Dr. Nisreen Ameen 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 Information Technology and People and Computers in Human Behavior. Nisreen has also served as a Guest Editor for special issues in various top ranked journals such as: Information Systems Frontiers, Computers in Human Behavior, Psychology and Marketing, Industrial Marketing Management, Journal of Business Research, The Service Industries Journal and International Journal of Consumer Studies. 

Nisreen’s research focuses on two main themes: first, consumer interactions with new-age technologies; and second, how organisations can use these technologies 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. Her research has been published in high-ranking journals: Journal of Travel Research; British Journal of Management; 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’s work has been featured in world-leading media outlets such as CNN, World Bank, The Conversation, New Stateman and Fast Company.