Skip to content
University of Bradford logo
Site navigation Search

Dr. Nirma Jayawardena

Assistant Professor in Marketing

Area
Room P0.18, Pemberton Building, School of Management
Faculty of Mgmt, Law & Social Sciences
E-mail
n.jayawardena@bradford.ac.uk
Phone
+441274232142
Link
https://nirmajayawardena.com/
Dr. Nirma Jayawardena

Biography

Dr. (Mrs). Nirma Sadamali Jayawardena is an Assistant Professor in Marketing at University of Bradford, United Kingdom. She has work experience as a secondary school teacher, lecturer and as a researcher in Sri Lanka, Australia, and India. Her research interests are in the areas of virtual reality advertising, 360-degree video advertising, consumer psychology, digital video advertising, experimental research, qualitative research, and consumer behaviour.  Her research work has been published in multiple international peer reviewed journals. She has also presented her research in several international and national level research conferences. Additionally, she has contributed to magazine articles, book chapters, books, and industry reports. She served as a reviewer to several journals including International Journal of Information Management, Industrial Marketing Management, International Journal of Consumer Studies, Asia Pacific Journal of Marketing and Logistics, Journal of Business Research, and IEEE Transactions on Engineering Management. Prior to obtaining the Doctor of Philosophy in Marketing from the Griffith University, Australia, she completed her BSc in Business Management (Hons) degree with a first-class honours specializing in Project Management from NSBM Green University, Sri Lanka. Additionally, she completed her MBA in International Business from the University of Colombo, Sri Lanka.


Further, she completed her Graduate Diploma in Research from Griffith University, Australia.   She started her career as a secondary school teacher which is the steppingstone leading to academia. She was able to improve teaching skills after working as a secondary school teacher in Business Studies and Accounting (English medium) in two reputed private secondary schools in Sri Lanka. She prepared students under the subject of Business Studies and Accounting for GCE Ordinary Level Examination in Sri Lanka. She also served as a full-time lecturer in the Faculty of Business Management at ICBT campus, Sri Lanka. Further she worked as a research assistant in the Department of Marketing and in Accounting, Economics and Finance department of Griffith University, Australia.  She also worked as a Market Research Trainee at AEC Group LTD, Brisbane, Australia. She has teaching experience for a diversified age groups including secondary schools, undergraduates, and post-graduates. During her PhD, she conducted several research training sessions to the South Pacific Central Banks conducted by Griffith Asia Institute. She has research skills on various software including NVivo, Leximancer, SPSS, and Vos-Viewer. She has work experience on projects funded through several grants such as Griffith University Internal Grants, Central Bank of Solomon Islands and BA/Leverhulme Small Research Grants Scheme by The British Academy. She has achieved several scholarships including Australian Government Research Training Program Stipend Scholarship, Griffith University International Postgraduate Research Scholarship and University of Tasmania, Tuition Fee scholarship for PhD in Education. She won several international and national levels awards including ‘Emerald Outstanding reviewer award’ from South Asian Journal of Marketing in year 2023; Emerging Scholar Award in Twenty-First International Conference on Knowledge, Culture, and Change in Organizations held in University of Auckland, New Zealand; Emerging Scholar Award in Twenty-eighth International Conference on Learning held in Jagiellonian University, Krakow, Poland; Griffith University Academic Excellence award in year 2018; ‘Women Icon of the Year Award’ from Woman Icon organised by Times Woman with The Women Icon Organization in year 2021 and  lastly ‘Honourable Mention Research Award’ from Relationship Marketing for Impact Research Cluster at Griffith University in year 2021.

Research

Research interests are Advertising technology, Digital Marketing, Video Advertising Strategies, Consumer Behaviour, Education Marketing. I have expertise in various research software including VOSviewer, NVivo, Leximancer, SPSS and SmartPLS.

Research projects

Project Grant: Geopolitical risk and commodity markets

Date
to
Role
Geopolitical risk and commodity markets

Funding Scheme: Griffith University Internal Grant and role as a research assistant

Project Grant: The driving and restraining forces for students’ self-directed learning adoption in higher education: A force field analysis approach

Date
to
Role
The driving and restraining forces for students’ self-directed learning adoption in higher education: A force field analysis approach and the role as a team member

Funding scheme: 2023 – 2024 BA/Leverhulme Small Research Grants Scheme by The British Academy Role as a team member

Project Grant: Promoting SMEs in Pacific Island countries through effective marketing strategies: A systematic Review

Date
to
Role
Promoting SMEs in Pacific Island countries through effective marketing strategies: A systematic Review and the role as a research assistant

