Prof. Dr. Norzalita Abd Aziz

CONTACT

Phone : + 603-8921 3798
Email : eita@ukm.edu.my

Professor of Marketing

Biography

Professor Dr. Norzalita Aziz currently serves as Professor of Marketing and the RHB–UKM Endowment Chair Manager at Universiti Kebangsaan Malaysia (UKM). She brings to academia a strong foundation of industry experience, having spent six years in the corporate sector specialising in marketing and corporate communications within a diversified conglomerate. This industry exposure has significantly shaped her academic perspective, enabling her to integrate practical insights with scholarly research and teaching. Throughout her distinguished academic career at UKM, Professor Norzalita has undertaken numerous strategic leadership and administrative roles that contribute to the university’s academic development and industry engagement. At the institutional level, she previously served as Director of Corporate Communication and Marketing, where she played a key role in strengthening the university’s branding, strategic communication, and stakeholder engagement initiatives. Within the UKM Graduate School of Business (UKM-GSB), she has held several key leadership positions, including Head of MBA Programs and Head of Industry and Community Partnerships, where she was instrumental in strengthening industry collaboration, enhancing postgraduate programme development, and fostering meaningful engagement between academia, industry, and the wider community. Professor Norzalita has also contributed to interdisciplinary institutional development through her roles as Associate Fellow at the Centre for Entrepreneurship and SME Development (CESMED) and the Institute for Environment and Development (LESTARI) at UKM, where she has been actively involved in initiatives related to entrepreneurship development, sustainability, and socio-economic research. Her academic engagement extends well beyond Malaysia. She was appointed as a Visiting Professor in the Department of Marketing at Sultan Qaboos University, Oman, where she contributed to teaching, research collaboration, and academic exchange. She later served as a Visiting Consultant in the Department of Sustainable Tourism and Regional Development at the German University of Technology in Oman (GUtech), an institution academically affiliated with RWTH Aachen University, Germany. She is currently serving as a Visiting Professor at Guangdong Ocean University, China, further strengthening international academic collaboration and knowledge exchange. Professor Norzalita’s research reflects a strong balance between academic rigor and industry relevance. Her research interests span several areas within marketing and business studies, including services marketing—particularly in tourism and hospitality—sustainable marketing, digital and e-marketing, consumer behaviour, and entrepreneurship. Her work frequently explores how businesses and institutions can integrate sustainability, innovation, and digital transformation into marketing strategies to enhance competitiveness and long-term value creation. Over the years, she has established extensive research and academic collaborations with a wide network of international universities and institutions. These include Newcastle University (Australia), INSEAD Business School, Melbourne Business School, and Hamburg University of Technology, as well as collaborative engagements with government agencies in Sri Lanka and Nigeria. Her regional and international collaborations also include partnerships with universities such as Universitas Malang, Universitas Palangkaraya, Guangdong University of Finance and Economics, Guangdong Ocean University, University of Sharjah, Taif University, and Ibaraki University. Within Malaysia, she has actively worked with institutions including Universiti Utara Malaysia (UUM), Universiti Teknologi Malaysia (UTM), and Taylor’s University, contributing to joint research initiatives, academic programmes, and knowledge-sharing activities. She has received recognition for her academic contribution such as Emerald Literati Awards. Through her leadership, research, and international engagement, Professor Norzalita continues to contribute significantly to the advancement of marketing scholarship, industry collaboration, and global academic partnerships.

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Prof. Dr. Norzalita Abd Aziz

PUBLICATIONS

https://ukmsarjana.ukm.my/norzalita

SELECTED JOURNAL PUBLICATION

Mohima Akther, Mohammad Nurul Hassan Reza, Abdullah Al Mamun, Norzalita Abd Aziz, Marvello Yang. (2025). Modelling the mass adoption potentials of fashion-augmented reality among the young consumers: evidence from an emerging economy. – Journal of Fashion Marketing and Management: An International Journal. 459 – 479.

Saif Ahmed, Ayesha Akter Sumi, Norzalita Abd Aziz. (2025). Exploring Multi-Religious Perspective of Artificial Intelligence. – Theology and Science . 104 – 128.

Saif Ahmed, Norzalita Abd Aziz. (2025). Impact of AI on Customer Experience in Video Streaming Services: A Focus on Personalization and Trust. – International Journal of Human Computer Interaction. 7726 – 7745.

Norzalita Abd Aziz, Saif Ahmed, Rasheedul Haque, Sayeeduz Zafar Qazi , Abdul Rahman Bin S Senathirajah . (2025). Deciphering International Students’ Choices: Push-Pull Dynamics and Necessary Condition Analysis in Malaysian University Selection. – International Journal of Knowledge Management. 1 – 34.

Yan Sun, Norzalita Abd Aziz. (2025). From Content to Connection: How Social Media Features Drive PSI and e-WOM on TikTok. – Journal of Information Systems Engineering and Management. 284 – 306.

