Tippayanet Sorosrungruang

Tippayanet Sorosrungruang is a Lecturer in Digital Marketing & Data Analytics at University of Greenwich (2025–present) and recently completed her PhD at Royal Holloway, University of London's School of Business and Management. Her research bridges human-AI interaction, consumer behavior, and marketing innovation, with significant contributions to understanding virtual influencer dynamics. She holds leadership roles including Co-Chair for Publicity (BAM 2026 Conference) and PhD Representative for AIS Immersive Digital Environments SIG.

Her academic credentials include:

• Digital Marketing, MSc (King's College London, 2020)
• Industrial and Organisational Psychology, MA (Thammasat University, 2015)

Dr. Sorosrungruang's research examines AI authenticity in digital marketing through the lens of consumer psychology and ethical technology implementation. Her work reveals how generative AI influencers reshape brand-consumer relationships while highlighting critical ethical dilemmas in algorithmic persuasion. This interdisciplinary approach integrates information systems theory with practical marketing applications, particularly relevant for UN Sustainable Development Goals related to responsible consumption.

Her sole publication in Psychology & Marketing (2024) establishes foundational insights into virtual influencer efficacy, reflecting her broader research trajectory examining technological attributes of AI agents in commercial contexts. The work demonstrates rigorous methodology combining psychological frameworks with digital marketing metrics.

Key recognitions include:

• Winner of Poster Contest (2022)
• Associate Fellowship of Higher Education Academy (AFHEA)

She actively contributes to research infrastructure through peer review for Tourism Management, Information Technology & People, and Internet Research journals. Her grant-funded work at Royal Holloway demonstrates successful interdisciplinary collaboration across Clinical Psychology (domestic abuse research) and Law & Criminology (Sister System project), supported by Impact and Partnerships Research and Innovation funding.

As Secretary of Digital Organisation and Society (DOS) Research Centre, she advances scholarship on technology-society interactions, particularly examining AI's role in sustainable consumption patterns and ethical digital transformation.