Research

Author

Mohammed Ali Sharafuddin ORCID iD

A selected list of publications, conference presentations, and funded research projects since 2014.

22 publications · 23 conference presentations · 9 funded projects · 2014–2026.

Research areas

Digital Marketing and Marketing Analytics Sustainability, Resilience, and Service-Sector Performance Tourism, Destination, and Service Quality Studies Research Methods and Statistical Reasoning Maritime, Blue Economy, and Logistics Teaching and Learning in Higher Education

Selected publications

Sharafuddin, M. A. (2026). Social science research 6.0: A proof-of-integrity framework for tamper-evident survey instruments using an open-source R package. Center for Open Science. https://doi.org/10.31235/osf.io/jmbv8_v1
Madhavan, M., Sharafuddin, M. A., & Wangtueai, S. (2025). Factors influencing cross-border e-commerce adoption of thai msmes: A fuzzy DEMATEL approach. Sustainability, 17(8). https://doi.org/10.3390/su17083632
Sharafuddin, M. A., & Janarthanam, S. (2025a). A bibliometric and conceptual analysis of digital marketing: Capabilities, strategies, innovation, and firm performance. Multidisciplinary Reviews, 8(8), 2025252. https://doi.org/10.31893/multirev.2025252
Sharafuddin, M. A., & Janarthanam, S. (2025b). Why method matters: A systematic review and meta-analysis of the marketing capability–performance relationship. Encyclopedia, 5(4). https://doi.org/10.3390/encyclopedia5040212
Madhavan, M., Sharafuddin, M. A., & Wangtueai, S. (2024a). Impact of industry 5.0 readiness on sustainable business growth of marine food processing smes in thailand. Administrative Sciences, 14(6). https://doi.org/10.3390/admsci14060110
Madhavan, M., Sharafuddin, M. A., & Wangtueai, S. (2024b). Measuring the industry 5.0-readiness level of smes using industry 1.0–5.0 practices: The case of the seafood processing industry. Sustainability, 16(5). https://doi.org/10.3390/su16052205
Sharafuddin, M. A., & Madhavan, M. (2024). Thematic evolution of blue tourism: A scientometric analysis and systematic review. Global Business Review, 25(2), 533–554. https://doi.org/10.1177/0972150920966885
Sharafuddin, M. A., Madhavan, M., & Wangtueai, S. (2024). Assessing the effectiveness of digital marketing in enhancing tourist experiences and satisfaction: A study of thailand’s tourism services. Administrative Sciences, 14(11). https://doi.org/10.3390/admsci14110273
Madhavan, M., Ali Sharafuddin, M., Piboonrungroj, P., & Yang, C.-C. (2023). Short-term forecasting for airline industry: The case of Indian air passenger and air cargo. Global Business Review, 24(6), 1145–1179. https://doi.org/10.1177/0972150920923316
Koondee, P., Sharafuddin, M. A., & Madhavan, M. (2022). Blue economy: The past and present from the world and future directions for Thailand. Maritime Technology and Research, 4(2), 254043–254043. https://doi.org/10.33175/mtr.2022.254043
Madhavan, M., Sharafuddin, M. A., & Chaichana, T. (2022). Impact of business model innovation on sustainable performance of processed marine food product smes in thailand—a PLS-SEM approach. Sustainability, 14(15). https://doi.org/10.3390/su14159673
