Wan Azani Wan Mustafa
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Preferred name
Wan Azani Wan Mustafa
Official Name
Wan Azani, Wan Mustafa
Alternative Name
Mustafa, W.
Azani Mustafa, Wan
Mustaffa, Wan Azani
Wan Mustafa, Wan Azani
Main Affiliation
Scopus Author ID
57219421621
Researcher ID
J-4603-2014

Research Output
Now showing 1 - 2 of 2
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Publication

Immersive Technologies: A Literature Review on Brand Engagement and Consumer Behaviour

2023 , Nor Hazlen Kamaruddin , Mohd Ekram Alhafis Bin Hashim , Wan Azani Wan Mustafa , Suraya Md Nasir , Mohd Fauzi Harun , Laith H. Jasim

The evolution of marketing through digital means has been greatly influenced by the emergence of virtual influencers on social media and the incorporation of immersive technologies such as AR, VR, and XR. This study examines the development of virtual influencers as an emerging frontier in consumer interaction, highlighting their unique benefits compared to traditional influencers and their potential for tailored and managed brand promotion. Digital avatars provide a unique method to engage audiences, but they also present ethical dilemmas and require scientific evidence to confirm their efficacy. The methodology includes a comprehensive literature study on many aspects of digital marketing, such as the influence of immersive technologies on brand storytelling and engagement, and the significance of gamification and video-based learning in improving user interaction from 2013 to 2024. The analysis highlights a significant deficiency in existing research about the enduring impacts of these technologies on brand loyalty and consumer behaviour. The digital age requires creative marketing methods that are ethical and align with consumers' desire for authenticity and engagement. Future studies should further investigate these aspects to ensure that virtual influencers and immersive technology are used properly to cultivate significant brand connections.

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Publication

Navigating the ethical landscape of Artificial Intelligent(AI): a syntesis analysis across diverse disciplines

2024-07 , Mohd Ekram Alhafis Bin Hashim , Nor Hazlen Kamaruddin , Wan Azani Wan Mustafa , Suraya Md Nasir , Laith H. Jasim , Miharaini Md Ghani

This in-depth examination of 27 Scopus-indexed papers delves into the complex field of artificial intelligence (AI), emphasizing three key themes: "AI in Practice,""Ethical Considerations,"and "Holistic Impact."The synthesis emphasizes AI's revolutionary influence in a variety of fields, including art, advertising, renewable energy, and mental health therapy. However, an urgent need for more prominent labeling systems in AI-generated art emerges, necessitating additional study for practical application. Ethical considerations, such as privacy, surveillance, and responsible AI use, take center stage, pushing for ethical prioritizing in human behavior detection, advertising, and emotion recognition from text. Looking ahead, future research might delve deeper into the "AI in Practice"theme, including specific case studies and real-world implementations, to provide a thorough knowledge of actual benefits and obstacles. Exploring the development of strong ethical frameworks and norms within the "Ethical Considerations"dimension is critical for responsible AI deployment, as it addresses issues of prejudice and privacy concerns. To gain a better grasp of the "Holistic Impact,"interdisciplinary research might look into AI's impact on complex dynamics like doctor-patient interactions, environmental consequences, and overarching effects on human creativity. Finally, including these issues into future research endeavors is critical for developing a comprehensive perspective on the diverse influence of artificial intelligence. This approach not only improves our grasp of practical applications, ethical concerns, and social ramifications, but it also sets the framework for responsible AI integration in a variety of scenarios.

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