ongoing commitment to academic mentorship and the development of future scholars.

External roles

  • External examiner for MBA programme in digital transformation, leadership & strategy offered at Gulf University, Bahrain, 2023.
  • Keynote speaker at the Second International Conference for Human Resources Management (ICHRM) in November 2022.
    Manuscript Review
  • I served as Articles Editor & Reviewer for these journals and conferences:
    • Sage Open
    • Journal of Islamic Marketing
    • Spanish Journal of Marketing
    • Journal of Interactive Advertising
    • The International Journal of Human-Computer Interaction (IJHCI)
    • Journal of Vacation Marketing
    • Australia and New Zealand Marketing Academy Conference (ANZMAC 2017)
    • International Conference on Emerging Technologies and Intelligent Systems.

PUBLICATIONS

Journals

  • Branding fashion through gameplay: the branded gaming and the cool dynamics in the fashion markets. A game-theory approach. Alanadoly, A.B., Salem, S.F. European Journal of Management and Business Economics., 2024. https://doi.org/10.1108/EJMBE-06-2023-0179
  • Driving customer engagement and citizenship behaviour in omnichannel retailing evidence from the fashion sector. Salem, S.F., Alanadoly, A.B. Spanish Journal of Marketing - ESIC., 2023, 28(1), pp. 98–122. https://doi.org/10.1108/SJME-10-2022-0220
  • Immersive gaming in the fashion arena: an investigation of brand coolness and its mediating role on brand equity. Salem, S.F., Alanadoly, A.B., Sulaiman, M.A.B.A. Journal of Research in Interactive Marketing, 2023. 
    https://doi.org/10.1108/JRIM-02-2023-0053
  • Fashion involvement, opinion-seeking and product variety as stimulators for fashion e-commerce: an investigated model based on S-O-R model. Alanadoly, A., Salem, S. Asia Pacific Journal of Marketing and Logistics., 2022, 34(10), pp. 2410–2434. https://doi.org/10.1108/APJML-06-2021-0447
  • Employee Well-Being During COVID-19 Pandemic: The Role of Adaptability, Work-Family Conflict, and Organizational Response. Al-Jubari, I., Mosbah, A., Salem, S.F. SAGE Open., 2022, 12(3).
    https://doi.org/10.1177/21582440221096142
  • The anatomy of non-Muslim consumers’ halal fashion buying behaviour: a quantitative approach
    Tarofder, A.K., Sultana, U.S., Ismail, R., Salem, S.F., Musah, A.A. Journal of Islamic Marketing., 2021, 13(8), pp. 1763–1785. https://doi.org/10.1108/JIMA-05-2020-0156
  • Hijabista willingness to accept premium pricing: an analytical study of the effect of social and self-identity on hijab fashion brands satisfaction. Alanadoly, A.B., Salem, S.F. Journal of Islamic Marketing., 2022, 13(1), pp. 227–245. https://doi.org/10.1108/JIMA-02-2020-0041
  • What drives Malaysian online fashion shopping? The mediating role of perceived value. Salem, S.F., Alanadoly, A.B. Journal of Global Fashion Marketing., 2021, 13(1), pp. 75–89. https://doi.org/10.1080/20932685.2021.1978308
  • Salem, S. F. (2021). Do Relationship Marketing Constructs Enhance Consumer Retention? An Empirical Study Within the Hotel Industry. SAGE Open, 11(2). https://doi.org/10.1177/21582440211009224.
  • Salem, S. F., Ibrahim Al-Jubari, Adnan Aldholay, Abdullah Nabeel Jalal, Ahmed M Mutahar (2021), Covid-19 and Online Learning Engagement: Effects of Internal Crisis Communication, Technology and Social Responsibility, International Conference on Emerging Technologies and Intelligent Systems. https://link.springer.com/chapter/10.1007/978-3-030-82616-1_25
  • Salem, S.F., & Alanadoly, A. (2020). Personality traits and social media as drivers of word-of-mouth towards sustainable fashion. Journal of Fashion Marketing and Management. https://doi.org/10.1108/JFMM-08-2019-0162.
  • Salem, S. F., & Salem, S. O. (2021). Effects of Social Media Marketing and Selected Marketing Constructs on Stages of Brand Loyalty. Global Business Review, 22(3), 650–673. https://doi.org/10.1177/0972150919830863
  • Salem, S.F., & Salem, S.O. (2018). Self-Identity and Social Identity as Drivers of Consumers’ Purchase Intention towards Luxury Fashion Goods and Willingness to Pay Premium Price. Asian Academy of Management Journal, 23, 161-184.
  • Salem, S. F., Tarofder, A. K., & Salem, S. O. (2018). Online Game Playing in Malaysia: The Extension of Experience Theory and the Theory of Planned Behaviour. International Journal of Management and Business Research, 8(3), 251-269.

Conference Papers

  • The Role of Personality Traits on Users’ Continues Intention to Use Mobile Wallet. Salem, S.F., Salleh, K., Shariffudin, N. Proceedings of International Conference on Emerging Technologies and Intelligent Systems: ICETIS, 2022, 299, pp. 419–428.
  • Salem, S. F., (2017). Role of social identity on purchase behaviour, Accepted in proceedings of the 2017 Australia and New Zealand Marketing Academy Conference (ANZMAC 2017).

TEACHING

MBA - Digital Marketing

Become a market business leader in analysis and interpretation of digital data with the MBA in Digital Marketing.

Read more

MODULES

Module leader for social media marketing and digital marketing.

  • Digital Marketing - MK5020
  • Social Media Marketing - MK6021

Publications

The last four years of publications can be viewed below. 

Full publications list

Visit the research repository to view a full list of publications

Research repository