Muhammad Ashfaq

School: The Business School
Department: Business Innovation
Position: Research Fellow
Location: RMIT Saigon South
ORCID: 0009-0006-6357-2980

I am a Research Fellow at The Business School, RMIT, Vietnam. In 2022, I completed a post-doctoral fellowship from the College of Management, Shenzhen University, China. In 2020, I obtained my PhD in Marketing from the School of Business Administration, Dongbei University of Finance and Economics, China. 

  • PhD

  • Digital Marketing

  • Consumer Behavior
  • Human – technology Interaction
  • Technology Adoption
  • Digital Marketing
  • Sustainability

  • Ashfaq, M., Tandon, A., Zhang, Q., Jabeen, F., & Dhir, A. (2023). Doing good for society! How purchasing green technology stimulates consumers toward green behavior: A structural equation modeling–artificial neural network approach. Business Strategy and the Environment (ABDC= A).
  • Ashfaq, M., S, Yu., Y, Liu., & K, Luo., (2023). Usage intensity of mobile instant messengers for work and employees’ anxiety. International Journal of Mobile Communications (SSCI; IF= 1.6).
  • Shahzad, K., Zhang, Q., Ashfaq, M., Zafar, A. U., & Ahmad, B. (2024). Pre- to post-adoption of blockchain technology in supply chain management: Influencing factors and the role of firm size. Technological Forecasting and Social Change (ABDC= A).
  • Zafar, A. U., Shahzad, M., Ashfaq, M., & Shahzad, K. (2023). Forecasting impulsive consumers driven by macro-influencers posts: Intervention of followers' flow state and perceived informativeness. Technological Forecasting and Social Change (ABDC= A).
  • Begum, S., Ashfaq, M*., Asiaei, K., & Shahzad, K. (2023). Green intellectual capital and green business strategy: The role of green absorptive capacity. Business Strategy and the Environment (ABDC= A).
  • Ali, F., Tauni, M. Z., Ashfaq, M., Zhang, Q., & Ahsan, T. (2023). Depressive mood and compulsive social media usage: the mediating roles of contingent self-esteem and social interaction fears. Information Technology & People (ABDC= A).
  • Shahzad, K., Zhang, Q., & Ashfaq, M. (2023). Understanding customer attitudes and behaviors towards drone food delivery services: An investigation of customer motivations and challenges. Journal of Hospitality Marketing & Management (ABDC= A).
  • Shahzad, K., Zhang, Q., Ashfaq, M., & Rehman, S. U. (2023). The role of blockchain-enabled traceability, task technology fit, and user self-efficacy in mobile food delivery applications. Journal of Retailing and Consumer Services (ABDC= A).
  • Shen, J., Liang, H., Zafar, A. U., Shahzad, M., Akram, U., & Ashfaq, M. (2023). Influence by osmosis: social media green communities and pro-environmental behavior. Computers in Human Behavior ((ABDC= A).
  • Ashfaq, M., Zhang, Q., Zafar, A. U., Malik, M., & Waheed, A., (2022). Understanding Ant Forest continuance: effects of user experience, personal attributes, and motivational factors. Industrial Management & Data Systems (ABDC= A).
  • Hamza, A. A., Tandon, A., Ashfaq, M*., & Dhir, A. (2022). Social media celebrities and new world order: What drives purchasing behavior among social media followers? Journal of Retailing and Consumer Services (ABDC= A).
  • Begum, S., Ashfaq, M*., Xia, E., & Awan, U. (2022). Does green transformational leadership lead to green innovation? The role of green thinking and creative process engagement. Business Strategy and the Environment (ABDC= A).
  • Shahzad, K., Zhang, Q., Ashfaq, M. (2022). The acceptance and continued use of blockchain technology in supply chain management: A unified model from supply chain professional’s stance. International Journal of Emerging Markets (ABDC= A).
  • Mónica Ferreira, Sandra Maria Correia Loureiro, Muhammad Ashfaq & Hélia Pereira (2022) Tourist-virtual assistant communication: the power of attachment and authenticity. Anatolia: An International Journal of Tourism and Hospitality Research (ABDC= B).
  • Ashfaq, M., Zhang, Q., Ali, F., Waheed, A., & Nawaz, S. (2021). You plant a virtual tree; we’ll plant a real tree: Understanding users’ adoption of the Ant Forest mobile gaming application from a behavioral reasoning theory perspective. Journal of Cleaner Production (ABDC= A).
  • Ashfaq, M., Yun, J., & Yu, S. (2021). My Smart Speaker is Cool! Perceived Coolness, Perceived Values, and Users’ Attitude toward Smart Speakers. International Journal of Human-Computer Interaction (SSCI; IF= 4.9).
  • Zafar, A, U., Shen, J., Ashfaq, M., & Shahzad, M. (2021). Social media and sustainable purchasing attitude: Role of trust in social media and environmental effectiveness. Journal of Retailing and Consumer.

  • Melbourne-Vietnam collaboration project

  • Scholarship Council Ph.D. research scholarship

  • Postdoctoral researcher, Shenzhen University, China (Dec 2020 – Nov 2022)
  • Senior officer, The University of Lahore, Pakistan (Sep 2016 – Aug 2017)
  • Assistant Manager, Pakistan Telecommunication Company Limited, Pakistan (Dec 2013 – Jan 2016)