Afrista Birjis

Afrista Birjis is an Associate Professor in the Department of Business Administration at Notre Dame University Bangladesh (NDUB), serving since 2017. She brings over a decade of academic and research experience with expertise in marketing, consumer behavior, digital marketing, brand management, and sustainable business practices. She is currently pursuing her Ph.D. in Marketing at the University of Dhaka, focusing on the impacts of social media on marketing and brand management.

Prior to NDUB, she worked as a Lecturer at Atish Dipankar University of Science & Technology (ADUST) and as a Research Executive at ctMRS Limited, a leading market research firm in Dhaka, gaining extensive experience in applied research, consultancy, and data analysis. She is also an experienced trainer in research proposal writing and SPSS data analysis, supporting students and professionals in conducting high-quality research..

Afrista has published numerous peer-reviewed articles, contributed to book chapters, and presented her research at national and international conferences. Her work emphasizes ethical and sustainable marketing, digital ethics, green marketing, and responsible business practices.

She has contributed to national and international collaborative research projects, including the German-Bangladesh Higher Education Network for Sustainable Textiles (HEST), funded by DAAD and initiated by GIZ. As a member of the editorial board of the NDUB Journal of Business Studies, she actively supports the academic community.

She is committed to cultivating responsible business leaders and researchers by seamlessly integrating innovative teaching, applied research, and active collaboration between academia and industry. Through her work, she advances knowledge in marketing and business management, with a strong focus on ethical, sustainable, and socially responsible practices.

Research Interests

• Social Media Marketing
• Green Marketing
• Sustainable Business Management
• Consumer Insights & Behavioral Analysis
• E-commerce
• Digital ethics
• Brand credibility & management

Employment details:

• Associate Professor, Department of Business Administration, NDUB (Jan 2025 – Present)
• Assistant Professor, Department of Business Administration, NDUB (Sep 2018 – Dec 2024)
• Lecturer, Department of Business Administration, NDUB (Jan 2017 – Aug 2018)
• Lecturer, Department of Business Administration, Atish Dipankar University of Science & Technology (Jun 2013 – Jan 2017)
• Research Executive, ctMRS Limited, Dhaka (Oct 2012 – Jun 2013)

Publications

1. Birjis, A. (2024). Fostering responsible online behavior through digital ethics in Bangladesh: An exploration of vulnerability, facts, and catalysts. International Journal of Research and Innovation in Social Science (IJRISS), 8(9), 1761–1772.
2. Ferdowsi, S., & Birjis, A. (2025). Ethical concern of online retailers on consumers’ attitude in Bangladesh. Manarat International University Studies, 7(1), 80.
3. Birjis, A., Masud, A. A., & Gomes, K. (2022). Factors affecting women empowerment in the RMG sector of Bangladesh. NDUB Journal of Business Studies, 1(1), 68-82.
4. Birjis, A., & Hossain, M. (2017). Clustering of green consumers in Bangladesh: Unfolding the educated adults. The International Journal of Business & Management, 5(12), 312-318.
5. Hassan, M. R., Saleh, A., & Birjis, A. (2016). An empirical investigation of factors affecting brand health tracking: Implications for the two-wheeler industry in Bangladesh. The Jahangirnagar Journal of Business Studies, 6(1), 101-114.
6. Birjis, A. (2017). Positioning Bangladesh: A way forward to branding Bangladesh. The Journal of Atish Dipankar University of Science & Technology, 1(1), 111-116.
7. Birjis, A., & Ferdous, J. (2018). Scopes and challenges for women entrepreneurs in Bangladesh with a special focus on niche marketing. CCN University Review, 1(1), 61-70.
8. Hossain, M., Birjis, A., & Saleh, A. (2017). Influencing Factors for Customers’ Buying Intention: An Emerging Online Retailing Phenomenon in Bangladesh. Institute of Science & Technology (IST) Journal on Business and Technology , 8 (1), 80-86.
9. Birjis, A., & Masud, M. A. (2024). How students’ engagement can impact performance and growth at the tertiary level in Bangladesh. NDUB Journal of Business Studies, 3(1), 189-204.
10. Rahman, T. Birjis, A. & Bhuiyan, O. F. (2016). Factor Influencing Brain Drain in Bangladesh. Notre Dame University Bangladesh Research Journal. Volume 1, Issue 1, September 2020

Book Contribution:

1. Supply Chain Management – Textbook for the BBA (Bangla) program (8th semester, OSBBA 4809), offered by the Open School, Bangladesh Open University. (Chapter 5 – 11)

Seminars & Conferences

• CST and Technology: Reimagining the Internet – Conference organized by the University of Notre Dame (USA) at St. Xavier College, Mumbai, India (March 11–13, 2024).
• Promoting a Just Wage Economy: Bridging Secular and Faith Approaches – Organized by the University of Notre Dame (USA) at Holy Cross Pastoral and Retreat Center, Bangladesh (October 16–18, 2022).
• Sustainability of Global Garment Industry (ICSG2i 2019) – Presented paper on Impacts of the Level of Women Empowerment on the Ready-Made Garments Industry in Bangladesh, Dhaka (2019).
• Education in the Context of Bangladesh – Presented paper titled Impacts of Student Engagement on Performance in Tertiary Education, Notre Dame University Bangladesh (March 25, 2018).
• Social Businesses: Integrating Human Spirit into Business – Seminar organized by Department of Marketing, University of Dhaka, supported by Yunus Centre.
• 7th SAYEN Regional Meet – Represented Bangladesh as a youth delegate, organized by UNEP & CEE, (January 10–12, 2012).

Workshops and training

• SPSS and Applied Statistics, by ISRT (Institute of Statistical Research and Training) – 1 month
• Research Methodology, by Bureau of Business Research, University of Dhaka – 1.5 months
• Training of Trainers: Introducing Sustainability to Textile Curriculum, by German-Bangladesh Higher Education Network for Sustainable Textiles, 2019
• Interactive Teaching and Learning at the Tertiary Level, by GUCETL (Green University Center of Excellence for Teaching and Learning), 7–8 March 2014
• Teaching for Active Learning (TAL), by (Foundation for Learning Teaching and Research) FLTR, 18–20 May 2017, NDUB
• Objective-Based Education & Case Teaching Methodology facilitated by University of Notre Dame, Indiana, USA, 21–23 & 25 Oct 2019
• Using Emotional Intelligence for Better Classroom Engagement & Performance, by WSDA New Zealand, 23 Sep 2022
• Assessment under OBE Framework, by NDUB, 1 Mar 2013

Education:

• Master of Business Administration (MBA), Marketing, University of Dhaka (2010, held in 2012)
• Bachelor of Business Administration (BBA), Marketing, University of Dhaka (2009, held in 2010)
• Higher Secondary Certificate (HSC), Viqarunnisa Noon School & College, Dhaka (2004)
• Secondary School Certificate (SSC), Viqarunnisa Noon School & College, Dhaka (2002)

Editorial Roles

• Member, Editorial Board (Since 2021)
  NDUB Journal of Business Studies, Notre Dame University Bangladesh
• Book Reviewer
  Reviewed “Principles of Marketing, BBA 1205”, Open School of Bangladesh Open University

Additional Roles

• Member – Self Assessment Committee, Department of Business Administration, NDUB
• Moderator – NDUB Drama and Film Club
• Club Secretary, NDUB