I joined Norwich Business School as an Associate Professor in Marketing in February 2023. Prior to joining UEA, I worked as a Senior Lecturer at  Universiti Putra Malaysia and Universiti Teknologi Malaysia in Malaysia. I have supervised PhD students, and one of them has been awarded a PhD. I hold a PhD in Business Economics, and an MBA in International Business from Universiti Putra Malaysia, and a Bachelor of Management in Marketing from Universiti Malaysia Terengganu in Malaysia. I am currently serving as a Guest Editor, Associate Editor, and Editorial Board member for several journals.

I have received several best paper and best presenter awards at several international conferences. In 2021, I was awarded the Emerald Young Researcher Award (by Emerald Publishing) as well as the Young Researcher Award from my former university.

My main research and teaching interests are in marketing and quantitative research methods, covering topics related to digital marketing, technology marketing, consumer behaviour, data analytics, and statistical modeling. I am willing to undertake PhD supervision on research questions falling within these areas.

My research has been published in internationally renowned academic journals such as Journal of Business Research, European Journal of Marketing, Psychology & Marketing, Internet Research, Technological Forecasting and Social Change, Tourism Management, International Journal of Contemporary Hospitality Management, International Journal of Hospitality Management, Journal of Retailing and Consumer Services and etc.