Madhavan, M., Wangtueai, S., Sharafuddin, M. A., & Chaichana, T. (2022). The precipitative effects of pandemic on open innovation of smes: A scientometrics and systematic review of industry 4.0 and industry 5.0. Journal of Open Innovation: Technology, Market, and Complexity, 8(3). https://doi.org/10.3390/joitmc8030152
Sharafuddin, M. A., Madhavan, M., & Chaichana, T. (2022). The effects of innovation adoption and social factors between sustainable supply chain management practices and sustainable firm performance: A moderated mediation model. Sustainability, 14(15). https://doi.org/10.3390/su14159099
Sharafuddin, M. A., Madhavan, M., & Wangtueai, S. (2022). Assessing island destination service quality—an integrated model through co-creation of destination e-image. Global Business Review, 0(0), 09721509221124789. https://doi.org/10.1177/09721509221124789
Dawod, A. Y., & Sharafuddin, M. A. (2021). Assessing mangrove deforestation using pixel-based image: A machine learning approach. Bulletin of Electrical Engineering and Informatics, 10(6), 3178–3190. https://doi.org/10.11591/eei.v10i6.3199
Madhavan, M., Sharafuddin, M. A., & Wangtueai, S. (2021). Assessing trade attractiveness using international marketing environmental factors and fuzzy DEMATEL. Global Business Review, 0(0), 09721509211046335. https://doi.org/10.1177/09721509211046335
Sharafuddin, M. A., Madhavan, M., & Wangtueai, S. (2021). Expanding themes of destination e-image and service quality: A qualitative study using conversational interview. Academy of Strategic Management Journal, 20(4), 1–13.
Sharafuddin, M. A., & Madhavan, M. (2020). Measurement model for assessing community based wellness tourism needs. E-Review of Tourism Research, 18(2), 311–336. https://ertr-ojs-tamu.tdl.org/ertr/article/view/459
Sharafuddin, M. A., Sawad, B. P., & Wongwai, S. (2018). Modeling and mapping personal learning environment of thai international higher education students. Asian Journal of Education and Training, 4(1), 35–40.
Sharafuddin, M. A. (2017). China’s outbound tourism and thailand. Journal of Asia Pacific Studies, 4(3).
Tanyong, S., & Sharafuddin, M. A. (2016). Understanding personal learning environment perspectives of thai international tourism and hospitality higher education students. Journal of Education and Practice, 7(10), 128–139.
Sharafuddin, M. (2015). Exploring the relationship between eco-tourism activities, destination satisfaction and loyalty intention towards nakhon nayok. International Journal of Applied Engineering Research, 10(8), 19668.
Sharafuddin, M. A. (2015a). Siddha and wellness tourism: Opportunities and challenges for “brand Tamilnadu.” 6(3), 387–394. https://doi.org/10.7897/2277-4343.06376
Sharafuddin, M. A. (2015b). Types of tourism in thailand. E-Review of Tourism Research, 12.
Madhavan, M., & Sharafuddin, M. A. (2014). Applicability of RSQS at convenience stores perspective in ongkharak, thailand. Global Journal for Research Analysis, 3(11), 148–151.

