Anh Nguyen

Anh Nguyen

Associate Program Manager, Digital Marketing
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Details

Open to

  • Masters Research or PhD student supervision

About

Dr. Van Anh is a Lecturer of Digital Marketing in the Business School (TBS) at RMIT Vietnam. She is also the Associate Program Manager for the Bachelor of Digital Marketing.

 

Teaching interests

Dr. Van Anh has more than ten years of experience teaching and working in marketing, communications, public relations, and event management. She engaged in the launch, organization, and promotion of various projects in both commercial and non-profit sectors, such as the Vietnam Private Sector Forum, i.Angel, and Shark Tank. 

 

Courses teach at RMIT: Digital Marketing Communication, Digital Content Creation, Social Media and Mobile Marketing, Marketing Intelligence, Contemporary Issues in Digital Marketing

Research interests

Dr. Van Anh's research focuses on consumer behaviour in the omnichannel retailing context, customer experience, corporate social responsibility communication, and digital transformation. 

 

Notable research publication:

  • Ashfaq, M., Makkar, M., Hoang, A.P., Dang-Pham, D., Do, M.H.T. and Nguyen, A.T., 2025. Exploring customer stickiness during “smart” experiences: a study on AI chatbot affinity in online customer services. Journal of Research in Interactive Marketing.
  • Nguyen, A.T.V, McClelland, R. and Nguyen, H.T. (2024). Omnichannel customer segmentation: a personalized customer journey perspective, Journal of Consumer Behaviour, in production.
  • Nguyen, A.T.V, Halibas, A., McClelland, R. and Nguyen, H.T. (2024). Configurational Analysis of Conditions Influencing Customers’ Channel Switching Intention in Omnichannel Retailing: A fuzzy-set analysis, Quantity and Quality, 1-38. https://doi.org/10.1007/s11135-023-01633-8.
  • Nguyen, A.T.V., HoangThuan, N., & McClelland, R. (2023). Developing Your Structured Literature Review: A Case Study for Omnichannel Research. SAGE Publications Ltd.
  • Halibas, A.S., Nguyen, A.T.V., Akbari, M., Akram, U. and Hoang, M.D.T. (2023). Developing trends in showrooming, webrooming, and omnichannel shopping behaviors: Performance analysis, conceptual mapping, and future directions. Journal of Consumer Behaviour, 22 (5), 1237-1264. https://doi.org/10.1002/cb.2186.
  • Nguyen, A.T.V., McClelland, R. and Nguyen, H.T. (2022). Exploring customer experience during channel switching in omnichannel retailing context: A qualitative assessment, Journal of Retailing and Consumer Services, 64: 102803, https://doi.org/10.1016/j.jretconser.2021.10280.
  • Nguyen A.T.V., McClelland R, Thuan N.H (2022) Omnichannel marketing: structured review, synthesis, and future directions. The International Review of Retail, Distribution and Consumer Research, 1-45. 

 

Rewards:

  • L&T Partnership Award, L&T Awards, CoBL Award 2025, RMIT 
  • Programs & Services that enhance learning Award, 2025, RMIT Vietnam Excellence, L&T Awards
  • Dean's List, 2024, PhD, The Business School, RMIT Vietnam
  • Dean Merit Award, 2022, Graduate School of Business and Law, RMIT

 

Current PhD Supervision:

  • The Role of Design Thinking in Social Entrepreneurship (commencing 2025)
  • Decisions to switch channels in multiple/omnichannel retailers (commencing 2025)

 

Projects looking for PhD candidates:

  • Customer Engagement with Artificial Intelligence (AI) in Marketing Strategies
  • Leveraging Digital Technologies to Influence Consumer Behavior in Sustainable Fashion
  • The Role of AI-Integrated Content in Shaping Brand Image through Multimodal Communication