Rahime Zaman Fashami
Papers
1
Total Citations
87
H-Index
1
About
Rahime Zaman Fashami is a distinguished scholar whose research lies at the intersection of digital marketing, consumer behavior, and the evolving dynamics of electronic word-of-mouth (e-WOM). Her most influential work, "Let us talk about something: The evolution of e-WOM from the past to the future" (2022), has garnered 87 citations, establishing her as a leading voice in understanding how online communication shapes consumer decisions. In this seminal paper, Fashami provides a comprehensive historical analysis of e-WOM, tracing its transformation from early internet forums to contemporary social media platforms, and offers forward-looking insights into its future trajectory. Her contributions extend beyond mere documentation; she critically examines the mechanisms driving e-WOM's impact on brand perception, trust, and purchase intentions. Fashami’s work is notable for its interdisciplinary approach, blending marketing theory with digital sociology, and has been widely referenced by both academics and practitioners seeking to navigate the complexities of online influence. Her research not only illuminates past trends but also equips future scholars with a robust framework for studying digital communication, making her a pivotal figure in contemporary marketing scholarship.
Research Focus
Key Achievements
Top Papers
- 1