Nida Shamim

Biography

Dr Nida Shamim is a researcher and educator specialising in digital innovation, immersive technologies, and consumer behaviour. Her research explores how emerging technologies, including the Metaverse, Virtual Reality (VR), Mixed Reality (MR), Artificial Intelligence (AI), and Extended Reality (XR), are transforming consumer experiences, engagement, and decision-making across creative, cultural, tourism, hospitality, and marketing contexts.

Nida has completed her PhD in Marketing at Newcastle University, where her doctoral research investigates the role of ergonomic product design of HMDs, haptic technology and Avatars in shaping user engagement and behavioural outcomes in virtual environments. Her work adopts interdisciplinary approaches that integrate marketing, engineering, human-computer interaction, digital innovation, and behavioural science.

She has published in leading international journals such as International Journal of Contemporary Hospitality Management, International Journal of Information Management and European Business Review. She actively collaborates on research projects examining digital transformation, cultural heritage, responsible tourism, AI-mediated communication, and technology-enabled consumer experiences. Her current interests focus on the intersection of creativity, technology, and human behaviour, with particular attention to how immersive and intelligent systems can create meaningful, ethical, and engaging experiences.

Nida is always interested in developing new interdisciplinary research collaborations and welcomes enquiries from academics, industry partners, artists, designers, and creative practitioners working across emerging technologies, digital innovation, and immersive experiences.