Iyyad Zahran | Management and Accounting | Best Researcher Award

Palestine Polytechnic University | Palestine

Iyyad Deeb Abdallah Zahran Shawesh is a marketing and digital marketing lecturer with strong expertise in academia and consultancy. He is passionate about teaching and guiding students to adapt to the fast-changing world of marketing while also equipping professionals and startups with the skills needed to thrive in competitive markets. With a career spanning diverse roles in marketing, finance, sales, and training, he combines academic knowledge with practical industry insights. His work as a consultant for startups demonstrates his ability to design innovative strategies that strengthen market presence and foster business growth. In addition to his teaching and consultancy roles, he has contributed to the field of research through publications on digital marketing, consumer behavior, sustainability, and emerging technologies. Known for his mentoring skills and engaging teaching style, Iyyad has become a trusted academic and advisor, dedicated to shaping the next generation of marketing professionals.

Professional Profile

Google Scholar

Education

Iyyad Zahran’s educational background reflects his dedication to advancing both theoretical and practical knowledge in marketing and business. He began his academic journey with a degree in Business Administration and Finance from Birzeit University, which provided him with a solid grounding in finance, management, and organizational practices. Building on this foundation, he pursued a master’s degree in Marketing at Arab Amman University in Jordan, where he expanded his expertise in consumer behavior, marketing strategy, and branding. His academic path continues with doctoral studies in Digital Marketing at the American University in Cyprus, where his research explores advanced topics in online consumer engagement, sustainability, and the influence of digital technologies on marketing practices. His education combines traditional business fundamentals with innovative marketing applications, enabling him to integrate classic principles with modern digital tools in both teaching and consultancy, while also inspiring his research contributions in sustainability and digital consumer behavior.

Experience

Iyyad Zahran has built a diverse professional career that bridges academia, consultancy, and industry practice. In academia, he has taught marketing and digital marketing at Palestine Polytechnic University, where he inspires students with both theoretical insights and practical applications. He has also served as a lecturer at Al-Quds Open University, broadening his impact across higher education. Alongside teaching, he has been active as a consultant for startups, focusing on digital marketing strategies that enhance brand visibility and customer engagement. His professional experience also includes key roles in the corporate sector, where he worked as a marketing and finance specialist in the banking industry and as a sales and marketing specialist in the private sector. Early in his career, he trained professionals in accounting software, equipping them with practical tools for financial management. This blend of teaching, consulting, and industry expertise reflects his ability to connect academia with real-world business needs.

Honors and Awards

Throughout his professional journey, Iyyad Zahran has been recognized for his contributions to academia, consultancy, and research. His work as a lecturer has been appreciated for its ability to merge practical industry experience with academic rigor, making his teaching impactful and engaging for students. In consultancy, his guidance to startups has earned acknowledgment for helping emerging businesses strengthen their market strategies and achieve sustainable growth. His publications in international journals further highlight his academic recognition, as they address critical issues such as consumer engagement, sustainability, and the influence of digital technologies on marketing practices. Participation in specialized workshops and certification programs in digital marketing and entrepreneurship also reflects his commitment to professional development. While his research continues to gain visibility through scholarly contributions, his most notable honor lies in being regarded as both a mentor and innovator who advances the understanding of digital marketing in education and practice.

Research Focus

Iyyad Zahran’s research interests center on the intersection of digital marketing, consumer behavior, and sustainability. His work explores how digital tools and platforms influence customer engagement, brand loyalty, and purchasing decisions. He has a particular focus on the role of social media, especially in the fashion and retail industries, analyzing how influencers shape consumer perceptions and sustainable consumption habits. In addition, his studies extend to the impact of environmental awareness and renewable energy adoption, reflecting his broader interest in linking marketing strategies to global sustainability goals. He has also investigated how crises, such as the COVID-19 pandemic, affect consumer behavior, emphasizing the mediating role of lifestyle choices and health-conscious practices. Emerging technologies, such as augmented reality, are another area of his research, examining their effects on customer experiences and industries at large. His research bridges marketing innovation with responsible consumption, contributing to both academic knowledge and practical business applications.

Publications

Title: Seduced by Style: How Instagram Fashion Influencers Build Brand Loyalty Through Customer Engagement in Sustainable Consumption
Year: 2025

Title: The Impact of Digital Marketing on Customer Interaction: Electronic Fashion Sales Stores
Year: 2024
Cited By: 1

Title: Exploring the Interplay Between Environmental Awareness, Sustainable Consumption, and Renewable Energy Adoption
Year: 2024

Title: The Impact of COVID-19 Risk Perceptions on Energy Beverage Consumption: The Mediation Role of a Healthy Lifestyle and Sustainable Consumption
Year: 2022
Cited By: 8

Title: Exploring the Multifaceted Impact of Augmented Reality Applications Across Industries and Consumer Behavior
Year: 2025
Cited By: 1

Conclusion

Iyyad Deeb Abdallah Zahran Shawesh stands out as a dedicated academic, consultant, and researcher who bridges the gap between theory and practice in marketing and digital marketing. His career demonstrates a consistent commitment to advancing knowledge, supporting startups, and contributing to academic discourse through impactful research. By combining experience in finance, marketing, and consultancy with his teaching, he has developed a holistic perspective that benefits both students and professionals. His educational background and ongoing doctoral research position him at the forefront of digital marketing innovation, while his publications highlight pressing issues such as sustainability, consumer engagement, and the role of emerging technologies in shaping markets. Iyyad’s ability to mentor, present, and design effective strategies reflects his leadership in the field. Looking ahead, his work will continue to enrich academia, guide businesses, and contribute to sustainable marketing practices that align with evolving global challenges.