Azmat Rasul
Biographic Data
| ID | 643280 |
|---|---|
| NAME | Azmat Rasul |
| GIVEN NAMES | Azmat |
| FAMILY NAME | Rasul |
| SIGNATURE | RASUL A |
| AFFILIATIONS | Zayed University |
| ORCID | 0000-0001-7843-3058 |
| VERIFIED | Yes |
| TOTAL WORKS | 21 |
| TOTAL CITATIONS | 13 |
| AUTHOR COUNT | 21 |
| EDITOR COUNT | 0 |
| FIRST PUBLICATION YEAR | 2014 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 2 |
Bridging risk and retention: Risk coping with privacy and hallucination in AI
This study examines how users engage with generative AI systems in the presence of perceived technological risks, focusing on the interplay between risk perception, adaptive behavior, and continued use. Drawing on a risk coping perspective, the study conceptualizes generative AI use as an ongoing process in which users evaluate potential informational and privacy-related threats and adjust their practices accordingly. the analysis explores how pe…
Towards responsible AI journalism: Mapping journalists’ perceptions of AI ethics
The rapid advancement of artificial intelligence (AI) introduces pressing social and ethical dilemmas, reshaping both the integration of AI into journalistic routines and the broader dynamics of news production and dissemination. This study investigates how journalists perceive and navigate the ethical dimensions of AI, with particular attention to how ethical principles are understood and operationalized in practice. Drawing on a dual sensemakin…
Empowering women on screen: Exploring the influence of female protagonists on contemporary culture and gendered enjoyment in film
A prevalent notion in the film industry across the globe suggests that female-led films may underperform, leading producers to avoid casting women as leads. This fear of alienating male audiences perpetuates patriarchal ideologies, objectifies female bodies, reinforces gender stereotypes, and alters perceptions of femininity. Examining this perception, the present study investigated the impact of the gender of the protagonist on the audience pref…
Celebrity Politics: Construction and Validation of a Scale to Measure the Political Influence of Celebrities
This study develops and validates the Political Influence of Celebrities Scale (PICS), designed to assess how entertainment celebrities influence young adults’ political attitudes and behaviors. Drawing on survey data collected from 498 university students in the United States, we applied exploratory and confirmatory factor analysis to test the scale’s structure and psychometric validity. The results support a three-factor model consisting of gen…
Framing as a Survival Strategy in Fragile Media Contexts: News Framing in Egyptian Hyperlocal Journalism
Socially networked endorsements: Exploring the relationship between social identification and online marketing in multicultural societies
This study examines the trends and effectiveness of online social networks to target youth for precision marketing under the varied mediating role of cultural dispositions, innovative aptitude, and perceived medium credibility in emerging yet distinctive marketplaces. We conducted an online survey ( N = 577) in three countries representing different social, economic, and cultural values to investigate the relationships between the variables. The …
Interactive frames: User responses to the framing of Covid-19 in the Instagram account of an Emarati news agency
The last few years have witnessed an increased reliance on social media as a primary communication channel to disseminate news, updates, and information on different subjects. Media practitioners have been using framing to highlight certain segments of news stories and shape public opinion to engage audiences with the news stories and influence their perception and response. This study investigates the types and frequency of frames used in an Emi…
Secondary, security threat, and sage: Eulogy effect and the framing of female politicians as political martyrs in the elite press of South Asia
How do newspapers frame female politicians, and does this framing change after a female politician's death during an election campaign? Benazir Bhutto, who served two terms as prime minister of Pakistan, was assassinated in 2007 by a terrorist group. South Asian newspapers framed her as corrupt, inefficient, and a threat to national security before her death; however, the elite press characterized her as a martyr and sage posthumously. Using qual…
Understanding religious influence through elevation on green advertising effectiveness among Muslims: An examination from the UAE and the USA
Given the growth of green advertising due to increasing environmental concerns, as well as the scarce religious advertising research on Muslims, this research investigates religious and cultural effects on Muslims’ purchase intentions when reacting to green advertising. The results from two experimental studies show that Islamic religious appeals exert a moderated mediation effect on Muslims’ intentions to purchase green products. Specifically, a…
Identification and political advertising: Exploring the role of ethnic identification in political advertising campaigns
