Syed M. Usman Tayyab
Syed M. Usman Tayyab
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McGill Desautels Faculty of Management, 1001 Sherbrooke St W, Montreal, Canada
I am a PhD Candidate from McGill University
I am a PhD Candidate from McGill University
I am a first-generation university graduate and also a first-generation foreign student. I initially pursued Mechanical Engineering at the University of Engineering and Technology, Lahore—one of Pakistan's premier institutions, providing me with a strong analytical foundation. Then I joined the State Bank of Pakistan (SBP), after succeeding in a highly competitive nationwide exam, as a young government official. Restarted my educational journey once again by virtue of the Chinese Government Scholarship awarded to me through a national-level competition held by the Chinese Embassy in Pakistan. Currently pursuing PhD in Management (Information systems concentration) at McGill Desautels Faculty of Management.
Research Interests
Research Interests
• Social Media • Machine & Deep Learning • Digital Trace Data
• Corporate Activism • Wikipedia • Collective Attention
• Algorithm-Supported Induction • Digital Activism • Corporate Online Communication
• Computational Social Networks • Corporate Social Advocacy • Sustainability
• Text as Data • Computationally Intensive Theory Construction
Publications
Publications
CONFERENCE PUBLICATIONS
Tayyab, S. M. U., & Vaast, E. (2024). Balancing on a Digital Rope: How Large Corporations Engage in Digital Framing to Navigate Hashtag Activism. In ICIS Proceedings 2024. 10. https://aisel.aisnet.org/icis2024/socmedia_digcollab/socmedia_digcollab/10
Tayyab, S. M. U., & Vaast, E. (2025). From Attention to Activism: Demystifying Corporate Engagement in Digital Issue Arenas. In Academy of Management Proceedings 2025. Status: Accepted
Tayyab, S. M. U., & Vaast, E. (2025). Understanding Communication Interdependencies in Corporate Sustainability Discourse Contact. In AMCIS Proceedings 2025. Status: Accepted
Tayyab, S. M. U., & Vaast, E. (2025). Curating Communication, Organizing Opinions: The Role of Corporate Social Advocacy in Contentious Digital Public Discourse. In ICIS Proceedings 2025. Status: Submitted
PEER-REVIEWED JOURNAL PUBLICATIONS
Xu, X.; Tayyab, S. M. U.; Jia, Q.; Wu, K. (2024). The coping strategies in fitness apps: a three-stage analysis with findings from SEM and FsQCA. Internet Research. Vol. 34 No. 3, pp. 1046-1076. https://doi.org/10.1108/INTR-07-2022-0554
Xu, X., Jia, Q., & Tayyab, S. M. U. (2024). Exploring the dual routes in influencing sales and adoption in augmented reality retailing: a mixed approach of SEM and FsQCA. Internet Research. Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/INTR-06-2023-0438
Xu, X. Y., Jia, Q. D., & Tayyab, S. M. U. (2024). Exploring the stimulating role of augmented reality features in E-commerce: A three-staged hybrid approach. Journal of Retailing and Consumer Services. 77, 103682. https://doi.org/10.1016/j.jretconser.2023.103682
Xu, XY; Tayyab, S. M. U; Jia, Q; Wu, K. (2022). Exploring the gamification affordances in online shopping with the heterogeneity examination through REBUS-PLS. Journal of Theoretical and Applied Electronic Commerce Research. 18(1), 289-310. https://doi.org/10.3390/jtaer18010016
Xu, XY; Tayyab, S. M. U.; Luo, X; Leed, F.C; Jia, Q. (2024). Investigating Social Streaming App Dependency: A Mixed-Methods Analysis. Journal of Intellectual Capital. 26 (2), 304-326. https://doi.org/10.1108/JIC-04-2024-0113
Xu, XY; Jia, Q; Tayyab, S. M. U. (2023). The exploration of customization in augmented reality from the affordance lens: A three-stage hybrid approach. Technological Forecasting and Social Change, 194, 122729. https://doi.org/10.1016/j.techfore.2023.122729
Xu, X. Y.; Tayyab, S. M. U.; Jia, Q.; & Huang, A. H. (2023). A multi-model approach for the extension of the use and gratification theory in video game streaming. Information Technology & People. Vol. 38 No. 1, pp. 137-179. https://doi.org/10.1108/ITP-08-2021-0628
Yin, M; Tayyab, S. M. U.; Xu, XY; Jia, SW; Wu, CL. (2021). The Investigation of Mobile Health Stickiness: The Role of Social Support in a Sustainable Health Approach. Sustainability. 13(4): 1693. https://doi.org/10.3390/su13041693 First Listed Author
Xu, XY; Tayyab, S. M. U. (2021). How the intensity of the immersive experience impels the extent of Social Streaming App dependency? An empirical assessment with mediation and moderation effects. Telematics and Informatics. 63: 101661. https://doi.org/10.1016/j.tele.2021.101661
Gao, X; Xu, XY; Tayyab, S. M. U; Li, Q. (2021). How the live streaming commerce viewers process the persuasive message: An ELM perspective and the moderating effect of mindfulness. Electronic Commerce Research and Applications. 49: 87-101. https://doi.org/10.1016/j.elerap.2021.101087
Xu, XY; Tayyab, S. M. U; Chang, FK; Zhao, K. (2020). Hierarchical value-attainment paths of CBEC consumers: a means-end-chain perspective. Internet Research. 31: 699-736. https://doi.org/10.1108/INTR-10-2019-0397
Teaching
Teaching
COURSE LECTURER
Desautels Faculty of Management, McGill University
Course Title: Technology and Innovation for Sustainability (Undergrad)
Terms: Winter 2024, Winter 2025
Course Description:
Information Systems: The role of information and other technologies in the size and nature of an organization’s environmental ‘footprint’. Achieving sustainability through strategic innovation, such as digitization, recycling, reuse of materials, sustainable design, LEED certifications, smart grids, and energy metrics. Analyzing the environmental benefits and hidden costs of novel technologies.
Course Title: Managing and Organizing Digital Technology (Undergrad)
Terms: Fall 2024
Course Description:
Information Systems: Tools and concepts necessary to manage information systems in an organization: hardware/software/telecom administration, knowledge discovery/management, web-technologies, and computer security. Focuses on both mechanical aspects of IT and conceptual understanding with regard to impact on business organizations.
Awards and Recognitions
Awards and Recognitions
Awards in PhD
FRQ Doctoral Scholarship - (2024-2025)
Best Paper Award, Montreal Symposium on IS research - (2025)
Teaching Excellence Award, Desautels Faculty of Management, McGill University - (2024-2025)
Grad Excellence Award in Management - (2021-2022; 2022-2023; 2024-2025)
Greville Smith Fellowship - (2024-2025)
Rio Tinto- Richard Evans Entrance Fellowship in Management - (2021-2022)
Hian Siang Chan Entrance Fellowship in Management - (2021-2022)
Past Awards and Recognitions
Chinese Government Scholarship - (2018-2021)
Young Professional Induction Program – State Bank of Pakistan - (2015)
Dean’s Hall of Honor - (2010)
Karwan-e-Ilm Foundation Scholarship - (2008-2012)
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