Natalia is currently served as Lecturer Specialist at BINUS Business School Undergraduate Program. She earned her Ph.D in Marketing from National Taiwan University of Science and Technology (Taiwan Tech). Her main research interests include e-business, digital marketing, sustainability marketing, and consumer behavior.
Education:
- Doctor of Philosophy in Business Administration, National Taiwan University of Science and Technology, Taiwan.
- Master of Management, BINUS University, Indonesia.
- Bachelor of Management, BINUS University, Indonesia.
Awards:
Outstanding Youth Award, School of Management, National Taiwan University of Science and Technology (2023)
Selected Publications:
Sheng, M. L., Natalia, N., & Rusfian, E. Z. (2025). AI Chatbot, Human, and In‐Between: Examining the Broader Spectrum of Technology‐Human Interactions in Driving Customer‐Brand Relationships Across Experience and Credence Services. Psychology & Marketing, 42(4), 1051–1071. https://doi.org/10.1002/mar.22165
Cownie, F., Haft, J., Vu, V., Natalia, N., & Chaiveeradech, M. (2023). Gratitude stimulates word-of-mouth more than words of thanks. Journal of Marketing Theory and Practice, 31(4), 416–433. https://doi.org/10.1080/10696679.2022.2078370
Sheng, M. L., Natalia, N., & Hsieh, C. Y. (2022). Reconceptualizing value creation: Exploring the role of goal congruence in the Co-creation process. Journal of Retailing and Consumer Services, 66(November 2021), 102947. https://doi.org/10.1016/j.jretconser.2022.102947
Ruangkanjanases, A., Jeebjong, P., Natalia, N., & Sanny, L. (2021). E-WOM and Its Impacts on Purchasing Behavior: A Comparative Study between Thai and Indonesian Millennials. International Journal of Electronic Commerce Studies, 12(1), 65. https://doi.org/10.7903/ijecs.1893
Ruangkanjanases, A., Sirisrisakulchai, P., Natalia, N., & Simamora, B. H. (2021). Predicting Consumer Intention To Adopt Online Grocery Shopping: A Comparative Study Between Millennials In Thailand And Indonesia. International Journal of Electronic Commerce Studies, 12(2), 193. https://doi.org/10.7903/ijecs.1894
Natalia, Bianca, S., & Pradipta, I. A. (2019). Analysis User Acceptance Of Wonderful Indonesia Application Using Technology Acceptance Model (case study: Indonesian Ministry Of Tourism). 2019 International Conference on Information Management and Technology (ICIMTech), 234–238. https://doi.org/10.1109/ICIMTech.2019.8843785
Natalia, Fortuna, R., & Leonita, L. (2020). Segmentation of Mobile Applications Users: Classification of Customer E-Loyalty Behavior in Online Shopping Platform. 2020 International Conference on Information Management and Technology (ICIMTech), 126–129. https://doi.org/10.1109/ICIMTech50083.2020.9211141
Teaching:
Marketing management, marketing research, consumer behavior, and service marketing
Contact:
natalia@binus.edu
nataliasonata09@gmail.com