Issues of race and ethnic diversity have emerged as important consideration in campaigning and developing political advertising. This study examines the moderating effect of the strength of ethnic identity for Hispanic and non-Hispanic White voters. The results of the between-subject factorial design indicate that non-Hispanic White individuals with strong ethnic identities hold more favorable attitudes toward a political candidate that advocates…
A passage to India: The Indian film market and the political economy of Disney’s transnational operations
This study analyses Disney’s operations in the Indian film market through its subsidiary, UTV Motion Pictures, during earlier decades. Scholarship in the critical political economy has ignored how transnational media corporations make inroads into profitable markets. The present study addresses this critical gap by examining Disney’s expansion strategies in the Indian culture market. The analysis reveals that Disney has increased its influence in…
In Platforms We Trust?Unlocking the Black-Box of News Algorithms through Interpretable AI
With the rapid increase in the use and implementation of AI in the journalism industry, the ethical issues of algorithmic journalism have grown rapidly and resulted in a large body of research that applied normative principles such as privacy, information disclosure, and data protection. Understanding how users’ information processing leads to information disclosure in platformized news contexts can be important questions to ask. We examine users…
Effective Cross-cultural Advertising: Moderating Roles of Ethnic Identity and Religiosity in Pitching Controversial Vs. Non-controversial Products to Diasporic Communities
This study evaluates the impact of casting ethnically identical actors in advertisements to elicit a favourable attitude towards the advertisement and the product. Our study explores the effectiveness of cross-cultural advertising and investigates the effectiveness of advertisements. In this experimental study, a national sample (N = 252) was recruited with an equal number of Indian and Middle Eastern subjects, which were randomly chosen across t…
Fictional politainment: Exposure to international television drama and attitude toward female politicians
We examine the relationship between media use motivations and attitudes toward female politicians by proposing a conceptual model explaining the role of key mediating variables such as identification, narrative transportation, enjoyment, and political self-efficacy in influencing the attitude of the viewers of international TV drama towards female role models (politicians). We investigated the direct and indirect effects between media use motivat…
Learning Politics through Entertainment: Exploring the Effects of Biographical Films on Political Learning and Attitude Toward Female Politicians
This study examined the effects of semi-fictional biographical political films on political learning and attitude change in audiences of fictionalized accounts of female politicians. Data from 310 participants indicated that content-related political learning significantly increased and attitude toward female politicians positively changed after exposure. A conceptual model of the political entertainment effects indicated that initial political l…
Why am I seeing this? Deconstructing algorithm literacy through the lens of users
Purpose As algorithms permeate nearly every aspect of digital life, artificial intelligence (AI) systems exert a growing influence on human behavior in the digital milieu. Despite its popularity, little is known about the roles and effects of algorithmic literacy (AL) on user acceptance. The purpose of this study is to contextualize AL in the AI environment by empirically examining the role of AL in developing users' information processing in alg…
Networked Identities: Exploring the Role of Social Networking to Optimize Event Marketing by Higher Education Institutions in the Middle East
This article examines the growing use and influence of two popular social networking sites—Facebook and LinkedIn—in the Middle East. Under the premise of Social Identity theory, we focus on the impact of posting information about academic-related events on social networking sites. We recruited 180 participants in a laboratory-based experiment using a 2 (medium type) × 2 (message valance) × 2 (group affiliation) factorial design to assess the mode…
Between the Family and Politics: Female Politicians as Media Objects in Bollywood Films
Of late, researchers have examined the stereotyping of female politicians in entertainment media as a serious problem in several democratic societies. Despite chauvinism and stereotyping, the entertainment industries find female politicians attractive content producers, which guarantee tangible profit, as audiences are interested in learning about the life stories of female politicians. This article employs feminist political economy of communica…
Learning through entertainment: The effects of Bollywood movies on the job-seeking behavior of South Asian female
