Diana Hassouneh ديانا حسونة

Diana Hassouneh ديانا حسونة

Assistant Professor of Marketing


2020 Hassouneh, D. (2020). ‘The use of social media as a marketing tool by small retailers: A qualitative study’, Journal of marketing communications, under review .  


2018 Hassouneh, D., & Brengman, M. (2018). ‘shopping for virtual products: does user gender matter?’,11th International Conference on Business, Education, Humanities and Social Sciences Studies,   May 1-2, 2018, Istanbul, Turkey.


Alriji, N., & Hassouneh, D. (2018). ‘Using Electronic Business Simulation Games to Enhance Students’ Learning at Palestine Polytechnic University: experimental study’, ,11th International Conference on Business, Education, Humanities and Social Sciences Studies,   May 1-2, 2018, Istanbul, Turkey.



2016 Hassouneh, D. & Abu-Ayash, L. (2016). 'Green Marketing: Literature review and research agenda', 4th International Conference on Energy and Environmental protection in sustainable development, 6-7 April 2016, PPU, Hebron, Palestine.   


2015 Hassouneh, D. & Brengman, M. (2015). 'Metaverse Retailing: Are SVW Users Ready to Buy Real Products from Virtual World Stores?', 12th International Conference on e- Commerce and Digital Marketing, 21 – 23 July 2015, Las Palmas de Gran Canaria, Spain. 


Hassouneh, D. & Brengman, M. (2015). ‘Retailing in Social Virtual Worlds: Developing a Typology of Virtual Store Atmospherics’, Journal of Electronic Commerce Research, 16 (3), 218-241.


Hassouneh, D. & Brengman, M. (2015). 'Are users of social virtual worlds willing to buy a real-world product from the metaverse? Working paper. 


Hassouneh, D. & Brengman, M. (2015). 'Shopping for virtual products in Social Virtual Worlds: does users' real-gender matter? Working paper.


2014 Hassouneh, D. & Brengman, M., (2014). ‘Shopping Motivations and Behavior in Virtual Worlds: Shopping for Real and Virtual Products’, Masterclass & Doctoral Colloquium: Real Life in Virtual Worlds: Opportunities & Challenges, VUB, Brussels, Belgium, Dec. 12.  

Hassouneh, D. & Brengman, M., (2014). 'A Motivation-Based Typology Of Social Virtual World Users', Computers in Human Behavior, special issue: Social media II, 33, April, 330-338.


2011 Hassouneh D. & Brengman M., (2011). ‘Virtual worlds: a gateway for SMEs towards internationalization’, Journal of Brand Management, special issue on digital and virtual world research on brands and marketing development, 19, 72-90.


Hassouneh D. & Brengman M. (2011). ‘Shopping in virtual worlds: Perception, Motivation,and Behavior’, Journal of Electronic Commerce Research, 12 (4), 320-335.  


2010 Hassouneh, D. and Brengman, M. (2010). “Metaverse Retailing: developing a typology of store atmospherics”, VUB PhD Research day, VUB Auditorium, Brussels, May 28, Poster presentation.  


2009 Brengman M. & Hassouneh D., (2009). ‘Virtual Store Atmospherics: An exploratory study in Second Life’, 9th triennial AMS/ACRA Retailing Conference, New Orleans, USA, September 30-October 3.


Hassouneh, D. and Brengman M. (2009). ‘Virtual World Store Design: Second Life Case     Study’, ES-Navoringsdag, Auditorium Fortis, Brussels, Sep 18, Poster presentation. 


2008 Hassouneh, D. and Brengman, M. (2008). ‘Virtual Worlds as a strategic international marketing tool for small and medium-sized enterprises’, EuroMed conference book of proceedings ISBN:978-9963-634-58-3, EuroMed Ecole de Management-Marseille, France, 284-295. 


2007 Hassouneh, D. and Alrefaiyeh, M. (2007). ‘Exploring Virtual Reality potential in enhancing consumers’ shopping experience’, AGBA conference Proceeding, USM – Malaysia.