Ezatul Emilia Binti Muhammad Arif

Ezatul Emilia Binti Muhammad Arif

  • Lecturer
Department of Management
  • Sunway Business School
Google Scholar ORCID Scopus
SDGs Focus
Good Health and Well Being
Decent Work and Economic Growth
Industry, Innovation and Infrastructure
Reduced Inequalities

Biography

Ezatul Emilia is an academician with over 17 years of experience and a specialist in digital business, e-commerce, and information systems with over a decade of experience bridging theoretical concepts with practical industry execution. Her work focuses on digital transformation, technology-driven business strategy, and project management, complemented by active integration with Alibaba Global Digital Talent programmes. 

In the classroom, she employs an experiential, student-centered approach designed to build critical thinking and problem-solving skills. Her curriculum incorporates live projects, marketplace simulations, and industry case studies to provide students with direct exposure to modern digital commerce environments. Beyond teaching, Ezatul Emilia engages in applied research, consultancy, and training initiatives. Her professional portfolio includes digital transformation programs for the Ministry of Housing and Local Government (KPKT), micro-credentials in digital commerce, digital business training for B40 womenpreneurs, SME e-commerce adoption projects, and inbound academic exchange initiatives. 

Her core research and consulting interests center on business digitalisation and sustainability, digital entrepreneurship, and the alignment of emerging technologies with strategic organisational transformation.

Academic & Professional Qualifications

  • MSc in E-Commerce, Birmingham City University, United Kingdom (2008)
  • BSc in Computing (Honours) Internet Technology, Staffordshire University, United Kingdom (2005)

Research Interests

  • Digital and Sustainability Transformation
  • E-Commerce
  • Digital Business
  • Digital Economy
  • Women Entrepreneurship

Teaching Areas

  • Digital Economy
  • Digital Transformation for Business
  • Digital Entrepreneurship
  • Information Systems
  • E-Commerce

Courses Taught

  • Digital Economy

Notable Publications

Book chapter
1. F.W. Jalaludin; E.E.M. Arif; W.Y. Chin; W.A.W. Mohammad, N.A.M. Salim; Chin; K.W. Hen;
Information Systems: An Introduction, Oxford Fajar, ISBN: 9789834710569, Published: January 2014,
First Edition. (NON-SCOPUS)

2. F.W. Jalaludin; E.E.M. Arif; W.Y. Chin; W.A.W. Mohammad, N.A.M. Salim; Chin; K.W. Hen;
Information Systems: An Introduction, Oxford Fajar, ISBN: 9789834721428, Published: May 2017,
Second Edition. (NON-SCOPUS)

3. Chin, W.Y; E.E.M. Arif; Tung, S.T; Seah, C.S; Chung, Y.Y; Cham, T. H; Book series Lecture Notes in
Networks and Systems, International Conference on Information Systems and Intelligent Applications (ICISIA 2022), 2022 (ISBN: 2367-3389) (SCOPUS; Q4)

Conference Proceedings
1. Lazim, C.S.L. M.; Ismail, N.D.; Arif, E.E.M.; Awi, A. Factors Influencing Whistleblowing Behavior: An Empirical Study among Employees in Public Sector Workplace, 7th International Conference of Business, Accounting, Finance, and Economics (ICBAFE 2019), Cameron Highlands. (NON-SCOPUS)

2. Chin, W.Y.; Arif, E.E.M.; Tung, S.T.; Seah, C.S.; Chung, Y.Y., Determinants of the Sustainability of Tech Start-ups: Comparison between Malaysia and China, International Conference on Information Systems and Intelligent Applications (ICISIA 2022), Springer (Lecture Notes in Networks and Systems).(SCOPUS; Q4)

3. Arif, E.E.M.; Cheah, K.E.; Seah, C.S.; Loh, Y.X.; Jalaludin, F.W., Factors that Affect eCommerce Platforms' Sustainability in Sarawak, 7th Information Systems International Conference (ISICO 2023), Elsevier B.V. (Procedia Computer Science) (SCOPUS; Q3)

4. Jalaludin, F.W.; Arif, E.E.M.; Seah, C.S.; Loh, Y.X.; Chin, W.Y.; Chang, Y.K., Individual Response to the Spread of Misinformation about COVID-19 via Facebook and WhatsApp, 7th ISICO 2023, Elsevier (Procedia Computer Science). (SCOPUS; Q3)

5. Seah, Y.J.; Seah, C.S.; Loh, Y.X.; Arif, E.E.M.; Jalaludin, F.W.; Hen, K.W., Digitally Transforming Agricultural and Food Market through E-Commerce: An Exploratory Study in the Malaysian Context, 4th International Conference on Applied Computing (ICAC 2023) (NON-SCOPUS) -

