Dr. Tareq Rasul


Senior Lecturer in Marketing

Research and teaching specialties

Relationship Marketing, Digital Marketing, Consumer Behaviour, Entrepreneurship, Halal Marketing, Halal Tourism.


Dr. Tareq Rasul received his Doctorate in Marketing in 2012 from the University of South Australia, having gained an MBA from the University of East London (UK) in 2006. He has ten years teaching experience at both undergraduate and postgraduate levels at a number of Australian universities along with several years of industry experience as a market researcher. In addition, he has published a number of articles as an author or co-author in various journals and conference proceedings, and is currently teaching marketing and related subjects.

His philosophy of teaching is focused on two areas: firstly, to ensure strong student engagement with the learning process, and secondly, in emphasising student understanding on how subject-related theories can be considered when dealing with different organisational issues.

A member of the Australian Marketing Institute (AMI) and Action Learning Action Research Association Inc (ALARA), Tareq is also a Certified Practising Marketer (CPM). Outside of academia, he has acted as a consultant for several private organisations.

Email: Tareq.Rasul@aib.edu.au

Publications and Presentations

Refereed Journal Publications

Rasul, T, Wijeratne, A, Soleimani, S and Lim, W.M 2021, ‘Where There’s Sugar, There Are Sugar-Related Mobile Apps. What Factors Motivate Consumers’ Continued Use of M-Health?’, Journal of Strategic Marketing, accepted 22nd October 2021 (ABDC-ranked ‘A’).

Rasul, T 2021, ‘Adoption Intention of Virtual Reality in Choosing Travel Destinations in the Context of a Developing Economy’, Tourism Recreation Research, accepted 25th August 2021 vol. ahead-of-print, no. ahead-of-print. https://doi.org/10.1080/02508281.2021.1981073 (ABDC-ranked ‘A’).

Lim, W. M and Rasul, T and Clarke, R 2020, A post-publication review of ‘The Challenges Involved in Establishing a Research Technique’, Australasian Journal of Information Systems, vol. 24. (ABDC-ranked ‘A’).

Ahmad, A, Rasul, T, Yousaf, A and Zaman, U 2020, ‘Understanding Factors Influencing Elderly Diabetic Patients’ Continuance Intention to Use Digital Health Wearables: Extending the Technology Acceptance Model (TAM)’, Journal of Open Innovation: Technology, Market, and Complexity, vol. 6, no. 3(81). (SCImago: Q1).

Lim, W.M, Ahmad, A, Rasul, T and Parvez, M.O 2020, ‘Challenging the Mainstream Assumption of Social Media Influence on Destination Choice’, Tourism Recreation Research, Accepted 19th August 2020. (ABDC-ranked ‘A’)

Arefin, M.S., Hoque, M.R. and Rasul, T 2020, ‘Organizational Learning Culture and Business Intelligence Systems of Health-Care Organizations in an Emerging Economy’, Journal of Knowledge Management, Vol. ahead-of-print No. ahead-of-print. (ABDC-ranked ‘A’).

Zaman, U, Nawaz, S, Javed, A and Rasul, T 2020, ‘Having a Whale of a Time: Linking Self-Determination Theory (SDT), Job Characteristics Model (JCM) and Motivation to the Joy of Gig Work’, Cogent Business and Management, vol.7, no.1 (1807707).  (SCImago: Q2).

Gani, A and Rasul, T 2020, ‘The Institutional Quality Effect on Credits Provided by the Banks’, International Advances in Economic Research, vol. 26, pp. 249-258. (ABDC-ranked ‘C’).

Rasul, T, Zaman, U and Hoque, R 2020, ‘Examining the Pulse of Tourism Industry in the Asia-Pacific Region: A Systematic Review of Social Media’, Tourism and Hospitality Management, vol. 26, no.1, pp. 173-193. (SCImago: Q3).

Rasul, T and Hoque, R 2020, ‘A Review of Social Media Research in the Tourism and Hospitality Industry Through the Lens of Social Structure’, Tourism Recreation Research, vol.45, no.33, pp. 425-427. (ABDC-ranked ‘A’).

