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Prof. Dr. Norzalita Abd Aziz

Professor of Marketing

Biography

Norzalita Aziz is a Professor of Marketing with a strong foundation in both academia and industry. Prior to her academic career, she spent six years in the corporate sector, specialising in marketing and corporate communications within a diversified conglomerate. This experience has informed her academic approach, allowing her to integrate practical insights with scholarly research and teaching. Throughout her academic career at Universiti Kebangsaan Malaysia (UKM), Professor Norzalita has held a range of leadership and administrative roles that have contributed to the university’s academic development and industry engagement. She previously served as Director of Corporate Communication and Marketing, where she was involved in strengthening the university’s branding, strategic communication, and stakeholder engagement initiatives. She previously served as RHB Endowment Chair Manager. Within the UKM Graduate School of Business (UKM-GSB), she has held positions including Head of MBA Programs and Head of Industry and Community Partnerships. In these roles, she contributed to strengthening industry collaboration, enhancing postgraduate programme development, and promoting engagement between academia, industry, and the wider community. Professor Norzalita has also supported interdisciplinary initiatives 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. Her work in these centres has involved initiatives related to entrepreneurship, sustainability, and socio-economic research. Her academic engagement extends internationally. She has served as a Visiting Professor at Sultan Qaboos University in Oman, contributing to teaching and research collaboration. She also held a Visiting Consultant role at the German University of Technology in Oman (GUtech), affiliated with RWTH Aachen University, Germany, where she was involved in sustainable tourism and regional development initiatives. More recently, she served as a Visiting Professor at Guangdong Ocean University in China. Her research focuses on 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 often examines how organisations can incorporate sustainability, innovation, and digital transformation into marketing strategies. Over the years, she has developed research collaborations with various international institutions, including Newcastle University (Australia, Melbourne Business School, and Hamburg University of Technology, as well as with government agencies in Sri Lanka and Nigeria. Her collaborations also extend to 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 worked with institutions including Universiti Utara Malaysia (UUM), Universiti Teknologi Malaysia (UTM), and Taylor’s University on joint research and academic initiatives. She has received recognition for her academic contributions, including the Emerald Literati Awards. Through her teaching, research, and professional engagement, Professor Norzalita continues to contribute to the development of marketing scholarship and academic–industry collaboration.

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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