Work place: Department of Computer Science, NFC Institute of Engineering and technology, Multan, Pakistan
E-mail: msalahuddin8612@gmail.com
Website: https://orcid.org/0009-0004-1240-7331
Research Interests:
Biography
SalahUddin is currently pursuing a Master’s degree in Computer Science from The NFC Institute of Engineering and Technology, Multan (Pakistan) with a strong research interest in advancing the field through innovative studies. Their research focuses on Machine Learning, exploring both theoretical and practical aspects of computer science to address emerging challenges. Through their academic work, Salahuddin aims to contribute to the development of novel solutions and enhance the understanding of key computational concepts. Their dedication to research is reflected in their scholarly contributions and active participation in the academic community.
By Asif Raza Salahuddin Ghazanfar Ali Muhammad Hanif Soomro Saima Batool
DOI: https://doi.org/10.5815/ijieeb.2025.05.04, Pub. Date: 8 Oct. 2025
The surge in scholarly articles on e-Commerce mirrors its rapid ascent in the market's legitimacy. According to customer product recommendation theory, e-Commerce research may exhibit a bias toward specific customer product recommendations due to its evolving nature. To address this concern, this study examines five of the leading e-Commerce journals. The findings reveal a predominant focus on two main groups: customers and the integration of artificial intelligence (AI) in e-commerce recommendation systems. However, there is a notable lack of attention toward other critical groups, such as suppliers, indirect stakeholders, investors, and regulators. With e-Commerce continuing to mature, it is crucial to explore these neglected themes, sectors, and entities. This paper identifies gaps in current research through targeted keyword searches by aiming to bring these overlooked areas to the forefront. By highlighting persisting challenges in e-Commerce research, this study seeks to raise discourse and innovation in the field by ensuring that emerging topics are not overlooked. The role of AI in e-Commerce, particularly in the development of advanced recommendation systems, is identified as a key area shaping consumer experiences and market dynamics.
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