Dr Nisreen Ameen

Personal profile

Nisreen Ameen is a Lecturer in Marketing and the Co-Director of the Digital Organisation and Society research centre at Royal Holloway, University of London. Previously she has held academic posts at Queen Mary University of London, Birkbeck University of London and Anglia Ruskin University (Cambridge Campus). Nisreen is a Senior Editor for Information Technology and People, Associate Editor for Computers in Human Behavior, Associate Editor for the International Journal of Consumer Studies and an Editorial Board member of Journal of Business Research-Consumer Behaviour section.

Research interests

Dr. Nisreen's research interests include: digital marketing and entrepreneurship, human-computer interaction, consumer behaviour, Artificial Intelligence (AI)-enabled services and retailers use of consumers' data.  She is also interested in cross-national and cross-cultural research in developing, emerging and developed markets. Dr. Nisreen is also interested in survey research methods and have used various multivariate modeling techniques including: 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.

Nisreen's work in these areas has been published in various leading journals for example British Journal of Management, Psychology and Marketing, Computers in Human Behavior, Information Technology and People, Information Systems Frontiers, Information Systems Management, Information Technology for Development, British Journal of Educational Technology and International Journal of Gender and Entrepreneurship.

Dr. 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 is currently a Guest Editor of the following special issues

'Consumer interaction with cutting-edge technologies' in Computers in Human Behavior journal https://www.journals.elsevier.com/computers-in-human-behavior/call-for-papers/consumer-interaction-with-cutting-edge-technologies

'Theoretical and Empirical Perspectives on the Psychology of Digital Natives and New-Age Technologies' in Psychology and Marketing journal https://onlinelibrary.wiley.com/pb-assets/assets/15206793/Theoretical%20and%20Empirical%20Perspectives%20CFP-1615454938867.pdf 

'Innovative Technologies and Small-Medium Sized Enterprises in Times of Crisis: A COVID 19 Call' in Information Systems Frontiers journal https://resource-cms.springernature.com/springer-cms/rest/v1/content/18127592/data/v2

'Revolutionising services with cutting-edge technologies post major exogenous shocks' in The Service Industries Journal https://think.taylorandfrancis.com/special_issues/revolutionising-services-cutting-edge-technologies/?utm_source=TFO&utm_medium=cms&utm_campaign=JPG15743 

'Gender differences in developing global digital marketing strategies' in Review of International Business and Strategy https://www.emeraldgrouppublishing.com/products/journals/call_for_papers.htm?id=8888


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 http://www.ccrmagazine.com/magazine/november-2019/

A better life for young refugees in Iraq: Collaboration to create a new educated generation http://blogs.worldbank.org/arabvoices/better-life-young-refugees-iraq-collaboration-create-new-educated-generation

What robots and AI may mean for university lecturers and students https://theconversation.com/what-robots-and-ai-may-mean-for-university-lecturers-and-students-114383

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? https://www.newstatesman.com/spotlight/emerging-technologies/2019/06/understanding-relationship-between-academia-and-artificial


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 


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