Nisreen Ameen

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. She also serves as Vice President of the UK Academy of Information Systems (UKAIS). Previously, she held academic positions at Queen Mary University of London, Birkbeck University of London, and Anglia Ruskin University. Her research focuses on consumer interactions with new technologies, organizational use of data for service improvement, and cross-national entrepreneurship studies, with expertise in qualitative and quantitative methods like PLS-SEM and SEM.

Dr. Ameen has published in top-tier journals such as the British Journal of Management and Psychology & Marketing. She is an Associate Editor for Information Technology and People, Computers in Human Behavior, and the International Journal of Consumer Studies. Notable awards include the Neil Doherty Best Paper Prize (2018) and the Best Researcher Award (2019). She actively participates in international conferences and contributes to policy projects like the British Academy-funded 'Understanding AI Skills Inequalities in the UK.'

In teaching, she emphasizes student-centric approaches, offering modules in Marketing Strategy, Consumer Behavior, and AI in Education. She advocates for integrating advanced technologies like robotics and AI into pedagogy, highlighted by her 2019 panel discussion on AI in higher education at the University of Buckingham.