Artificial intelligence
Generative AI, agentic systems, chatbots, voicebots and human–AI interaction.
Marketing scholar · Research leader
Mai Nguyen
Senior Lecturer in Marketing · Griffith University
Exploring how emerging technologies reshape human behaviour, knowledge, work and society—and translating rigorous research into meaningful, sustainable impact.
Research at a glance
140+Publications
4,400+Citations
33h-index
Top 0.05%ScholarGPS
01 · Profile
Scholarship with purpose.
Mai is an internationally recognised marketing scholar working at the intersection of technology, consumer behaviour, knowledge and sustainability.
Research philosophy
Her work examines how people experience and respond to artificial intelligence, immersive technologies and digitally mediated services. It connects rigorous theory with questions that matter to organisations, communities and society.
Through international and interdisciplinary collaboration, Mai develops research that advances knowledge while helping partners navigate emerging technologies, influence sustainable behaviour and build stronger human connections.
Research expertise
Technology. Behaviour.
Impact.
Consumer behaviour
Trust, authenticity, decision-making and technology-mediated experiences.
Knowledge and work
Knowledge creation, sharing and transformation across people and organisations.
Sustainability
Behaviour change, low-carbon choices and research for social good.
02 · Publications
Selected work.
A research portfolio spanning marketing, management, tourism, technology and consumer behaviour.
Emerging Technologies in Marketing
Springer Nature
Beyond the Screen: How Immersive Technologies Reshape Marketing
Emerald
Social Marketing Encyclopedia
Editor · Palgrave
Peer-reviewed research in leading international journals
More than 80% of journal articles published in ABDC A/A* or Q1 journals.
03 · Narrative Impact
Research that moves.
Beyond publication metrics, Mai’s research helps people and organisations understand change—and act on it.
Making AI more human
Revealing how trust, relief, authenticity and dependence shape people’s experiences with intelligent service technologies.
Turning intention into action
Testing behavioural approaches that make sustainable and socially responsible choices more achievable in real settings.
Building capability through connection
Bringing universities, industry, students, alumni and communities together to create enduring knowledge and networks.
04 · Leadership
Research. Publishing.
Education.
Senior Lecturer in Marketing
Griffith University
Co-Director
Insight Lab
Section Editor
Strategic Business Research
Associate Editor
Knowledge Management Research & Practice
Associate Editor
Journal of Internet Commerce
Associate Editor
VINE Journal of Information and Knowledge Management Systems