Anna Tarabasz- PhD
- Professor (Associate) at Zayed University
Anna Tarabasz
- PhD
- Professor (Associate) at Zayed University
About
79
Publications
57,055
Reads
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229
Citations
Introduction
Associate Professor in College of Independent Studis at Zayed University. Marketing, Digital marketing and E-Commerce specialist, worked previously in the banking, automotive and cosmetics sector. Independent marketing consultant and guest speaker.
Current institution
Additional affiliations
September 2015 - October 2020
June 2019 - present
May 2017 - June 2019
Education
October 2005 - June 2009
December 2004 - May 2005
October 2000 - June 2005
University of Lodz
Field of study
- Marketing and Management
Publications
Publications (79)
Fake news has the power to shape and bias public opinion, spreading across mainstream and online channels. In the Internet era, new technologies enabled both the creation and dissemination of an increasing amount of fake content. Therefore, with the changing landscape of disinformation, the aim of this research is to examine how scientific literatu...
This study investigates the efficacy of various prompt engineering frameworks for providing feedback on students' academic assignments using generative artificial intelligence (GenAI) tools, such as ChatGPT and Gemini. The focus is on developing effective prompts for formative assessment feedback. Faculty instructors often face substantial challeng...
The global popularity of the students-as-partners (SaP) model in the higher education sector demonstrates that students, through their lived experiences, have valuable perspectives to contribute to shaping university curricular and co-curricular experiences. While there are numerous inherent benefits associated with facilitating SaP arrangements, i...
Despite an increased focus on digital transformation, the telecommunication industry has, thus far, seen limited success regarding the effective transformation of its constituent organisations, both globally and in India. Indian telecommunication service providers(TSP) in particular face tremendous pressure to transform successfully in order to lev...
This interactive session aims to empower participants with cutting-edge techniques for enhancing research visibility and impact through digital platforms. It will therefore provide insights, best practices, and skill-building opportunities for career advancement within academia. By crafting compelling narratives to leverage social media presence, s...
Small and medium enterprises (SMEs) are carriers of the economic development on local, regional, and national level. With high levels of flexibility, agility and adaptability, small and medium enterprises have the ability to transform and embrace new emerging technologies and opportunities. In the Industry 4.0 world, characterized by the intensive...
The present exploratory study adopts the case of the 2011 Egyptian Uprising, as it is particularly illustrative of the climacteric impact of technology on past social and societal conflicts. The latter will be achieved through a systematic review of literature which examines the different ways through which social media was used, as well as the imp...
Evaluation, or evaluative judgment, is a mandated thinking skill for law students. Students should learn that there is basic logic of evaluation that applies across three evaluative domains relevant to the study and practice of law: evaluation as a critical thinking skill, evaluative judgment as the ability to determine the quality of assessment wo...
The present exploratory study adopts the case of the 2011 Egyptian Uprising, as it is particularly illustrative of the climacteric impact of technology on past social and societal conflicts. The latter will be achieved through a systematic review of literature which examines the different ways through which social media was used, as well as the imp...
Businesses are considered to have reached the zenith of progression once they are able to value and create emotionally engaging customer experiences. Its importance relies on creating strong customer-business relationships in order to increment brand value, customer loyalty, and business growth. Emotional marketing is well acclaimed for introducing...
Paper discussion green marketing, sustainable marketing and grenwashing in relation to UN SDG12
The impact of the COVID-19 pandemic on the mental and physical health and wellbeing of people globally has been significant. The higher education sector has not been immune. In the height of the pandemic, abrupt disruption was experienced within the sector as sta! and students had to physically disconnect from campuses and many universities had to...
Paper overviews data highlighting Dubai as an appealing destination for study and study tours. It shares insight about HEPs and the need for program development
Nuts and bolts of marketing - undertanding role of marketing and foresee the trends in digital marketing beyond 2022
Importance of digital marketing for contemporary managers. discussing as well trends in digital marketing for 2023 and beyond
Importance of personal branding in career dedvelopment for students
The objective of the article is to discuss and elaborate on the trends occurring and predicted to drive digital marketing beyond 2022. It highlights the ten most important tendencies that shall be observed and further implemented by contemporary marketing managers. Its conceptual and descriptive character is based on literature review and its const...
