Editorial Board   Guest Author

Mr. Sharifi

Shahin Sharifi

Lecturer, Macquarie University

Shahin Sharifi is a lecturer at Department of Marketing, Macquarie University. Mr. Shahin holds a PhD in Marketing from Monash Business School in Melbourne, Australia. His research interests are focused in the areas of consumer behavior, judgment and decision making, services marketing, and experimental psychology.

Mr. Shahin has also focused extensively on how emotion influences action and intention, as well has how brand awareness and discounting affect perceptions before, during, and after purchase. His research is frequently focused on the future of marketing, and how the internet and related developments, such as online reviews affect businesses and the perceptions of them.

Mr. Shahin's work has been published in journals, including Journal of Business Research, Computers in Human Behavior, and Journal of Hospitality Marketing and Management among others. He is an ad-hoc reviewer for a number of leading marketing journals, and regularly speaks on issues facing the marketing industry. He has taught marketing courses in Iran and Australia, including marketing management and marketing research methods.

Mr. Shahin holds a Masters of Business Administration (MBA) from the University of Tehran, and has collaborated with research published in Iran, Australia, and the Republic of Korea. Shahin lives in Sydney, Australia.

Mr. Sharifi can be contacted at +61298509173 or Shahin.sharifi@mq.edu.au

Coming up in February 2019...

Social Media: Getting Personal

There Social media platforms have revolutionized the hotel industry. Popular sites such as Facebook, Twitter, Pinterest, Instagram, Snapchat, YouTube and Tumblr now account for 2.3 billion active users, and this phenomenon has forever transformed how businesses interact with consumers. Given that social media allows for two-way communication between businesses and consumers, the emphasis of any marketing strategy must be to positively and personally engage the customer, and there are innumerable ways to accomplish that goal. One popular strategy is to encourage hotel guests to create their own personal content - typically videos and photos -which can be shared via their personal social media networks, reaching a sizeable audience. In addition, geo-locational tags and brand hashtags can be embedded in such posts which allow them to be found via metadata searches, substantially enlarging their scope. Influencer marketing is another prevalent social media strategy. Some hotels are paying popular social media stars and bloggers to endorse their brand on social media platforms. These kinds of endorsements generally elicit a strong response because the influencers are perceived as being trustworthy by their followers, and because an influencer's followers are likely to share similar psychographic and demographic traits. Travel review sites have also become vitally important in reputation management. Travelers consistently use social media to express pleasure or frustration about their guest experiences, so it is essential that every review be attended to personally. Assuming the responsibility to address and correct customer service concerns quickly is a way to mitigate complaints and to build brand loyalty. Plus, whether reviews are favorable or unfavorable, they are a vital source of information to managers about a hotel's operational performance.  The February Hotel Business Review will document what some hotels are doing to effectively incorporate social media strategies into their businesses.