Rasul, T, Hoque, R and Arefin, S 2020, ‘Social Media for Web-Communities of Female Entrepreneurs: A Prisma Compliant Exploration’, International Journal of Web Based Communities’, vol.16, no.4, pp.396 – 409. (ABDC-ranked ‘B’).

Floren, J, Rasul, T and Gani, A 2019, ‘Islamic Marketing & Consumer Behaviour: A Systematic Literature Review’, Journal of Islamic Marketing, Vol. 11 No. 6. (ABDC-ranked ‘B’).

Rasul, T and Ahmad, A 2019, ‘Exploring the Roles of Business Owners and Entrepreneurs in the Tourism Industry’, Tourism Recreation Research, vol.44, no.4, pp. 550-552. (ABDC-ranked ‘A’).

Rasul, T, 2019 ‘Trends, Opportunities and Challenges of Halal Tourism: A Systematic Literature Review’, Tourism Recreation Research, vol.44, no.4, pp. 434-450. (ABDC ranked ‘A’).

Rasul, T 2018, ‘Social Media’s Growing Influence on Relationship Marketing and Corporate Culture’, The Journal of Developing Areas, vol.52, no.1, pp- 261-268. 

Rasul, T 2017, ‘Relationship Marketing and the Marketing Productivity Paradigm’, The Journal of Developing Areas, vol.51, no.1, pp- 423-430.

Rasul, T 2016 ‘Web 2.0 Technologies: Security Challenges in Bangladesh’, Asia Pacific Journal of Advanced Business and Social Studies, vol. 2, no. 1, pp. 185-195.



Kommers, P, Simmerling, M & Rasul, T 2017, ‘Editorial: Special Issue on Lurking Around the Corners of the Social Media Bastions’, International Journal of Web Based Communities, vol. 13, no.2, pp. 157-159, (ABDC-ranked ‘B’).

Kommers, P, Rasul, T & Simmerling, M 2016, ‘Editorial: Special Issue on Web Communities; the Sense of Genuine Connectedness’, International Journal of Web Based Communities, vol. 12, no.4, pp. 323-325, (ABDC-ranked ‘B’).


Book Chapters

Rasul, T, Abadia, R and Ahmad, A. Enhanced Customer Experience through Reasoned Big Data Analytics Strategies. In Amandeep Singh, Rohit Bansal & Sandhir Sharma, editors, Big Data: Road-Map for Successful Digital Marketing. De Gruyter, 2021.

Ala, M, Nair, S and Rasul, T. The Power of Neuromarketing: Taking Fashion Marketing in South East Asia Markets to a Whole New Level. In Frederica Brooksworth, Emmanuel Mogaji & Genevieve Bosah, editors, Fashion Marketing in Emerging Economies – Strategies, Tools and Insights for Fashion Brands, Palgrave Macmillan, 2021.

Ala, M, Day, I, Rasul, T, Nair, S and Baker, M. Working Adults’ Networking and Social Activities in Lifelong Learning. In Andreas Kaplan, editor, Digital Transformation and Disruption of Higher Education, Cambridge University Press, 2021.

Ala, M, Rasul, T and Nair, S. Social Network and Social Commerce. In Md. Rakibul Hoque & Ed Bashaw, editors, Cross-Border E-Commerce Marketing and Management, Chapter 13, IGI Global, 2020.


Refereed Conference Proceedings

Rasul, T, Nair, A and Soleimani, S 2021, ‘Empirical Evidence of the Influence of Big Data Analytics (BDA) on Marketing Practitioners’ Enhanced Performance for Sustained Competitive Advantage’, Proceedings of the 11th FORE International Marketing Conference, 26th -27th November 2021, India.

Rasul, T, Wijeratne, A and Soleimani, S 2020, ‘An Empirical Study of the Factors that Influence Australian Customers’ Intention to Continue to Use Sugar-Related Mobile Apps’, Proceedings of the 4th International Conference of Marketing, Strategy and Planning (MSP), 10th -11th December 2020, UK.

Ahmad, A and Rasul, T 2019, ‘The Impact of Social Media on the Modern Female Entrepreneurs’, Proceedings of the 2nd International Conference on Multidisciplinary Academic Research (ICMAR), 22nd-23rd June 2019, Bali, Indonesia.

