Tippayanet Sorosrungruang

My research focuses on the intersection of human-AI interaction, consumer behaviour, AI-enabled marketing innovation, and information systems. I have published in Psychology & Marketing and maintain an active research pipeline. My doctoral thesis explores how AI-enabled influencers and their technological attributes shape consumer engagement, brand implications, and ethical challenges in digital marketing.

Alongside my research, I serve as Co-Chair for Publicity on the BAM 2026 Conference Committee and as PhD Representative for the AIS Immersive Digital Environments SIG. I also work as a Research Assistant on interdisciplinary projects funded by the Impact and Partnership Research and Innovation grants, including collaborations with Clinical Psychology on domestic abuse research and with Law and Criminology on the Sister System project.

I hold the Associate Fellowship of the Higher Education Academy (AFHEA) and have taught undergraduate modules, including Digital Marketing & Customer Experience and Markets & Consumption, for digital marketing and business and management students.

Before academia, I gained extensive industry experience in marketing and digital transformation, having held roles across diverse sectors, including IBM, Coca-Cola, and Chevron.

January - April 2025  Workshop Leader for MN 2325 (Digital Marketing and Customer Experience)

January - March 2024  Workshop Leader for MN 1305 (Markets and Consumption)

January - March 2023  Workshop Leader for MN 1305 (Markets and Consumption)

December 2023 - October 2025

• Secretary of Digital Organisation and Society (DOS) Research Centre

January 2025 - September 2026

• Co-Chair for Publicity, BAM 2026 Conference Committee

March 2025 – Present

• PhD Representative for the AIS Immersive Digital Environments SIG

September 2023 - September 2025

• Impact and Partnerships Associate in Research and Innovation