Naeem, M., Ozuem, W., Howell, K., & Ranfagni, S. (2023). A Step-by-Step Process of Thematic Analysis to Develop a Conceptual Model in Qualitative Research. International Journal of Qualitative Methods, 22. DOICited by 5,434

Naeem, M., Ozuem, W., Howell, K., & Ranfagni, S. (2024). Demystification and Actualisation of Data Saturation in Qualitative Research Through Thematic Analysis. International Journal of Qualitative Methods, 23. DOICited by 725

Naeem, M., Smith, T., & Thomas, L. (2025). Thematic Analysis and Artificial Intelligence: A Step-by-Step Process for Using ChatGPT in Thematic Analysis. International Journal of Qualitative Methods, 24. DOICited by 147

Naeem, M., & Thomas, L. (2025). Case Study Research and Artificial Intelligence: A Step-by-Step Process to Using ChatGPT in the Development of Case Studies in Qualitative Research. International Journal of Qualitative Methods, 24. DOICited by 20

Naeem, M. (2026). Fashion retailing and consumers in the digital age: E-semiotics and the co-creation of luxury brand narratives on Instagram — introduces the conductive approach and Agnoseology. Journal of Retailing and Consumer Services, 90, 104695. DOICited by 5

Naeem, M., Ozuem, W., Howell, K., & Ranfagni, S. (2026). Retailing and technological affordances: Understanding the subjective realities of interactive buying through Scan and Go apps — introduces Interactive Buying Process Theory. European Journal of Marketing, 60(2), 408–441. DOI

Naeem, M., Ozuem, W., Ranfagni, S., & Howell, K. (2025). User Generated Content and Brand Engagement: Exploring the role of electronic semiotics and symbolic interactionism on Instagram. Computers in Human Behavior, 168, 108642.Cited by 28

Naeem, M., & Ozuem, W. (2025). Understanding social motivation in scan and go technology — introduces the Three-Level Technology Incorporation model. Journal of Computer Information Systems. DOICited by 9

Naeem, M. (2025). Emerging trends in global E-retailing: Exploring the dark side of scan and go in-store technologies in consumer shopping journeys. International Marketing Review, 42(2–3), 249–282. DOICited by 18

Naeem, M., Ozuem, W., Howell, K., & Ranfagni, S. (2024). The conceptualization of enablers and constraints of in-store buying as part of the affordances flow funnel process through scan and go apps. Psychology & Marketing, 41(5), 1060–1081. DOICited by 6

Naeem, M., Ozuem, W., Howell, K., & Ranfagni, S. (2022). Understanding the process of meanings, materials, and competencies in adoption of mobile banking. Electronic Markets, 32(4), 2445–2469.Cited by 21

Naeem, M., Ozuem, W., & Ward, P. (2022). Understanding the accessibility of retail mobile banking during the COVID-19 pandemic. International Journal of Retail & Distribution Management, 50(7), 860–879.Cited by 56

Naeem, M., & Ozuem, W. (2022). Understanding the different types of UGC participants and social context for fashion brands. Qualitative Market Research, 25(2), 181–204. DOICited by 61

Naeem, M., & Ozuem, W. (2022). Understanding misinformation and rumors that generated panic buying as a social practice during COVID-19 pandemic: evidence from Twitter, YouTube and focus group interviews. Information Technology & People, 35(7), 2140–2166. DOICited by 158

Naeem, M. (2021). Do social media platforms develop consumer panic buying during the fear of Covid-19 pandemic. Journal of Retailing and Consumer Services, 58, 102226.Cited by 562

Naeem, M. (2021). Understanding the customer psychology of impulse buying during COVID-19 pandemic: implications for retailers. International Journal of Retail & Distribution Management, 49(3), 377–393. DOICited by 330

Naeem, M., & Ozuem, W. (2021). The role of social media in internet banking transition during COVID-19 pandemic: Using multiple methods and sources in qualitative research. Journal of Retailing and Consumer Services, 60, 102483.Cited by 178

Naeem, M. (2021). The role of social media to generate social proof as engaged society for stockpiling behaviour of customers during Covid-19 pandemic. Qualitative Market Research, 24(3), 281–301. DOICited by 168

Naeem, M., & Ozuem, W. (2021). Understanding the social consumer fashion brand engagement journey: Insights about reputed fashion brands. Journal of Brand Management, 28(5), 510–525. DOICited by 63

Naeem, M., & Ozuem, W. (2021). Customers’ social interactions and panic buying behavior: Insights from social media practices. Journal of Consumer Behaviour, 20(5), 1191–1203. DOICited by 96

Naeem, M., & Ozuem, W. (2021). Developing UGC social brand engagement model: Insights from diverse consumers. Journal of Consumer Behaviour, 20(2), 426–439. DOICited by 99

Naeem, M. (2021). Developing the antecedents of social influence for Internet banking adoption through social networking platforms: evidence from conventional and Islamic banks. Asia Pacific Journal of Marketing and Logistics, 33(1), 185–204. DOICited by 98

Naeem, M. (2020). Uncovering the role of social motivational factors as a tool for enhancing brand-related content. Qualitative Market Research, 23(2), 287–307. DOICited by 36

Naeem, M., & Okafor, S. (2019). User-Generated Content and Consumer Brand Engagement. Leveraging Computer-Mediated Marketing Environments, 193–220.Cited by 78

Naeem, M., & Ozuem, W. (2021). Exploring the use of social media sites for health professionals’ engagement and productivity in public sector hospitals. Employee Relations, 43(5), 1029–1051. DOICited by 34

Naeem, M. (2020). Using social networking applications to facilitate change implementation processes: insights from organizational change stakeholders. Business Process Management Journal, 26(7), 1979–1998.Cited by 46

Naeem, M. (2020). Understanding the role of social media in organizational change implementation. Management Research Review, 43(9), 1097–1116.Cited by 37

Naeem, M., & Alqasimi, I. (2020). Unfolding and addressing the issues of electronic medical record implementation: Evidence from public sector hospitals. Information Resources Management Journal, 33(3), 59–80.Cited by 9

Naeem, M. (2019). Uncovering the role of social media and cross-platform applications as tools for knowledge sharing. VINE Journal of Information and Knowledge Management Systems, 49(3), 257–276.Cited by 108

Naeem, M. (2019). Do social networking platforms promote service quality and purchase intention of customers of service-providing organizations? Journal of Management Development, 38(7), 561–581. DOICited by 71

Naeem, M. (2019). Role of social networking platforms as tool for enhancing the service quality and purchase intention of customers in Islamic country. Journal of Islamic Marketing, 10(3), 811–826. DOICited by 58

Ali, S. F., & Naeem, M. (2019). Does service quality increase the level of banks performance: Comparative analysis between conventional and Islamic banks. Journal of Management Development, 38(6), 442–454.Cited by 51

Naeem, M. (2019). Understanding the role of social networking platforms in addressing the challenges of Islamic banks. Journal of Management Development, 38(8), 664–680.Cited by 39

Naeem, M., & Khan, M. J. (2019). Do social networking applications support the antecedents of knowledge sharing practices? VINE Journal of Information and Knowledge Management Systems, 49(4), 494–509. DOICited by 27

Naeem, M. (2019). Uncovering the Enablers, Benefits, Opportunities and Risks for Digital Open Government (DOG). International Journal of Public Administration in the Digital Age, 6(3), 41–58.Cited by 9