Shafei, I, Rasul, T, Aaron, W and Khan, H 2019, ‘The Impact of Mobile Applications on Awareness, Knowledge and Understanding of Sugar-Related Food and Beverages Choices Among Australian Consumers’, Proceedings of the Annual Health Informatics Conference (HIC), 12th – 14th August 2019, Melbourne, Australia.

Shafei, I, Khan, H, Rasul, T and Aaron, W 2018, ‘The Awareness, Knowledge, Understanding and Choice Behavior Regarding Sugar in Food and Beverage Among Australian Consumers: A Protocol for Action’, Proceedings of the 32nd Australia New Zealand Academy of Management (ANZAM), 4th -7th December 2018, Auckland, New Zealand.

Rasul, T, Ashaduzzaman, M and Jebarajakirthy, C 2018, ‘How do Muslim Consumers Arrive at Halal Purchase Decisions in Online Food Consumption Context?’, Proceedings of the 20th Australia and New Zealand Marketing Academy Conference (ANZMAC), 3rd – 5th December 2018, Adelaide, Australia.

Shafei, I and Rasul, T 2017, ‘The Awareness and Understanding of Sugar-Related Nutrition Among Australian Consumers’, Proceedings of the 15th World Congress on Public Health, 3rd-7th April 2017, Melbourne, Australia.

Rasul, T and Ong, E 2017, ‘An Investigation into the Applicability of Customer Relationship Marketing in the Banking Sector’, Proceedings of the 1st International Conference on Advanced Research (ICAR), 25th -26th January 2017, Manama, Bahrain.

Ong, E and Rasul, T 2016, ‘A Discussion of the Benefits of Relationship Marketing for Banks: A Literature Review’, Proceedings of the 2nd Asia Pacific Conference on Contemporary Research (APCCR), 25th -26th October 2016, Kuala Lumpur, Malaysia.

Rasul, T 2016, ‘Distance Learning: Assessing the Educational Values and Social Shortfalls of Online Teaching and Resources’, Proceedings of the Annual Australian Business and Social Science Research Conference (ASSBRI), 26th -27th September 2016, Gold Coast, Australia.

Rasul, T 2016, ‘Service Quality Assurance: An Effective Way to Strengthen b2C Relationships’, Proceedings of the 2nd Asia Pacific Conference on Advanced Research (APCAR), 27th-28th February 2016, Melbourne, Australia.

Rasul, T 2016, ‘Influences of Web 2.0 technologies on Customer Attraction and Retention’, Proceedings of the 1St Asia Pacific Conference on Advanced Business and Social Sciences (ICABSS), 28th -29th January 2016, Bali, Indonesia.

Rasul, T 2015, ‘Relationship Marketing: Key Components, Impact, Applications and Future Directions’, Proceedings of the 1st Asia Pacific Conference on Advanced Research (APCCR), 3rd – 4th October 2015, Kuala Lumpur, Malaysia.

Fein, E.C. & Rasul, T 2010, ‘Individual Values and the Perceived Importance of Performance Management Activities: Several Areas of Inquiry’, Proceedings of the 24th Australia New Zealand Academy of Management (ANZAM), 8th -10th December 2010, Adelaide, Australia.

Ashraf, M, Hoque, AM, Rasul, T, Ashraf, M & Ali, HB 2003,’ Specifying Concurrent System in Object Z: A Case Study of House Alarm’, Proceedings of the 6th International Conference on Computer and Information Technology (ICCIT), 23rd -25th December 2003, Dhaka, Bangladesh.


Non-refereed Publications

Nair, S, Rasul, T & Soleimani, S 2021, ‘The Elusive Business of Ethics’, Australian Institute of Business Review, Issue: 6, Adelaide, Australia.

Rasul, T and Nair, S 2021, ‘Diversity Management is Not a Myth, It’s Reality for a Productive Workplace and Increased Profitability’, Australian Institute of Business Review, Issue: 5, Adelaide, Australia.

Nair, S and Rasul, T 2020, ‘You Broke It, You Fix It’ – The Pro-Environmental Behaviours of Individuals and Households’, Australian Institute of Business Review, Issue: 2, Adelaide, Australia.

Nair, S and Rasul, T 2020, ‘Habits, Consumption and Marketing During the Pandemic and Beyond’, Australian Institute of Business Review, Issue: 1, Adelaide, Australia.