Sarina Nair, Norzalita Abd Aziz, Rasheedul Haque, Sayeeduz Zafar Qazi, Safwan Marwin Abdul Murad, Saif Ahmed. (2025). Post-pandemic festival tourism: Exploring the role of travel constraints and hedonism on destination attachment and revisit intentions. – Scientific Culture. 194 – 213.

Yan Sun, Norzalita Abd Aziz, Ida Rosnita Ismail, Rasheedul Haque. (2024). Analyzing Trends and Technological Developments in Parasocial Interaction: A Bibliometric Perspective on Communication Systems. – Journal of Electrical Systems . 332 – 356.

Xinyue Lyu, Abdullah Al Mamun, Qing Yang, Norzalita Abd Aziz. (2024). Social entrepreneurial intention among university students in China. – Scientific Reports. 1-20.

Fei Long, Norzalita Abd Aziz, Kei Wei Chia, Huan Zhang. (2024). Clear your plate! the impact of cultural values and social influences on intention to reduce food waste among Malaysian consumers. – Cogent Business & Management. 1-15.

Norzalita Abd Aziz, Abdullah Al Mamun, Mohammad Nurul Hassan Reza and Farzana Naznen. (2024). The impact of big data analytics on innovation capability and sustainability performance of hotels: Evidence from an emerging economy. – Journal of Enterprise Information Management. 1044-1068.

Jin Yang, Abdullah Al Mamun, Mohammad Nurul Hassan Reza, Marvello Yang, Norzalita Abd Aziz. (2024). Predicting the significance of consumer environmental values, beliefs, and norms for sustainable fashion behaviors: The case of second-hand clothing. – Asia Pacific Management Review. 179-194.

Jason M.S. Lam, Zafir Khan Mohamed Makhbul, Norzalita Abd Aziz, Mohd Amirul Hafidz Ahmat. (2024). Incorporating multidimensional images into cultural heritage destination: does it help to explain and analyse better?. – Journal of Cultural Heritage Management and Sustainable Development. 563-580.

JunhaiWang , Ahmed H. Alsharif, Norzalita Abd Aziz, Ahmad Khraiwish, Nor Zafir Md Salleh. (2024). Neuro-Insights in Marketing Research: A PRISMA-Based Analysis of EEG Studies on Consumer Behavior. – SAGE Open. 1 – 24.

Saif Ahmed, Norzalita Abd Aziz, Rasheedul Haque, Abdul Rahman Bin S.Senathirajah, Sayeeduz Zafar Qazi. (2024). Digital transformation in Malaysian manufacturing: a study of change sensing and seizing capabilities. – Cogent Business & Management. 1 – 28.

Fei Long, Norzalita Abd Aziz, Abdul Hafaz Ngah. (2023). Exploring the Relationship between Travel Motivations and Information Sharing Behaviors on Social Media: Gendered Differences of Chinese Gen Y in the Context of Confucianism. – Journal of China Tourism Research. 245-265.

Norzalita Abd Aziz, Fei Long, Wan Mohd Hirwani Wan Hussain. (2023). Examining the Effects of Big Data Analytics Capabilities on Firm Performance in the Malaysian Banking Sector. – International Journal of Financial Studies. 1-13.

Norzalita Abd Aziz, Nurul Amirah Othman, Safwan Marwin Abdul Murad. (2023). The effects of social support and social media influencers credibility on emotional brand attachment -The mediating roles of trust in multichannel. – Social Sciences & Humanities Open. 1-9.

Nurul Elliyana Abdul Jamal, Zinatul Ashiqin Zainol, Jady@Zaidi Hassim, Wan Mohd. Hirwani Wan Hussain, Norzalita Abdul Aziz, Nor Akhmal Hasmin. (2023). Eligibility of business method patent in Malaysia. – International Journal of Law, Government and Communication. 144-158.

Abdullah Al Mamun, Qing Yang, Farzana Naznen, Norzalita Abd Aziz, Muhammad Mehedi Masud. (2023). Modelling the mass adoption potential of food waste composting among rural chinese farmers. – Heliyon. 1-17.

Muhammad Luqman Khalil, Norzalita Abd Aziz, Fei Long, Huan Zhang. (2023). What factors affect firm performance in the hotel industry post covid19 pandemic? Examining the impacts of big data analytics capability, organizational agility and innovation. – Journal of Open Innovation, Technology, Market & Complexity. 1-11.

Muhamad Luqman Khalil, Norzalita Abd Aziz, Ahmad Azmi M. Ariffin, Abdul Hafaz Ngah. (2023). Big Data Analytics Capability and Firm Performance in the Hotel Industry: The Mediating Role of Organizational Agility. – WSEAS Transactions on Business and Economics. 440-453.

RESEARCH AREA

Services Marketing: Tourism & Hospitality Marketing, Consumer Behaviour Analysis, Entrepreneurial Marketing, e-Marketing

TEACHING

Marketing Management, Services Marketing & Strategy, Consumer Behaviour Analysis, Literature Review, Services Theory & Strategic, International Marketing, New Product Development, Hospitality Marketing: Theory & Research, International Marketing: Theory & Research