Ariya Nithikulsak

Dr. Ariya Nithikulsak serves as a Lecturer in Marketing and Deputy Programme Leader at the Hertfordshire Business School, University of Hertfordshire, teaching undergraduate and postgraduate courses since 2018 while supervising postgraduate dissertations.

Her academic credentials include:

• PhD in Marketing from the University of Kent (awarded November 2022)
• MSc in Management from Brunel University (awarded July 2016)

Her research centers on value co-creation dynamics in digital contexts, with specialized focus on social media marketing strategies and innovation pathways for SMEs. She investigates how businesses leverage dynamic capabilities and customer-centric approaches to transform digital interactions into value-creation engines, particularly examining social media affordances and capability-building frameworks within resource-constrained SME environments.

Analysis of her 2022-2024 publications reveals a cohesive research trajectory advancing value co-creation theory in SME contexts, evolving from capability-based e-transition models toward granular examinations of social media affordances. This work bridges strategic marketing, innovation management, and digital transformation through mixed-methods approaches.

With industry experience as a Brand Strategist at TBWA\Thailand (2016-2017), she integrates practical insights into her academic supervision of postgraduate research. Her current work within the Business and Digital Research Group explores emerging digital marketing paradigms for SME competitiveness.

Dr. Nithikulsak actively contributes to academic discourse through conference presentations at venues like the Academy of Marketing Conference, maintaining research activity through the Business and Digital Research Group at Hertfordshire Business School.