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Dr. Safwan Marwin Bin Abdul Murad is a Senior Lecturer at the UUM College of Business, specialising in Technology Adoption, Tourism Marketing, and Consumer Behaviour. He holds a PhD in Marketing from Universiti Kebangsaan Malaysia and has received several awards, including the Best Paper Award from the Ministry of Higher Education Malaysia and UUM in 2023. His research areas include Tourism Marketing, Purchasing, and Technology Adoption and Acceptance. Dr. Safwan has published extensively, with notable works on topics such as emotional brand attachment, gamification in education, and challenges new academic staff face. He is also involved in various research projects and consultations, particularly with the Royal Malaysia Police on leadership and competency evaluations.
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