Dr. Nurul Aida Abd Rahim

Nurul Aida Abd Rahim is a Malaysian lecturer and researcher with an MSc in Business Management, currently pursuing her PhD at Universiti Teknologi MARA (UiTM). With experience teaching undergraduate courses in Internet Retailing, e-CRM, and Marketing at Tunku Abdul Rahman University of Management and Technology (TAR UMT), her academic focus lies in DCX, fashion retail, and consumer behavior. Her research explored the cognitive and affective triggers of e-loyalty among millennials in fashion e-commerce, which she continues to expand through doctoral work using the SOR with other theories. Her ongoing research aims to offer actionable insights into what shapes customer satisfaction in the fashion industry, contributing to more human-centered and experience-driven marketing strategies. Aida is passionate about integrating industry trends into her teaching and research to equip future retailers with practical skills on how AI transforms the way fashion is produced, marketed, and consumed that is tailored to today’s digital consumers.