Hassan Babapour

PhD Student (He/Him)

Headshot of Hassan Babapour, a smiling man with dark hair, a mustache, a soul patch, wearing a black suit.

ACADEMIC AREA
Marketing

AREAS OF EXPERTISE
E-Commerce, Digital Marketing & SMM

SUPERVISOR(S)
Dr. Ruhai Wu

EMAIL
babapouh@mcmaster.ca

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Headshot of Hassan Babapour, a smiling man with dark hair, a mustache, a soul patch, wearing a black suit.

Biography

Hassan Babapour is a PhD candidate in Marketing at McMaster University’s DeGroote School of Business, with a decade of industry experience in digital marketing and business development. Before transitioning to academia, Hassan held leadership roles as a Chief Marketing Officer (CMO), Digital Marketing Manager, and Business Development Director. He has driven success across various industries through data-driven strategies, digital transformation, and e-commerce.

Hassan holds a bachelor’s degree in economics and master’s degree in marketing from the University of Tehran. His research interests focus on e-commerce and digital marketing, where he aims to blend academic insights with practical marketing applications.

Publications

  1. Amini, A., Babapour, H., Aghazadeh, H., & Azizzadeh, F. (2023). The Effects of the Joint Comprehensive Plan of Action on Business Models. The International Journal of Sustainability in Economic, Social and Cultural Context, 19(2), 21.
  2. Yang, Z. and Babapour, H. (2023), “Critical variables for assessing the effectiveness of electronic customer relationship management systems in online shopping”, Kybernetes, Vol. 52 No. 9, pp. 3044-3063. https://doi.org/10.1108/K-10-2021-0952
  3. Babapour, H., & Aghazadeh, H. (2023). The effect of social media marketing activities on brand equity in the luxury products. Journal of Positive School
    Psychology.
  4. Islam, MS., Azizzadeh, F., Zupok, S., Babapour, H., & et al. (2022). Service Employees’ Expressions of Emotions in Restaurants: A Transcendental Phenomenology Study. Journal of Environmental Management and Tourism, (volume XIII, Fall) 6(62): 1681-1796. DOI: https://dx.doi.org/10.14505/jemt.v13.6(62).16
  5. Azizzadeh, F., Babapour, H., & et al. (2022). Expectations and Organizational Realities: The Relationship between Person and Organization. The International Journal of Interdisciplinary Organizational Studies, 17 (1): 23-34. DOI: https://doi.org/10.18848/2324-7649/CGP/v17i01/23-34

Posters

  1. Presented the poster Platform Promotion and Social Media Diffusion: A Two Segment Model of Followers and Non-Followers, co authored with Dr. Ruhai Wu, at ETSYM 2026, University of Manitoba.