The fourth industrial revolution and digital transformation, followed by the broad utilization of various technological devices, have revolutionized all segments of society and business, including the healthcare sector. The technology-enabled proliferation of big data from various sources opened entirely new data collection and processing options....
Transformation of fake news in the digital era.
Lightning talk at Women in Data Science conference organized on 21st of May 2022 by Heriot-Watt University Dubai. Entry embraces the ideas of glass ceiling at the workplace and its alternatives: glass cliff, leaky pipeline, sticky floor and 2nd glass ceiling. Later it is showcasing the importance of gender inequality along with data related to the...
Conference keynote explaining the importance of digital personal branding for successful research dissemination
Presentation overviews the need for digital personal branding and shares the threats of social media oversharing
The intervention presents data about factors facilitating the setup and running of an e-business. It depicts as well the data of the ease of doing business in the UAE and the importance of the tourism industry in the economy of the United Arab Emirates
Presentation shares data about salary increment of MBA graduates in comparison to pre-university PG level. It gives valuable insights related to the comparison of salaries finishing a Master's degree in Business. Last but not least depicts the most desired skillset by World Economic Forum and more for years 2015, 2020, 2025 and 2030
One Curtin Conference on Sustainable Development Goals in Action Research Symposium organized by Curtin Singapore and Curtin University Dubai. It was held as an online event on 11th of November 2021.
Enclosed intervention was focusing on SDG goal 5 (Gender equality) showcasing global statistics , glass ceiling index and highlighting the difference...
EXECUTIVE SUMMARY Gaining competitive advantage requires a detailed benchmark of performance against other market players, and profound gap analysis in comparison to the best practice applies to the audit of the digital presence (online footprint analysis), which, based on scripting codes, is done easily on its premises. SEO software and social med...
Conference presentation defines impact of Covid 19 on Marketing industry. It defines the trends of Digital Marketing for 2021 and beyond, indicating change of cusotmers' media consumption, AI, ML, AR, VR and MR as visible trends along with Google Duplex, voice search, visual search (Google Lens), no-click searchers, social conversion, programmatic...
Pursuing a technology-related career may bring you an average salary of $150K. Unfortunately according to Statista majority of the salaries are men (Netflix 43%, Amazon 39%, Apple 32%, Google 31%, Microsoft 26%). Unfortunately, these jobs and such salaries are not always available for women, as it is men's world. Intervention defines the available...
Presents challenges, myths, and truths related to the entrepreneurship mindset and setting up own digital business. Shares statistics on ease of doing business globally (with UAE being ranked 6th) and declining cost of setting a business
Objective - This review paper discusses the emergence of scholarly articles related to the typology and classification of fake news and offers solutions for identified gaps, such as unstandardized terminology and unstandardized typology in the field of fake news-related research. Typology of fake news is a critical topic nowadays: recently emerged...
The article presents tips to get and retain a dream job. It lists the need to start from define the possessed skillset to assess own strengths as per the most desired skills by the World Economic Forum. Subsequently, it focuses on predicting the skill gap in order to gain on perceived weaknesses and use them as leverage. Furthermore, it suggests po...
Internet and social media, as highly interactive platforms, enable two way-communication and content generation which was unprecedented in history. In the past, the media were decisive about content that should be presented, and what public impact it might have (Giessen, 2015). User-generated content provided an opportunity for single Internet user...
We are all living through unprecedent times in which the role of digital marketing has changed significantly. When many businesses around the world are either still closed or reopening after lockdown, and health and safety of citizens is a paramount concern, organisations should be sensitive about the messages they communicate through the digital c...
