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School of Business and Management

Dr Nastaran Hajiheydari


Senior Lecturer (Associate Professor) in Digital Marketing & Analytics; Joint Programme Director for MSc Marketing and Digital Analytics




Senior Lecturer (Associate Professor) in Digital Marketing & Analytics 

Co-Programme Director for MSc Marketing & Digital Analytics 

Academic Member of Department of Marketing 

Member of MINDS Research Group


Dr Nastaran Hajiheydari is a Senior Lecturer (Associate Professor) in Digital Marketing & Analytics at School of Business and Management, Queen Mary University of London. She began her academic career in 2010 and has held the position of Tenured Associate Professor at the University of Tehran, as well as Assistant Professor at the University of Sheffield prior to taking up her appointment at QMUL. Before transitioning to academia, her 7-years professional journey was concentrated on IT Business Analysis and Digital Transformation. 

She is passionate about sharing her research and experience with practitioners and has provided IT management consulting services and conducted workshops for a diverse range of industries, including Courier Services, Securities and Exchange, Car Manufacturing, and Financial Service Providers. 

In addition, Nastaran has been a member of Venture Capital committees, assessing ICT fund raising proposals, and has supervised numerous IT projects, with a particular focus on Enterprise Research Planning and ICT Strategic Planning projects. She has also served as a member of Venture Capital committees to assess ICT fund raising proposals and acted as a supervisor for several IT projects, particularly those related to Enterprise Research Planning, Business Analytics and Digital Transformation.



  • BUSM098: Research Methods for Marketing 

Nastaran teaching draws on the fields of Business Intelligence, Business Analytics, Digital Marketing and Digital Transformation topics for undergraduate, postgraduate and MBA students.  

Her goal as a teacher is to equip her students with a strong theoretical and practical foundation, enabling them to take on challenging projects and reach their full potential. Nastaran places a strong emphasis on research-led teaching to encourage students to learn the most recent theories and understand emerging research, while thoroughly follow active learning and innovative approaches in her classes. 

Nastaran teaching philosophy is to inspire students to achieve great accomplishments through three approaches: 

  • Solving Real-world Problems 
  • Encouraging hands-on experience. 
  • Learning Through Creativity and Collaboration 

Nastaran is a Senior Fellow of the Higher Education Academy.


Research Interests:

Nastaran’s general area of research is business analytics, understanding and predicting user behaviour in using emerging technologies, with a focus on developing effective and efficient business applications by using both structured and non-structured big data. The new insights and knowledge acquired will help to better support decisions and policy making. 

Her research focuses on Digital Transformation, Artificial Intelligence, and Computational social science, in particular, analysing online behaviours in the digital world, by using machine learning techniques.  

Nastaran current research interest and professional practice lie in the following areas: 

  • Text mining for classification, clustering and sentiment analysis 
  • Computational social science, in particular analysing members’ online behaviour in social networks, crowdsourcing and crowdfunding networks 
  • Digital transformation through using emerging technologies such as artificial intelligence, bigdata, internet of things, and robotics


Dr Hajiheydari’s work has appeared in Technological Forecasting and Social Change, Technovation, Journal of Business Research, Computers in Human Behavior, and Information Systems Frontiers, Journal of Information Systems, among more. Her Google Scholar profile contains a detailed list of publications. 

Selected Journal Publications 

Selected Conferences 

  • Hajiheydari, N., & Soltani Delgosha, M. (2022). How Crowdworkers Engage in the Age of Algorithms? An Empirical Study of On-Demand Service Platforms. In Academy of Management Proceedings (Vol. 2022, No. 1, p. 11174). Briarcliff Manor, NY 10510: Academy of Management. 
  • Hajiheydari, N., & Soltani Delgosha, M. (2021). Why People Collaborate in Civic Crowdfunding Platforms: Configurational Analysis of Citizens Profile. In Academy of Management Proceedings (Vol. 2021, No. 1, p. 11960). Briarcliff Manor, NY 10510: Academy of Management.
  • Hajiheydari, N., Delgosha, M. S., (2020). How to Avoid Falling into Death Spiral: Switching and Multihoming Behaviours in Two-Sided Platforms. Academy of Management Proceedings, 2020
  • Delgosha, M. S., Hajiheydari, N., & Saheb, T. (2020). The Configurational Impact of Digital Transformation on Sustainability: a Country-Level Perspective. European Conference of Information systems 2020.
  • Hajiheydari, N., Delgosha, M.S., Talafidaryani, M. (2019). IS Research Theoretical Foundation: Theories Used and the Future Path. International Conference on Research and Practical Issues of Enterprise Information Systems CONFENIS 2019, Prague, Czech Republic,16-17 December
  • Hajiheydari, N., Talafidaryani, M. Khabiri S.H., (2019). Toward a Knowledge Sharing-Aimed Virtual Enterprise, 7th World Conference on Information Systems and Technologies, Galicia, Spain, April 16 - 19.
  • Hajiheydari, N., Talafidaryani, M. Khabiri S.H., (2019). Big data IoT Value Map: How to Generate Value form IoT Data, The 2nd International Conference on Information Management and Processing, Laxenburg, Austria, January 10-12.
  • Hajiheydari, N., Salehi, M. Goudarzi, A. (2018). Optimizing Humanitarian Aids: Formulating Influencer Advertisement in Social Networks, PRO-VE 2018 Cardiff, UK, September 17-19.


Areas of Supervision Interest: 

Dr Hajiheydari is ambitious about supervising excellent, passionate and hardworking PhD students who are interested in Business Issues in Digital Era. Her current research focuses on “Digital Transformation”, “Artificial Intelligence”, and “Computational social science, in particular, analysing online behaviours in the digital world, by using machine learning techniques. She is interested in the concept of digitalization as general and digital platforms and sharing economy as special, to understand both digital business model and users’ behavioural patterns.  

The industrial settings that she prefers to collaborate in are the healthcare and financial sector. She is also interested in and committed to working collaboratively across the schools to chase multi-disciplinary opportunities.

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