My main research interest is in consumer behaviour especially in playfulness. The research on playfulness spans within closely related domains such as identity, entrepreneurship, and senior people & dementia. Expanding my research interest, I am currently leading and involved in several inter-disciplinary research projects, including flexibility and strategy in manufacturing firm; service innovation in tourism & construction firms; brands, stockprice & social media; social media behaviour of firms and entrepreneurs; leisure and life enjoyment among senior consumers; and ethics in tobacco marketing in Indonesia.

I have published my research in several prominent journals such as International Journal of Research in Marketing, International Journal of Operation and Production Management, Annals of Tourism Research, Computers in Human Behavior, Qualitative Market Research, Journal of Marketing Management, Journal of Strategic Marketing, Advances in Consumer Research, Journal of Consumer Behaviour and Kindai Management Review.  I have a PhD in consumer research from the University of East Anglia, an MBA from International University of Japan, a BSc (Hons) in Management from Universitas Indonesia, and a BEng (Hons) in Structural Engineering from Institut Teknologi Bandung, Indonesia.

In the past, I have led and co-led several funded research projects in collaboration with internal, national and international colleagues. One of the projects was concerned with playfulness in computer gaming behaviour and playfulness in the context of Japan’s animation. The latter examined the virtual celebrity of Hatsune Miku (HM) revealing the cultural and socio-psychological characteristics of profound attachment and meanings to HM expressed by young Japanese fans. Other projects investigated playfulness and academic performance of university students, and aesthetics of a successful movie, in collaboration with researchers from Indonesia. 

Before joining NBS UEA, I had taught in several universities in the UK and Indonesia. I'm supervising and have supervised PhD students, and two of them have been awarded a PhD. Prior to academic career, I held a number of managerial posts in several firms of trading, retailing, manufacturing and engineering consultancy services. In my spare times, I like to play badminton, tennis and guitar.