Nisreen is a Senior Lecturer in Digital Marketing at Royal Holloway, University of London and the Co-Director of the Digital Organisation and Society research centre . Nisreen is also the Vice President of the UK Academy of Information Systems (UKAIS). She is an Associate Editor for the high-ranking journals: Information Technology and People, Computers in Human Behavior and the International Journal of Consumer Studies. Previously she has held academic posts at Queen Mary University of London, Birkbeck University of London and Anglia Ruskin University (Cambridge Campus).
Nisreen's research focuses on two main themes: first, consumer interactions with new-age technology; and second, how organisations can use this technology to provide better experiences, services and products. Within these main themes, her research interests include digital marketing and entrepreneurship, human-computer interaction consumer behaviour, and organisational use of consumer data. She also focus on cross-national and cross-cultural research in developing, emerging and developed markets. She has expertise in qualitative and quantitative methods of data analysis; in particular, survey and experimental research. The multivariate modelling techniques she have used include Partial Least Squares-Structural Equation Modelling (PLS-SEM), scale development and scale validation, structural equation modelling (SEM), multiple regression, multivariate analysis of variance (MANOVA), and testing for mediation and moderation.
Her research has been published in high-ranking journals: the British Journal of Management; the International Journal of Entrepreneurial Behavior and Research; Psychology and Marketing; Information Technology and People; Information Systems Frontiers; Internet Research; Computers in Human Behavior; Information Systems Management; Information Technology for Development; the British Journal of Educational Technology; and the International Journal of Gender and Entrepreneurship.