6. Chin, W.Y.; Seah, C.S.; Loh, Y.X.; Arif, E.E.M.; Jalaludin, F.W.; Seah, K.G., Determinants of Privacy Policy on Social Media Site: Comparison between Weibo and Facebook, 16th International Symposium on Computational Intelligence and Design (ISCID 2024), (SCOPUS; Q4)

7. Arif, E.E.M.; Ke’er, Y.; Chin, W.Y.; Loh, Y.X.; Sen, C.; Seah, N.R., Customer Retention towards Digital Payment Platform: A Case of Touch ‘n Go, ISCID 2024., (SCOPUS; Q4)

8. Loh, Y.X.; Seah, C.S.; Har, L.L.; Jalaludin, F.W.; Arif, E.E.M.; Xin, Q.H., Stay Loyalty? An Exploratory Study of Consumers’ Online Repurchase Intention in Malaysia, ISCID 2024, (SCOPUS; Q4)

9. Loh, Y.X.; Seah, C.S.; Arif, E.E.M.; Jalaludin, F.W.; Chin, W.Y.; Hamid, N.A.A., A Collaborative Model in Persuasive Web Design: Multiple Case Study of Lazada and Shopee, 7th ISICO (Procedia Computer Science) (SCOPUS; Q3)

Journal Article
1. Jalaludin, F.W.; Arif, E.E.M.; et al., Individual Response to the Spread of Misinformation about COVID-19 via Facebook and WhatsApp., Procedia Computer Science, vol. 234, 2024, pp. 962–969. (SCOPUS; Q3) - SDG 3

2. Arif, E.E.M.; et al., Factors That Affect eCommerce Platforms’ Sustainability in Sarawak. Procedia Computer Science, vol. 234, 2024, pp. 1029–1036. (SCOPUS; Q3) - SDG 9

3. Loh, Y.X.; Arif, E.E.M.; et al. Stay Loyalty? An Exploratory Study of Consumers’ Online Repurchase Intention in Malaysia., Proceedings: Computer Science, 2023. (NON-SCOPUS) - SDG 8

4. Arif, E.E.M.; et al., Customer Retention towards Digital Payment Platform: A Case of Touch ‘n Go. Proceedings: Computer Science, 2023. (NON-SCOPUS) - SDG 8

Achievements & Accolades

GRANTS / PROJECTS
1. Digital Transformation Program: Development of New Village Community Project. Ministry of
Housing and Local Government (KPKT) - 2025 (SDG 8)
2. Micro-Credential: Information Technology and Digital Commerce - 2025
3. Inbound Academic Exchange Programme for Huaqiao University (HQU) Trainer Centre of Extension Education (Consultancy) - 2024
4. E-Commerce Adoption (Agriculture & SMEs) - FRGS 2023 - 2025 (SDG 8)
5. E-wanita Digital Transformation Program - research and training project 2023 - 2025
6. Women, Innovation and Social Entrepreneurship (WISE) for Pertubuhan Ikram Malaysia (Women Chapter) 2023 (SDG 10)
7. Digital marketing entrepreneurship program (DMEP) - training & research project 2022 - 2023

AWARDS
1. Alibaba GDT Award: The Best Cooperation Model Award: iBilik.com
2. Alibaba Global GDT Award: The Teaching Achievement Award

CERTIFICATION
1. Alibaba Global Digital Talent: Digital Transformation Module Train-the-Trainers Certification, 2025
2. Alibaba Global Digital Talent: Digital Entrepreneurship Module Train-the-Trainer Certification, 2025
3. Digital Marketing and Personal Branding Certification by Wonderlab, 2025
4. Counseling Skills for Academicians, 2023
5. Microsoft Power Platform Fundamentals (Microsoft Certified: Passed PL-900 Exam), 2023
6. Open Distance Learning (ODL) Self Instructional Materials (SIM), 2021
7. OBE Process in the Delivery of Curriculum, Assessment and Data Analysis, 2019

COMPETITION ADVISOR
1. Paynet Digital Campus 4.0, 1st Place Student Category, secured RM100,000, February 2026
2. Paynet Digital Campus 4.0, 2nd Place University Category, secured RM50,000, February 2026
3. Paynet Digital Campus 3.0, 3rd Place, secured RM30,000 February 2025.
4. Allianze Young Entrepreneur Challenge, 3rd Place, June 2024.
5. Business Proposal Competition (UTAR X Universiti of Batam Indonesia), June 2024.
6. Alibaba Global Digital Challenge 2021, iMedic, Malaysia 10 Best Teams, August-December 2021

Professional Associations

Member of Association of Information Systems
Alibaba Global Digital Talent (GDT)