View on Google Scholar

Conference presentations

  • 2026 · Digital Government, Maritime Connectivity, and Container Port Performance: Evidence from the UN Online Services Index, Liner Shipping Connectivity Index, and CPPI, 2008–2024. IMLC 2026, Sohar, Oman. Sharafuddin & Madhavan.
  • 2026 · A Pre-Registered Acceptance Test of an AI-Assisted Conversational Room-Service Booking System in Maldivian Resorts Using AIC-RSAM. ICSRI 2026, Villa College, Maldives. Ashlin Nimo & Sharafuddin.
  • 2026 · The DIPMA Framework: A Cyclical Workflow for Statistical Reasoning in Business Research. FOS 2026, Thiagarajar School of Management, Madurai, India.
  • 2026 · Technological Transformations and Their Impact on Human Resource Management and Industrial Relations: Systematic Review. FOS 2026, Thiagarajar School of Management, Madurai, India.
  • 2026 · Challenges and Solutions in Souvenir Practices for Sustainable Tourism: A Systematic Review Towards Achieving SDGs. FOS 2026, Thiagarajar School of Management, Madurai, India.
  • 2026 · Gastronomic E-Image and Behavioural Intentions: A Feedback-Loop Framework. FOS 2026, Thiagarajar School of Management, Madurai, India.
  • 2026 · Evaluating an AI-Assisted Conversational Room-Service Booking System in Maldivian Resorts. 9th Asia Euro Tourism, Hospitality and Gastronomy Conference, Malé. Sharafuddin. Best Paper Award.
  • 2026 · IMO 2020 and Global Shipping Connectivity: A Causal Analysis. TES 2026, Chiang Mai University, Thailand. Sharafuddin, Madhavan & Nair, B. J.
  • 2026 · Post-Pandemic Drivers of Deep-Sea Freight Rate Volatility. TES 2026, Chiang Mai University, Thailand. Madhavan, Sharafuddin, Nair, B. J. & Kiran, F.
  • 2025 · Logistics Performance and Trade in Small Island Developing States: A Regional Fixed Effects Analysis of Digital and Economic Drivers. ICSRI 2025, Villa College, Maldives. Sharafuddin & Madhavan.
  • 2024 · The Antecedent Role of Digital Marketing Effectiveness on Tourist Perception and Behavioural Intention: Propositions and Conceptual Framework. ICON-24, Hindustan College of Arts and Science, Tamil Nadu, India. Sharafuddin, Wangtueai & Madhavan.
  • 2024 · A Review on Factors Influencing Cross-Border E-Commerce of MSMEs. ICON-24, Hindustan College of Arts and Science, Tamil Nadu, India.
  • 2023 · Impact of Industry 5.0 Competitiveness Readiness on the Sustainable Growth of SMEs: A Conceptual Framework and Propositions. PSG Institute of Management, Coimbatore, India.
  • 2023 · Conceptual Gap between Industry 1.0 - 5.0 - Can SMEs Escalate in the Industrial Revolution. PSG Institute of Management, Coimbatore, India.
  • 2020 · Systematic Review of Service Quality in Maritime Business Research. PIMSAT, Thanjavur, India. Sharafuddin & Madhavan.
  • 2019 · Time Series Forecasting Using ARIMA vs. Bayesian Structural Time Series Models. IFSPA, Hong Kong Polytechnic University. Madhavan, Piboonrungroj & Sharafuddin.
  • 2019 · Coastal, Marine and Maritime Tourism: A Scientometrics Analysis of 21st Century Business and Management Research. PIMSAT, Thanjavur, India.
  • 2015 · Segmenting Shopping Tourism Market Based on Retail Store Images With Reference to Puducherry. Bon Secours College, Thanjavur, India.
  • 2014 · Determinants of Sub-Urban Consumers Intention to Purchase Frozen Food at Convenience Stores in Ongkharak, Thailand. Uttaradit Rajabhat University International Conference, Thailand.
  • 2014 · Applicability of RSQS at Convenience Stores Perspective in Ongkharak, Thailand. PIMSAT, Thanjavur, India. Madhavan & Sharafuddin.
  • 2014 · Online Presence and Current Status of Tamil Nadu Tourist Omni Bus Services in Social Media. Fatima College, Madurai, India.
  • 2014 · Halal Market in India - Opportunities and Challenges. Alagappa Institute of Management International Conference, Karaikudi, India.
  • 2014 · Tourists’ Motivations, Experience and Satisfaction Towards Nakhon Nayok Province. NEU National and International Research Conference, Khon Kaen, Thailand.

Funded research projects

  • 2025–27 · Assessing and Navigating Digital Readiness in GVC Integration and SMEs Competitiveness for Sustainable Growth in Oman’s Blue Economy Sectors. Co-Investigator. Ministry of Higher Education, Research and Innovation, Oman.
  • 2023–24 · Assessing the Digital Marketing Effectiveness of Blue Tourism Services in Thailand. Project Leader. Chiang Mai University, Thailand.
  • 2023–24 · Exploring Thailand’s E-Commerce Attractiveness towards Cross-Border Trade. Co-Investigator. Chiang Mai University, Thailand.
  • 2023–24 · Modelling Opportunities and Challenges for Seafood Processing SMEs in Global Value Chains - Analysing and Predicting Exports-Imports. Co-Investigator. Chiang Mai University, Thailand.
  • 2021–23 · Assessing the Determinants of Industry 5.0 Competitiveness Readiness among Thailand’s Marine Food Processing SMEs. Co-Investigator. National Research Council, Thailand.
  • 2020–21 · Analyzing the Impact of Business Model Innovation on Sustainable Performance of Processed Marine Food Product SMEs in Thailand. Co-Investigator. กสว., Thailand.
  • 2020–21 · The Mediating and Moderating Role of Social Factors and Innovation Adoption in the Relationship between Sustainable Supply Chain Practices and Firm Performance: A Case Study of Seafood Restaurants in Thailand. Project Leader. กสว., Thailand.
  • 2020–21 · Trade Opportunities between Coromandel Coast of India and Andaman Region of Thailand - An Exploratory Study. Co-Investigator. Chiang Mai University, Thailand.
  • 2018 · Supply Chain Management and Logistics in Processed Food and Agro Products Industry. Project Leader. Embassy of India, Bangkok, Thailand.