Maqsood is a Doctor of Science in Economics and Business Administration (Marketing) from the University of Jyväskylä, Finland. His research focuses on digital consumer behaviour, online consumer incivility, social media interactions, service recovery, and AI-mediated brand communication. He has teaching experience in Digital Marketing, Introduction to Marketing, Sustainable Consumption and Marketing, and Consumer Behaviour, and has completed a 60-ECTS International Teacher Education qualification. His research has received competitive funding from Liikesivistysrahasto and the University of Jyväskylä. Before academia, he gained nearly ten years of industry experience at Philip Morris International.
My research interests focus on digital consumer behaviour, particularly online consumer incivility, social media interactions, online complaints, service recovery, and AI-mediated brand communication. I am also interested in consumer responses to humour, anthropomorphism, brand communication, electronic word-of-mouth, and consumer engagement. Methodologically, my research draws on experiments, surveys, and systematic literature reviews.
