Nida Shamim
Nida's research focuses on the intersection of the Metaverse and Digital Marketing, exploring how immersive digital environments influence consumer behaviour and marketing strategies in virtual spaces.
Nida Shamim is currently pursuing a PhD in Marketing.
She holds a BBA, MBA, and an MSc in Digital Marketing. She won first prize in the Newcastle University Business School's Three-Minute Thesis (3MT) award in 2023.
She has published a paper in the International Journal of Contemporary Hospitality Management. She is actively working on further research into Metaverse and AI.
Nida also brings valuable corporate experience, having worked as a digital marketing executive.
About Nida's research
Nida's project title is "Effect of Ergonomics on User Engagement in an Immersive Environment".
Abstract
In the global marketplace, industries are increasingly leveraging the Metaverse for marketing and customer engagement, yet they encounter challenges with stagnant user interaction.
Nida's study investigates the factors influencing user engagement in the Metaverse, mainly focusing on the ergonomic design of head-mounted displays (HMDs), haptic technology, and avatars, particularly within the hospitality and tourism sectors. Nida has employed a mix of experiments, interviews and survey in her study.
Her research offers new insights into improving user engagement in the Metaverse, relevant for industries involved in online travel planning like Expedia or Booking.com
Supervisors
Nida's supervisors are
- Professor Matthew Brannan
- Dr Jane Brown
- Professor Suraksha Gupta (external)