Mr. S. M. Nafiz Rayun
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Representative Publications
View All Publications26 July 2024
Book Chapter
Muhammad Abdus SalamS. 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.
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.
29 May 2026
Book Chapter
S. M. Nafiz RayunMuhammad Abdus SalamVLVai Shiem Leong
Vai Shiem Leong
WIWaziha Islam
Waziha Islam
Mohammad SahabuddinCDChandra Das
Chandra Das +2
The rapid rise of deepfake technologies has fundamentally challenged the reliability of digital information, raising urgent questions about who controls data, identity, and truth in the global data economy. This chapter analyzes deepfakes as a governance problem that reshapes power across digital systems. Using the Data Technology Platform Governance model, it explains how synthetic media operates through interconnected layers of data, artificial intelligence, platforms, and governance structures. The chapter argues that existing regulatory approaches remain fragmented and reactive, struggling to address the transnational and scalable nature of synthetic media. It highlights key risks, including violations of privacy, manipulation of digital identity, and erosion of trust in democratic processes. The chapter also examines emerging forms of resistance and concludes by emphasizing the need for coordinated and adaptive governance strategies that balance innovation with the protection of rights and public trust.
23 June 2026
Book Chapter
S. M. Nafiz RayunDeepfake technologies pose a growing socio-technical threat to global tourism by enabling hyper-realistic synthetic media that manipulates travelers' perceptions and decisions. Using GANs, diffusion models, and accessible AI tools, scammers impersonate hotels, airlines, authorities, and influencers, weakening trust across booking platforms, the sharing-economy, and digital marketing. This chapter examines how deepfakes exploit tourism's vulnerabilities, including reliance on visual media, anticipatory consumption, and emotional decision-making. It outlines threat types such as identity impersonation, vishing, experiential fabrication, crisis deception, influence distortion, and emerging AI fraud. The chapter also analyzes cognitive, emotional, and structural weaknesses that heighten tourist exposure and highlights governance gaps that allow deception to grow. It reviews advances and limits in detection, authentication, watermarking, and blockchain provenance, and proposes a human–AI–organizational co-governance model to strengthen resilience.
30 July 2026
Book Chapter
WIWaziha Islam
Waziha IslamS. M. Nafiz RayunSCSadiul Alam Chowdhury
Sadiul Alam ChowdhuryMMMd Rasel Mia
Md Rasel MiaRIRaji Adewumi Ismaheel
Raji Adewumi Ismaheel
The rapid development of artificial intelligence (AI) is reshaping modern brand communication, particularly in digital and data-driven environments. Integrated Brand Communication (IBC) provides a strategic framework for delivering consistent brand messages across multiple platforms and stakeholder groups. This study examines AI as a strategic enabler of IBC by enhancing data integration, personalization, and real-time communication management. Drawing on literature from marketing, brand management, and AI - it explains how technologies such as machine learning, natural language processing, and generative AI support automated content creation, predictive analytics, and adaptive communication strategies. It further highlights challenges related to AI adoption, including over-automation, algorithmic bias, and privacy concerns. It also emphasizes responsible AI governance and human-AI collaboration to strengthen integrated brand communication in the digital age.
About Me
I am currently working as a Lecturer in the Department of Business Administration at the University of Science and Technology Chittagong (USTC). In addition to my teaching responsibilities, I also serve as a Research Assistant and Teaching Assistant in the Department of Management Information Systems, where I contribute to academic research activities, assist in teaching, and guide students in research and thesis work.
I completed my BBA in Management Information Systems from Noakhali Science and Technology University (NSTU) with a CGPA of 3.77 out of 4 in May 2024, and later earned my MBA from the same department with a CGPA of 3.92 out of 4 in October 2025. I have been actively involved in academic research for over four years. My research work received the Best Paper Award at the International Conference on Business, Economics, and Finance (ICBEF) 2023, and I also received the Best Presenter Award at the International Conference on Embracing Industry 4.0 for Sustainable Business Growth (EISBG 2024). Additionally, I won the Best Poster Presentation Award and Best Proposal Award in the Research Project Contest 1.1 organized by NSTU Research Society in 2025.Alongside my academic work, I have been actively engaged in student leadership and volunteer activities, serving as a prominent member of NSTU Research Society, NSTU Model United Nations, Red Crescent Society Chittagong, and LEO Club Chittagong.