![Tarabasz, A. (2020) Campaign Planning and Project Management [in:]...](publication/341113046/figure/fig1/AS:887107379810305@1588514289359/Tarabasz-A-2020-Campaign-Planning-and-Project-Management-in-Digital-and-Social_Q320.jpg)
![Tarabasz, A. (2020) Campaign Planning and Project Management [in:]...](publication/341113046/figure/fig2/AS:887107543396352@1588514328160/Tarabasz-A-2020-Campaign-Planning-and-Project-Management-in-Digital-and-Social_Q320.jpg)
In this chapter you will learn how to:
• view a campaign from a strategic perspective;
• understand the stages of the campaign planning cycle;
• translate your strategic goals into SMART campaign objectives;
• estimate, budget and use evidence-based decision making processes to select and evaluate the performance of your digital marketing action...
Aim/purpose – Increasing importance of quantified self along with the number of available wearable devices create base for excitement among those perceiving technology as a catalyst for change. Despite multiple theories, in vain is to search for a model that would be suitable to visualise the adoption of wearables. The objective of this study is to...
Parallel to the growth of social networking is the increase in the amount of personally identifiable information that is voluntarily revealed by digital users. This careless approach to Internet use has fueled tremendous data breaches. Hacks into social media accounts, stolen online identities, sales of sensitive data on the black market, and wides...
The article showcases main trends and predicts their impact on business in the Middle East.
Artificial intelligence (AI) and chatbots rank among the top 10 trends in digital marketing this year. Artificial intelligence (AI) and chatbots rank among the top 10 trends in digital marketing this year, said an industry expert, noting that the trends will help one be ready for challenges awaiting one's business in 2019.
Predictions for trends in digital marketing in 2019. Include AI, chatbots, programmatic advertising, voice search, AR, VR, content marketing, personalization, video & video live, micro-moments, zero-party data economy and cyber threats.
We live in a world where exponential advancements have been made, pushing the realm of possibilities and redefining the new normal giving birth to Technology 5.0 consisting of, but not limited to, Artificial Intelligence, Augmented Reality, Virtual Reality, Block Chain,
Digital Products & Services, Smart Homes etc. But in this new cutting-edge worl...
Objective: The goal of the article is to discuss and elaborate on the skillset required in education of managers and entrepreneurs to face challenges of their future positions.
Research Design & Methods: The article is of a descriptive character, based on literature review and its constructive criticism. It presents a case study of S P Jain School...
Aim/Purpose-Along with increasing number of Internauts, more and more common practice, especially among the youngest audience, becomes social media over-sharing. It means, that sensitive data (identifiable information like birth date, e-mail address , photos, marking location, relationship or marital status, interests, beliefs, and statements signe...
As the future of the world is coined inside the clasroom of today, contemporary learning process needs to be disrupted and perceived from the point of view of future labour market requirements. The classroom of the future, based on idea of design thinking lab, equipped in most modern solutions of VR and AR, interactive detacheable workstations, sha...
As the future of the world is coined inside the clasroom of today, contemporary learning process needs to be disrupted and perceived from the point of view of future labour market requirements. The classroom of the future, based on idea of design thinking lab, equipped in most modern solutions of VR and AR, interactive detacheable workstations, sha...
Capstone Research Project prepared by MGB CMM students of SP Jain School of Global Management, focusing research scope on measuring customer awareness and strategies for avoiding counterfeit medicines in the UAE, prepared for Health and Humanitarian Conference in Dubai. Is part of cross-country research project, based on comparative analysis of the...
Wearable technology is applied to many different products and devices, consisting of sensor or any active electronics. As per Roger Evereth’s curve on innovation diffusion, the adoption rate of this technological solution is nowadays visibly growing and the number of users of wearables is increasing day by day. The technological progress acts in fa...
W chwili obecnej dostęp do Internetu (tzw. usieciowienie) przestał być tylko i wyłącznie domeną ludzi, coraz częściej stanowiąc podstawę funkcjonowania wielu urządzeń (tzw. smart objects). Tempo wzrostu zainteresowania takim rozwiązaniem przeszło najśmielsze oczekiwania założeń pierwotnych. Ponad 42% współczynnik penetracji Internetu przy liczbie u...
