Nadia Zainuddin

Current Positions:

Senior Lecturer


Dr Zainuddin is an academic researcher, whose work is guided by the pursuit of societal betterment. She is a specialist in social and behaviour change research, who uses services marketing and social marketing theories and frameworks in addition to other approaches, to influence individuals, communities, structures and societies to bring about positive social change.

She is most well-known for her work in the area of value creation and destruction, examining how academics, managers, and organisations can create, communicate, and deliver value to citizens in order to facilitate desirable actions that provide positive individual as well as societal outcomes. She is also a mixed methodologist, drawing from a variety of qualitative and quantitative research techniques.

Dr Zainuddin is also known for providing significant and extensive service contributions to the research community. Recognising that a strong research environment affords its members opportunities to progress and develop, she has contributed towards a variety of service activities in order to help maintain a strong and collegial research environment. Some of her service contributions include: (1) Chair of the International Social Marketing Conference 2016, held in Wollongong Australia; (2) Academic Co-Chair of the World Social Marketing Conference 2015, held in Sydney Australia; (3) Guest Editor of two special issues for the Journal of Social Marketing; (4) Editorial Advisory Board Member for the Journal of Services Marketing; (5) Hub Lead of the New South Wales hub of the Australian Association of Social Marketing.

She also engages extensively with industry, having worked previously on research collaborations with the Australian Red Cross Blood Service and Queensland Health, BreastScreen Queensland, and sits on the review panel of the Princess Alexandra (PA) Hospital's PA Research Support Scheme.

In 2017, she commenced a Visiting Researcher position at the University of Glasgow, Adam Smith Business School.

Research Interests:

Social and behaviour change.


Emerald Highly Commended Paper Award 2017

Research Students

  • Kanchana Wijayawardena : Use of Positive Psychology by Women in STEM Fields: An Exploratory Study on Women in Solar Decathlon Projects