This study examined the relationship between exposure to Bollywood movies and job-seeking behavior of South Asian females. Using survey data collected from 132 female participants, we explored the effects of exposure to Bollywood movies on job search self-efficacy, enjoyment and job-seeking behavior of South Asian females living in the United States, Canada, United Kingdom, Germany, India, and Pakistan. We also applied a structural equation model…
The Taliban factor: Conflict in Afghanistan and elite South Asian newspapers
We analysed the editorial treatment of Taliban in the elite English press of India and Pakistan during January 2008 to December 2009. The study critically evaluated the relationship between elite press and the governments of the neighbouring countries of Afghanistan, and discussed how media framed Taliban in the context of foreign policies of the South Asian neighbours having important stakes in the conflict-ravaged Afghanistan. The central focus…
Online Activity, Alcohol Use, and Internet Delinquency Among Korean Youth: A Multilevel Approach
This study examined the effects of online activity and alcohol use on Internet delinquency using data sets from the Korea Youth Panel Survey and focusing on adolescents in their 10th grade in high school (Wave 3). The current study investigated differences in Internet delinquency at Level 1 and Level 2. The units of Level 1 were students and those of Level 2 were schools. The total sample size for this study was 2,854 students at Level 1 and 166 …
Why am I seeing this? Deconstructing algorithm literacy through the lens of users
Purpose As algorithms permeate nearly every aspect of digital life, artificial intelligence (AI) systems exert a growing influence on human behavior in the digital milieu. Despite its popularity, little is known about the roles and effects of algorithmic literacy (AL) on user acceptance. The purpose of this study is to contextualize AL in the AI environment by empirically examining the role of AL in developing users' information processing in alg…
The Taliban factor: Conflict in Afghanistan and elite South Asian newspapers
We analysed the editorial treatment of Taliban in the elite English press of India and Pakistan during January 2008 to December 2009. The study critically evaluated the relationship between elite press and the governments of the neighbouring countries of Afghanistan, and discussed how media framed Taliban in the context of foreign policies of the South Asian neighbours having important stakes in the conflict-ravaged Afghanistan. The central focus…
A passage to India: The Indian film market and the political economy of Disney’s transnational operations
This study analyses Disney’s operations in the Indian film market through its subsidiary, UTV Motion Pictures, during earlier decades. Scholarship in the critical political economy has ignored how transnational media corporations make inroads into profitable markets. The present study addresses this critical gap by examining Disney’s expansion strategies in the Indian culture market. The analysis reveals that Disney has increased its influence in…
Learning through entertainment: The effects of Bollywood movies on the job-seeking behavior of South Asian female
This study examined the relationship between exposure to Bollywood movies and job-seeking behavior of South Asian females. Using survey data collected from 132 female participants, we explored the effects of exposure to Bollywood movies on job search self-efficacy, enjoyment and job-seeking behavior of South Asian females living in the United States, Canada, United Kingdom, Germany, India, and Pakistan. We also applied a structural equation model…
Online Activity, Alcohol Use, and Internet Delinquency Among Korean Youth: A Multilevel Approach
This study examined the effects of online activity and alcohol use on Internet delinquency using data sets from the Korea Youth Panel Survey and focusing on adolescents in their 10th grade in high school (Wave 3). The current study investigated differences in Internet delinquency at Level 1 and Level 2. The units of Level 1 were students and those of Level 2 were schools. The total sample size for this study was 2,854 students at Level 1 and 166 …
Learning through entertainment: The effects of Bollywood movies on the job-seeking behavior of South Asian female
This study examined the relationship between exposure to Bollywood movies and job-seeking behavior of South Asian females. Using survey data collected from 132 female participants, we explored the effects of exposure to Bollywood movies on job search self-efficacy, enjoyment and job-seeking behavior of South Asian females living in the United States, Canada, United Kingdom, Germany, India, and Pakistan. We also applied a structural equation model…
The Taliban factor: Conflict in Afghanistan and elite South Asian newspapers