Wearable technology is applied to many different products and devices, consisting of sensor or any active electronics. As per Roger Evereth’s curve on innovation diffusion, the adoption rate of this technological solution is nowadays visibly growing and the number of users of wearables is increasing day by day. The technological progress acts in fa...
Growth of Internet, trend of self-exposure and social media narcissism, especially among the youngest, combined with lack of cyberthreats awareness is a dangerous explosive mixture. Increasing number of hackers cyberattacks, exceeding 1,3 billion of data breaches worldwide in 2016 due to hacker efforts shall be accompanied with increasing conscious...
Purpose-The purpose of this paper is to develop a typology for Instagram models and create criteria for choosing models for product endorsement. Methodology and approach-Two research methodologies were used; content analysis and interviews. Content analysis was applied to create profiles for the types of models on Instagram based on the content of...
Presentation from masterclass on cyber security, indicating majory cyber threats, consequences of data breaches and social media oversharing
The domain of SoLoMo ( Social, Local, Mobile) no longer remains un-researched. Through a systematic approach
using interviews, observations, and literature review, we had identified the drivers of customer engagement in
shopping mall using SoLoMo applications.
This paper contributes to the research on SoLoMo by drawing attention to the importance o...
Overview The year 2016 becomes significant, as for the first time the penetration rate of Internet users exceeded half of World population and its number reached 3,68 billion (InternetWorldStats, 2016). According to many researchers, along with the trend of stable growth of Internet users, especially among the youngest, a key issue in the field of...
Along with the enormous growth of social networking, especially among the youngest, a key issue in the field of online security, remains the issue of privacy management. The main aim of this article is to present an innovative attitude to Corporate Social Responsibility, based not only on sustainable development, business ethics and responsible man...
presentation underlines the omporance of impact of emerging technologies (IoT, wearables) and Big Data used in predictive analysis and more effective patient tretments
The trend of stable increase of Internet users along with the enormous growth of social networking, leads to disclosure of sensitive data, especially among the youngest audience. Moreover, personally identifiable information like birth date, e-mail address, photos, marking location, relationship or marital status, interests, beliefs, and statements...
The trend of stable increase of Internet users along with the enormous growth of social
networking, leads to disclosure of sensitive data, especially among the youngest audience.
Moreover, personally identifiable information like birth date, e-mail address, photos, marking
location, relationship or marital status, interests, beliefs, and statements...
Presentation describes the importance of innovation in everyday. It focuses on positive aspects and drawbacks of the IoT application. Presentation is supported by real life examples and joint research with Whirlpool Corporation
This book takes a practical and strategic outlook to digital marketing with an easy to follow step-by-step approach. Each chapter has several business case studies that help give insights into real-world issues and scenarios, which can be used by both academic and business readers.’ - Joanne Kuzma, Principal Lecturer in Computing, University of Wor...
In juxtaposition of countries generating the highest retail turnover on the eCommerce and mobile sales, the EU member countries remain in the shadow of the leaders, which are China and the US. It should be noted, however, that it is the EU market which shall be perceived as the most conscious, mature and stable, with a high percentage of Internet b...
Internet of Things i wereable technology błękitny ocean czy realne zagrożenie? Wprowadzenie W dzisiejszych czasach dostęp do Internetu jest wykorzystywany nie tylko przez ludzi, lecz coraz częściej przyznawany również urządzeniom. Tempo wzrostu zainteresowania takim rozwiązaniem przeszło najśmielsze oczekiwania w stosunku do pierwotnych założeń. Ro...
According to eMarketer forecasts for the year 2015 there are 3.07 billions of Internet users worldwide, that constitute 42.4% penetration ratio of this medium, whereas there are 15 billions of already plugged devices. Moreover this number will increase rapidly, as 200 billions of such items are expected by the end of the year 2020. The potential ec...
