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Dr Haytham Siala

Senior Lecturer (Associate Professor) in Marketing

Email: h.siala@qmul.ac.uk
Room Number: Room 4.25J, Francis Bancroft Building, Mile End Campus

Profile

Roles

  • Senior Lecturer (Associate Professor) in Marketing
  • Programme Co-Director of MSc Marketing and Digital Analytics
  • EDI Co-Lead for the School of Business and Management

Biography

Dr. Haytham Siala is a Senior Lecturer (Associate Professor) at Queen Mary University of London, specializing in Digital Marketing and Analytics, Technology Enhanced Learning, Digital Healthcare and Digital Well-Being. Dr. Siala holds a PhD in Information Systems from Brunel University, UK, where he studied cultural influences on consumer behavior in electronic commerce. Over his career, he has held different academic and leadership positions at institutions such as Newcastle University, University of Surrey and Cranfield School of Management. where he has contributed to the academic community as a researcher, programme director, and action learning facilitator. Dr. Siala has a strong background in interdisciplinary research and teaching, with a particular focus on information systems, digital healthcare, brand management and the role of technology and AI in education and healthcare. He is the Programme Co-Director for the MSc in Marketing and Digital Analytics. His research spans topics including consumer-based brand equity, technology enhanced learning, technostress, digital wellbeing and the responsible use of AI in digital healthcare. He has published in high-quality journals, including Social Science & Medicine, Risk Analysis, Journal of Business Ethics; Journal of Business Research, Management Education, Thunderbird International Business Review, Information, Technology & People, among others.

Teaching

Postgraduate:

  • BUSM026: Brand Management
  • BUSM098: Research Methods in Marketing

Haytham is a Senior Fellow of the Higher Education Academy.

Research

Research Interests:

Research interests

  • Digital and Social Media Marketing
  • Information Systems
  • Brand Management
  • Nation Branding
  • Technostress and Digital Well-being
  • Responsible Use of AI in Healthcare
  • Technology-Enhanced Learning

 

Centre and Group Membership

MINDS (Marketing Insights & Digital Societies)

 

Selected Publications

Journal articles

  • Kutsch, E., Siala, H., Cantarelli, C., & Djabbarov, I. (2025). Categorizing Errors in High-Reliability Organizations: Adaptive Range and Adaptive Capacity in Incident Response. Risk Analysis, 45, 2356–2374. 
  • Siala, H., Tajvidi, M., Wang, Y., Hajli, N., Richard, M.-O., & Brannan, M. (2025). Using Serious Games for Learning Business Ethics: Exploring Its Socio-technical Enablers and Cross-cultural Influences. Journal of Management Education, 49(4), 570-607.
  • Siala, H., Kutsch, E., Sivarajah, U., Nyuur, R., Shin, M. M., & Seo, M. J. (2025). Theorising synchronization of organizational resources in dynamic environments. Thunderbird International Business Review.
  • Siala, H., & Wang, Y. (2022). SHIFTing artificial intelligence to be responsible in healthcare: A systematic review. Social Science & Medicine, 296, 114782.
  • Siala, H., Kutsch, E., & Jagger, S. (2020). Cultural influences moderating learners’ adoption of serious 3D games for managerial learning. Information Technology & People, 33(2), 424-455.
  • Jagger, S., Siala, H., & Sloan, D. (2016). It's all in the game: A 3D learning model for business ethics. Journal of Business Ethics, 137, 383-403.
  • Çifci, S., Ekinci, Y., Whyatt, G., Japutra, A., Molinillo, S., & Siala, H. (2016). A cross validation of Consumer-Based Brand Equity models: Driving customer equity in retail brands. Journal of Business Research, 69(9), 3740-3747

Publications

Siala, H., & Wang, Y. (2022). SHIFTing artificial intelligence to be responsible in healthcare: A systematic review. Social Science & Medicine, 296, 114782.

Siala, H., Kutsch, E., & Jagger, S. (2020). Cultural influences moderating learners’ adoption of serious 3D games for managerial learning. Information Technology & People, 33(2), 424-455.

Jagger, S., Siala, H., & Sloan, D. (2016). It's all in the game: A 3D learning model for business ethics. Journal of business ethics, 137, 383-403.

Çifci, S., Ekinci, Y., Whyatt, G., Japutra, A., Molinillo, S., & Siala, H. (2016). A cross validation of Consumer-Based Brand Equity models: Driving customer equity in retail brands. Journal of Business Research, 69(9), 3740-3747.

Supervision

Current Doctoral Students: 

  • Abdullah A. Alfares- Cultural Tourism as a Tool for Nation Branding: Examining the Aspirations of Saudi Vision 2030 (joint with SMA Moin)

Dr Siala welcomes enquiries from prospective doctoral students with an interest in:

  • Digital and Social Media Marketing
  • Information Systems
  • Brand Management
  • Nation Branding
  • Technostress and Digital Well-being
  • Responsible Use of AI in Healthcare
  • Technology-Enhanced Learning

Public Engagement

Haytham is an active member of multiple editorial boards such as International Journal of Information Management and has chaired and presented at international conferences on digital health such as International Conference on Digital Health and Medical Analytics and the International Conference on Information Systems (ICIS). His contributions to the field are complemented by his role as an ad hoc reviewer for high-impact journals and conferences such as Social Science & Medicine, Long Range Planning, Information Systems Frontiers, Information, Technology & People, Technology Forecasting and Social Change, Journal of Business Ethics, Management Education, and the International Conference on Information Systems (ICIS), amongst others.

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