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Dr. Zuraidah Sulaiman

Dr Zuraidah Sulaiman is an interdisciplinary researcher and teacher who is keen in consumer decision-making process within the digital and social media environment, as well as in green and sustainable consumption. In particular, she probes into the effects of environmental issues, social criteria, and technological aspects on consumers’ purchasing or non-purchasing decisions.

Dr Zuraidah is currently the Head of Service Quality Research Group (SQRG), under the Smart Digital Community Research Alliance in Universiti Teknologi Malaysia (UTM). She received her formal education in Information Technology (IT) from Universiti Kebangsaan Malaysia (UKM), Universiti Teknologi MARA (UiTM) Malaysia, and University College London (UCL) UK, and later obtained a PhD in Marketing from the University of Sydney, Australia. Dr Zuraidah is also currently a Visiting Assistant Professor at the Universiti Teknologi Brunei (UTB) School of Business between January to May 2022 where she conducts Market and Business Research knowledge exchange with UTB Marketing and Information Systems students.

Dr Zuraidah enjoyed a colourful stint in the automotive industry, working at Honda Malaysia before joining the academic circle. To date, she has 20 years of higher learning teaching experience. Dr Zuraidah began her career as an academic in 2002 at Universiti Teknologi PETRONAS (UTP) Malaysia. Following UTP, she now serves Universiti Teknologi Malaysia (UTM) as a Senior Lecturer in Marketing at Azman Hashim International Business School. She teaches courses at both undergraduate and postgraduate levels, apart from supervising PhD and Masters research work on Green/Sustainability Marketing, Consumer Behaviour, Social Media and Digital Marketing, as well as Social Entrepreneurship. Dr Zuraidah rejoices in interdisciplinary research whereby on numerous occasions, her projects reflect a combination of those areas of interest. Up until now, Dr. Zuraidah has managed to graduate 7 PhD students (3 of whom were Graduate On Time – GOT), as well as 1 MPhil and 5 Masters Mixed Mode students. She has published many articles in indexed publications by Web of Science, Scopus, ERA, MyCite as well as in book chapters, magazines and proceedings.

Dr Zuraidah is the former General Manager of UTM Souvenir Shop for 2 years, 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 and social marketing endeavours. Dr Zuraidah is a certified national trainer for Social Entrepreneurship and Social Innovation as well as Startup Essential on Design Thinking and Business Model Canvas (BMC) for Ecosystem Builder — both by Malaysian Global Innovation & Creativity Centre (MaGIC). She is also a certified Global E-Commerce Talent Trainer by Alibaba Group and Ministry of Higher Education Malaysia, other than being certified as a MonsoonSim Enterprise Resource Planning (ERP) Trainer and Theory of Inventive Problem Solving (TRIZ) Level 1 Practitioner by The International TRIZ Association.

Dr Zuraidah maintains a close collaboration with UTM Center for Student Innovation and Technology Entrepreneurship (UTM XCITE), and is frequently invited as a guest 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 and a plenary session speaker at the International Conference on Sustainable Halal Industry in Asia organised by the Universitas Islam Negeri Walisongo, Indonesia.

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

Consumer Behaviour, Green/Sustainability Marketing, Social Media Marketing, Social Entrepreneurship, Market Research, IT in Business

Number of current supervisees

Availability of Supervision
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