Background. Entrepreneurial networks are established in order to achieve a competitive advantage and superior performance, due to collaboration within different levels and types of organisations. Their existence, based on alliances, cooperatives, capital relationships, etc. requires long lasting bonds and thus may not be easily adjustable. Turbulen...
Entrepreneurial networks are established in order to achieve a competitive advantage and superior performance, due to collaboration within different levels and types of organizations. Their existence, based on alliances, cooperatives, capital relationships etc. requires long lasting bonds and though may not be easily adjustable. Turbulent condtitio...
Planning the online presence in advertising campaign allows for presentation of coherent content and establishes the basis for future effectiveness increase. The paper aims at presenting the general model of planning and curating content of an online advertising campaign. Particular emphasis will be put on display tools, as in Poland they generate...
In today’s turbulent environment it is difficult to imagine a modern company knowingly waives the benefits of electronic communication. Simultaneously there is a multitude of companies that misuse these tools, that makes their actions usually having exactly opposite results of intended. Due to advantages of the Internet as a communication channel a...
Communication via the Internet, regardless use of available tools, contributed significantly in reduced time of data flow and feedback reception. This is particularly important in case of companies with a complex structure and branches around the world. Information is available here for almost „at fingertips”, 24 hours a day, 7 days a week, regardl...
Streszczenie Idea crowdsourcingu i wykorzystania mediów społecznych są obecnie bazą
współtworzenia i ulepszania oferty przedsiębiorstw. Jednocześnie obrazują one kolejny
etap ewolucji Internetu, od Sieci 10 w kierunku rozwiązań Web 3.0 i Meta Web. Podobnej
przemianie ulega koncepcja marketingu, w której ważniejsze od zorientowania na klientów
w...
Książka podejmuje zagadnienia budowania skutecznej komunikacji marketingowej sektora bankowego w Polsce przy użyciu narzędzi elektronicznych. Choć w literaturze przedmiotu istnieją szerokie opracowania dotyczące komunikacji marketingowej, marketingu bankowego i komunikacji elektronicznej, na polskim rynku wydawniczym dotychczas trudno było o pozycj...
Currently as the basis for co-creation and improvement of business offer serves the combined idea of crowdsourcing and social media. Solutions and applications of Web 2.0 are not only a next stage of evolution in the direction of Web 3.0 and Meta Web. They become rather a living proof how “future theories” become a current practice for more and mor...
Choć orientacja marketingowa z definicji nakierowana jest na zaspokajanie potrzeb klienta, to jednak wydaje się, że dopiero koncepcje marketingu 3.0 i 4.0 są odpowiedzią na problemy zgłaszane obecnie przez konsumentów. Idee te podkreślają możliwość współtworzenia i współpracy, które są umożliwione przez zindywidualizowany dialog i wielowymiarową se...
As nowadays cooperation, interaction and dialogue with the target group seem to be more important than simple customer orientation, such amendments reflect marketing management and require the reevaluation of communication role. Article is an attempt to systematize marketing concept focal points and milestones: from the product-centric, through cus...
Communication is an integral part of human existence. In the era of information society, it is the message, transferred in communication process, that creates the highest value. What is more, media are often considered as the fourth power. It is though worth realizing, that this position no longer belongs to television, radio and press only, as the...
Questions
Questions (4)
I am writting a case study on Amazon which will be further utilized as template for students to perform any type of digital footprint analysis. Touching base with important concepts of Buyer Persona, Digital Engagement Canvas, Customer Online Journey and based on Benchmark (with a reverse benchmark) setting expectations for real comparison. Using tools like SEMrush, Website Grader, Similar Web, Brand 24, etc.
Please advise which benchmarking criteria you recommend to enclose, so none important will be forgotten!
Thank you in advance
Anna
I am working on Digital Business Canvas, opening new business models due to digital disruption and driving the digital transformation. Currently considering to apply the same from the perspective of Healthcare Industry.
Looking for your inputs indicating trends/disrupting factors currently.
Thank you in advance!
