| Let's play: Me and my AI‐powered avatar as one team AH Butt, H Ahmad, MAS Goraya, MS Akram, MN Shafique Psychology & Marketing 38 (6), 1014-1025, 2021 | 69 | 2021 |
| WOW, the make-up AR app is impressive: a comparative study between China and South Korea A Butt, H Ahmad, A Muzaffar, F Ali, N Shafique Journal of Services Marketing 36 (1), 73-88, 2021 | 66 | 2021 |
| Users’ acceptance of innovative mobile hotel booking trends: UK vs. PRC M Tao, MZ Nawaz, S Nawaz, AH Butt, H Ahmad Information Technology & Tourism 20, 9-36, 2018 | 56 | 2018 |
| Gaming avatar can influence sustainable healthy lifestyle: Be like an avatar X Wang, AH Butt, Q Zhang, MN Shafique, H Ahmad, Z Nawaz Sustainability 12 (5), 1998, 2020 | 40 | 2020 |
| Travel before you actually travel with augmented reality–role of augmented reality in future destination H Ahmad, A Butt, A Muzaffar Current Issues in Tourism 26 (17), 2845-2862, 2023 | 38 | 2023 |
| Engaging the customer with augmented reality and employee services to enhance equity and loyalty A Butt, H Ahmad, F Ali, A Muzaffar, MN Shafique International Journal of Retail & Distribution Management 51 (5), 629-652, 2023 | 33 | 2023 |
| “Celebrity avatar” feasting on in-game items: A gamers’ play arena X Wang, AH Butt, Q Zhang, N Shafique, H Ahmad Sage Open 11 (2), 21582440211015716, 2021 | 29 | 2021 |
| QR digital payment system adoption by retailers: the moderating role of COVID-19 knowledge Y Jiang, H Ahmad, AH Butt, MN Shafique, S Muhammad Information Resources Management Journal (IRMJ) 34 (3), 41-63, 2021 | 27 | 2021 |
| Reluctance to acceptance: Factors affecting e-payment adoption in Pakistan (The integration of TRI and TAM) H Ahmad, AH Butt, A Khan, MN Shafique, Z Nawaz SMART Journal of Business Management Studies 16 (2), 49-59, 2020 | 18 | 2020 |
| Augmented reality is the new digital banking–AR brand experience impact on brand loyalty AH Butt, H Ahmad, A Muzaffar International Journal of Bank Marketing 42 (2), 156-182, 2024 | 15 | 2024 |
| Contingent self-esteem, social interaction fears, and compulsive WeChat usage F Ali, Q Zhang, MZ Tauni, AH Butt, T Ahsan Behaviour & Information Technology 42 (6), 659-670, 2023 | 13 | 2023 |
| AI-enabled E-recruitment services make job searching, application submission, and employee selection more interactive X Wang, MJ Haque, W Li, AH Butt, H Ahmad, HA Shaikh Information Resources Management Journal (IRMJ) 34 (4), 48-68, 2021 | 12 | 2021 |
| Intention to use AI-powered financial investment robo-advisors in the M-banking sector of Pakistan X Wang, AH Butt, Q Zhang, H Ahmad, MN Shafique Information Resources Management Journal (IRMJ) 34 (4), 1-27, 2021 | 11 | 2021 |
| AI-Powered “Voice Recognition Avatar”: A New Way to Play Games AH Butt, H Ahmad, MN Shafique International Journal of Gaming and Computer-Mediated Simulations (IJGCMS …, 2021 | 6 | 2021 |
| AI chatbot innovation-leading toward consumer satisfaction, electronic word of mouth and continuous intention in online shopping AH Butt, H Ahmad Journal of Telecommunications and the Digital Economy 11 (4), 156-184, 2023 | 5 | 2023 |
| WeChat gamification: mobile payment impact on word of mouth and customer loyalty AH Butt, H Ahmad, A Muzaffar, W Irshad, MU Mumtaz, ... Spanish Journal of Marketing-ESIC 29 (1), 95-113, 2025 | 3 | 2025 |
| Optimizing sustainable performance green talent management strategies focused on core competencies J Shao, H Ahmad, AH Butt, H Shao, YD Liu, F Alam Journal of Global Information Management (JGIM) 32 (1), 1-24, 2024 | 3 | 2024 |
| Impulsive buying in buyer–seller service encounters F Ali, MZ Tauni, AH Butt, A Ali, J Yuan International Journal of Consumer Studies 48 (4), e13068, 2024 | 1 | 2024 |
| Green Improvisation and Knowledge Absorption: Catalysts for Geo‐Sustainable Environmental Management Initiatives S Jianbing, H Ahmad, AH Butt, J Bousrih Geological Journal, 2025 | | 2025 |
| AI-powered augmented reality app satisfies my beauty needs and want AH Butt, H Ahmad, N Khan, U Mumtaz, A Muzaffar Review of Marketing Science 22 (1), 87-115, 2024 | | 2024 |