Dr. Muhammad Abdus Salam
Noakhali Science and Technology University, Chittagong, Bangladesh
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Academic Career Length
16Years (2011-Present)
(Calculated once Scilit publication data is synced: current year − year of first publication + 1)
Representative Publications
View All Publications26 July 2024
Book Chapter
Muhammad Abdus Salam
S. M. Nafiz RayunWIWaziha Islam
Waziha Islam
RHRobiul Hasan
Robiul Hasan
EFEgi Arvian Firmansyah
Egi Arvian Firmansyah
Kassim KalinakiArtificial intelligence's rapid advancements are transforming marketing and consumer communication, like shifting from traditional influencers to AI-powered virtual influencers. Despite concerns about cyber-harassment and fraud, optimism prevails as netizens adopt technology. However, this technological advancement has opened numerous opportunities for marketers and practitioners to utilize it optimistically and within legal boundaries. So, it is crucial to synthesize the insights on how deepfake technologies can revolutionize marketing, particularly in enhancing consumer engagement, brand communication, and interaction strategies. Therefore, this chapter provides a comprehensive overview of the potential use of deepfake technologies in consumer marketing, emphasizing the ethical considerations that must be addressed, including transparency, consumer perceptions, and legal frameworks. The Nobel insights in this chapter will facilitate consumers, marketers, practitioners, researchers, and stakeholders, guiding them towards future directions.
28 May 2025 in Journal of Hospitality and Tourism Technology
Journal Article
SRS.M. Nafiz Rayun
S.M. Nafiz Rayun
Muhammad Abdus SalamWIWaziha Islam
Waziha Islam
EFEgi Arvian Firmansyah
Egi Arvian Firmansyah
KKKassim Kalinaki
Kassim Kalinaki
Purpose: This study aims to fill the research gap in the literature by focusing on the factors influencing the adoption of mobile wallets (m-wallets) for cashless transactions in the tourism sector. The tourism industry is striving to transition toward a more stable economy by promoting the adoption of m-wallets and establishing guidelines for the optimal use of digital payment systems. Design/methodology/approach: A modified version of the unified theory of acceptance and use of technology 2 model has been used for this study. Convenience sampling was adopted to collect 647 responses through online surveys via e-mail and social media platforms. Among these, 489 responses were deemed suitable for analysis. The analysis used Smart PLS 3.2.9 and SPSS 27 to create a structural equation model. Findings: The results demonstrate that the tourists’ behavioral intention to adopt m-wallets is highly influenced by performance expectancy and effort expectancy. The research findings contribute to the literature on mobile payments, cashless tourism and technology adoption in the tourism industry. Originality/value: The study’s findings improve tourism sustainability, tourist satisfaction and cashless sustainable tourism approaches. In addition, they provide recommendations for cashless tourism promotion strategies to key stakeholders, including policymakers, m-wallet providers and tourism businesses.
1 December 2023 in Journal of Business and Economic Analysis
Journal Article
Muhammad Abdus SalamS. M. Nafiz RayunVLVai Shiem Leong
Vai Shiem Leong18 July 2025
Book Chapter
S. M. Nafiz RayunMuhammad Abdus SalamWIWaziha Islam
Waziha IslamVLVai Shiem Leong
Vai Shiem LeongGreen FinTech is the intersection of financial innovation and environmental sustainability, helping solve two of the most important challenges of our time: climate change and economic inequality. Using blockchain, AI, IoT, and mobile platform, it facilitates green investments, carbon credit trading and widely access to green finance. Green FinTech enables marginalised communities via microloans, pay-as-you-go solar systems and decentralized energy markets, perfectly aligning with UN SDGs (7, 9, 10, 13). It pays off globally too as seen in the case studies from Kenya (M-Pesa green bonds) to Bangladesh (IDCOL solar programs) and Brazil (Pix carbon trading). Yet, regulatory gaps, risk of greenwashing and the digital divide pose challenges to its scalability. The chapter suggests aligned ESG standards, PSPs, and energy-efficient technologies to help address the problem. Green FinTech provides a roadmap to equitable climate resilience and economic growth by connecting technology and policy with inclusion in the finance.
7 November 2025
Book Chapter
Muhammad Abdus SalamVLVai Shiem Leong
Vai Shiem LeongNMNazlida Muhamad
Nazlida MuhamadThe rise of artificial intelligence-facilitated technologies in the business ecosystems is driving the dynamic adoption of technology to retain the digital consumers. Marketing practices have been greatly influenced by these advanced technologies. However, more recently, the emergence of AI-powered virtual influencers (VIs) is transforming the marketing and consumer engagement prospects, blurring the lines between reality and digital creation. AI-powered VIs are not just a trend; they represent a transformational shift in how brands can interact, communicate, and engage digital consumers. Their importance lies in their flexibility, consistency, cost-efficiency, and deeper integration with the emerging tech ecosystems. Therefore, outlining the differences between virtual influencers and traditional social media influencers, this study demonstrates how the AI-powered VIs are influencing the conventional marketing practices, offering an innovative approach for consumer engagement, brand communications, endorsements, and promotions.
17 October 2024
Book Chapter
Md. Shahriare SatuTYTanzina Yeasmin
Tanzina YeasminMuhammad Abdus SalamAbout Me
Muhammad Abdus Salam, known professionally as “Salam Shadhin,” is an award-winning academic and researcher. He is an Assistant Professor of Management Information Systems (MIS) at Noakhali Science and Technology University (NSTU). His research interests encompass topics related to Human-AI Interaction, AI Commercialization, Digital Engagement, AI-Business Applications, and FinTech. His research advances understanding of artificial intelligence and emerging technologies from commercial, social, and ethical perspectives, emphasizing real-world industry needs, responsible governance, digital literacy, community engagement, and sustainable innovation. His work highlights how the strategic design and deployment of AI and emerging technologies can enhance human–technology interaction, foster consumer trust, and generate transformative value across markets and society.
He was awarded the “Best Paper Award” at the 4th International Conference on Business, Economics, and Finance (ICBEF 2023) held at Universiti Brunei Darussalam, “Best Extended Abstract Award” at the 9th World Business Ethics Forum (WBEF 2025) hosted by City University of Macau, as well as the “PhD Colloquium Award 2025,” organized by the UBD School of Business and Economics (UBDSBE). He is currently pursuing a PhD at the UBDSBE, Universiti Brunei Darussalam (UBD). He has published widely in scholarly journals and proceedings and coauthored several books through broad international research collaborations. Additionall
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