Muhammad Shahzeb Fayyaz

Mr. Muhammad Shahzeb Fayyaz is working as a Lecturer in School of Management Sciences at Ghulam Ishaq Khan Institute of Engineering Sciences and Technology. His specialized area is Marketing and have a sound understanding of different research domains within the specialized field. He is actively involve in the research and his papers has been published in the journals of international repute and as a conference proceedings.  Prior to joining GIKI he worked in a corporate sector and have a diverse experience of working in different international funded projects in a non-governmental (NGO) sector.


Muhammad Shahzeb Fayyaz


Muhammad Shahzeb Fayyaz


Qualifications:  BBA (HONS) and Master of Business Administration from Institute of Management Sciences
Research Interests: Advertising, branding, consumer behavior, social media marketing, consumer videogame engagement and playful consumption experience approach

Selected Publications

Journal Publication

Amir Zaib Abbasi, Muhammad Shahzeb Fayyaz, Ding Hooi Ting, Maira Munir, Shahid Bashir, Chun Zhang (2022), The moderating role of complaint handling on brand hate in the cancel culture, Asia-Pacific Journal of Business Administration (ECSI, SCOPUS, Ranked B in ABDC, HEC ranked in X Category)., Vol. ahead-of-print No. ahead-of-print.

Abbasi, A.Z., Rehman, U., Fayyaz, M.S., Ting, D.H., Shah, M.U. and Fatima, R. (2021), Using the playful consumption experience model to uncover behavioral intention to play Multiplayer Online Battle Arena (MOBA) games, Data Technologies and Applications (JCR SSCI, Impact Factor: 1.667, Ranked W in HEC)., Vol. 56., Issue No. 2.

Conference Publication

Amir Zaib Abbasi, Ting Ding Hooi, Hlavacs,H., Muhammad Shahzeb Fayyaz & Bradley Wilson (2019). Playful- Consumption Experience and Consumer Videogame Engagement in the lens of S-R Model: An Empirical Study. In First International Conference, HCI-Games 2019, Held as Part of the 21st HCI International Conference, HCII 2019, Orlando, FL, USA, July 26–31, 2019, Proceedings. Lecture Notes in Computer Science, vol 11595. Springer, Cham (Indexed in the ISI Conference Proceedings Citation Index, Scopus, EI Engineering Index, Google Scholar, DBLP, etc.)

Abbasi A.Z., Ting D.H., Hlavacs H., Fayyaz M.S. (2018) Modeling Consumers’ Observational Learning in Digital Gaming: A Conceptual Model. In: Göbel S. et al. (eds) Serious Games. JCSG 2018. Lecture Notes in Computer Science, vol 11243. Springer, Cham (Indexed in the ISI Conference Proceedings Citation Index, Scopus, EI Engineering Index, Google Scholar, DBLP, etc.)

Jamak, A. B. S. A., Abbasi, A. Z., & Fayyaz, M. S. (2018). Gender Differences and Consumer Videogame Engagement. In SHS Web of Conferences (Vol. 56, p. 01002). EDP Sciences. (Indexed in the ISI Conference Proceedings Citation Index)

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