Faculty’s Research Featured in Forbes

By Dana K. Haffar

A paper co-authored by AKSOB’s Associate Professor of Marketing Zahy Ramadan has been featured in Forbes Middle East. The study – published by Marketing Intelligence & Planning – defines the key components of a computer-generated influencer’s (CGI) identity and analyzes the ensuing relationship between the CGI and its digital environment. The paper is said to “contribute a seminal work in the field of virtual influencers.”