Funding scheme: Griffith's Pacific Islands Centre for Development and Research (PICDPR) Role as a research assistant

Teaching

My teaching experience is in the areas of Digital Marketing; Consumer Behaviour; Qualitative techniques; Social Marketing; Services Marketing; Fundamentals of Marketing; International Marketing Management and Integrated Marketing Communication

Modules

  • Module Leader in ICBT Campus, Sri Lanka - Integrated Marketing Communication and Fundamentals of Marketing
  • Course curriculum development in O.P. Jindal Global University, India - Digital Marketing and Social Marketing
  • Module Leader in University of Bradford (2024/ Semester 1 and 2) - Fundamentals of Marketing, Services Marketing and Integrated Marketing Communication

Professional activities

Awards (10)

  • Honourable Mention Research Award (PhD) from Relationship Marketing for Impact Research Cluster in Griffith University, Australia (26 April 2024)
  • Outstanding Reviewer Award from South Asian Journal of Marketing Emerald Publishers (4 December 2023)
  • Emerging Scholar Award in Twenty-eighth International Conference on Learning held in Jagiellonian University, Krakow, Poland Issued by Common Ground Research Networks (12 December 2021)
  • The Women Icon of the Year Award the Women Icon of the Year Award Issued by The Women Icon Organization (27 January 2021)
  • Emerging Scholar Award in Twenty-First International Conference on Knowledge, Culture, and Change in Organizations held in University of Auckland, New Zealand Issued by Common Ground Research Networks (26 January 2021)
  • The University of Tasmania, Tuition Fee scholarship for PhD in Education (1 January 2019)
  • Griffith University, International Postgraduate Research Scholarship for PhD in Marketing (1 December 2018)
  • Australian Government Research Training Program Stipend Scholarship for PhD in Marketing (1 December 2018)
  • Academic Excellence Award for Graduate Diploma of Business Research from Griffith University, Australia (26 October 2018)
  • First Class Honors for BSc in Business Management from NSBM Green University, Sri Lanka (1 October 2013)

Education (6)

  • NSBM Green University - BSc in Business Management
  • Griffith University, Australia - Doctor of Philosophy
  • Griffith University, Australia - Graduate Diploma in Business Research
  • University of Colombo - MBA in International Business
  • Harvard Business School Online - Certificate in Digital Marketing Strategy
  • Amazon Web Services - Certified AWS Academy Educator

Employment (5)

  • O.P. Jindal Global University - Assistant Professor (25 July 2022)
  • Griffith University - PhD student and Research Assistant (2 February 2018)
  • International College of Business and Technology (ICBT) Campus, - Lecturer (8 August 2016)
  • Amal International School - Secondary School Teacher (30 September 2015)
  • Vidura College - Secondary School Teacher (6 May 2014)

Journal reviews (6)

  • Served as a reviewer to International Journal of Hospitality Management - REVIEWER (20 July 2023)
  • Served as a reviewer to Psychology & Marketing - REVIEWER (3 March 2023)
  • Served as a reviewer to International Journal of Consumer Studies - REVIEWER (30 March 2022)
  • Served as a reviewer to Industrial Marketing Management - REVIEWER (2 March 2022)
  • Served as a reviewer to Journal of Business Research - REVIEWER (22 July 2020)
  • Served as a reviewer to International Journal of Information Management - REVIEWER (9 June 2020)

Other activities (6)

  • From Island Roots to Academic Heights: A Sri Lankan Academic's UK Journey: I have shared my personal academic journey with a UK Radio Channel Radio Sangam 107.9FM, on 4th of May 2025, from 3 to 5pm (UK time) (4 May 2025)
  • Beyond 'Silent Contributors': South Asian Women Are Transforming Economies : SheThePeople.TV an Indian digital media website that focuses on women-related news published my Conversation article on 27th of March 2025. Full link: https://www.shethepeople.tv/shepreneurs/south-asian-women-contribution-to-economy-8891124 (27 March 2025)
  • Women are south Asia’s ‘silent contributors’ – changing that could transform economies: Published on 'Conversation UK' on the 25th of March 2025. Link: https://theconversation.com/women-are-south-asias-silent-contributors-changing-that-could-transform-economies-251881 (25 March 2025)
  • How to find a research supervisor and Fully funded PhD programs: Media Interview by IQ Labs YouTube channel Link: https://www.youtube.com/watch?v=LiEnaaoS4eY&t=2837s (16 October 2024)
  • What is Marketing? and What is Marketing Research? : Media Interview by IQLabs YouTube channel in Sri Lanka Link: https://www.youtube.com/watch?v=LiEnaaoS4eY&t=2837s (8 October 2024)
  • Career Paths: Finding a Job after a PhD : Media Interview by Park Thaichon YouTube channel Link: https://www.youtube.com/watch?v=HklPRt_D13s (14 May 2024)