We analysed the editorial treatment of Taliban in the elite English press of India and Pakistan during January 2008 to December 2009. The study critically evaluated the relationship between elite press and the governments of the neighbouring countries of Afghanistan, and discussed how media framed Taliban in the context of foreign policies of the South Asian neighbours having important stakes in the conflict-ravaged Afghanistan. The central focus…
Between the Family and Politics: Female Politicians as Media Objects in Bollywood Films
Of late, researchers have examined the stereotyping of female politicians in entertainment media as a serious problem in several democratic societies. Despite chauvinism and stereotyping, the entertainment industries find female politicians attractive content producers, which guarantee tangible profit, as audiences are interested in learning about the life stories of female politicians. This article employs feminist political economy of communica…
Networked Identities: Exploring the Role of Social Networking to Optimize Event Marketing by Higher Education Institutions in the Middle East
This article examines the growing use and influence of two popular social networking sites—Facebook and LinkedIn—in the Middle East. Under the premise of Social Identity theory, we focus on the impact of posting information about academic-related events on social networking sites. We recruited 180 participants in a laboratory-based experiment using a 2 (medium type) × 2 (message valance) × 2 (group affiliation) factorial design to assess the mode…
Learning Politics through Entertainment: Exploring the Effects of Biographical Films on Political Learning and Attitude Toward Female Politicians
This study examined the effects of semi-fictional biographical political films on political learning and attitude change in audiences of fictionalized accounts of female politicians. Data from 310 participants indicated that content-related political learning significantly increased and attitude toward female politicians positively changed after exposure. A conceptual model of the political entertainment effects indicated that initial political l…
Why am I seeing this? Deconstructing algorithm literacy through the lens of users
Purpose As algorithms permeate nearly every aspect of digital life, artificial intelligence (AI) systems exert a growing influence on human behavior in the digital milieu. Despite its popularity, little is known about the roles and effects of algorithmic literacy (AL) on user acceptance. The purpose of this study is to contextualize AL in the AI environment by empirically examining the role of AL in developing users' information processing in alg…
In Platforms We Trust?Unlocking the Black-Box of News Algorithms through Interpretable AI
With the rapid increase in the use and implementation of AI in the journalism industry, the ethical issues of algorithmic journalism have grown rapidly and resulted in a large body of research that applied normative principles such as privacy, information disclosure, and data protection. Understanding how users’ information processing leads to information disclosure in platformized news contexts can be important questions to ask. We examine users…
Effective Cross-cultural Advertising: Moderating Roles of Ethnic Identity and Religiosity in Pitching Controversial Vs. Non-controversial Products to Diasporic Communities
This study evaluates the impact of casting ethnically identical actors in advertisements to elicit a favourable attitude towards the advertisement and the product. Our study explores the effectiveness of cross-cultural advertising and investigates the effectiveness of advertisements. In this experimental study, a national sample (N = 252) was recruited with an equal number of Indian and Middle Eastern subjects, which were randomly chosen across t…
Fictional politainment: Exposure to international television drama and attitude toward female politicians
We examine the relationship between media use motivations and attitudes toward female politicians by proposing a conceptual model explaining the role of key mediating variables such as identification, narrative transportation, enjoyment, and political self-efficacy in influencing the attitude of the viewers of international TV drama towards female role models (politicians). We investigated the direct and indirect effects between media use motivat…
Understanding religious influence through elevation on green advertising effectiveness among Muslims: An examination from the UAE and the USA
Given the growth of green advertising due to increasing environmental concerns, as well as the scarce religious advertising research on Muslims, this research investigates religious and cultural effects on Muslims’ purchase intentions when reacting to green advertising. The results from two experimental studies show that Islamic religious appeals exert a moderated mediation effect on Muslims’ intentions to purchase green products. Specifically, a…
Identification and political advertising: Exploring the role of ethnic identification in political advertising campaigns
