Alex Zarifis

3

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13

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Dr Alex Zarifis research and teaching are on the practical applications of technology in business. Before the University of Southampton, he worked at several academic institutions including the University of Cambridge, University of Manchester and the University of Mannheim. He is currently a research affiliate of the Cambridge Center for Alternative Finance (CCAF). Dr Alex has worked on large EU and UK funded research projects at the Karlsruhe Institute of Technology (KIT) and Loughborough University. He obtained his PhD from the University of Manchester.

His research interests include trust, electronic business, artificial intelligence, blockchain, Fintech and Insurtech. He has explored cryptoassets such as cryptocurrencies since 2012. As part of this research, he published the first peer reviewed research on trust in digital currencies in the world in 2014. He also participated in creating the first government recognized, university degree on blockchain technologies in the world.

Experience

  • 2023–present
    Lecturer, PSL University
  • 2022–present
    Research Affiliate, University of Cambridge
  • 2024–present
    Lecturer, University of Southampton
  • 2021–2023
    Lecturer, University of Nicosia
  • 2019–2021
    Research Associate, Loughborough University
  • 2015–2019
    Research Associate/Adjunct Lecturer, University of Mannheim
  • 2018–2019
    Postdoctoral Researcher, Karlsruhe Institute of Technology
  • 2012–2015
    Lecturer, University of Nicosia (UNIC Online)
  • 2006–2010
    Teaching Assistant, University of Manchester

Education

  • 2014 
    University of Manchester, PhD Business Administration
  • 2006 
    University of Manchester, MSc Business Information Technology
  • 2005 
    University of Leeds, BSc Management with Information Systems

Publications

  • 2025
    Development of AGI in e-commerce, Journal of Electronic Commerce Research
  • 2025
    Passengers as defenders: Unveiling the role of customer-company identification in the trust-customer citizenship behaviour relationship within ride-hailing context, Tourism Management
  • 2024
    The second extended model of consumer trust in cryptocurrency payments, CRYPTOTRUST 2, Frontiers in Blockchain
  • 2024
    Leadership in Fintech builds trust and reduces vulnerability more when combined with leadership in sustainability, Sustainability
  • 2024
    Achieving employees’ agile response in e-governance: Exploring the synergy of technology and group collaboration, Group Decision and Negotiation
  • 2024
    A model reducing researchers’ challenges in projects: build trust first for better mental health, Cogent Business & Management
  • 2024
    How to build trust in answers given by Generative AI for specific, and vague, financial questions, Journal of Electronic Business & Digital Economics
  • 2023
    Re-evaluating trust and privacy concern when purchasing a mobile app: Re-calibrating for the increasing role of Artificial Intelligence, Digital
  • 2023
    Understanding users’ negative emotions and continuous usage intention in short video platforms, Electronic Commerce Research and Applications
  • 2023
    The social-technological ways to develop digital entrepreneurship: Targeting value creation and value capture, Information Processing & Management
  • 2023
    A model of trust in Ethereum token ‘Ether’ payments, TRUSTEP, Business
  • 2022
    The dark sides of AI, Electronic Markets
  • 2022
    A model of trust in Fintech and trust in Insurtech: How Artificial Intelligence and the context influence it, Journal of Behavioral and Experimental Finance
  • 2022
    The business models of NFTs and Fan Tokens and how they build trust, Journal of Electronic Business & Digital Economics
  • 2022
    Can global, extended and repeated ransomware attacks overcome the user’s status quo bias and cause a switch of system, International Journal of Information Systems in the Service Sector (IJISSS
  • 2022
    The NFT purchasing process and the challenges to trust at each stage, Sustainability
  • 2022
    Exploring the impact of country-of-origin image and purchase intention in cross-border e-commerce, Journal of Global Information Management
  • 2021
    Investigating user satisfaction of university online learning courses during the COVID-19 epidemic period, Proceedings of the 54th Hawaii International Conference on System Sciences
  • 2021
    Modeling students’ voice for enhanced quality in online management education, The International Journal of Management Education
  • 2021
    Evaluating if trust and personal information privacy concerns are barriers to using health insurance that explicitly utilizes AI, Journal of Internet Commerce
  • 2021
    Exploring consumers' response to text-based chatbots in e-commerce: The moderating role of task complexity and chatbot disclosure, Internet Research
  • 2020
    Artificial Intelligence and Deep Learning in educational technology research and practice, British Journal of Educational Technology
  • 2020
    Investigating the impact of IT-mediated information interruption on emotional exhaustion in the workplace, Information Processing and Management
  • 2019
    Evaluating the impact of AI on insurance: The four emerging AI and data driven business models, Emerald Open Research
  • 2019
    Designing a talents training model for cross‑border e‑commerce: a mixed approach of problem‑based learning with social media, Electronic Commerce Research
  • 2019
    Exploring the language of the sharing economy: Building trust and reducing privacy concern on Airbnb in German and English, Cogent Business & Management
  • 2019
    Collaborative consumption for low and high trust requiring business models: From fare sharing to supporting the elderly and disabled, International Journal of Electronic Business
  • 2019
    Data technologies and next generation insurance operations, Journal of Financial Transformation
  • 2018
    e-Government Implementation Challenges in Developing Countries: The Project Manager's Perspective, International Journal of Public Administration and Management Research (IJPAMR)
  • 2017
    Investigating the Individual Trust and School Performance in Semi-Virtual Collaboration Groups, Information Technology and People
  • 2016
    An Experimental Study of Satisfaction Response: Evaluation of Online Collaborative Learning, International Review of Research in Open and Distributed Learning
  • 2016
    Investigating Individual Trust in Semi-Virtual Collaboration of Multicultural and Unicultural Teams, Computers in Human Behavior
  • 2013
    Modelling Individual Trust Development in Computer Mediated Collaboration: A Comparison of Approaches, Computers in Human Behavior

Grants and Contracts

  • 2022
    Competences for Resilient Smart Cities' Staff (CRISIS)
    Role:
    Researcher
    Funding Source:
    Erasmus+
  • 2021
    European Cooperation in Science and Technology (COST)
    Role:
    Management committee member and primary investigator
    Funding Source:
    EU Horizon 2020
  • 2019
    EU Horizon 2020 project GHOST, Safe-Guarding Home IoT Environments with Personalized Real-time Risk Control.
    Role:
    Researcher
    Funding Source:
    EU Horizon 2020
  • 2019
    Technology Driven Change and Next Generation Insurance Value Chains (TECHNGI)
    Role:
    Researcher
    Funding Source:
    Economic and Social Research Council

Professional Memberships

  • Fellow of the Higher Education Academy (FHEA)
  • Member of the Association for Information Systems (AIS) since 2018.

Contact Alex for

  • General
  • Media request
  • Speaking request
  • Consulting / Advising
  • Research collaboration
  • Research supervision