Outreach activities (20)

  • Contributed as a conference co-chair of “Consumer Behaviour Session” in 4th International conference on marketing management organized by the Sri Lanka Institute of Marketing Research Bureau together with Emerald Publishing in year 2023 (1 January 0001)
  • Contributed as a speaker on the title of “Investigating the consumer visual memory of 360-degree and standard video advertisements: A social information processing theory perspective” for International Knowledge Transfer Series conducted by O P Jindal Global University, India in year 2024 (1 January 0001)
  • Conference Organizing committee manager for the Joint Conference held on 27-29 October 2025 titled Empowering Leaders for Global Contemporary Businesses organized by The Centre for Leadership and Empowerment at The University of Bolton, in collaboration with the Global and Sustainable Business Futures at the University of Bradford and the She Inspires: Empowering Women (virtual and in-person both modes) (1 January 0001)
  • Contributed as an independent assessor for the PhD in Marketing confirmation of candidature seminar of PhD student 5353201 -Mehak Rehman of Griffith University, Australia (1 January 0001)
  • Contributed by teaching 'Digital Marketing' module to a diverse group of international students during the International Summer Week at Woxsen University, India, from June 23rd to 25th, 2025. (1 January 0001)
  • Contributed as a speaker on the title of “Investigating the consumer visual memory of 360-degree and standard video advertisements: A social information processing theory perspective” for research excellence seminar series conducted by International Business, Marketing and Strategy department of University of Bradford, United Kingdom in year 2024 (1 January 0001)
  • Conducted a guest lecture on the title of ‘Understanding the Essence of a Literature Review’ for students for Undergraduate Research Seminar Series at University of Peradeniya, Sri Lanka in year 2024 (1 January 0001)
  • Contributed as a guest speaker on the title of “Developing an understanding of the research methods” for students in Tribhuvan University, Nepal in year 2024 (1 January 0001)
  • Conducted a ‘Literature Review Workshop’ for students and the faculty for Uva Wellassa University, Sri Lanka in year 2024 (1 January 0001)
  • Contributed as an organizer and as a speaker for the research seminar titled “The Importance of Marketing Research in 21st Century” conducted by O P Jindal Global University, India in year 2022 (1 January 0001)
  • Contributed as a session chair of “Diaspora Effects and Cross-Cultural Management” in AIB-South Asia conference on environment sustainability and governance issues in international business and trade organized by O.P. Jindal Global University, India in year 2023 (1 January 0001)
  • Contributed as an organizer and as a speaker for the research seminar titled “Organizing Today for the Digital Marketing of Tomorrow” conducted by O P Jindal Global University, India in year 2023 (1 January 0001)
  • Conducted a ‘Literature Review Workshop’ for students and the faculty for Uva Wellassa University, Sri Lanka in year 2024 (1 January 0001)
  • Conducted a research training seminar for South Pacific Centre for Central Banking on “How to Conduct a Systematic Literature Review?” organized by Griffith Asia Institute and Central Bank of Solomon Islands in year 2020 (1 January 0001)
  • Contributed as an organizer and as a speaker for the research seminar titled “Positioning the Future Marketing Strategies through Relationship Marketing Research” conducted by O P Jindal Global University, India in year 2023 (1 January 0001)
  • Involved in student mentoring programs and academic assistantship programs in O.P. Jindal Global University, India (1 January 0001)
  • Arranged guest lecture sessions for undergraduate and postgraduate students in the UK and Indian universities (1 January 0001)
  • Theme leader of consumer (multi) cultural identities in Global and Sustainable Business Future Research Cluster in University of Bradford, UK (1 January 0001)
  • Completed dissertation supervisor duties for both undergraduates and postgraduates in Sri Lanka, India and UK universities (1 January 0001)
  • Conducted a workshop on 'Content Creation for Startups' for the Entrepreneurship Circle students for NSBM Green University, Sri Lanka targeting Future Biztycoon competition in year 2025 (1 January 0001)

Professional associations (9)

  • Journal of Internet Commerce, Associate Editor (1 April 2025)
  • Chartered Institute of Marketing (CIM), United Kingdom , Associate Member (1 October 2024)
  • Humane Technology and Innovation Research Cluster of University of Bradford , Member (1 October 2024)
  • Electronic Commerce Research , Associate Editor of the Journal (2 September 2024)
  • Harvard Business Review, Advisory Council Member (opt-in membership) (8 August 2024)
  • Global and Sustainable Business Future Research Cluster of University of Bradford , Theme Leader and member- Consumer (multi) cultural identities (7 February 2024)
  • Academy of International Business, Member (1 January 2023)
  • Sri Lanka Institute of Marketing, Associate Member (30 December 2022)
  • Relationship Marketing Cluster of Griffith University, Member (19 February 2019)

Publications

Book (10)

  • The Evolution of Digital Advertising from Banners to AI

    Nirma Jayawardena (2026) Palgrave Publishers.

