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Zuraidah Sulaiman

Dr Zuraidah Sulaiman is a researcher and teacher who is keen in consumer decision-making process within the digital and social media environment, as well as in green and sustainability consumption. In particular, she probes into the effects of environmental issues, social criteria, and technological aspects on consumers’ purchasing or non-purchasing decision. Her main areas include Green/Sustainability Marketing, Consumer Behaviour, Social Media, Digital Marketing, and Social Entrepreneurship –- she rejoices in interdisciplinary research whereby in numerous occasions, her projects reflect a combination of those areas of interest.

Dr Zuraidah received her formal education in Information Technology (IT) from Universiti Kebangsaan Malaysia (UKM), Universiti Teknologi MARA (UiTM) Malaysia, and University College London (UCL) United Kingdom, and later obtained a PhD in Marketing from the University of Sydney, Australia. She enjoyed a colourful stint in the automotive industry, working at Honda Malaysia before joining the academic circle.

To date, Dr Zuraidah has almost 20 years of higher learning teaching experience. She began her career as an academic in 2002 at the Universiti Teknologi PETRONAS (UTP) Malaysia. She now serves Universiti Teknologi Malaysia (UTM) as a Senior Lecturer in Marketing at Azman Hashim International Business School.

Dr Zuraidah was also the former General Manager of UTM Souvenir Shop for 2 years (2018-2020) where she introduced and managed several iconic and a wide range of university merchandise. She is now actively involved in market research and consultation projects, as well as in community-based and student engagement programs. She is passionate and aspires to develop the communities around her through impactful social entrepreneurship endeavours. She is frequently invited as a speaker, mentor, facilitator, and judge, at several national and international marketing and innovation programs. Recently in 2021, she was one of the invited speakers at Samara University, Russia for their International Winter School on Sustainable Business Strategies. In her spare time, she devotes herself to baking homemade buns, breads, and Bundt cakes as her creative outlet.

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Research Interest

Digital Marketing, Social Media Marketing, Sustainability or Green Marketing, Consumer Behaviour, Social Entrepreneurship, IT in Business

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