Dr Hamed Azad Moghddam
Casual Academic
Newcastle Business School
- Email:hamed.azadmoghddam@newcastle.edu.au
- Phone:0282626432
Career Summary
Biography
Dr. Hamed Azad Moghddam is a lecturer and course coordinator in marketing and management at Newcastle Business School, specialising in digital marketing, consumer behaviour, and innovation. He holds a PhD in Marketing Management from the University of Newcastle, where he employed a mixed-methods approach to investigate consumers' motivations and engagement behaviours on social media platforms. Dr. Hamed’s research focuses on social commerce, social innovation, and sustainability, examining how emerging technologies—such as livestreaming, virtual reality, augmented reality, and artificial intelligence (AI)—reshape consumer decision-making and drive sustainable consumption. He has secured competitive research grants and published in leading academic journals, including the Journal of Business Research, Journal of Retailing and Consumer Services, Journal of Consumer Marketing, Electronic Commerce Research, Current Issues in Tourism, and International Journal of Information Management. Beyond academia, he collaborates with industry to advance digitalisation in business, exploring the role of technology in digital marketing, entrepreneurship, and sustainable business models. His work promotes the adoption of eco-friendly products and responsible consumption, contributing to Sustainable Development Goals (SDGs), including Decent Work and Economic Growth (SDG 8), Industry, Innovation, and Infrastructure (SDG 9), Responsible Consumption and Production (SDG 12), and Climate Action (SDG 13).
Qualifications
- Doctor of Philosophy, University of Newcastle
- Master of Political Thought in Islam, Allameh Tabatabaei University - Iran
- Certificat IV in Training and Assessment, Australian Adult Learning Institute
Keywords
- Artificial Intelligence (AI)
- Consumer Behaviour
- Digital Marketing
- Emerging Technologies
- Innovation
- Livestreaming
- Mixed Methods (Qualitative and Quantitative)
- Social Commerce
- Social Media Marketing Specialisation
- Sustainability
Languages
- English (Fluent)
- Persian (excluding Dari) (Mother)
Fields of Research
| Code | Description | Percentage |
|---|---|---|
| 350601 | Consumer behaviour | 35 |
| 350605 | Marketing management (incl. strategy and customer relations) | 30 |
| 350706 | International business | 35 |
Professional Experience
UON Appointment
| Title | Organisation / Department |
|---|---|
| Casual Academic | University of Newcastle Newcastle Business School Australia |
Publications
For publications that are currently unpublished or in-press, details are shown in italics.
Book (1 outputs)
| Year | Citation | Altmetrics | Link |
|---|---|---|---|
| 2011 | Azad Moghddam H, 'Globalisation' (2011) |
Conference (8 outputs)
| Year | Citation | Altmetrics | Link | ||
|---|---|---|---|---|---|
| 2026 | Azad Moghddam H, 'Stream Smart: Rethinking Customer Engagement Through AI Livestreaming' (2026) | ||||
| 2025 |
Azad Moghddam H, Hartsuyker S, Campbell A, Azad Moghddam H, 'DARTing Through Live-streaming Commerce!' (2025)
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| 2025 | Azad Moghddam H, 'Understanding Customers’ Perceived Values in Live-Streaming Commerce' (2025) | ||||
| Show 5 more conferences | |||||
Journal article (9 outputs)
| Year | Citation | Altmetrics | Link | ||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|
| 2026 |
Azad Moghddam H, Ahmadi H, Barari M, 'Decoding online brand-related activities: unveiling motivations, experiences, and personality factors in social commerce', Electronic Commerce Research, 26, 1347-1379 (2026) [C1]
This study explores factors shaping consumer online brand-related activities (COBRAs) in social commerce, comprising consumption, contribution, and creation behaviours.... [more] This study explores factors shaping consumer online brand-related activities (COBRAs) in social commerce, comprising consumption, contribution, and creation behaviours. Study 1, using netnography, analysed 578,235 comments on 10 social media brand pages, aiming to establish a theoretical framework for understanding consumer motivations and resulting COBRA behaviours. Study 2, a survey involving 574 consumers, identified that extrinsic and intrinsic motives directly influence COBRA behaviours, independently or through web-based experiences, specifically absorption and overall satisfaction. Consumers' personality traits, particularly their perception of social risk, act as boundary constraints. The findings contribute to marketing communications and segmentation and provide insights for social commerce content marketing and brand management.