  • Shaping Entrepreneurial Marketing: A South Asian perspective (Vol 1)

    Jayantha Dewasiri;Payal Kumar;Nirma Jayawardena;Shanika Rathnasiri (2025) Emerald Publishers .

  • Women Entrepreneurs in South Asia: A perspective from emerging economies

    Jayawardena, N., Koswatte, I., Dilrangi, U., Muenjohn, N. (2025) Emerald Publishers .

  • Leadership in an Era of Digital Transformation: A Global Perspective, Volume 2

    Wuth Muenjohn;Christian Harrison;Nirma Jayawardena;Jyoti Brinda Mahadeo (2025) Routledge Publisher.

  • Technology-driven SME entrepreneurship in South Asian Countries

    Narayanage Jayantha Dewasiri;Nirma Jayawardena;Abhishek Behl;Athula Gnanapala;Shanika Rathnasiri (2025) Routledge Publisher.

  • Marketing in Metaverse –Pushing boundaries to expand your business

    Nirma Jayawardena;Abhishek Behl;Narayanage Jayantha Dewasiri;Samuel Fosso Wamba;Amith Shankar (2025) Springer Publisher.

  • Leadership in an Era of Digital Transformation: A Global Perspective Volume 1

    Wuth Muenjohn;Christian Harrison;Nirma Jayawardena;Jyoti Brinda Mahadeo (2025) Routledge Publishers.

  • Digital Advertising and Consumer Behavior

    Nirma Jayawardena;Sara Quach;Park Thaichon;Abhishek Behl (2025) Springer Publisher.

Book chapter (8)

Chapter in book (5)

Conference contribution (5)

  • Leveraging Parasocial Interaction to Drive the Bandwagon Effect in Online Retail

    Zeeshan Nadroo;Nirma Sadamali Jayawardena;Mohammad Asif Naqshbandi;Park Thaichon (2025) CGPMET 2025 conference proceedings . Delhi School of Business, India .

  • The Development of Activities for Students in e-learning Platforms: An Elaboration Likelihood Model Perspective

    (2023) Thirtieth International Conference on Learning, University of São Paulo, Brazil .

  • A conceptual framework to measure student discipline of secondary schools in a cross-cultural context

    Nirma Jayawardena (2021) 7th Asian Conference on Education & International Development Tokyo, Japan.

  • How is social psychology used in advertising: An Elaboration likelihood Model Perspective

    Nirma Jayawardena (2021) Twenty-first International Conference on Knowledge, Culture, and Change in Organizations .

  • Gamification and e-learning for adolescents

    Nirma Sadamali Jayawardena (2021) Twenty-eighth International Conference on Learning Universalism or Particularism.

Conference publication (2)

  • How does Knowledge hiding behavior affect subjective career success? Moderating Role of Barriers to Career

    Abhishek Behl, Nirma Jayawardena, Achint Nigam, D Sharma (2022) 8th Indian Academy of Management Conference on NMIMS Mumbai, India.

  • What do you remember most? ‘Is it textbook content’ or ‘teacher talk around the text’?

    Nirma Sadamali Jayawardena (2021) 7th Asian Conference on Education & International Development Tokyo, Japan.

Non-peer reviewed journal (32)

Other journal (2)

Other publication (25)

  • Guest Editorial: An analysis of the two-way relationships between management practices and firm innovation

    Nirma Jayawardena;Nuttawuth Muenjohn;Richard Nyuur (2026) European Business Review .

  • Women are south Asia’s ‘silent contributors’ – changing that could transform economies

    Nirma Jayawardena (2025) The Conversation UK. The Conversation UK.

  • Women in South Asia: Changing ‘silent contributors’ could transform economies

    Nirma Jayawardena (2025) The Morning, Newspaper in Sri Lanka .

  • Theoretical and practical research perspectives on organisational, managerial, and strategic behaviour

    Nuttawuth Muenjohn;Mahnaz Mansoor;Nirma Jayawardena (2024) Sunday Observer Newspaper Sri Lanka.

