Dr Amalina Zakariah

Dr Amalina Zakariah is a Lecturer in Marketing and Consumer Research at University of Leicester, School of Business. She completed her PhD in Marketing at Royal Holloway, University of London with the thesis entitled "Stepping into self-tracking culture: understanding consumer behaviour around self-tracking technologies in everyday life". In her doctoral thesis, Amalina explores the consumption practices of self-tracking technologies such as Apple watch, Fitbit and other wearables in contemporary Britain where she focuses on mundane everyday practices through a Foucauldian lens of self-discipline to understand how these technologies are appropriated.

Prior to joining Academia, Amalina worked as a Corporate Communications Executive at BMW Group Malaysia where she was responsible for public relations and press events for three brands—BMW, MINI, and BMW Motorrad. After completing her MA in Marketing (Distinction), Amalina returned to BMW Group Malaysia with a new role in the Marketing Department where she led the digital and social media strategy for the BMW brand in the Marketing Communications team. She has worked closely with media, creative, and digital agencies as well as Google Malaysia to improve the brand's digital presence in the local market.

With her interdisciplinary education background and industrial work-experience in various business units, particularly in the luxury automotive industry, Amalina offers a unique learning experience in the lecture theatre where she combines a theoretically informed and research-led approach to teaching with her first-hand experience as a marketing practitioner.

The overarching focus of Amalina's research is on understanding various aspects of consumer behaviour with an emphasis on users of self-tracking technologies as consumers.

• Self-tracking technologies and self-quantification
• Surveillance
• Marketing theory
• Consumer culture
• Motherhood
• Ethnography
• Qualitative research methods

Khanijou, R. and Zakariah, A., 2023. Avoiding failure in academia: strategies from non-Western early career researchers in the UK. Journal of Marketing Management, pp.1-25.

Zakariah, A., Hosany, S. and Cappellini, B., 2021. Subjectivities in motion: Dichotomies in consumer engagements with self-tracking technologies. Computers in Human Behavior, 118, p.106699.

I welcome enquiries from PhD candidates with similar research interests.

• Surveillance
• Self-quantification
• Consumer behaviour
• Consumer culture theory
• Sociology of consumption
• Marketing theory

2024

• MN3106: The Production and Consumption of Culture (undergraduate)

2022

• MN1030: Consumers, Brands and Digital Marketing (undergraduate)
• MN7012: Research Methods for Marketing (postgraduate)

Education

• PhD in Marketing
  Royal Holloway, University of London
• MA Marketing (Distinction)
  Royal Holloway, University of London
• Ba (Hons) in Events Management
  Limkokwing University of Creative and Technology, Malaysia

Teaching

• Associate Fellow of The Higher Education Academy
  Advance HE