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| 2026 |
Azad Moghddam H, Mortimer G, 'Co-created value in live-streaming commerce: Conceptualization, measurement and validation', Journal of Retailing and Consumer Services, 91 (2026) [C1]
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| 2025 |
Azad Moghddam H, Mortimer G, Sigala M, Campbell A, 'Tourism livestreaming and tourist behavioural intentions: a multi-method exploration of platform effects', Current Issues in Tourism (2025) [C1]
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| 2025 |
Azad Moghddam H, Mortimer G, 'Measuring the consumer livestreaming experience: Scale development and validation', Journal of Retailing and Consumer Services, 87 (2025) [C1]
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Open Research Newcastle | |||||||||
| 2025 |
Barari M, Ross M, Azad Moghddam H, 'Virtual influencers’ anthropomorphism, consumer engagement and/or well-being', Journal of Consumer Marketing, 42, 673-688 (2025) [C1]
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| 2025 |
Azad Moghddam H, Mortimer G, Ahmadi H, Sharif-Nia H, 'How livestream engagement inspires tourist purchasing behaviour: A multi-study approach', International Journal of Information Management, 83 (2025) [C1]
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| 2024 |
Moghddam HA, Carlson J, Wyllie J, Rahman SM, 'Scroll, Stop, Shop: Decoding impulsive buying in social commerce', JOURNAL OF BUSINESS RESEARCH, 182 (2024) [C1]
Technological advancements within social commerce platforms, such as "action buttons" on Facebook or Instagram (e.g., the "Shop" button), have simpl... [more] Technological advancements within social commerce platforms, such as "action buttons" on Facebook or Instagram (e.g., the "Shop" button), have simplified how customers interact with brands, leading to greater impulse buying opportunities. Using a mixed methodology in two studies involving Instagram users in the United States (US), this research conceptualizes (Study 1) and operationalizes (Study 2) a higher-order model of consumer motivation for social commerce engagement as a hierarchical construct that drives the urge to impulse buy. Further, consumer¿brand identification and perceived social risk of commenting are included in the proposed framework. Results show consumer motives of brand intimacy, shopping planning, entertainment, channel advantage, remuneration, and escapism influence impulse buying. Findings further identify consumer¿brand identification as a mediating mechanism between consumer motivation and the urge for impulse buying, which also neutralizes the negative moderating effect of the perceived social risk of commenting on social platforms. This study contributes to motivation and impulse buying theory as well as social commerce practice. The findings inform content marketing activities seeking to heighten customers' urge for impulse buying and mitigate contingency variables. This study also acknowledges related ethical considerations, including the need for brands to understand the urge to impulse buying behaviors to ensure responsible marketing practices that align with principles of consumer well-being.
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Open Research Newcastle | |||||||||
| 2023 |
Sharif Nia H, Azad Moghddam H, Marôco J, Rahmatpour P, Allen K-A, Kaur H, Kaveh O, Gorgulu O, Pahlevan Sharif S, 'A Psychometric Lens for E-Learning: Examining the Validity and Reliability of the Persian Version of University Students’ Engagement Inventory (P-USEI)', The Asia-Pacific Education Researcher, 32, 573-582 (2023) [C1]
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Open Research Newcastle | |||||||||
| Show 6 more journal articles | |||||||||||
Thesis / Dissertation (2 outputs)
| Year | Citation | Altmetrics | Link |
|---|---|---|---|
| 2022 | Azad Moghddam H, Azad Moghddam H, 'Examining Customer Motivations to Participate in Social Commerce: Conceptualisation, Impact and Heterogeneity' (2022) | ||
| 2006 | Azad Moghddam H, 'Effects of Globalization on Islamic Fundamentalism' (2006) |
Grants and Funding
Summary
| Number of grants | 1 |
|---|---|
| Total funding | $2,000 |
Click on a grant title below to expand the full details for that specific grant.
20191 grants / $2,000
HDR Training grants$2,000
Funding body: College of Human and Social Futures | University of Newcastle
| Funding body | College of Human and Social Futures | University of Newcastle |
|---|---|
| Scheme | CHSF - Cash Support |
| Role | Lead |
| Funding Start | 2019 |
| Funding Finish | 2019 |
| GNo | |
| Type Of Funding | Internal |
| Category | INTE |
| UON | N |
Research Collaborations
The map is a representation of a researchers co-authorship with collaborators across the globe. The map displays the number of publications against a country, where there is at least one co-author based in that country. Data is sourced from the University of Newcastle research publication management system (NURO) and may not fully represent the authors complete body of work.
| Country | Count of Publications | |
|---|---|---|
| Australia | 4 | |
| Iran, Islamic Republic of | 2 | |
| Malaysia | 1 | |
| Portugal | 1 | |
| Turkey | 1 |
Dr Hamed Azad Moghddam
Positions
Casual Academic
Newcastle Business School
College of Human and Social Futures
Casual Academic
Newcastle Business School
College of Human and Social Futures
Contact Details
| hamed.azadmoghddam@newcastle.edu.au | |
| Phone | 0282626432 |
Connect with me
