Dr Lalitha Shamugam

Dr Lalitha Shamugam

Dr Lalitha Shamugam

  • Lecturer
Department of Business Analytics
Google Scholar ORCID Scopus Web of Science
SDGs Focus
Good Health and Well Being
Sustainable Cities and Communities

Biography

As a Business Communications Professional and Researcher with nearly a decade of industry and academic experience, Dr Lalitha specializes in social media analytics, media intelligence, and market research. Holding a PhD in Communication from Universiti Sains Malaysia, her research focused on social media and well-being. Currently, as a Lecturer at Sunway University, she teaches courses in Business Analytics. Lalitha has also extensive industry experience in media intelligence and market research. Additionally, she holds a Professional Certificate in Data Analytics from Universiti Kebangsaan Malaysia and certifications as a Tableau Desktop Specialist and Tableau Business Intelligence Analyst. She has also co-authored several research articles on social media's effects published in Web of Science (WoS) indexed journals, further establishing her expertise in this field.

Academic & Professional Qualifications

Doctor of Philosophy Communication, Universiti Sains Malaysia, Malaysia (2024)
Master of Communication Science and Environmental Journalism, Universiti Sains Malaysia, Malaysia (2013)
Bachelor of Arts English Language and Literature Studies, Universiti Sains Malaysia, Malaysia (2009)
Professional Certificate in Data Analytics, Universiti Kebangsaan Malaysia, Malaysia (2023)

Research Interests

  • Social media
  • Business Analytics

Teaching Areas

  • Business Analytics

Courses Taught

  • Big Data Analytics and Visualization in Business
  • Human Resource Analytics

Notable Publications

  1. I. A. Zolkepli, R. Tariq, P. Isawasan, L. Shamugam, and H. Mustafa, “The effects of negative social media connotations on subjective wellbeing of an ageing population: A stressor-strain- outcome perspective,” PLoS One, vol. 19, no. 1, 2024. 
  2. I. A. Zolkepli, R. Tariq, P. Isawasan, L. Shamugam, and H. Mustafa, “The mediating role of social media fatigue on social media usage behaviour of the ageing society during the covid-19 pandemic,” SEARCH Journal of Media and Communication Research, vol. 2023, no. Special Issue, pp. 91–107, 2023. 
  3. I. A. Zolkepli, P. Isawasan, H. Mustafa, and L. Shamugam, “What digital marketers should learn from the struggles of an ageing society on social media,” in Advances in Digital Marketing and eCommerce (F. J. Martínez-López and D. López López, eds.), (Cham), pp. 209–224, Springer International Publishing, 2021. 
  4. L. Shamugam, I. A. Zolkepli, and P. Isawasan, “Stressor-strain-outcome (sso) effect of social media on the ageing society,” in International Conference on Ageing (ICA), 2019.
     

Professional Associations

2014 - MyPhD Scholarship, Ministry of Higher Education (MOHE)