Key details
Dr Tippayanet Sorosrungruang
Lecturer in Digital Marketing & Data Analytics
Tippayanet Sorosrungruang is a Lecturer in Digital Marketing and Data Analytics in the Department of Management and Marketing at Greenwich Business School. She was awarded a PhD in Marketing from Royal Holloway, University of London, where her doctoral research examined human-AI interaction, digital persuasion, and the wider societal implications of AI-enabled technologies. She also holds an MSc in Digital Marketing from King’s College London, as well as an MA in Industrial and Organisational Psychology and a BA in English Language and Literature with a Minor in Psychology from Thammasat University. She is an Associate Fellow of Advance HE (AFHEA).
Her research sits at the intersection of digital marketing, information systems, and consumer psychology, with particular interests in AI-enabled influencers, AI-enhanced technologies, and responsible AI. She investigates how emerging technologies shape consumer engagement, trust, well-being, and decision-making. During her PhD, she received seed-corn funding from the Digital Organisation and Society Research Centre and won the School of Business and Management doctoral poster competition.
Tippayanet also serves as Co-Chair for Publicity on the BAM 2026 Conference Committee. She has contributed to interdisciplinary research through roles as a Research Assistant on projects supported by Royal Holloway’s Impact and Partnership Accelerator, including collaborations with Clinical Psychology on domestic abuse and with Law and Criminology on the Sister System initiative.
Prior to academia, Tippayanet gained extensive industry experience in marketing, brand management, and digital transformation. She has held positions such as Marketing Manager and Business Development Manager across organisations, including True Corporation, IBM, Coca-Cola, and Chevron.
Research / Scholarly interests
Her research focuses on the intersection of human-AI interaction, consumer behaviour, AI-enabled marketing innovation, and information systems. She examines how emerging technologies shape consumer engagement, brand responses, and the ethical and societal tensions that arise in digital marketing contexts.
Her doctoral research adopts a mixed-method approach, integrating a systematic literature review, a quantitative study, and expert interviews to develop a holistic understanding of AI-driven persuasion and its implications for both consumers, developers and policymakers.
She also contributes to the academic community as a reviewer for leading journals, including Tourism Management, Internet Research, and Information Technology & People.
Recent publications
Article
Sorosrungruang, T., Ameen, N. and Hackley, C. (2024). How real is real enough? Unveiling the diverse power of generative AI-enabled virtual influencers and the dynamics of human responses. Psychology & Marketing. https://doi.org/10.1002/mar.22105
Conference proceeding
Ameen, N., Hoelscher, V., Cheah, J.-H., Xia, S., Sorosrungruang, T., & Do (Bin), T. K. (2024). Responsible AI and Service Inclusion in Self-Tracking Health Services. In Responsible AI and Service Inclusion in Self-Tracking Health Services, International Conference on Information Systems. https://aisel.aisnet.org/treos_icis2024/147/
Presentations
- Ameen, N; Hoelscher, V; Cheah, J-H; Xia, S.; Sorosrungruang, T.; and Do, T. K., "Responsible AI and
Service Inclusion in Self-Tracking Health Services" (2024). Presented at ICIS 2024 TREOS. 147. https://aisel.aisnet.org/treos_icis2024/147. The International Conference on Information Systems (ICIS), Bangkok, Thailand, 15-18 December 2024
- Sorosrungruang, T. (2024). The Rise of Virtual Influencers: A Theoretical and Empirical Investigation. Presented at British Academy of Management (BAM) 2024 Conference, Nottingham Trent University, 2-6 September 2024
- Sorosrungruang, T. (2023). The Rise of Virtual Influencers: Opportunities and Threats for Consumers’ Well-Being. Presented at Academy of Marketing Conference Proceedings 2023, University of Birmingham, 3-6 July 2023