  • How Tertiary Education Institutes can Improve Student Engagement Levels in South Asian Countries? Perspectives from Four Prominent Researchers’

    Nirma Jayawardena;Sankar Sivarajah;Kokil Jain;Abhishek Behl (2024) Daily Mirror Newspaper in Sri Lanka.

  • The metaverse as a future promising business model

    Nirma Jayawardena;Abhishek Behl (2024) Sri Lankan Marketer Magazine. Sri Lanka Institute of Marketing .

  • The role of AI in relationship marketing: Perspectives from six prominent researchers

    Nirma Jayawardena;Park Thaichon;Richard Nyuur;Sara Quach;Balaji Makam;Abhishek Behl (2024) Ceylon Today Newspaper Sri Lanka. Sri Lanka Institute of Marketing .

  • Winners of the most popular British Academy of Management Grant: BA/ Leverhulme Small Research Grant for the project on Self-Directed Learning in the context of Indian and Sri Lankan Higher Education Sectors

    Isuru Koswatte;Sabiha Mumtaz;Christian Harrison;Nirma Jayawardena;Shehani Joseph (2024) Ceylon Today Newspaper Sri Lanka.

  • Future of ChatGPT in Marketing: Perspectives from four prominent researchers

    Nirma Jayawardena;Sara Quach;Park Thaichon;Chinmoy Bandyopadhyay (2024) Ceylon Today Newspaper Sri Lanka.

  • Food acquisition and consumption issues in Sri Lanka: Overview on acquisition and consumption patterns in South Asia

    Narayanage Jayantha Dewasiri;Nirma Jayawardena (2023) Sunday Observer Newspaper Sri Lanka.

  • Exploring the Role of Sustainable Organic Food Consumption and the Role of Organic Food as a Luxury Product

    Udgam Mishra;Nirma Jayawardena;Park Thaichon (2023) Sunday Observer Newspaper Sri Lanka.

  • Benefits of Social Dimension of Metaverse in Marketing

    Nirma Jayawardena;Abhishek Behl (2023) Ceylon Today Newspaper Sri Lanka.

  • Luxury Marketing and Sustainability in the South Asian Context

    Nirma Jayawardena;Sara Quach;Park Thaichon;Charitha Perera;Narayanage Jayantha Dewasiri (2023) Sunday Observer Newspaper Sri Lanka.

  • Persuasion effects of virtual reality (VR) and augmented reality (AR) video advertisements: A conceptual review

    (2023) Ceylon Today Newspaper Sri Lanka.

  • The role played by relational turbulence in managing agency problems among value chain partners in the sharing economy: A review of the antecedents, benefits, risks, and boundary conditions

    Abhishek Behl;Nirma Jayawardena;Vijay Pereira;Shlomo Tarba;Umesh Bamel (2022) Sunday Observer Newspaper Sri Lanka.

  • The importance of Marketing Research in 21st Century

    Mayank Dhaundiyal;Laknath Jayasinghe;Deepak Sangroya;Sunil George Mathew;Meenakshi Tomar;Narayanage Jayantha Dewasiri;Isuru Koswatte;Charitha Perera;Nirma Jayawardena (2022) Sunday Observer Newspaper Sri Lanka.

  • Dos and Don’ts of 360-degree video advertising: Insights from an experimental study

    Nirma Jayawardena;Mitchell Ross;Sara Quach (2022) Sunday Observer Newspaper Sri Lanka.

  • How to arrange images carefully when designing video advertisements? Insights from an experimental study

    Nirma Jayawardena;Mitchell Ross;Sara Quach (2022) Sunday Observer Newspaper Sri Lanka.

  • The art of gamifying digital gig workers: A theoretical assessment of evaluating engagement and motivation

    Vijay Pereira;Abhishek Behl;Nirma Jayawardena;Benjamin Laker;Yogesh K Dwivedi;Shikha Bhardwaj (2022) Sunday Observer Newspaper Sri Lanka.

Published report (2)

  • Policy report submitted to South Asia Policy and Research Institute, Sri Lanka

    Isuru Koswatte;Sabiba Mumtaz;Christian Harrison;Nirma Jayawardena;Udani Dilrungi (2025)

  • Policy report submitted to Griffith Asia Institute and Central Bank of Solomon Islands

    Nirma Sadamali Jayawardena;Jack Boe;Angeline B Rohoia;Parmendra Sharma (2020)

Thesis (2)

  • Investigating the consumer visual memory of 360-degree and standard video advertisements: A social information processing perspective

    Nirma Sadamali Jayawardena (2022) Griffith University, Australia.

  • Exploring the relationship between Australian university websites and international student enrolments

    Nirma Sadamali Jayawardena (2018) Griffith University, Australia.