Issues of race and ethnic diversity have emerged as important consideration in campaigning and developing political advertising. This study examines the moderating effect of the strength of ethnic identity for Hispanic and non-Hispanic White voters. The results of the between-subject factorial design indicate that non-Hispanic White individuals with strong ethnic identities hold more favorable attitudes toward a political candidate that advocates…
A passage to India: The Indian film market and the political economy of Disney’s transnational operations
This study analyses Disney’s operations in the Indian film market through its subsidiary, UTV Motion Pictures, during earlier decades. Scholarship in the critical political economy has ignored how transnational media corporations make inroads into profitable markets. The present study addresses this critical gap by examining Disney’s expansion strategies in the Indian culture market. The analysis reveals that Disney has increased its influence in…
Interactive frames: User responses to the framing of Covid-19 in the Instagram account of an Emarati news agency
The last few years have witnessed an increased reliance on social media as a primary communication channel to disseminate news, updates, and information on different subjects. Media practitioners have been using framing to highlight certain segments of news stories and shape public opinion to engage audiences with the news stories and influence their perception and response. This study investigates the types and frequency of frames used in an Emi…
Secondary, security threat, and sage: Eulogy effect and the framing of female politicians as political martyrs in the elite press of South Asia
How do newspapers frame female politicians, and does this framing change after a female politician's death during an election campaign? Benazir Bhutto, who served two terms as prime minister of Pakistan, was assassinated in 2007 by a terrorist group. South Asian newspapers framed her as corrupt, inefficient, and a threat to national security before her death; however, the elite press characterized her as a martyr and sage posthumously. Using qual…
Towards responsible AI journalism: Mapping journalists’ perceptions of AI ethics
The rapid advancement of artificial intelligence (AI) introduces pressing social and ethical dilemmas, reshaping both the integration of AI into journalistic routines and the broader dynamics of news production and dissemination. This study investigates how journalists perceive and navigate the ethical dimensions of AI, with particular attention to how ethical principles are understood and operationalized in practice. Drawing on a dual sensemakin…
Empowering women on screen: Exploring the influence of female protagonists on contemporary culture and gendered enjoyment in film
A prevalent notion in the film industry across the globe suggests that female-led films may underperform, leading producers to avoid casting women as leads. This fear of alienating male audiences perpetuates patriarchal ideologies, objectifies female bodies, reinforces gender stereotypes, and alters perceptions of femininity. Examining this perception, the present study investigated the impact of the gender of the protagonist on the audience pref…
Celebrity Politics: Construction and Validation of a Scale to Measure the Political Influence of Celebrities
This study develops and validates the Political Influence of Celebrities Scale (PICS), designed to assess how entertainment celebrities influence young adults’ political attitudes and behaviors. Drawing on survey data collected from 498 university students in the United States, we applied exploratory and confirmatory factor analysis to test the scale’s structure and psychometric validity. The results support a three-factor model consisting of gen…
Framing as a Survival Strategy in Fragile Media Contexts: News Framing in Egyptian Hyperlocal Journalism
Socially networked endorsements: Exploring the relationship between social identification and online marketing in multicultural societies
This study examines the trends and effectiveness of online social networks to target youth for precision marketing under the varied mediating role of cultural dispositions, innovative aptitude, and perceived medium credibility in emerging yet distinctive marketplaces. We conducted an online survey ( N = 577) in three countries representing different social, economic, and cultural values to investigate the relationships between the variables. The …
Bridging risk and retention: Risk coping with privacy and hallucination in AI
This study examines how users engage with generative AI systems in the presence of perceived technological risks, focusing on the interplay between risk perception, adaptive behavior, and continued use. Drawing on a risk coping perspective, the study conceptualizes generative AI use as an ongoing process in which users evaluate potential informational and privacy-related threats and adjust their practices accordingly. the analysis explores how pe…
Political science (15 works) · Psychology (14 works) · Sociology (12 works) · Social Psychology (9 works) · Politics (8 works) · Business (7 works) · Law (7 works) · Advertising (6 works) · Computer Science (5 works) · Media Studies and Communication (5 works)