Nisreen Ameen


  • TW20 0EX

Personal profile

Personal profile

Nisreen is a Senior Lecturer (Associate Professor) in Digital Marketing at Royal Holloway, University of London and Director of the Digital Organisation and Society research centre . Nisreen is also currently serving as Vice President of the UK Academy of Information Systems (UKAIS). She is an Associate Editor for the journals: Information Technology and People, Computers in Human Behavior and the International Journal of Consumer Studies.  Previously she has held academic posts at Queen Mary University of London, Birkbeck University of London and Anglia Ruskin University (Cambridge Campus). 

Research interests

Nisreen's research focuses on two main themes: first, consumer interactions with new-age technology; and second, how organisations can use this technology to provide better experiences, services and products. Within these main themes, her research interests include digital marketing and entrepreneurship, human-computer interaction, consumer behaviour, and organisational use of consumer data. She also focuses on cross-national and cross-cultural research in developing, emerging and developed markets. She has expertise in qualitative and quantitative methods of data analysis; in particular, survey and experimental research. The multivariate modelling techniques she has used include Partial Least Squares-Structural Equation Modelling (PLS-SEM), scale development and scale validation, structural equation modelling (SEM), multiple regression, multivariate analysis of variance (MANOVA), and testing for mediation and moderation. 

Her research has been published in high-ranking journals: the British Journal of Management; Journal of Travel Research; Journal of Business Research; the International Journal of Entrepreneurial Behavior and Research; Psychology and Marketing; Information Technology and People; Information Systems Frontiers; Internet Research; Computers in Human Behavior; Information Systems Management; Information Technology for Development; the British Journal of Educational Technology; and the International Journal of Gender and Entrepreneurship.

Nisreen is also an Editorial Board member of the Journal of Enterprise Information Management and a  reviewer for several journals such as: Computers in Human Behavior, Technological Forecasting and Social Change, Information Technology and People, Information Systems Management, Information Technology for Development, Journal of Behavioral and Experimental Finance and Journal of Enterprise Information Management, British Journal of Educational Technology. Nisreen has also been a Managing Guest Editor for various special issues in leading journals. 

In addition, she was the Best Paper Prize winner at the UK Academy of Information Systems (UKAIS) 2018 conference and she won the Best Researcher Award at the Bloomsbury Institute London in 2019. She presented her work and provided Keynote and Invited talks at national and international conferences in the United Kingdom, United States, Europe, Asia and the Middle east. She also acted as a program committee member for  different confrences such as the International conference on big data in business, ICBIB 2019, London, UK and Al-Falah University international conference: Towards Advanced Scientific Knowledge in Business Sciences, TASK3 2019, Dubai, UAE. In addition, she is an academic member of the Association for Information Systems (AIS), a member of the UK Academy of Information Systems (UKAIS) and an affiliate member of the Charted Institute of Marketing (CIM).

Nisreen has also published articles in the World Bank, The Coversation, CCR Magazine and New Statesman:

Listening to millennials’ voices in the era of digital insurance

A better life for young refugees in Iraq: Collaboration to create a new educated generation

What robots and AI may mean for university lecturers and students

Gender pay gap at universities could get even worse – here’s why

Understanding the relationship between academia and artificial intelligence: What will higher education look like in the 2030s?


I strongly believe in student-centric and research-informed teaching. I currently teach different modules at the undergraduate and postagrate level. I currently teach Search and Metrics, Marketing Strategy in Context, Consumer Behaviour and Global Marketing, Quantitative Research Methods for Marketing, Quantitative Methods for Doctoral Students and Services Marketing. I am also interested in the use of advanced technologies in teaching and learning such as AI and robotics. In 2019, I participated in a panel discussion on Artificial intelligence: Robotics, the curriculum and inclusion at the University of Buckingham

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 3 - Good Health and Well-being
  • SDG 5 - Gender Equality
  • SDG 8 - Decent Work and Economic Growth
  • SDG 12 - Responsible Consumption and Production
  • SDG 16 - Peace, Justice and Strong Institutions


  • Marketing
  • Retail management
  • Market research
  • Artificial intelligence
  • Human-computer interaction
  • e-business