Dr Joe Hazzam

Senior Lecturer

Digital, Tech, Innovation & Business

I am an enthusiastic and motivated marketing scholar interested in making contributions to both theory and practice. Currently, I am the course leader of the BSc(Hons) Digital and Social Media Marketing, a senior lecturer and researcher in digital marketing at Staffordshire University in United Kingdom.

I have four years of teaching experience in higher education, in the areas of marketing and business at both undergraduate and postgraduate levels. My academic teaching and research interests are augmented by eighteen years of practical marketing experience, focusing on strategic and digital marketing.

My scholarly interests are broadly within the field of social media and digital marketing. I am particularly interested in the development of digital and social media marketing capabilities that may play a role in improving SMEs market and financial performance. Other areas of interest are customer and student online engagement, and consumers’ decision-making in service marketing.

My research portfolio includes several research papers published in the top-tier marketing/business journals such as Journal of Strategic Marketing, Journal of Marketing Theory & Practice, Computers and Education & Young Consumers among others.


Professional memberships and activities

  • CABS Member of the American Association of Marketing
  • Member of the Australian Marketing Institute, member ID 61149443 Certified Practicing Marketer
  • Certified Practicing Marketer, Australian Marketing Institute, Credential ID 37402317 https://certificates.ami.org.au/joehazzam
  • Digital Marketing: customer engagement, social media, planning & analytics, Columbia Business School https://certificates.emeritus.org/JoeHazzam
  • Fellow AdvanceHE (FHEA) , Fellowship reference PR268842 Certified Management & Business Educator

Academic qualifications

  • PhD – International marketing capabilities in the digital age: the role of social media technologies and firm cultural intelligence, The British University in Dubai, UAE
  • MBA in Business Marketing, American University of Technology, Lebanon
  • PgCHPE, Staffordshire University, UK 
  • BSc in Biochemistry, The Lebanese University, Lebanon


  • Data analysis using SPSS and AMOS statistical packages
  • Structural equation modelling and multi-group moderation analysis
  • Search engine marketing including search engine optimisation and pay per click search and display google campaigns
  • Social media campaigns including Facebook business manager and LinkedIn.
  • Email campaigns using Mailchimp and constant contact.
  • Website optimisation using WordPress content management system.

Research interests

  • Digital and social media marketing capabilities
  • Organisational and individual cultural intelligence in international marketing
  • Social media marketing and customer engagement
  • consumers’ decision-making in service marketing
  • Student online engagement

Enterprise and commercial interests

  • Designed and delivered the Digital Marketing Professional course supporting 38 entrepreneurs and marketing practitioners to develop and execute digital marketing strategies including SEO, PPC search and display campaigns, social media and email campaigns.
  • Co-organise and invite industry leaders to the employer forums providing internship opportunities and career advice to the students.
  • Develop and organise entrepreneurship and innovation competition for high school students in collaboration with industry leaders and entrepreneurs.
  • Designed and delivered more than 10 Social Media Strategy Masterclasses to more than 200 SMEs in Stoke-on-Trent & Staffordshire



  • Marketing and Digital Communications
  • Social Media and Content Planning
  • Social Media Strategy Marketing in the Business Environment 
  • Digital Marketing techniques 


  • Management of a Digital Marketing Project
  • Contemporary Digital Marketing Strategy
  • Digital Marketing Decisions


Hazzam J. & Wilkins S. (2023). The influences of lecturer charismatic leadership and technology use on student online engagement, learning performance, and satisfaction, Computers & Education, https://doi.org/10.1016/j.compedu.2023.104809 Ibrahim, B., Aljarah, A., Hazzam, J., Elrehail, H., & Qalati, S. A. (2023).

Investigating the Impact of Social Media Marketing on Intention to Follow Advice: The Mediating Role of Active Participation and Benevolence Trust. FIIB Business Review. https://doi.org/10.1177/23197145221147991 Wilkins, S., Butt, M. M., Hazzam, J., & Marder, B. (2023).

Collaborative learning in online breakout rooms: the effects of learner attributes on purposeful interpersonal interaction and perceived learning. International Journal of Educational Management. https://doi.org/10.1108/IJEM-10-2022-0412 Hazzam, J., Wilkins, S., & Strong, C. (2022).

The impact of social media technologies on organization cultural intelligence and new product development in international markets. Cross Cultural & Strategic Management, https://doi.org/10.1108/CCSM-03-2022-0046 Wilkins, S., Hazzam, J., & Ireland, J. (2022).

Servicescape in transnational higher education: the effects of campus design, physical environment and facilities on student experience and satisfaction. Journal of Marketing for Higher education, https://doi.org/10.1080/08841241.2022.2139792 Hazzam, J. (2021).

The moderating role of age on social media marketing activities and customer brand engagement on Instagram social network. Young Consumers, https://doi.org/10.1108/YC-03-2021-1296 Hazzam, J., & Wilkins, S. (2021).

International marketing capabilities development: the role of firm cultural intelligence and social media technologies. Journal of Marketing Theory and Practice, DOI:10.1080/10696679.2021.1946409 Wilkins, S., Hazzam, J., & Megicks, P. (2021).

Consumers’ propensity for rollover service contracts: the influences of perceived value, convenience and trust on service loyalty. Journal of Strategic Marketing, 1-16, DOI:10.1080/0965254X.2021.1946127 Wilkins, S., Hazzam, J., & Lean, J. (2021).

Doctoral publishing as professional development for an academic career in higher education. The International Journal of Management Education, 19(1), DOI: 10.1016/j.ijme.2021.100459 Sajwani, Z.S., Hazzam, J., Lahrech, A. & Alnuaimi, M. (2021).

A strategy tripod perspective on merger effectiveness in the higher education industry: the mediating role of future foresight. International Journal of Educational Management, 35(5), 925-942. https://doi.org/10.1108/IJEM-11-2020-0525 Hazzam, J., & Lahrech A. (2018).

Health Care Professionals’ Social Media Behavior and the Underlying Factors of Social Media Adoption and Use: Quantitative Study. Journal of Medical Internet Research, 20(11). DOI: 10.2196/12035.

External profiles

in the UK for Quality Education

Sustainable Development Goal 4, Times Higher Education Impact Rankings 2023

for Career Prospects

Whatuni Student Choice Awards 2023

for Facilities

Whatuni Student Choice Awards 2023

for Social Inclusion

The Times and The Sunday Times Good University Guide 2023

of Research Impact is ‘Outstanding’ or ‘Very Considerable’

Research Excellence Framework 2021

of Research is “Internationally Excellent” or “World Leading”

Research Excellence Framework 2021

Four Star Rating

QS Star Ratings 2021